Kochan & Co. Advertising and Marketing
"For my money, it's the Dirt Cheap Cigarettes Beer & Liquor commercial, where the guy says, 'The more she drinks, the better you look.' How can you beat a slogan like that? And the bird just adds to it. Every little piece of it says, 'This is really off the wall.' It's such a different kind of approach, and that's what makes it memorable."
"On a national basis, A-B's Louie the Lizard is still pretty good. Strictly locally, Dave Sinclair has had a pretty good run for 20 years or more. He's stuck to his image, and that's been very good for him. His slogan, 'If it isn't right, I'll make it right,' rings true, I think, to the consumer. I doubt that anyone's ever said, 'Oh, I don't believe that.' In any case, he's certainly run the test of time, and considering that, in his entire career, he's probably spent less money than A-B spends on producing one spot, he's getting his message out quite effectively."
"When you say advertising in St. Louis, one thing comes to mind: 'Ite-seven-ite-nahndy-nahn-nahndy-nahn.' There's not one person in the bi-state area doesn't know what his [Ray Vincent, American Equity Mortgage] number is. The commercial itself is pretty annoying, but it's definitely memorable. And if I ever need help in the mortgage department, who knows, I may give him a call -- he says he doesn't care which way I comb my hair, which is good, 'cause I never have the same hair two days in a row."
Kupper Parker Communications
"This morning, I heard George Weber talking about reinvesting in the economy. In other words, 'We have a great deal on cars, zero-interest financing, buy lots so we can order more ... Do your part to get the economy rolling.' I find that kind of patronizing. It is a tough issue, though: How do you handle the current world situation when you're trying to push product? Do you use it in your pitch, or simply ignore it? If you're a business that doesn't have a direct tie-in, it can make you look kind of phony."
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