Regardless of what business you are in, the pros and cons of advertising and promotion are discussed by everyone.
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Why do we hire people like the Cowsills to promote milk?
Basically, by using such well-known groups as the Cowsills, we have a built-in appeal to do a ready-made audience . . . the teenager. Groups like the Cowsills normally have spent several years in the business before attaining stardom. They are readily accepted and believed by their audiences.
While it is true that it costs more to tie in an advertising program with a group such as the Cowsills, our radio, TV, newspaper and magazine advertising definitely receives high ratings of consumer acceptance, particularly by the people we must reach . . . teenagers!
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