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.and there's t
that keeps
snatching aw< advertising contracts . . .
1 1 "This is the fourth time I've had that nightmare. But I think I've figured out what's bugging me.
2j"As promotion manager, I'm responsible for the ads that create a basic impression of our advertising medium.
3|"So, naturally, we play up our strongest sales point — to register a simple, convincing impression. But this puts all our eggs in one basket. It's a good, honest basket and we get business from it...
4|"but suppose some advertisers need what we've got, for some other good reason. We have at least ten reasons besides the one we're promoting, but how are those advertisers going to know we've got what they want? Get it?"
5| "I think so. And I have an idea! When I used to work at the ad agency I remember everybody using Standard Rate when they compared media. Why don't you put an ad in. . ."
6 ". . . in SRDS. Well, thanks, sweetie, but we have an ad in there featuring our one big— hey —
with competent, strategically placed information in SRDS YOU ARE THERE
Selling by helping people buy.
Standard Rate & Data Service, Inc.
7|"hey -that's it! That's the place to put all our sales angles. Every last one of them, anchored here where every prospect has to look before his schedule is frozen. Thanks a million, honey — that does it."
the national authority serving the media-buying function C. Laury Botthof, President and Publisher
5201 OLD ORCHARD ROAD, SKOKIE, ILL. Y0RKT0WN 6-8500 SALES OFFICES SKOKIE, NEW YORK, ATLANTA, LOS ANGELES