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25 JANUARY 1988 20« a copy • S3 a year
l*-W
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
AS THE BARROW POT BEGINS TO BOIL
Washington rumblings are focusing spotlight on net tv study and proposals to ban option time. Here are the possible effects on the nation's advertise]
Page 29
lhe Product That
Wasn't Very Good Looking
)ri upon a time there was a Product that wasn't very good looking.
kr that was a shame, too, because it was a nice little Product, a pleasant thing,
anless and unassuming. Even useful. But, it just wasn't very good looking.
:c this reason, it dealt the Advertising Men a dilly of a fit. Heaven forbid
h. they should picture it. They certainly couldn't describe it. It was undemonstrable.
ft Advertising Men were in a king-sized, filter-tipped Quandary. But one day when
h' were conferring, the Mailroom Boy walked into the Conference Tent with some \
m quills and risked a Suggestion: why not just tell the People what the Product did?
¥< describe it. Or picture it. Or demonstrate it. This was a Great Idea and they did it. And \
h Product sold like crazy. And the Mailroom Boy was made a Vice President. And all was well
ral '.Sometimes words speak louder than action. Honestly now, is your product good o ting? Demonstrable? If not, just tell the People what it does! For this, use Radio.
* have several attache cases full of hard-hitting facts about our favorite medium. May
♦ •show them to you?
Re success of its users speaks clearly 4r SPOT national spot radio
R dio Division
EDWARD RETRY & CO., inc.
r e Original Station Representative
Saturation radio's newest problem
Page 32
AMF's tv theory: customers firstratings second
Page 34
Tv gets set to do some hard selling
Page 38
3RK • CHICAGO • ATLANTA • BOSTON • DETROIT • LOS ANGELES,* SAN FRANCISCO • ST. LOUIS