Re: What about the banner? (or rather Frankel)

From: John Gaskill <jg_at_info-central-usa.com>
Date: Tue 18 Dec 2001 14:40:44 -0500

David Hauslaib wrote in part:

>Among different ways to explain methods of advertising, there
>is the hard sell and the soft sell. If you can remember way
>back (or read about it), Rosser Reeves became "Prince of the
>Hard Sell" by finding the key element of a product or brand
>and repeating it -- a lot, so much it annoyed consumers. One
>product I remember him designing a campaign for was aspirin
>of some sort. The medication was the same as any other
>aspirin, but he was able to connect the brand name with a
>pounding hammer and two other memorable actions representing
>how it could solve your headache.

The ad you are describing was for an analgias called ANACIN,
a buffered aspirin tablet. The ad you describe took it from
total obscurity to being the number two branded product among
non-prescription pain relievers. Until EXCEDRIN came along,
ANACIN was right behind BAYER aspirin. The ad you described
ran effectively for years without alteration. As a child at
the time I saw it frequently and remember it vividly. I have
never tried ANACIN however.

John







Received on Tue Dec 18 2001 - 13:40:44 CST