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Show Enterprise Review , May 5, 1976 Page 11b Dear Editor: Letters to the Editor loyalties. After reading Ryan Poultons April 21st column on advertising, the question is, whats he trying to say? This is exemplified by one powerful local advertising medium, which quite frankly does not like advertising agencies. As one executive stated, They (agencies) invariably split the budget. Directed, as the column was, to a businessprofession&l This in reference to the fact that advertising agencies will community somewhat beyond the comer service station and frequently split the clients budget into a media mix of print, recognizing the need for professional counsel, (viz calling on ad broadcast, telecast, billboards, direct mail, etc., in proportions agency people for information) why the reluctance to suggest directed toward maximum results. the obvious... Hire an ad agency. All of the foregoing are simply the mechanics of advertising. Of While media buying is one facet of effective advertising, it may greater importance are the skills and creative talent which go actually be one of the most simple to a good businessman toward recognizing the key features of consumer appeal, copy capable of statistical evaluation. The fact that Mr. Poulton writing and production. When an advertiser buys newspaper became mired in a full column attempt to describe the process, space, he buys just that... space. What goes into the space is even with the assistance of ad agency professionals, is in itself a more important than size, location, or frequency of exposure. for whole the over to good argument turning The same, of course, holds true for radio, television, etc. process professional counselors. Then come the other touches of professionalism, coordination of There are few businesses so small that they cannot find an effort, attention to detail, billing, follow to provide professional service and through with suppliers, and more. advertising agency willing some that true advertisers particularly those Its guidance. with limited budgets, find adequate assistance through good Considering the fact that much of the costs for these services media representatives. The best of these are quite capable of are paid for in the form of commissions by media, hiring the providing good scheduling advice and media production. professional services of an ad agency has got to be one of the However, it should be remembered that the media salesman's most logical steps in the operation of a business. prime function is sales. A function which must of necessity preclude total objectivity. This is not meant as a derogatory Sincerely, statement. Good media reps are priceless assets to agencies and advertisers. But the Utah Association of Advertising Jack Shapiro Agencies along with nearly all other professional associations President, Utah Association of prohibits members from owning stock or having any vested Advertising Agencies interest in a supplier simply to avoid any possible conflict of record-keepin- AMT IS I5S( me MAW THAT (OIOOIUO. TOCUSEP WHAT ABOUT TAXES, wsr tBEmsS0H6 THE PRIMARIES HAVE eorsueav 0)100103 06. pseoto-issue- s. zeal issues Aeg lonA'noi.RSFgm Busio6, pemsre, IK) oiash looks, 3EW I I g, WAGE, (CHARISMA. vesives 010? 0)1010(00. & 9 but if m pour o).7i6 basis kuoiu a cwpipates OF HIS erne ou thecau OUTIL US'S CAOPIPATg ELECTOR re5 AOtTH00 SCUPE ISSUES. BUT 0)1 0106? mas. we ccurTd&T mum CAWS K5R P&5I- - ABILITY TO issues mu WU MEN) DO A RIGHT ABOUT KEEPIV&- O' CHOCS OF-TH- - E or sort CADPiPATES? GW issue! I Pragmatic Dogmatics The Teachers Drive for Political Dominance by Kent Shearer clear that I am not My grandfather, my mother and my mother-in-lawere all educators. All the gold at Fort Knox could not induce me to preside over a classroom occupied by peers of my son, the wrestler, or my daughter, the ballerina: precisely the fate of some .teachers at East High and Gayton Jr. High. Many educators are overworked; most are underpaid; even in metropolitan areas, they suffer societal strictures not endured by the balance of us. Teachers, in short, have my heart. But I dont want them to have my pocketbook, and that is what this column is about. Educators are public employees. Such employees are paid from funds derived from taxpayers. Little wonder that teachers, when elected to the state legislature, favor every tax hike in sight. They would be fools were they to do otherwise. It is their equivalent of the Let it ! anti-teache- r. w long-sufferi- ng businessman charging what the market will bear. I have been an observer of Utah legislatures for a number of years and know of no instance in which a teacher-legislathas opposed a tax increase, save for one or two whose localities vigorously oppose one exaction or another. Moreover, their number is backed by the d most political machine in the state: or well-oile- The Utah Education Association. Ably managed by Daryl McCarty and Jim Peacock, the UEA distributes funds during campaigns and durprovides subsidies to teacher-legislators ing sessions. Not yet a carbon copy of its parent National Education Association (but unfortunately getting there), the UEAs image unlike that of the NEA - continues to be relatively moderate. In the present Utah legislature, educators of the membership, comprise over and that does not count legislators like Sen. Darrell Renstrom who is attorney for the Weber Education Association. These one-four- th (D-Web- arc the fine folks who brought you the 1975 increase in your state income tax rate. Eduator Moroni Jensen, a state senator from Salt Lake, To jokingly refers to himself as "Taxman. some of us, the joke isnt funny. The UEA, like any public employees union, does not seek to foster efficiency. Overstaffing is rampant. Incentive, as opposed to seniority, pay is resisted. Evidence mounts that, this election year, the UEA seeks further to enhance its power to tax you and me to death. An increasing number of educators seek legislative posts. In Democratic areas, they run as Democrats. In Republican districts, they run as Republicans. Press announcements daily chart the UEA electoral thrust. The upshot is that what the UEA calls quality education becomes, in fact, quantity taxation. If you value your tax dollar, you would do well to return teachers from the legislative halls to the classrooms. |