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A round-up of trade talk, trends and tips for admen
SPONSOR HEARS
10 AUGUST TelePrompTer's latest diversification move is the acquisition of a process for clear
opyright i»57 ing up old film as it passes through the projector.
SPONSOR PUBLICATIONS INC.
The patent holders of the process are being offered a stock deal.
This rejoinder brought more than one participant in an agency plans board meeting up with a start this week:
"Never mind what you think is best for the client. Let's concentrate on what's best to sell him."
How do you label an agency? The simple way is to string the names of the wheels in tandem. But here's one with a different approach:
Matty Rosenhaus, head of Pharmaceuticals, Inc., himself solved the dilemma which resulted in the conversion of Edward Kletter Associates into the Parkson Advertising Agency.
First of all, it was decided not to complicate things by adding the name of Franklin Bruck, brought in as board chairman, to the agency's title.
Rather, to make everybody happy Rosenhaus patched together syllables from New York's famed ad agency addresses — Park and Madison Avenues.
One place that apparently is in no hurry to adopt new names is the telephone company.
An ad agency executive this week inquired for some closed-circuit information and was told to contact the "radio department."
McCann-Erickson soon will be packaging and selling an entirely new service to advertisers — General Semantics.
A separate division — like CCI, Marketing Planning Corp., and Sales Communications, Inc. — is being set up for the semantics operation with Dr. Robert Holston as director, and Russ Johnston as organizer and sales mastermind.
For the uninitiated: Semantics is the technique of communicating by symbols. McCann-Erickson's premise is that it can be used in dealing not only with customers but with employees and the client's investors.
As in many a new field, the jargon of marketing continues to mushroom. Here are some phrases indispensable to today's vocabulary:
• The sale that brings in the profit.
• The customer's image (or the "customer's portrait").
• Translate markets wants into activities that bring satisfied customers.
• Integrate all efforts and groups into a master plan.
• Performance yardsticks.
• Marketing position and penetration.
• Utilization of the company's total resources.
• Acceptance of the marketing philosophy.
74 SPONSOR • 10 AUGUST 1957