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TITLE: Advertising Age Magazine
[ Rare business and Advertising magazine! See FULL contents below!]
ISSUE DATE:
Monday, March 19, 1984 Vol. 55, No. 12
CONDITION:
LARGE sized magazine, Approx 15" X 11". COMPLETE and in clean, VERY GOOD condition. (See photo)
IN THIS ISSUE:
[Use 'Control F' to search this page. MORE MAGAZINES' exclusive detailed content description is GUARANTEED accurate for THIS magazine. Editions are not always the same, even with the same title, cover and issue date.] This description copyright MOREMAGAZINES. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
COVER: Reaching Hispanic America. How the media serve a burgeoning market.
HIGHLIGHTS:
Clorox Co. is making a second run at the the $260 million cat-box filler market, planning a major push for the national introduction of Fresh Step odor-controlling cat litter. See Page 6.
Sun Newspapers' new combined Saturday edition, the Saturday Sun, is set to debut March, 24 with three of four sections devoted to leisure-time interests. See Page 10.
American Honda Motors said a second agency will join Needham, Harper & Steers/USA on its roster, to handle a new line of higher-price, luxury sporty cars. See Page 12.
Ford Motor Co.'s new advertising for its line of cars is targeted at the "yump"--the young, upwardly mobile professional. See Page 31.
The advertising industry outside the U.S. increasingly is being attacked by anti-free market, anti-U.S. government groups. See Page 70.
Tom Selleck cover stories stir a tiff between Ladies' Home Journal and McCall's. See Page 79.
CORPORATE CLOSEUP:
Michael V. Katz believes the Sunnyvale, Cal.-based Epyx computer software company he heads is well equipped to handle change in the fast-growing industry because it considers the consumer first. See Page 4.
INTERNATIONAL:
Coca-Cola Japan officials are hoping to assume market leadership this year in a product category unique to Japan: Coffee-flavored soft drinks. See Page 48.
Acapulco Joe S.A., a Mexican sportswear marketer, plans a dramatic expansion of U.S. outlets over the next few years, and the marketer initially will not use any advertising. See Page 48.
Campaign Life, a leading Canadian anti-abortion group, is stepping up its campaign for an
ad boycott of Homemaker's because of the magazine's stand on abortion. See Page 50.
VIDEOTECH:
Fifty-seven per cent of the combined networks' returning series this season have maintained or improved their ratings over last year, See Page 58,
CBS is relying on support from one national advertiser, General Motors, to back its biggest gamble of 1984, the $14 million "George Washington" miniseries. See Page 60.
MAGAZINE:
The "new" Avon Products hopes to recover from its earnings slide with acquisitions, its time-proven network of direct salespeople and new fragrances from well-known French designer Louis Feraud. See Page M4.
Marketing to Hispanics: A careful combination of media, with insight to an often ill-defined audience, can be used to reach this growing market--one that is ripe for sales messages. See Page M-9.
Adman Hank Seiden reminisces about the late Rosser Reeves, former chairman of Ted Bates & Co., proponent of the hard sell and creator of the agency's Unique Selling Proposi-tion--who, he says, had the most influence on his own philosophy of advertising. See Page M-44.
REGULAR FEATURES.
ADVERTISING MARKETPLACE.
REGIONAL NEWS.
COMING CONVENTIONS.
VIDEOTECH UPDATE.
CON-SID-ERATIONS.
WASHINGTON BEAT.
CORRECTIONS & CLARIFICATIONS.
WORLD NEWS ROUNDUP.
EDITORIAL.
FOR THE RECORD.
FIGURES TO FILE.
FORUM.
LETTERS.
MEDIA PEOPLE.
ADVERTISING PAGES IN MARCH.
OBITUARIES.
CONSUMER PUBLICATIONS.
PHOTO REVIEW.
NEWSPAPER ADVERTISING.
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