Books Should Be Free is now
Loyal Books
Free Public Domain Audiobooks & eBook Downloads
Search by: Title, Author or Keyword

Breeder Reaction   By: (1915-1979)

Breeder Reaction by Winston K. Marks

First Page:

Transcriber's Note:

This etext was produced from If Worlds of Science Fiction April 1954. Extensive research did not uncover any evidence that the U.S. copyright on this publication was renewed.

Breeder Reaction

By Winston Marks

Illustrated by Kelly Freas

The remarkable thing about Atummyc Afterbath Dusting Powder was that it gave you that lovely, radiant, atomic look just the way the advertisements said it would. In fact, it also gave you a little something more!

The advertising game is not as cut and dried as many people think. Sometimes you spend a million dollars and get no results, and then some little low budget campaign will catch the public's fancy and walk away with merchandising honors of the year.

Let me sound a warning, however. When this happens, watch out! There's always a reason for it, and it isn't always just a matter of bright slogans and semantic genius. Sometimes the product itself does the trick. And when this happens people in the industry lose their heads trying to capitalize on the "freak" good fortune.

This can lead to disaster. May I cite one example?

I was on loan to Elaine Templeton, Inc., the big cosmetics firm, when one of these "prairie fires" took off and, as product engineer from the firm of Bailey Hazlitt & Persons, Advertising Agency, I figured I had struck pure gold. My assay was wrong. It was fool's gold on a pool of quicksand.

Madame "Elaine", herself, had called me in for consultation on a huge lipstick campaign she was planning you know, NOW AT LAST, A TRULY KISS PROOF LIPSTICK! the sort of thing they pull every so often to get the ladies to chuck their old lip goo and invest in the current dream of non smearability. It's an old gimmick, and the new product is never actually kiss proof, but they come closer each year, and the gals tumble for it every time.

Well, they wanted my advice on a lot of details such as optimum shades, a new name, size, shape and design of container. And they were ready to spend a hunk of moolah on the build up. You see, when they give a product a first class advertising ride they don't figure on necessarily showing a profit on that particular item. If they break even they figure they are ahead of the game, because the true purpose is to build up the brand name. You get enough women raving over the new Elaine Templeton lipstick, and first thing you know sales start climbing on the whole line of assorted aids to seduction.

Since E. T., Inc., was one of our better accounts, the old man told me to take as long as was needed, so I moved in to my assigned office, in the twelve story E. T. building, secretary, Scotch supply, ice bags, ulcer pills and all, and went to work setting up my survey staff. This product engineering is a matter of "cut and try" in some fields. You get some ideas, knock together some samples, try them on the public with a staff of interviewers, tabulate the results, draw your conclusions and hand them over to Production with a prayer. If your ad budget is large enough your prayer is usually answered, because the American Public buys principally on the "we know what we like, and we like what we know" principle. Make them "know it" and they'll buy it. Maybe in love, absence makes the heart grow fonder, but in this business, familiarity breeds nothing but sales.

Madame Elaine had a fair staff of idea boys, herself. In fact, every other department head had some gimmick he was trying to push to get personal recognition. The Old Hag liked this spirit of initiative and made it plain to me I was to give everyone a thorough hearing.

This is one of the crosses you have to bear. Everyone but the janitor was swarming into my office with suggestions, and more than half of them had nothing to do with the lipstick campaign at all... Continue reading book >>

eBook Downloads
ePUB eBook
• iBooks for iPhone and iPad
• Nook
• Sony Reader
Kindle eBook
• Mobi file format for Kindle
Read eBook
• Load eBook in browser
Text File eBook
• Computers
• Windows
• Mac

Review this book

Popular Genres
More Genres
Paid Books