"Doing business in a different world" by the Association of Na-tional Advertisers' John Sarsen Jr. (Forum, AA, Oct. 1) is a superb blueprint for today's marketer and agency. All these ideas are thoughtful, simple and to the point. Ob-serving current advertising efforts documents their need.
But Mr. Sarsen's final statement is the real issue: "... they will help marketers not only weather today's storm, but thrive in tomorrow's world." That's the irony-that they hold true in rain or shine. Might not the growing woes of the ad world feel some healing if the industry adhered to measures like these even in normal times. Perhaps the article ought to have been titled "The greening of the ad business-in war and peace."
Forest Knolls, Calif.
Flag down flag ads
I served as an officer in the Navy during World War II, am a true patriot and believe in our country and in our flag and what it stands for.
Like most everyone else, I am appalled by the recent tragedy. But I'm deeply moved how it has transformed our nation and created a strong wave of patriotism. Evidence of this is the use of our flag in advertising and in many other ways.
On the one hand, I think it's great. But on the other hand there's reason for concern.
I believe that many companies and individuals who want to show their patriotism are totally unaware of how they are misusing our nation's flag, as described (below) from the Web site (www.usflag.org) under "Flag Etiquette":
"The flag should never be used for advertising purposes in any manner whatsoever. It should not be embroidered on such articles as cushions or handkerchiefs and the like, printed or otherwise impressed on paper napkins or boxes or anything that is designed for temporary use and discard. Ad-vertising signs should not be fastened to a staff or halyard from which the flag is flown."
Personally, I think rallying a-round the flag by our people, along with their enthusiasm, should not be discouraged. But when large corporations are involved, I believe they have a responsibility to try to abide by established standards.
McCabe Marketing Communications
A `kiwi' responds
The recent quip in Adages on "yellow kiwis" (AA, Oct. 1) raises a gross inaccuracy and a few questions. New Zealand (103,736 square miles) is almost as big as Colorado (104,100 square miles). That's some 95,000 square miles larger than New Jersey, which AdAges compared it to.
When New Zealand took a stance against nuclear ships within its territorial waters, who dropped it from ANZUS [a regional alliance]? The U.S., of course.
When French terrorists bomb-ed a Greenpeace ship in Auckland harbor (the world did not call them terrorists; they were "protesters"), it wasn't New Zealand that commuted the sentence of the terrorists involved. They were released from their island exile due to "sickness." Meanwhile, New Zealand continued to treat French Polynesians who suffered from nuclear testing in the Pacific.
While Australia refused recent refugees, who took them in? New Zealand. In the 1980s, New Zea-land accepted Vietnamese refugees long before Australia did. I grew up with the Keep Australia White policy next door.
New Zealanders remember the unenthusiastic welcome they got from Australia at the 2000 Olym-pic Opening. But they participated and won their share of the medals.
For many years, passing through customs and immigration in New Zealand has involved a close scrutiny. Bags are X-rayed and sniffer dogs check all bags. All is done politely and civilly. New Zealand is ahead of many nations in controlling its borders. Actions speak louder than words.
I love the United States but I stand with pride behind the nation of my birth, where true kiwis show their true color.
Mr. Malloy [New Zealand expatriate and Starcom MediaVest International CEO Kevin Malloy] may be a staunch New York Yankees fan; but how readily he has forgotten his birthright. I am glad that Mr Malloy is a well-assimilated New Yorker.
New Zealanders grieve with the world over the terrorist bombings. Their actions will reveal their true strength
peter k. ellis
West Palm Beach, Fla.
* In "Dough Boy goes into deep freeze" (Oct. 8, P. 4), marketing for Pillsbury Co.'s new Home Baked Classics line is handled by Bcom3 Group's D'Arcy Masius Benton & Bowles, New York. The story incorrectly identified Bcom3's Leo Burnett Worldwide, Chicago, as the Pillsbury Home Baked Classics agency.
* In a profile of H&R Block's David Byers ("Marketing 1000" Special Report, Oct. 8, P. S-20), the New York office of Y&R Advertis-ing was incorrectly identified as H&R Block's previous agency. The account was handled by the Chi-cago office of Y&R. Also, in the profile of Toyota Motor Sales USA's Steve Sturm (P. S-14), the Lexus RX300 was misidentified as the Infiniti RX300.