Show WHO NEEDS ADVERTISING A famous advertising agency recently signed a new client The New York Times ran an with the account executive responsible for the fhe new client and it was an interesting account because the client diem was so well known The account executive said that although the client t 1 had received tremendous publicity in the nations nation's press f for r mAny years JI most 9 t 0 of it favorable the client felt that publicity pub- pub wasn't enough He Ic wanted to take paid newspaper space to tell the story in his own words When you consider that the client in question is the Brooklyn Dodgers of major league baseball fame we think it makes a valuable test case for or the merchant who says he doesn't have to advertise The Dodgers have received as publicity as any professional sports organization in recent years due to the teams team's success in being a pennant contender almost every summer Yet it thinks it should use paid newspaper ads The Dodgers are well known Because of the colorful personalities the team h has s on its payroll it is perhaps better known than almost any other baseball team except the New NewYork NewYork NewYork York Yankees Yet the Dodgers will wilt use paid newspaper advertising The Bums could say they dont don't advertise because they I dont don't have too much competition Dodger fans they claim are are loyal to the Dodgers And the Brooklyn fans who stay at home to watch the games on television arent aren't hurting Dodger profit and loss figures The Brooklyn team has one of the most lucrative television contracts in all alt baseball Yet the thc Brooklyn Dodgers arc using lISing paid newspaper ad advertising advertising adver- adver vcr space The Dodgers could say that they dont don't have to advertise advertise adver adver- tise for many reasons reasons reasons-reasons reasons we hear from some of our less progressive retailers almost every time we call on them but but they dont They know that publicity and public relations can do doa a valuable job for a commercial concern So can direct mail t billboards calendars special sales and many other gimmicks But the Dodgers also realize that you haven't convinced all of oJ the tre people unless you use newspaper advertising space paid for at the going rate I |