The Hutchinson News from Hutchinson, Kansas on October 9, 1971 · Page 47
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The Hutchinson News from Hutchinson, Kansas · Page 47

Hutchinson, Kansas
Issue Date:
Saturday, October 9, 1971
Page 47
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BARQARA STANWYCK (right) fears that her daughter, Barbara Parkins, is going mad in "A Taste of Evil," a chilling suspense drama bauot 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 IL DOUGHERTY (C) Wl N.Y. Times News S»rvic» NEW YORK - "Most everyone 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 there has been to this ad — whether S (C) harmiu sales have actually increased (or declined) and to what extent." Weil, dear reader, you either haven't talked to enough people or the ones you have talked to lied and are buying their toliet tissue on the sly, because Charmin is going like a house 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 ths com mercial), sound impolite. He always says, "Please don't. . ." Charmin, like its sister prod ucts, Pampers disposable dia pers, and Bounty Paper (towels), 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 1970, 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 r«anager. The advertising campaign is what fhe professionals call a "modified slice-of-life technique" with a tongue-in-cheek approach. One advertising executive characterized it as "brilliant," another, who didn't think it was tongue-in-cheek enough, said it was certainly lielped 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 reader, he also said, "who does the complaining? Shut-ins, neurot ics, the unstable, and the so- called intellectuals who hate advertising 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 SCHMITrS PAINT STORE 4th ft Mail Hutchinson News Saturday, Oct. 9, 1971 Page 3A MANY - MANY MORE ITEMS NOT LISTED Meat Thermometer. Accurate, easy-to-read dial, usually found on expensive models 88c Window Whiz. Long-handled. Fits between casement windows. Sponge, and squeegee 88c Silicone Oven Mitts: New miracle fabric. Heat ami soil resistant. Many colors 2 for 88e Tearless Onion Chopper. Stainless steel blades, l cup measures. Also chops other food 88c Wooden Mixing Speon Set. 5 spoons-8, 10, 12, 14, 16-in. for mixing, stirring, etc. 88c Aluminum Splatter Guard. Protects stove, kitchen from grease splatter. Very- handy 88c Colander Strainer. Ideal for steaming clams, straining and washing foods. Sanitary 88c Stainless Steel Canape Forks. Stainless Steel Canape Set of 6. Fruitwood handles, Knives. Set of 6. With fruu- 4 -in. long. For that extra wood handles. 4 -in long. That touch 88c extra toudl Mc 3-Piece Strainer Set. Set of 3 heavy duty wire mesh strainers. 2%, 3V» and 4-in. sizes 88c Steel Expanding Shelf. Doubles closet or cabinet shelf. Expands to 17-in. 5''»-ui. high. Sturdy 88o Cookie Sheet. Set of 2. All- Folding Plastic Coated 10 purpose heavy duty steam- A ™> ^'v**- Hangs over less pans with hand grips 88c rod- Comea Wlth plastic clips 88c Set of 10 Fruit Magnets. Colorful magnetic memo holders adhere to any steel surface 88s Aluminum Baster. Easy basting of all roasts. Easy to handle and use 88a 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 firmly to any metal surface. Holds cups, utensils, tools. Set of 4 88c Steak Tenderizer. Soften;) tough steaks, roasts, otlier meats. Made of cast aluminum 88c Shorty Mop. All purpose Handy Dandy Dieter 's Scale, cotton utility mop for tight With calorie chart for the spaces. With wood conscientious weight watch- handle 88c er 88c Floral Shopping Bag. Plastic all purpose bag. Wipes clean with a damp cloth 88c Grater N Bowl. Suctioned for grating, stirring or shredding into its own bowl. 88c Whipper and It c a t e r. Chrfome plated. For perfect beating, whipping of batters, egg whites 88c Hang It All. Four clip heavy duty holder for brooms, tools, utensils. Never loses tension 88c Ice Crusher. IKu.y Cast aluminum, highly polished. Crushes cubes easily for iced drinks 88c Apple Aire. Apple - shaped container conceals powerful odor absorber for refrigerator 88c 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. 11 x 16- in 88c Kitchen Spatula Set. 3 cooking helpers — bowl scraper, spatula and bottle scraper. Plastic 88c Aluminum Bacon Crisper. Cooks on botli sides. No turning. Cooks flat, no curling 88c SHOP AT SEARS AND SAVK Satiifactton Guarantee* 9r Your Money Back Sears •SARI, K0CBUCK AND CO. STORE HOURS: Mon., Wed., Thurs lues., FrI. & Sat. 9:30 a.m. to 9 p.m. 9:.1U a .m. to 6:00 p.n

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