Sponsor (May-Aug 1958)

Record Details:

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"They can't spend it it they ain't got it!" YOU might not agree with the grammar, but the homespun logic of that saying cannot be disputed. You can create a desire for whatever it is that you have to sell, but if the means of pur BUT... has it! This 3-Country Metro Area RANKS Qtll IN THE NATION IN PER FAMILY INCOME— $7,562.00 ... and WeeReBeL sits right on top of this rich market. Survey after survey proves that audiences prefer WRBL and WRBL-TV, and that these stations completely dominate the gold-mine market of Columbus, Georgia. They buy it when it is seen or heard on WRBL AM — FM — TV COLUMBUS, GEORGIA CALL HOLLINGBERY CO. : time recently , Crisco, Jif, Joy. by John E. McMillin Commercial commentary P & G and creativeness \\ bal do \ on think of P&G commercials? If you're like most admen I know you never think of them at all. This in itself is sort of odd. One might expect that the copj and creative techniques of America's largest, smartest air advertiser would inspire as much envy, admiration. stud\. and imitation as do its research, marketing, planning, and media buying methods. But this is just not the case. And having spent so in reviewing radio and tv announcements for Tide. Pace, Lilt, Gleem, Ivory, Oxydol, Crest, and other P&G brands, I think I know win . At the risk of offending some pretty hotshot agencies (B&B, Compton, Y&R. Burnett, Grey, DF&S) and causing stern, subteranean rumbles in the Queen City of the Ohio, I offer these naked, impertinent judgments. Most P&G commercials are surprisingly mediocre, considering their source. Many are as dull as the dishwater they glorify, as synthetic as a soapless detergent. Few deserve your thoughtful consideration as outstanding examples of sound radio/tv selling. These, of course, are serious charges. And I imagine that many embattled brandmen will be ready to smite me hip and thigh for daring to speak so disrespectfully of any corporation with a billion dollar annual sales volume. So let me hastily toss in some credentials and qualifications. P&G's perpetual critics In the first place, having spent 15 years working closely with P&G on a variety of advertising problems. I yield to no man in my admiration for the Cincinnati giant. P&G taught me more than any other client I've every known. more than all the rest of them together in fact. P&G's shrewdness, soundness, and clear logical strategies make most other national advertisers seem like hewildered children, still struggling with their Dr. Dentons. And in the field of management, it seems to me that the dynasty developed by Neil McElroy and carried on so brilliantly by men like Howard Morgens, Jake Lingle. Raoul Chase, and Don Robinson (all of whom came n j » through the advertising department i is one of the finest in American business. I respect all of them very much. In the second place, I know that it's fashionable in many parts of show business and the advertising world to gripe and crab about P&G's dollars-and-cents approach to advertising. \nd 1 have no sympath) with most of the gripers and crabbers. Out in Hollywood, for instance, you'll hear sneers about P&G from beetle-browed writers in turtle-necked sweaters whose murky, Freudian dramas arc yet unsponsored and unsung. You'll hear SPONSOR • 30 AUGUST 1958