BARBARA STANWYCK (right) fears that her (laughter, Barbara Parkins, Is going, mad In "A Taste of Evil," a chilling suspense drama banot a young girl convinced she is being tormented by an unknown presence on the ABC Television Network's."Movie of the Week," Tuesday, Oct. 12, 7:30 p.m. TV Commentary Irritation Sells By PHILIP H. DOUGHERTY (C) 1?71 N.Y. Tlm«» New* Servic* NEW YORK - "Most every one I talk to," writes a reader, "says if there is one thing THEY WILL NOT buy It is Sharmin (he meant Charmin) tissues because of what most people think is a nauseous com mercial on TV 'don't squeeze the Sharmin (he still means Charmin) etc.' I'd be interested In knowing what response thare has been to this ad — whether S (C) harmin sales have actually increased (or declined) and to what extent." Well, dear reader, you either haven't talked to enough people or the ones you have talked to lied and are buying their toilet tissue on the sly, because Charmin is going like a bouse afire and carving out bigger and bigger pieces of $525 million a year market. And please don't make George Whipple, (the supermarket manager in the commercial), sound impolite. He always says, "Please don't Charmin, like its sister products, Pampers disposable diapers, and Bounty Paper (tow els), are from Procter & Gamble, those master marketeers. It is now available to 85 per cent of the population and, trade sources indicate, has about 15 to 20 per cent of the market, probably running neck- and-neck with Scott, long the leader. And, reader-writer dear, you can bet your bippy on this—P. & G. does nothing in the field of advertising without thoroughly testing it and testing it some more. P. & G..'s Charmin Paper Products Co. (acquired in 1957) put $1.5 million into spot TV advertising in just the first half of this year, which is almost as much as It spent in all of and this probably, reflects its move into New York and New England. The agency (benefici ary) is Benton & Bowles, which once had a public relations di rector named George Whipple. He looks only slightly like a supermarket manager. The advertising campaign is wliat the professionals call a "modified slice-of-life technique" with a tongue-in-chaek approach. One advertising ex ecutive characterized it as "brilliant," another, who didn think it was tongue-in-cheek enough, said it was certainly helped by the fact that the product is a superior one. One sly old fox in the agency business was asked If there is any relationship between the irritation quality of a commercial and the sale of products. He answered the question with two question, "irritating to whom? And how do you know?" And listen to this, dear read er, he also said, "who does the complaining? Shut-ins, neurotics, the unstable, and the so called intellectuals who hate ad vertising anyway." "A high irritation factor," he noted knowingly, "almost always correlates with high recall scores and high sales usually follow them." Decorative Charm... WALLPAPER OF DISTINCTION Excellent Selections SCHMITTS PAINT STORE «a ft Mala Hutchinson News Saturday, Oct. 9, 1971 Page 34 MANY - MANY MORE ITEMS NOT LISTED Meat Thermometer. Accurate, easy-to-read dial, usual* ly found on expensive models 88c Window Whiz. Long-handled. Pita between casement windows. Sponge, and squeegee 88c Silicone Oven Mitts: Nevr miracle fabric. Heat and soil resistant. Many colors 2 for 88a Tearless Onion Chopper. Wooden Mixing Spoon Set. Stainless steel blades, l cup 5 spoons-8, 10, 12, 14, 16-in. measures. Also chops other for mixing, stirring, etc. 88c food 88c Aluminum Splatter Guard. Protects stove, kitchen from grease splatter. Very handy 88c Colander Strainer. IdsaL for steaming clams, straining and washing foods. . Sanitary 88a Stainless Steel Canape Porks. Set of 6. Fruitwood handles, 4-in. long. For that extra touch 88c Stainless Steel Canape Knives. Set of 6. With fruitwood handles. 4-in long. That extra touch 88c 3-i'iece/Strainer Set. Set of 3 heavy duty wire mesh strain-- ers. 2%, 3'/» and 4-in. sizes 88c Steel Expanding Shelf. Doubles closet or cabinet shelf. Expands to 17-in. S '/i -in. high. Sturdy 88* Cookie Sheet. Set of 2. All- purpose heavy duty steam- less pans with hand grips 88c Folding Plastic Coated 10 Arm Dryer. Hangs over shower rod. Comes with plastic clips 88c Set of 10 Fruit Magnets. Colorful magnetic memo holders adhere to any steel surface 88s Aluminum Hasten Easy basting of all roasts. Easy to handle and use 88e Wet N Dry Measuring Cup. 2 cup/1 cup size. Use wet, turn over, use dry 88c Over the Door Ironing Board Holder, Holds board securely behind door. Chrome plated 88c Magnetic Hooks. Adhere Steak Tenderlzer. Soften* firmly to any metal surface. Holds cups, utensils, tools. Set of 4 88c tough steaks, roasts, otter meats. Made of cast aluminum. 88a m Shorty Mop. All purpose cotton utility mop for tight spaces. With wood handle 88c Handy Dandy Dieter 's Scale. With calorie chart for the conscientious weight watcher 88c Floral Shopping Bag. Plastic Grater N Bowl. Sectioned for all purpose bag. Wipes clean grating, stirring or shred- with a damp cloth 88c ding into its own bml 88o Whipper and Beater. Chrfome plated. For perfect beating, whipping of batters, egg whites 88c Hang It All. Four clip heavy duty ]»lder for "brooms, tools, utensils. Never loses tension 88c Ice Crusher, li-avy Cast aluminum, highly polished. Crushes cubes easily for iced drinks 88c Apple Aire. Apple - shaped container conceals powerful odor absorber for refrigerator Mo Bath Tub Washer. Extra- long handles saves kneeling and stooping. For home, auto >. 88c 2-pc. Broiling Pan. Smokeless family size broiling pan. Complete drainage, n x 18- ia 88c Kitchen Spatula Set. 3 cooking helpers — bowl scraper, spatula and bottle scraper. Plastic 88c Aluminum Bacon Crisper Cooks on both sides. No turning. Cocks flat, no curling M« SHOP AT SEARS AND SAVtt Satiifaction Guaranteed •r Your Monty Bach MAM , lonucx AND CO. Sears STORE HOURS: MOIL , Wed., Thurs Tues., Fil. & Sat. 9:30 a.m. to 9 p.m. 9:30 a.m. to 6:00 p.m.
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