Word: prag
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Warner-Lambert also makes Listerine, Rolaids, Bromo-Seltzer and Oh Henry candy bars. The Pristeen executives I tried to get in touch with had all just returned from a conference in Puerto Rico, and were not enthusiastic about talking to me. I did speak to Miss Peggy Prag of Papert, Koenig, Lois advertising agency who devised the original advertising campaign for the product...
...Miss Prag works in a glass office on the 36th floor of a modern office building in the cast forties in New York City. In her thirties, chic in white slacks and a brown sweater, she offered me coffee and in a slow but alert voice told me the kind of image she had attempted to present of the kind of girl who uses Pristeen...
...Well, it's done through research," said Miss Prag vaguely. "I really don't know. I only get the results of it. But they don't decide, Oh, here's a spot we haven't tackled yet. Let's make something and then go and scare everyone into it. They had researched the market and they had found out there were many, many women with this .... I tell you frankly I don't identify with the concern." Miss Prag began to laugh. "I don't mean as far as I'm concerned ... But then I don't have hairy arms...
Girl-to-Girl Tone. When Papert, Koenig, Lois Inc., a Manhattan ad agency, first got the assignment to handle Pristeen, a group of male copywriters went to work, but their efforts did not quite capture the right girl-to-girl tone. The agency then turned to Peggy Prag, a late-thirtyish creative supervisor who spent six months devising the current approach. Though she found that she could "discuss the vaginal area just like automobiles or detergents" in agency conferences, her own copy clung to euphemisms, at least at first. Market research, including a nationwide survey of 1,200 women, showed...
Pearson likes to give the impression of operating with effortless ease; the reality is based on hard staff work and a 12-to 15-hour day of his own. "Mike is a prag-matist," explains a former aide. "He gets in the middle of a situation and feels his way around before he decides what to do." He relaxes with anything from The Age of Reason Begins to TV's Beverly Hillbillies, but prefers a hockey match or baseball game. "My tastes." he admits, "are not very high...