Sponsor (Apr-June 1964)

Consumers ask advertising women probing questions on industry Almost 400 interested consumers showed up at the Advertising Women of New York Foundation second annual Consumer Conference to ask some biting questions on integration in advertising, cigarette advertising, misleading advertising, and irritating commercials. A good many of the questions were answered with broad, cautious statements, generally showing the attitude that "these problems are being taken care of." Representing the advertising industry at the afternoon panel discus,ion were Margot Sherman, vice president and copy head, McCannErickson; Dr. Niki Kominik, supervisor of copy research, Grey advertising; and Jean Wade Rindlaub, senior consultant, BBDO. On the question of integrated advertising. Sherman said she didn't believe there was a major advertiser who is not "reflecting the American way of life" by using Negroes in everyday scenes, in the backyard and so on. "I think you'll see a great deal of it if you watch," she told the consumers. Sherman also answered a query on poor English in advertising, such as "Winstons taste good like a cigarette should." The consumer felt that twisting the English language was influencing the young. "I would ask the same question." she said. "I think the answer is that advertising is again a reflection of our society, and we use colloquialisms. If you don't use them you sound unnatural." Giving an example, one consumer asked what is being clone about irritating commercials. Rindlaub responded by giving the advertiser's point of view. "The advertiser is trying to nunc sou. not to sooth you," she said. "He has to get into your busy head somehow. He's got to gel in and out last. Often he has to say the same thing over and over again to make it penetrate." Also iii defense of advertising, it was said that the commercials are not as loud as they seem to be. It has been shown, a panelist said, that the extra loudness is just psy chological. The commercial seems louder because it interrupts the program. Also, in the case of old movies, the sound quality is not good so the viewer turns his set up higher. Then when the commercial comes on it seems exceptionally loud when it really isn't. The audience expressed doubt here. Cigarette advertising was explained by Charlotte Montgomery, contributing editor of Good Housekeeping magazine. To the question. "Why docs so much cigarette advertising continue when smoking has proven to be harmful?" she said that "we cannot consider advertising, merchandising, and promotion as separate from our society. Just as liquor and other things are accepted, so is cigarette smoking." Montgomery said cigarette advertising nowadays, is not trying to create new smokers, but convince existing smokers not to switch brands, which in our time is legitimate. "I guarantee there has been a great deal of hard thought going into this problem," she said. Montgomery also pointed out the economic aspects of the cigarette problem, mentioning that in three states cigarettes provide the greatest income. Agency Shifts Wermen Si Schorr is resigning the Bayuk cigar account because of policy differences. W&S has handled the account since 1956 . . . Foote, Cone & lidding to handle two new products for General Foods — Pre-Sweetened KoolAid and Twist. Doyle Dane Bembach will take on advertising for Levitt and Sons. It is expected that the budget will be in excess of $1 million. In the recent past most o\' the advertising has been created by the advertiser. . . . Thomson Advertising. Peoria. III. appointed by I •'ernstrom Moving System . . . Carl Ally has been chosen by Volvo (Canada) I kl. to handle its advertising in that country. Carl Ally is also the Volvo agency in the U.S. . . . Redmond & Marcus will handle the entire line of advertising for Pearson Ph. macal Co. . . . Solters, O'Roul and Sahinson to handle public ■ lations and publicity for Chryn Corp. New York World's Fair i hibition. The agency has also r^ resented the Chrysler Corp. I] programs for the past three seaso, Hill & Knowlton expands in Europe Hill and Knowlton, Inc. has ;■ nounced the expansion of its H ropean operations with the inc ■ poration of its main office I Geneva, Switzerland. The Inter! tional public relations firm also ; nounced the formation of subs> iary corporations in West Germc1 and Italy to be known as Hill a! Knowlton GMGH, Hamburg a Hill and Knowlton S.R.I. . Milan. Bert Gross, president, said t establishment in Geneva, which m, becomes the principle Europe subsidiary, was to meet increaa] client demand for public relatii in western Europe. This new c«. poration takes over the parent cot pany's European branch office a( will have responsibility for mi aging and coordinating the firr complete European operations. HW&W three new accounts to use saturation tv Adding to the growing list of i tail stores using spot television a three separate juvenile store chair recently-acquired accounts of Hi it/er. Waring & Wayne. New Yoi Television will be the prominei consumer medium, according Edward Libov. v. p. of the agene who will be account executive i all three. Saturation schedules a planned on a year-round basis f< all markets, he said. Together, the stores do abo $20 million worth of business children's merchandise each yea They are Bargaintown, I S x with four stores in Chicago; Chili reus Supermarkets, which opera* four retail stores in the District i Columbia. Virginia, and Marylani and kiddie City Discount Store with 15 stores in and near Phil; delphia. Helil/er. Waring. A. \\.i\n which specialized in children's ai vertising, marketing and merchai dising, now has Id accounts. 36 SPONSC