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Mr. Cunningham
loaded. The poor respondent isn't even given an opportunity to say whether or not he thinks cigarette advertising is annoying or irritating; he is told that it is! And isn't it pretty silly, in the case of cigarette advertising, to break down replies by media when all cigarette advertisers use their individual selling themes in all media?
We have many surveys that prove beyond the shadow of a doubt that consumers do believe claims of air as well as print advertising.
Thayer Cumings Vice President BBDO, N. Y. C.
Many casual surveys are made under auspices that no self-respecting research man would support.
Unfortunately, the conclusions of these surveys very often find their way into print and give a completely false idea about the reliability of advertising to many people, very often in important places.
To give one example: A survey was recently made in Boston by the students of an economics course in one of the colleges up there. The students, as part of their training, did the interviewing. One of the conclusions of this survey was: Over 70% of those interviewed expressed disbelief in most advertising.
I do not know what question was asked in this Boston survey that produced the above conclusion. But it is completely out of line with the conclusions on the same subject reached in surveys made by well-established research authorities.
One can only conclude that the question was asked in such a way that the respondents immediately thought of advertising that was objectionable to them and extended their irritation across the whole broad field of advertising.
It is to be hoped that the reorganized Advertising Research Foundation under Edgar Kobak may successfully evaluate this kind of research. John P. Cunningham Executive v.p. Cunningham & Walsh, N.Y.C.
HERFS ANOTHER WDSU "EXTRA" PROMOTING ITS PROGRAMS EVERY DAY... ALL YEAR 'ROUND!
DAYTIME SHOW 10=45 AM.I WEEK DAYS
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Yes . . . spectacular _/s the word for this newest WDSU promotion "extra". Each day over 100,000 New Orleanians pass this gigantic, illuminated eye-stopper located at one of the city's busiest intersections. And to add further effectiveness to its impact ... a new WDSU show is featured every month, giving a continuously changing panorama to viewers. This is further proof that at WDSU, promotion is a year 'round job.
• Write. Wire or Phone Your JOHN BLAIR Man!
TV FrA
WDSU
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20 APRIL 1953
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