(A) INFINITI®
f Farmington Hills
SIMONS MICHELSON page 107
YOUR INFINITI PRESIDENT'S AWARD CIRCLE DEALER
1997 INFINITI 130
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.7770
rommiummoonw
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$36,995+
36 MOS
$35T.00s.01 ,18,895
1997 INFINITI J30
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$onn *
I BUY FOR
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‘....
Mr. Simons, who was also hon-
ored by having the Wayne State
University Press Building named
after him, founded the Michigan
Cancer Foundation, and raised
the money that made the Detroit
Historical Museum a reality. He
set the tradition of pro bono work
which the agency carries on today.
Mr. Zieve, who formerly worked
at VVXYZ-TV (Channel 7) as a di-
rector, joined the agency in 1961.
Jim Michelson came aboard four
years later, and they took over op-
erations in 1977.
"We had 15 employees and
were billing $5 million a year,"
said Mr. Zieve.
He is on the board of the Michi-
gan Opera Theatre, chairs the De-
troit-Windsor Freedom Festival
and is active with the Jewish En-
semble Theater.
Mr. Zieve has always been in
the creative end of the advertis-
ing business. Trained as a direc-
tor, he made and directed
`as
*36 mo. closed end lease based on approved credit. Due at inception: 130 $1000 down, J30 $1500 down, QX4 $2500 down, Q45 $2750 down. 1st payment doc. acq. fee,
title, license, ref. sec. dep. & applicable taxes. 12,000 miles per year w1150 per mile overage. Lessee has option to purchase but is not obligated to buy at lease end. All
subject to factory programs & vehicle availability. Standard gap insurance included. Total pymts:pymts. x term. Excludes prior sales & leases. Plus tax, title, license &
doc. One payment lease, 24 mo. based on approved credit. All previously stated lease terms apply. No down payment due on One Payment Lease. Doc. acq, fee, title, tic.
refundable sec. dep..to 1st mo. pymt., rounded to next $25 increment & applicable taxes due at lease inception on One Payment Lease. All incentives applied to dealer.
24355 HAGGERTY RD.
(A)
Between 10 Mile & Grand River Ave.
810-471-2220
OPEN SATURDAYS http://www.infinitifh.com SALES & SERVICE
Main Office: Southfield; with
branches in Youngstown, Ohio,
and Phoenix.
Fred Yaffe, president
Billings: $80.3 million
Number of employees: 80
Sampling of major accounts: Art
Van Furniture; Harlem Furni-
ture (Chicago); Kane's Furniture
(Florida); Phar-Mor; Winkel-
man's; WWJ-AM/WYST-FM;
Little Caesar's American Pizza
Cafe; Community Health Part-
ners of Ohio, Inc.; Murray's Dis-
count Auto Stores; Park West
Gallery; Munder Capital Man-
agement
4
108
'A, CHILDREN'S PRIZES INCLUDE:
F
red Yaffe views the ad
agency world from a retail
perspective. But his pro-
jections of what's in store
for ad agencies are in harmony
with most of his peers.
"The Internet is what every-
one is talking about, and people
tend to talk about things they
know little about," said Mr.
Yaffe. !`It seems like everyone
wants to know how they can
profit by it, and how they can
take advantage of it.
commercials and films.
He said, "A commercial is a lit-
tle 30-second mini-drama. It has
got to have a point, it has got to
make a point, and it has got to
make it real quick. What you can
do in three acts in a play, or what
you can do in two hours in a
movie, you've got to do in 30 sec-
onds.
"You have to compress all that.
You have to have a grabber, you
have to have an opening, and you
have to have a kicker, and then
the payoff," said Mr. Zieve.
The favorite commercials he's
made are the Elias Brothers spots
with Soupy Sales, Rodney Dan-
gerfield and Joan Rivers. 'There's
a whole bunch of the Big Boy
things we've done that have been
memorable and fun. But of course
the ones I like the best are the
ones that produced the most busi-
ness. When it rings the cash reg-
ister, it's my favorite."
"I personally think there will
be opportunities. I don't think
they'll be tomorrow or the next
day. I think you have to get ready
for them. But I think they'll go as
far as your imagination will go.
'We specialize in doing a whole
lot of large retailers around the
country, and I tend to look at
things from a retail perspective.
You can just about figure out in
what kinds of things and in what
areas the Internet could be pow-
erful in retailing," he said.
Mr. Yaffe cited cigars and wine
as examples of products which
could be sold on the Internet
where availability, not price, is a
determining factor. "But to buy
an all-leather sofa is pretty tough
to do on the Internet, because
those are the areas of touch and
feel.
"Anything you could buy in a
catalog, you could buy on the In-
ternet, so I think it is a natural
extension of the catalog business.
"I don't know what the num-
bers (of Web site users) are. The
last time I looked, they were a
fractional percentage. But if you
take fractional percentages of
the world, that's a lot of bodies,"
said Mr. Yaffe.
He believes that the Internet
is making retailers more aware
of how they have to treat a cus-
tomer so that the customer will
go visit a real live salesperson
rather than the Web site. If it
accomplishes that, Mr. Yaffe be-
lieves it is good for the
consumer, and good for the econ-
omy.
"The economic function of ad-
vertising has always been to
make the marketplace smaller.
The more I can travel through the
marketplace, the more knowl-
edgeable a consumer I am.
"The more information you
have when you go in to make a
purchase, the better value you're
going to get."