(A) INFINITI® f Farmington Hills SIMONS MICHELSON page 107 YOUR INFINITI PRESIDENT'S AWARD CIRCLE DEALER 1997 INFINITI 130 1997 INFINITI QX4 .7770 rommiummoonw - ... Automatic, leather, moonroof, air, dual airbags, ABS, power windows, locks, tilt, cruise, AM/FM cassette/CD, alloy wheels, dual pwr. seats, remote entry, security system, 190 hp V6, home-link, Bose sound syst. w/CD. I All-mode full time 4WD, V6, ABS, 16" alloys, roof rack, pwr. moonroof, seats winds., locks, leather, cruise, tilt, roof console, compass, defrost, air, outside temp. display, home-link, remote sec. syst., Bose sound syst. w/CD, dual airbags. BUY FOR BUY FOR $469* $36,995+ 36 MOS $35T.00s.01 ,18,895 1997 INFINITI J30 . i^ 1997 INFINITI Q45 INFINITI: #1 car line in customer satisfaction Automatic, leather, sunroof, pwr. windows, locks, tilt, cruise, dual airbags, ABS, security system, remote entry, alloy wheels, 210 hp V6, dual pwr. seats, limited slip, Bose sound syst. w/CD. $onn * I BUY FOR 36 MOS.0IR$31,995 + V8, leather, automatic, sunroof, pwr. windows, locks, tilt, cruise, security system, memory seat, traction control, Bose sound syst. w/ CD alloys, home link, dual airbags, ABS. BUY FOR $549* $46,395+ 36 MOS . ‘.... 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."