The Hutchinson News from Hutchinson, Kansas on October 9, 1971 · Page 75
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The Hutchinson News from Hutchinson, Kansas · Page 75

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Hutchinson, Kansas
Issue Date:
Saturday, October 9, 1971
Page:
Page 75
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BARBARA 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 be* ing 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 II. DOUGHERTY (C) Itn N.Y. Times News Servlc* J NEW YORK - "Most everyone I talk to," writes a reader, "says if there is one tiling THEY WILL NOT buy it is Sharmin (he meant Charmin) tissues because of what most people think is a nauseous commercial 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) 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 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 commercial), sound impolite. He always says, "Please don't. .." Charmin, like its sister products, Pampers disposable diapers, and Bounty Paper (towels), are from Procter Si 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 with* out thoroughly testing it and testing it some more. P. it 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, Hutchinson News Saturday, Oct. t, 1971 Page .U and this probably reflects its move into New York and. New England. The agency- (beneficiary) is Benton & Bowles, which once had a public relations di rector named George Whippla. He looks only slightly like a supermarket manager. The advertising cani]iaign is what the 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-chaek 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. Ho 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 vertlsing anyway." "A high irritation factor," he noted knowingly, "almost always correlates with high recall scores and high sales usually .follow mam." Decorative Charm... WALLPAPER OF DISTINCTION Excellent Selections SCHMITTS PAINT STORE 4th * Mala c gadget SPECTACULAR MANY - MANY MORE ITEMS NOT LISTED Meat Thermometer. Accurate, easy-to-read dial, usual* ly found on expensive models 88c Window Whiz. Long-handled. Fits between casement windows. Sponge, and squeegee -.. 88c Silicone Oven Mitts: New miracle fabric. Heat and soil resistant. Many colors 2 for 88 B Tearless Onion Chopper. Stainless steel blades, l cup measures. Also chops other food 88c Wooden Mixing Spoon Set. 5 spoons-8, 10, 12, 14, 16-in. for mixing, stirring, etc. 88c Aluminum Splatter Guard. Protects stove, kitchen from grease splatter. 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