Word: production
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Dates: during 1960-1969
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...story is clear from the beginning. As in much advertising, there is a testimonial, a laboratory report by an unbiased observer, and ad-man, lab-man who drops the role of impartial analyst to lead the NAC "tour of the zoo" while testing his product. And like the media, the tract appeals to a valued life-style-in this case, a morally superior one. The reporter is even strata-spherically above accepting the University's blood-stained brownies. And consider the drama. The identification of the enemy, for instance: clear-cut, as in a cowboy movie. Or the puffing about...
...this shifting scene, a bold new entrepreneur has appeared: the new-product specialist, the privateer who will find or develop a product for any company willing to pay. These specialists contend that most U.S. corporate managers, for all their talk about market research, still think more in terms of product than consumer. The privateers are usually young veterans of advertising or marketing who work on ideas supplied by clients or develop and sell products on their own. More than 20 independent new-product firms are at work on projects for General Foods, National Biscuit, Johnson & Johnson, Bristol-Myers, Continental...
Most so-called new products are merely minor variations of existing items. "A truly new product can be a big gamble," says Konigsbacher. "It would probably fail unless the company bringing it out was willing to spend heavily to educate the public." Test-marketing of a single product can cost up to $1,000,000. To cut the bill, many firms are putting heavier emphasis on refining products before the store trial; they increasingly use small panels of consumers who judge products in each stage of development, from conception to completion...
...that are difficult to pronounce, look bad in print or are too similar to existing trademarks. The leftovers are tested for general appeal and memorability. With so many names floating about, no marketing man can be sure of avoiding a conflict. General Foods recently started test-marketing a snack product called Pringle's Pop Chips only to discover that Procter & Gamble was simultaneously testing Pringle's Newfangled Potato Chips. Even greater risks lurk in the slang of foreign languages. A leather-preservatives manufacturer tried to market a product called Dreck-until he discovered that the name means dirt...
Will the tide of new products ever ebb? No, says Edward H. Meyer, president of Grey Advertising. "The products will continue to come; there's no end to that at all." That view is questioned by Wayne Jervis, formerly In-terpublic's new-product chief, who now heads his own product-development agency. "We are going through a phase when there are too many new products -some perhaps that are not meeting real needs," he says. Considering the crushing rate of new-product failure, that is indeed an understatement...