LETTERS TO THE EDITOR;LIKES NISSAN CAMPAIGN;DON'T RAP RADIO MERGERS;STEALTH MEDICINE?;CORRECTIONS

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I've been following the serial updates about Nissan's decade of alleged marketing missteps with amusement. I can barely remember Datsun and, frankly, don't care; the Datsun brand means nothing to me.

The current campaign, for my money, nails what car ownership is all about: Life is a journey. Why not enjoy it?

The "G.I. Joe" spot receives raves from my peers. Absurd? Are you kidding me? Every element-the cast, the car and the soundtrack-is perfect. Whereas most automakers concentrate on making their monthly sales numbers without regard to long-term brand erosion, Nissan's effort smartly attempts to woo car buyers of the present and the future.

Ross Freedman

Evanston, Ill.

I am getting sick and tired of reading articles about radio mergers, agencies filing complaints with the Justice Department, FTC, FCC, etc. Hello! Are you kidding?

I have been in the advertising and broadcasting business for more than 32 years on both sides of the desk-selling and buying-and I can't believe the tirade going on.

Here's my side: Several years ago, the FCC in its inimitable wisdom decided that everyone who wanted a radio station, and could qualify for one, could have one. The result was that hundreds of radio stations were put on the air-especially in suburban or outlying areas-areas that really couldn't support a radio station. The outcome of this over-radioed industry caused almost 50% of the 10,000 radio stations to either have red ink or go into bankruptcy.

So now the FCC allows broadcasters to merge or acquire additional stations in a market through LMA's and the advertising community goes bonkers! Why don't I hear or read any complaints from the advertising community about the monopoly of newspaper markets? Have you tried negotiating with a newspaper lately? And how about television? Until cable came along, you had three network stations and an independent station. So everyone had to negotiate each spot TV buy and then the buying services came along and skimmed some more off the top.

No one is holding a gun to anyone's head to buy radio as a medium or a particular station or group of stations. If the rates are too high, don't buy it or try to negotiate a better rate. If a lot of agencies and advertisers tell radio stations to take a hike, they'll lower their rates or go out of business; the same way other businesses operate in the U.S.

Michael S. Raymond

Director of media, Maslow Lumia Bartorillo Advertising

Wilkes-Barre, Pa.

Has nobody else noticed that nowhere in the TV or print ads for Allegra (AA, Oct. 7) are the words "antihistamine" or "allergy" used? Yes, it's a visually beautiful commercial, but how can it possibly be considered a good ad campaign if the use for the product is never mentioned?

If the purpose of Allegra cannot be advertised due to FDA restrictions, that's one thing-and I would've thought Ad Age would've pointed that out-but it continues to amaze me how many pharmaceutical advertisers don't seem to "get it" and how Ad Age didn't even acknowledge the lack of product explanation in the ad itself.

It's bad advertising-a waste of production and media dollars-and a poorly researched article. You got all the little details, but missed the big picture. (Good thing there's no response mechanism in place to prove that it works and prove me wrong.)

Barbara A. Dolan

Senior consultant

Ridenour & Associates

Chicago

In Photo Review (Nov. 4, P. 40), Steve Davis' correct title is president-CEO of Young & Rubicam.

In "GM division re-evaluating dealer agencies by region" (Nov. 4, P. 4), Chrysler Corp. prevailed in the lawsuit filed against the carmaker by a now-defunct dealer group agency, after a federal appeals court in San Francisco agreed with the lower court ruling that favored Chrysler.

In F.Y.I. (Nov. 4, P. 58), the current rate base for Petersen Publishing Co.'s 'Teen is 1.2 million and it will increase to 1.7 million effective with the March issue after Sassy's circulation is folded in.

In "Warner backs online content studio" (Oct. 28, P. 42), Warner Bros. does not have a relationship with the new CyberStudios, a company founded by former Warner executive Steven Koltai.

In "Stymied Gerber reviews shops for $20 million account" (Oct. 21, P. 8), the correct baby food market share for Gerber Products Co. is 70.6% for calendar 1994, vs. 67.4% for the 1996 period ended Sept. 8, according to Information Resources Inc.

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