Winston K. Marks

“ 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 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!
he 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. ”

“ Things were beginning to develop fast in my lipstick department, and I didn't have time to chase the powder thing like I should have—since it was my name on the whole damned project.
So I wrote off the money and turned to other things.
We were just hitting the market with Madame Elaine Templeton's "Kissmet" when the first smell of smoke came my way. The pixie came into my office one morning and congratulated me.
"You're a genius!" she said.
"Like the Kissmet campaign, do you?" I said pleased.
"It stinks," she said holding her nose. "But Atummyc Bath Powder will pull you out of the hole." ”

“ Back in my office I pulled out a list of our big wholesale accounts where the Atummion products had been shipped by the carloads. The warehouses were distributed in every state of the union.
Then I ran my eye down the list of products which contained the devilish Atummion. There were thirty-eight, in all, including a complete line of men's toiletries, shaving lotion, shampoo, deodorant and body-dusting powder. I thanked God that men didn't have ovaries. ”

“ 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. ”

“ The pixie threw back her head and a near-hysterical laugh throbbed from her lovely throat. "Hives, hell. I'm pregnant!"
ell, we were all very sorry for her, because she was unmarried, and that sort of thing is always clumsy. At that moment, however, none of us believed the connection between her condition and Atummion.
Being a distant relative of the Madame, she was humored to the extent that we had the lab get some guinea pigs and douse them with Elaine Templeton's After Bath Powder, and they even professed to make a daily check on them. ”

“ I think you've been using Atummyc products on you."
"So what?" I demanded. "I was responsible for this campaign, too. I've been waiting for a rash to develop almost as long as you have."
She said, "When Bob comes in, look at his complexion. All three of us have been guinea pigs, I guess."
"I still don't see what's so damned amusing."
She said, "You still don't tumble, eh? All right, I'll spell it out. Caesarians performed on test batch M-four."
"So?"
"The 'M' stands for male," she said.
She timed it just right. The hall door opened and Bob trailed in with a dazed look. ”

“ They're in the same boat I was—without a labful of guinea pigs to back them up."
"But—how did it happen in the first place?"
"Bob has been consulting the biologist we retained. He keeps asking the same question. He says parthenogenesis in higher lifeforms is virtually impossible. Bob keeps pointing at the little pigs, and they're going round and round. They're examining the other eleven test pens now, but there's no question in my mind. I have a personal stake in this experiment, and I was very careful to supervise the segregation of males and females." ”

“ 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. ”