ADVERTISING: $100 Million Down the Drain

In San Diego's Hotel del Coronado last week, some 300 admen at an American Association of Advertising Agencies convention heard a talk that did their ulcers no good. Declared Ad Expert Horace Seymour Schwerin: "Of over $400 million which will be spent on TV advertising this year, well over $100 million is going down the drain. This is expensive garbage."

Schwerin was in a good position to know which TV commercials fail to sell-and why. Since 1946, his Schwerin Research Corp., which has 30 clients (e.g., General Mills, Borden, Colgate-Palmolive), has tested more than 3,500 commercials on...

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