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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (May 16, 1957)
TEN MEDFORD (OREGON) MAIL TRIBUNE Thursday. Mar 1'5T Advertising Turning To Science But Room Remains for New Ideas Editor' note: This is the fourth series of fi-e articles- dealing with the people who make up the big ad itrtisinj agencies. . By JACK V FOX Uni.ed Press Correspondent New York HB Advertising is becoming more and more i science, a business in which cer tain fundamental principles guide I.Iadison Avenue on cours es that will produce reasonably certain results. There is room for experiment ataion, for creative ideas, for flamboyance, for a flop now ana then. The agencies use mass psychology sloganeering, jingles, vensationalism, sex symbols, brainstorming sessions. But the giant corporations that put on $10 billion a year for advertising do so in no slap dash, hit-or-miss fashion. They expect sales and if they are not forthcoming they take their al business elsewhere Top Ten Get Results It takes only a glance at the roster of big advertisers to bear out that they get results. The top 10, in order, in 1955 wero General Motors, Proctor & Gamble, General Foods, Fora, Chrysler, Colgate Palmolive, General Electric, Lever Eros . National Dairy and Distiller Corp.. Seagrams. The way they divide their ad vertising dollars among the media also holds to a solid pat tern over the years. Last year it went loughly like this: Newspapers S3 billion, direct mail $1,600,000, counter dis plays SI billion, television S880 million, magazines $747 million, radio $197 million, and billboards SI 18 million. The ad agencies themselves seem to be moving toward con centration of accounts. The big four, all in New York headquart ers, are J. Walter Thompson, Mi-Cann-Erickson, Young and Ru bicam. and Batten, Barton, Dur stine and Osborn. They were the only ones with total 1956 billings of around S200 million or more. Expensive Challenge Launching a new product is one of the trickiest and most ex pensive challenges It calls for a combination ( of caution and boldness and money. For ex ample, it costs about $20 mil lion to put a new toothpaste on the market. Chemists and researchers be gan developing Dove in 1948. Dermatologists tested it and found it had no harmful skin effects. The Illinois Institute of Technology developed its shape one aimed at a pleasing ap pearance fitting the hand better and not getting soggy in a tray. Two years ago the first test advertising and marketing wad started in small, isolated com munities. Then the first mass tests were tried in Greensboro, N.C., Grand Rapids Mich., and the area of Davenport-Moline Rock Island. The ads stressed two things: "Dove makes soap old fash ioned" and "Dove creams as it cleanses." Neither was the com plete answer so they blended the two ideas. Last year Levers went into the big market around Chicago and this year moved in to New York with Dove. Girl in a Tub The ad agency was given the task of making it clear that Dove v as as suitable for the bath as for facial use. It - came up with a suggested display ad which, as a Lever man recalled "almosl made our Dove vice president swallow his teeth." It showed a girl in a lather filled tub speaking on the tele phone to her boyfriend and the accompanying copy went some thing like this: "No dear, it isn't a soap. Soao never was like this. So wickedly creamy. I'm all over cream. Just imagine, cream from tip to toe Arms. Legs. All of me. Dove is sort of me-shaped. It's curved to fit my hand. I'm just the most pampered and the most spoiled girlish girl in the world." Lever decided to try the ad m Povidence, R.I.,' which is con sidered the toughest marketing town in the nation. It was an immediate hit. There were no protests and now the girl in the bath can be seen in the 50 per cent of the country where Dove has been introduced. Tomorrow: What has adver tising contributed to prospertiv culture, conformity? , Great Britain Fires First Hydrogen Bomb London (IP) Britain fired its first hydrogen bomb in the skies over Christmas Island The test, carried out in secrecy in mid-Pacific, confirmed Great Britain as the third world power to possess the hydrogen bomb. An official announcement Is sued in London described the burst only as a "nuclear device." Official sources said it was in fact the first British "megaton bomb?' The Family Council Editor's note: The Family Council consist of a ndf, a psychiatrist, th'ee clergymen, a newspaper editor, a women's editor and two writers Each article is a summary of an actual report. The Family Council does not give advice: it merely reports oa problems that have been dealt with by responsible agencies and counselors. Mrs. W. F. I'm afraid to try to brtak up Jack's romance. Mr. W. F, We should forbid it. e Mrs. W. F. Life has been un bearable at our house since puppy love hit our 15-year-old son. One day he arrived home with this perfectly awful girl and an nounced that she was his "steady." He was drooling over her, wouldn't let go of tier hand, kept running around her like a jack-in-the-box doing things for her. He behaved so disgustingly I could hardly stand to look at him. When I told him so, he gave me one of those I-am-about-to-throw-myself-in-t h e-river looks and disappeared until late at night. It can't last more than a week I told myself, but it has already been going on for six months and it is more than we can take. .We are getting really worried. But I am afraid to break it up. Mr. W. F Jack always has been, and still is, a very obedi ent boy. I feel sure that if we forbid him to see this girl, he will do as we say. In fact, I al most think this is what he wants us to do. He likes to dramatize himself and would like to have some sort of an ordeal to suffer through. It seems to me that at this point Jack needs to be saved from himself. All his time and energy goes into calling this girl, -running errands for her, writing poetry to her and moon ing over her. He has neglected his schoolwork and all his other friends. When I was Jack's age, I went through this same kind of thing. I wish now that somebody had saved me from getting on my own and everyone else's nerves like that. Face-Cloth Pocket mm ' i. rfSiii The Couneil: Uninhibited puppy love is often hard for adults to take, but these parents are making too much of it. This boy is enjoying some entirely new emotions and it is rather cruel for his mother to show disgust and tell him she can "hardlv stand to look at him." Mrs. W. F.'s prim attitude is hardly calculated to help Jack through the onslaughts of ado lescent emotions. A boy of 15 hasn't learned how to hide his feelings. His mother's disgust will lead him to feel that there is something shameful in the emotions themselves. Since he is a well-behaved boy who pays attention to his parents, he may try to repress those emotions making life and love difficult for him. Jack should be permitted to see his friend and to express his feelings. All the parents have to do is to apply a few brakes like no dates during the week and a time limit on telephone conversations. He will probably get over the whole thing as sud denly as he fell into it. In the meantime, why not let him en joy himself? (Copyright 1957, General Features Corp.) Barbers Had Problems 50 Years Ago, Too Fall River, Mass. (U.R) There were problems half a century ago, too. The Fall River Herald News for March 7, 1907 noted: "Journeymen Barbers discuss ed barbershop prices and urged a drive to have all barbers charge 25 cents for a haircut instead of 20 cents. Concern was felt about barbers working at other jobs in the daytime and opening shops at night." Court Records MUNICIPAL COURT Leonard Zaddack Emery, disobeyed traffic signal. S5. bail forfeited. Morrice Duane Cobbs, violation basic, S10. bail forfeited. Mary Jean Woodcock, disobeyed traffic signal, $5, bail forfeited. Edith Joyce Lull, violation of basic rule. $10. bail forfeited. Howard Winters Mitchell, disobeyed stop sign. S5. bail forfeited. Jerome Neil Shopp. disobeyed stop sign. S3, bail forfeited. Franklin Gene Rider, operating on wrong side of road. $5. bail forfeited. Wilbur Franklin Singleton, disobey ed traffic signal. $5. bail forfeited. Charles Marvin Rettmann. no tail light. $2.50. Allen Lewis Paul, no tail lights, $2 50. Henry Fred Niedermeyer. defective equipment, one headlight. $5. Arnel Porter Butler, disobeyed traf fic signal. $2.50. George Edward Crump, no driver's license, $5. bail forfeited. Fred Labert Canterbury, violation basic rule. $10. bail forfeited. Earl Lee Pidcock, violation basic rule, $10, bail forfeited. A gay little shell pocket in easy crochet holds a wash cloth! Motif can be heavy cotton for decorating terry towels, lighter for linen towels. Use harmoniz color. Washcloth pocket for towel! Pattein 7074 has crochet direc tions for holder plus matching edging. Send THIRTY-FIVE CENTS in coins for this pattern add 5 cents for each pattern for 1st class mailing. Send to Medford nr-;i TVihnnp. Household Arts Dept.. P.O. Box 168, Old Chel-J sea Station, New York 11. W.Y. Print plainlv NAME. ADDRESS AND PATTERN NUMBER. A bonus for our readers two FREE patterns, printed in our new Alice Brooks Needlecraft Book for 1957! Plus a wonder ful variety of designs to order crochet, knitting, embroidery, buck weaving, toys, dolls, others. Send 25 cents for your copy of this exciting NEW needle book now! DISTRICT COURT Jean Rannus Watkins. Crescent City. Calif., driving while intoxicated, $235. bail forfeited. Gail Caribelle Watkins. drunk on a nublic hiehwav. $30. bail forfeited. Thomas Jennings Oakes, overwidth, j $13. John William Nichols, overload, $56. Dan Roland Shugart. no PUC per mit. $15. Richard Arlington Walker, overload, I s97 ! Bill Wayne Fitzsunmons, no PUC j permit. $10. Charles A. Parlier, violation of basic rule. $30. CIRCUIT COURT Hazel L. Middlekauff vs. Owen R. Middlekauff, divorce complaint. MARRIAGE LICENSE APPLICATIONS Louis Rueben Walch. Eagle Point, and Vera Lee Richardson Carter, 690 Modoc ave.. Medford. George T. Hulsey. Modesto. Calif., and Oma Mae Boles Wright, Chico, Calif. Use Mail Tribune Want Ada BEWARE OF IMITATI0MS LOOK FOR THf HAPPY UTTLf DOG tiappl TOPS IN QUALITY! LOW IN PRICE Be Sure!! Buy The Very Finest Meats At The QUALITY "MEDFORD'S FINEST SINCE 1940" STRICTLY OCEAN FRESH Serve With Colombo's Sour Dough French Bread FitEsn DRAGS P 0 0 lb BONELESS PORK LOIII ROAST "CHOICE" EASTERN PORK 75- LOAF. ASK ANYONE? IT'S REALLY GOOD! ! ALL CENTER CUTS VERY CLEAN 9C FRESH OCEAN HAUBUT First of the Season! All Center Slices Well Trimmed FRESH goiobeb mm FANCY FRESH HENS - FINE FOR STEWING OR FRICASSEE ENJOY THE FINEST STEAKS FROM OUR CHOICE" EASTERN CORN FED BEEF-PROPERLY AGED FOR YOUR EATING PLEASURE GROUND BEEF 3Lb. Or Always Fresh, Pure Steer Beef NO CEREAL j 3 Lbs. 00 WEEK END PRODUCE SPECIALS FRESH TENDER T EARS Sweet Cora if FANCY DELICIOUS Cherry UWMIlLiyJlSSN BASKET SUNKIST NAVEL 3 DOZEN $noo nrmoTden " o ROMAINE ENDIVE Red Lettuce B u n h SPECIALS FROM OUR GROCERY DEPT. DUNCAN HINES Angel Food CAKE MIX Pkg. 3i)e "STANDBY" CHUNK STYLE LIGHT MEAT " CHUNK STYLE y-l WMA 4 LARGE TINS S00 "YUBAN" PREMIUM coffee ML Tin W STANDBY PURE Strawberry Preserves FLUFFO SHORTENING g' HERSHEYS ItlSTAtlT COCOA Mill Z S'?' "PETER PAN" GOLDEN ROASTED BLANCHED PEANUTS 2,-M RUBBER SCRUBBERS 2, THAT WONDERFUL SCOURING PAD 1 Vi- WHICH HAS BEEN TEMPORARILY UNAVAILABLE 2 " -STORE HOURS 8:30 A.M. to 6:30 P.M. (Monday Thru Saturday) AD PRICES EFFECTIVE 3:00 P.M. THURSDAY THRU SATURDAY 6:30 P.M. SM.Ma,.HWWBaaaiBa0BMHIMHII,llllllllalllllliIIM PHONE SP2 7137 222 WEST MAIN NEXT TO COPCO OPEN A CHARGE ACCOUNT AT THE QUALITY SHOP THE EASY WAY! Top Quality And Good Service Are Our Most Important Products" SHOP WEEK DAYS AT YOUR LOCALLY-OWNED QUAL ITY MARKET Where Top Quality and Courteous Service is a Must Plus an Absolute Guarantee with Every Purchase. WE ARE CLOSED SUNDAYS
