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NORTH CAROLINA
IS THE SOUTHS
No. 1 STATE
AND I NORTH CAROLINA'S
Noll) SALESMAN
NBC WPTF
I1UU • ALSO WPTF-FM •
North Carolina
Rates More Firsts In
Sales Management Survey
Than Any Other Southern State.
More North Carolinians Listen
to WPTF Than to Any
Other Station
50,000
WATTS
680 kc.
AFFILIATE for RALEIGH, DURHAM and Eastern North Carolina NATIONAL REPRESENTATIVE FREE & PETERS, Inc.
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Wheels, wheels, wheels Clickety clack — clickety clack Fun — on the run Wheels, wheels, wheels Clickety clack — clickety (lack Home again - tired Routine again - routine again Wheels, wheels, wheels
Get wheeling on the
MOXTAXA
THE TRE4SIRE STATE OF THE 48
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5000 Watts 250 Watts
Night & Day Night & Day
MISSOULA ANACONDA
BUTTE
buying public. In a somewhat covert manner, moving here and there, in stores, on the street, in hotels and cafes, on buses going to and from my home, I heard what a small cross section of my city of about 500,000 is thinking. Want to hear the intake? Briefly, here it is:
"Sure I heard what she said, but it's just so much advertising. 1 tried it just the way she said and look at me." "Ah, he's paid real money to say that." "I'll bet a dollar that she never used that lotion." "He's not telling the world anything new." "That's all hogwash." "I don't believe in advertising anymore."
No, this hearsay is not a criterion by which to measure the total reaction of the buying public. But it does denote what may be taken as a fair sectional sample that shows how much reliance is being placed on all these high-bloodpressure adjectives and pre-treated testimonials in radio, newspaper, and magazine advertising. That the buying public is becoming wary and weary with all this veneered approach to their pocketbooks is quite evident. If you keep your ear close to the ground whereon the buyers tread, while shopping, you'll find the foregoing statement rings true.
No, dear little vivacious, loquacious Mercedes is not to blame, nor is Mortimer, tired after a day's hunt. They are both on the payroll. The prime fault lies with the advertiser who is guilty of too much thin thinking about how the public is accepting all this sugar-coated jargon. The answer to this reaction, which is growing, is a revision of copy. The remedy, first of all, must be actuated by a desire to produce advertising — simple statements of facts — all wool and a yard wide — without all these high pressure adjectives and testimonials — without the bombast of a cheap sideshow barker with tongue in cheek when it isn't wagging. Radio is chock-full of it.
This should be a good time for an old-fashioned bonfire of adjectives in copy and testimonials from the persona grata — deluxe editions, or for the advertising agencies and others to sponsor an "adjective-less" week. To be sure I believe adjectives are necessary in advertising, but 1 like to hear and see them used sparingly, and not just to fill time and space, or because they sound "pretty."
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