Advertising second to salesmen
Advertising as the closest possible substitute for a personal salesman was the message last night of Fairfax M. Cone, executive and creative director of the Foote, Cone and Belding advertising agency, at the first Basil T. Church Memorial Lecture.
Cone, a 30-year veteran of the advertising business, has been the recipient of such awards as Advertising Man of the Year from Printers Ink magazine and the "Golden 50" award from Alpha Delta Sigma, advertising fraternity.
Guggenheim grants to 3
Three KU professors are the only Kansans to win Guggenheim Fellowships for the next academic year.
The John Simon Guggenheim Memorial Foundation of New York made 321 awards to United States and Canadian scholars for the coming year to permit them to devote full-time to research.
The three Guggenheim Fellowships are the most ever received by KU faculty in one year, although there previously have been two appointments in a single year.
The new fellows are Klaus Berger, professor of art history, who will study Japanese sources of European painting in the period 1860-1910; John C. Greene, professor of history, who will study American science in the age of Jefferson, 1789-1820, and Charles D. Michener, Watkins professor of entomology and the state's only member of the National Academy of Sciences, who will investigate the behavior of primitive social bees in Africa.
Wives' to meet
Business Students' Wives will meet at 7:30 p.m. today in the Kansas Union. A fashion show will be presented by the Coach House.
Daily Kansan [] Tuesday, April 12, 1966
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"WE CAN'T BE personal salesmen," Cone said, "so we have to use advertising to multiply the messages to reach a large number of people."
As an illustration, he said that want ads are probably the most effective type of advertising because they are so personal and specific. He referred to them as "personal, unvarnished propositions."
"The rules for good advertising are simple and rarely followed," Cone said. "The ad must be clear, direct, personal, and as compelling as possible.
"Color, pictures and illustrations help, but they are often wasted in many of the ads we see today."
CONE OUTLINED five cardinal rules for effective advertising:
$\bullet$ The ad should be clear as to its message and proposition to the reader.
What is clear should be important—that is, the ad should have value.
- It should be personal, and aimed at the people for which the proposition is intended.
- It should be distinctive in discussing the personality of the maker, the product and its promise.
- It should "ask for the order"—that is, demand some kind of action or extract a mental promise from the reader.
dishonest doctors and dishonest ministers. But in the end, the advertising is only successful if the product deserves repeated buying."
"I DON'T HAVE to say anything about dishonest advertising." Cone said. "There are also
Cone showed a series of slides of magazine ads and commented on their effectiveness. He also showed several television commercials to illustrate the message of his lecture.
"If we follow these rules and learn by these examples," he concluded, "we won't make the mistakes I've tried to show you tonight."
AURH confab here in '67
The 1967 national convention of the Association of University Residence Halls will be held here during next year's spring vacation.
Participating Big Eight universities and several Eastern and Western colleges will be represented at the event's two days of
workshops, lectures, and discussions related to residence hall operation.
The 1966 AURH convention took place March 25-26 at Southern Illinois University in Carbondale. Members of the AURH at KU and other KU residence hall leaders attended.
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