Radio & TV: Advice to Advertisers

Advice to Advertisers "It is very common in our society to dislike advertising." With this blunt observation, Chicago's Social Research, Inc. last week sent its admen subscribers a comprehensive survey of TV commercials which seemed to say that television was making no progress at all in changing the public attitude.

Social Research found that televiewers have come to regard commercials with "the stoical air appropriate to a necessary evil." Reactions differ considerably by class. The Upper Middles (12%), if they watch commercials at all, watch just to be critical. Middle Majority viewers (65%)...

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