Truth Well Told?
Debra Goldman doesn't think TBWA Chiat/Day's new campaign for ABC is particularly funny [Postscript, Aug. 25]. While several of the executions are indeed hysterical, I disagree more with the uproar and criticism over the campaign's effectiveness.
"TV is good" clearly breaks through the clutter. It establishes a brand identity, and, most important for the desperate network, I believe it will lead ABC's prized and eroding demographic (18-34-year-olds) to check out the new fall lineup.
The more crucial question: Is this new campaign, according to McCann-Erickson's mantra for effective advertising, the truth well told? ABC is hardly home anymore to edgy Roseanne-like sitcoms and NYPD Blue dramas, so we slaves of brand essence have a bigger bone to pick if the network's new lineup doesn't reflect its campaign promise.
The Write Stuff
Who does the prescribing? Doctors, that's who! Mark Dolliver's attempt to showcase his editorial cuteness [Takes, Aug. 4], detailing a recent Omnicom study that found women "twice as likely as men to request a specific brand of prescription medicine from their doctor," ended up spotlighting poor reporting.
Although suggesting these requests are not universally honored by physicians, he did a great disservice to advertising professionals and doctors by suggesting that patients can "prescribe" for themselves. They can't! Someone who writes for a living should be as responsible with words as he or she would like physicians to be when prescribing.
Dorland Sweeney Jones Health
Pull the Plug
Does the average American care about TV ratings [Dossier D.C., Aug. 11]? I sure don't. Call me old-fashioned, but I still believe it's up to me, the parent, to regulate what my children watch, not the television industry or Congress.
If parents are too busy to spend time with their kids to find out what's appropriate for their children to watch, then maybe we ought to legislate who can and cannot buy a TV set.
Turn the television off! Show your kids a book! Then, spend some time with your children.
Martin/Williams Advertising, Minneapolis
For the Record
Squier Knapp Ochs, which is expected to become Al Gore's advertising agency for the elections in 2000, is based in Washington, D.C. [Adweek, July 14] . . . In Takes [Aug. 25], commercials for the Cedar Point amusement park in Ohio were created by the Detroit office of J. Walter Thompson.
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