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October 3, 2005

ACC shouldn’t shift funds from plastics
George Makrauer

The [Page 1] Sept. 26 story "ACC launches $20 million image campaign" reeks.

What quotes!

What thinking!

What explanations!

What blindness!

I’m vomiting clichés: Those who forget history are doomed to repeat it; what goes around comes around; déjà vu all over again.

The reason that "APC did not see any dip in plastics (consumer image) ratings when it cut ad spending in half in 2004, to $10 million" is because $20 million is far below the Target Rating Points spending level required to positively influence consumer opinions. APC’s own previously paid-for studies show that! (See this PN article.)

I was a member of the APC advertising committee when we were given that information.

Eureka! (That’s another cliché.)

George Makrauer
Comad Management Group Inc.
Celebration, Fla.

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