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covers! Let's go!
2. Ask the wife. She's a woman. We sell girdles. She wears "em. She'll know.
3. Ancestral worship. Do it like the Old Man did.
4. Let it alone. Its working. Were on top. Let it ride.
5. Do what Joe does. Most common— imitating the competition. (Look at soaps, cigarettes, toothpaste. I
Said the president of an $11 million agency in Chicago I at that time he was hilling only ST million I : "I get more clients by showing them the\ ought to try some other medium. How do I decide which? I flip a coin. If you think I'm kidding, you'd be surprised how often it works — how sales skyrocket after a change to another medium. Of course I won't tell you of the times it hasn't. . . ."
"Incidentally."" said this expert, "Chicago agencies don't like New York agencies. It all dates back to when Chi was a way stop to the Big City. Leo Burnett, Fax Cone, Earle Ludgin, Will Grant, Geoffrey Wade, Will Presba, and others have changed all this. But Chicago agencies don't have the fat. They can't let five do the work of one. As a result — and I haven't checked this — thev seem to handle
SPONSOR'S Advisory Board: These 12 experts are validating the study
George J. Abrams, Block Drug's Vincent R. Bliss, exec. v. p. of Arlyn E. Cole, pres., Mac Wil Dr. Ernest Dichter, pres. of Inst,
ad dir. since 1947, member NYU Earle Ludgin & Co., Chicago, kins, Cole & Weber, Portland, for Research in Mass Motivations,
faculty (Grad. School Bus. Ad.) former ad mgr. (Albert Pick Ore. Established agency 1931. Viennese-born psychologist, he's
teaching Adv. Mngmt. since 1950 Barth), mktg. -sales consultant Has offices in Seattle, Tacoma called "father of depth interview"
Stephens Dietz, acct. exec, Ted Bates, N. Y. Rose to copy supervisor during 6 yrs. at P&G; Carnation Co.'s asst. ad mgr. 2 yrs.
Ben R. Donaldson, Ford ad & sis. promotion dir. since 1945. With Ford since 1919, edited plant pubs.; among first radio anncrs.
Marion Harper Jr., McCannErickson pres. since 1948. Only 36, is vice chm. of Adv. Research Fndtn. Bd. of Directors
Ralph H. Harrington, Gen. Tire ad mgr. since 1936, ANA dir., chm. ANA Outdoor Adv. Steering Com., v.p., Traffic Audit Bureau
Morris L. Hite, president of Tracy J. Ward Maurer, Wildroot ad Raymond R. Morgan, pres. of Henry Schachte, Borden's ad dir.
Locke Co., Dallas, since 1950. dir. since 1947, ad mgr. for 5 own agency in Hollywood since since 1950, Y&R and GE alumnus,
Specializes in making his regional yrs. before. With firm 23 yrs. 1932. Originated "Oueen for a ANA dir., chm. Adv. Research
products outsell national brands Heads ANA Board of Directors Day," "Breakfast in Hollywood" Foundation. Joined Borden's 1947
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