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-Daily-Allan Winder
QUEST FOR CERTAINTY - Absorbs moderator Prof. Maurer
and panel members. The two members'of the panel shown here
are Robinson at the left and Ule in the center who delivered
lectures as particpants M the advertising conference sponsored
by the University and held at Rackham yesterday.
p
the value of advertising research
as a means of achieving certainty.
In the morning session in Rack-
ham Lecture Hall, Charles F. Ro-
sen, executive vice-president of a
Detroit advertising firm, began by
briefly tracing the history of ad-
vertising research. Rosen re-
marked that at present it seems
as if the advertising agencies are
trying to out-research one an-
other. He said the preponderance
of agencies and clients are "as
confused as a bird-dog in a feath-
er ' factory."
Criticizes Agencies
Rosen criticized the advertising
'agencies for making research the
answer and ignoring the question.
He was followed by Maxwell Ule,
vice-president in charge of mar-
keting services for a. New York
firm, who stressed the merits of
advertising research.
Ule outlined the ways in which
the "total marketing concept" can
reduce uncertainty in advertising.
He stressed mathematical mea-
surement of all the aspects of an
advertisement..
Optimistic about the future, he
foresees a "marketing elite" of
planners, rather than implement-
ers, who will increase business de-
pendence on marketing research.
Illustrates Methods
The final speaker of the morn-
ing session, Patrick J. Robinson,
director of operations research
for a Toronto oil company, used
many graphs and charts to illus-
trate the ways in which research
can eliminate considerable of
unfeasible plans of action.
Robinson insisted that the busi-
nessman still makes the decision;
the researcher helps him by re-
stricting the number of possible
solutions to those that are advan-
tageous. This way, the business-
man is taking a "calculated risk."
W. John Upohn of Kalamazoo
said that advertising results
should be measured in terms of
sales. In his luncheon address,
Upjohn outlined his personal
creed for advertising.
Discuss Philosophy
In the afternoon session, held in
the Rackham Amphitheater, two
University professors discussed the
philosophical and psychological
aspects of the question of cer-
tainty.,
Prof. Irving Copi of the phil-
osophy department traced the
search for certainty from Plato
to modern times. Heglinked philo-
sophy to advertising, saying that
the two fields "speak the same
language, although with different
dialects."
Urging the advertisers to aban-
don their search, Prof. Copi called
certainty "stultifying" and "a
treacherous trap." A certain solu-
tion would be universally adopt-
ed, and no one company would
profit from its discovery, he added.
Says Certainty Nonexistent
Certainty does not exist, and
cannot do what we expect, Prof.'
Copi said in calling it an illusion.
He warned against automatically
rejecting an uncertain solution,
for it may be the best available.
Prof. Norman R. F. Maier of the
psychology department gave group
leaders some suggestions on con-
ducting more productive discus-
sions. The quality of the solution
is' not more important than its
acceptability to those it affects,
he said, in criticizing the current
tendency to seek only the right
answer.
Because no one mind is great
enough to have the best under-
standing of all facets of the in-
dustry, Prof. Maier urged execu-
tives to encourage "upward com-
munication." Group discussions
are valuable only if there is com-
munication among all levels of
personnel, he said.
The conference closed with a
panel discussion, moderated by
Prof. Wesley H. Maurer, chairman
of the journalism department.
ALTERATIONS
"The Clothing Stores' Tailor"
Alterations for Men and Women.
Pressing While You Wait
1182 E. Washington NO 2-4617
(above Conlin and Wetherbee
Clothing Store)
)P1
BARGAIN CORNER
ARMY-NAVY type Oxfords - $7.75;
socks 39c; shorts, 69c; military sup-
plies. Sam's Store. 122 E. Washington.
)W1
BIKES and SCOOTERS
1958 LAMBRETTA Motor Scooter. Best
offer takes. Call NO 2-4139 5-7 P.M.
1957 LAMBRETTA 150D. Excellent con-
dition, reasonable. Call NO 2-6423.
N83
BUSINESS OPPORTUNITY
GUY CART is now accepting applica-
tions in his newest beauty college.
Days, afternoons, and evening classes.
For student beautician. For more in
formation write or call Ann Arbor
Beauty College, 4567 Washtenaw,
Ypsilanti or NO 5-7500. )CC1
BUSINESS SERVICES
LAWNMOWER SERVICE
Your lawnmower sharpened and re-
conditioned like new. Finest preci-
sion process. Free pick-up. NO
3-8949. FF28
WE'RE RIGHT near you on Packard
just off State Street. Our hours are
from 7:30 A.M. till 12 Midnight. Stop
at Ralph's on your way to and .from
anywhere. We have what you're
looking for.
RALPH'S MARKET
709 Packard NO 2-3175
J49
CARPENTER WORK and painting in-
terior and exterior. Full experience.
Call NO 2-1911. J78
Shop for
SEAFOOD SPECIALTIES
IMPORTEDAFOOD ITEMS.
AND
GOURMET SPECIALTIES
Washington Fish Market
208 E. Washington NO 2-2589
J6
TYPING: Thesis Term papers, reason-
able rtes. Prompt service. NO 8-7590.
J42
Radio, Phono, T.V.
SERVICE
Fast Dependable Pick Up & Delivery
Ann Arbor Radio and TV
1217 S. University, Phone NO 8-7942
t J61
SPRING GARDENERS: We can meet
all of your gardening needs. Grass
seed and fertilizers, lawn and fer-
tilizing carts, lawn rakes, pruning
shears and all other gardening tools.
MUEHLIG & LANPHEAR
311 S. Main St.
Eddie's Paint Store
Colors................ $2.48 per gal.
White paint ........$1.98 per gal.
117 E. Ann NO 8-6966
)J15
EXPERT TYPING. Theses, Papers. NO
8-6157. J76
USED CARS
1952 FORD COUPE, 6 cylinder, stan-
dard shift, radio and heater, new
tires and seat covers. 44,000 miles, ex-
cellent condition. Call NO 3-7006 after
5:00 P.M. - N90
53 FORD, fine condition. Extras, Acces-
sories. Saline, HA 9-7479 Evenings.
N91
1958 TRIUMPH 7R 10 Sedan $1375. Like
new, green with WW tires and radio.
1957 VOLKS Sun roof sedan $1355.
1957 RENAULT DAUPHINE 4 door se-
den. Very nice condition. Splendid
transportation, $1287.
1959 SAAB-Saxomat (automatic clutch)
'" A sharp item for the discriminating
young. lady. $1885.-
Above prices are plus state tax,
title, and plates.
MICHIGAN
EUROPEAN CARS
313 S. Ashley
NO 5-5800 NO 5-5861
N92
'58 RENAULT DAUPHINE: 4 doors,
white walls, like new, 3000 miles:
$1500. Call 2-3006 after 6:00 P.M.
N94
FOR SALE
We specialize in good used cars from
$100 up. GENE'S AUTO SALES at
544 Detroit Street. NO 3-8141. N3
57 PONTIAC convertible: power steer-
ing and brakes, white walls with spin-
ner hub caps, continental ,kit, baby
blue with white top, radio, heater,
for $1895. NO 3-1511, Ext. 619 or
Brighton, AC 9-4072. Ask for Mrs.
Handy. N89.
USED CARS
1954 PONTIAC-all around good condi-
tion. R-H. $430. Call' NO 2-8517 after
5:00. N85
'58 VOLKSWAGEN. Black, red uphol-
stery, white walls, side mirror, excel-
lent condition. $1550. NO 5-5033. N58
FOR SALE: Excellent condition. 1951
Pontiac. Best offer takes it. Call aft-
er 6 P.M. NO 5-6860. N88
FOR RENT
SUMMER-Front half of Duplex, 4
rooms, 2 years old, all new furniture,
5 min, walk to campus. NO 2-0413.
C200
FOR SUMMER - modern, furnished
apt, 3-4 girls, laundry facilities, near
campus. NO 5-7711, Rm. 1435 or 2420.
C201
FOR SUMMER, large, bright attrac-
tively furnished 3-room apt. Garage,
married couple or two girls. Call NO
3-7006 after 5:00 P.M. 6202
HOUSE: 6 rooms, furnished, June 15-
Sept. 15, 2 blocks south of main
campus. $125 month inc. utilities
and phone. NO 5-5592. C204
FOR SUMMER: Modern furnished apt.
3 rooms, 1000 W. Huron. NO 3-7430.
C205
AVAILABLE .June, 5 room furnished
apt., $115. NO 3-4322 C206
CAMPUS 8 room, 3 bedroom apart-
ment fully furnished, very reason-
able for summer, Call NO 2-9818.
C207
SHARE SPACIOUS four-bedroom house
a mile from campus with 3 male
grad students. $80 from June 5th-
Sept. 1st. NO 8-9014. C208
SUBLET FOR SUMMER: Luxury 1 bed-
room apt. completely modern fur-
nishings, Hi-F, electric kitchen, park-
ing, laundry facilities, view, etc.
RENT AT LESS THAN UNFURNISHED
COST. NO 2-7533. C209
FOR SUMMER: 5 rms, ver, very close
to campus. Completely furnished, in-
cluding all utilities. Very reasonable.
Call NO 3-7627 C194
MEN-Very nice large completely fur-
nished Apt, for five or rooms rented
singly. For summer, also next fall.
Nice location, % mile from campus.
Call NO 2-5152. C193
ON CAMPUS, 3 rm. furnished Apt. 2nd
floor, private bath and entrance, all
utilities except electricity, large rms.
and plenty of closet space, off street
partking, suitable for 3 girls or couple.
Call NO 2-6629. C192
FOR SUMMER: Modern furnished ef-
ficiency for two girls/couple. One
block from campus. Cali after 5 P.M.
NO 5-7427. C191
FURNISHED APARTMENT for rent. 3
rooms. Very close to downtown, cam-
pus, and hospital. $75 a month. Call
NO 2-7274. C187
LARGE furnished study with adjoining
bedroom available for, summer. NO
3-3449.C0189
AIR-CONDITIONED, completely modern
3-room, furnished apt, near hospital
& campus, parking, for summer. NO
3-9358. 0183
DELUXE basement apartment, 'Fur-
nished paneled living room, kitchen
with dinette space, G.E.. stove and
refrigerator. Laundry facilities and
parking area--3 blocks from campus
$110 month. Available May 13-Sept. 1.
NO 3-1790. C 0184
2 BEDROOM, modern apt. for summer
rent. Name your price. Located 3
blocks from campus. Phone Arnie
Ager or Steve Ziff at NO 3-4211. 0186
STARTING JUNE, air-conditioned mod-
ern furnished apt, for.4. One block
from campus and hospital with off-
street parking. Call after 5 P.M. NO
5-6309. - 0160
ATTRACTIVE 4 rm. newly furn. apt.
summer 2 blocks from campus. 3-4
tenants. No discrimination. NO3-
1771. 181
AIR CONDITIONED furnished apart-
ment for 2 or 4. Available for summer.
Includes dishwasher, disposal, elec-
tric range, refrigerator, carpeting,
drapes, patio, and parking. Near hos-
pital and campus. NO 3-8628. 0179
2 ROOM furnished apartment. All utili-
ties except gas for cooking. Married
couple, no children. NO 8-8900. C171
FOR SUMMER-Furnished Apt. Sum-
mer only or summer and fall. Mon-
roe, State St. and Church Streets. For
1 to 4 occupants. $65-$95. NO 3-2800.
0173
CAMPUS HOSPITAL AREA
All furnished, all private, 2 large
" rooms and bath. Modern and clean.
-V5. Non-smokers preferred. NO 8-
8834. C174
FURNISHED APARTMENT, 5 rooms for
summer, tile bath, laundry facilities,
off street parking near campus. NO
3-3645 after 6. 0176
MODERN refurnished Apt. ifor four
available this'= summer, includes air
conditioning, dishwasher, disposal.
unit, sun porch, private parking, near
campus and hospital. Call NO 2-5295.
0163
ONE-DAY
.80
.96
SPECIAL
TEN-DAY
RATE
39
.47
.54'
MUSICAL MDSE.,
RADIOS, REPAIRS
A Storm of Values
Sheet music reg. up to $.85 now only
$.19, Still more record values to $5.98
Now Only $1.98. And still more
45RPM reg. $.98 Now $.17/"you get
the whole record for the cost of the
wax." Don't forget 1st anniversary
of Living Stereo. Magnavox gives
you a console model self-contained
stereo, 6 speakers, diamond needle,
many plus extras only at Grinnell's
for $199.50.
GRINNELL BROS.
322 South Main NO 2-5667
RARE Violins & String Instrument
repairs, Pianos (Baldwin, Ivers &
Pond, Estey) and Organs (Baldwin,
Estey; Thomas) New and Used.
Terms.
Figure 5 average words to a line.'
Classified between 1 :00 and 3:00 Mon. thru Fri.
Ca! l
and 9:00 and 11:30 Saturday - Phone NO 2-4786
FOR RENT
SUMMER SUBLET: Furnished 7 rm.
Apt. 2 blocks west of Angell. $95. Call
NO 3-6229. 0190
FOUR GRAD MEN, 3 bedrooms, fur-
nished house, 2 car garage. East side
residential area. Available in June.
NO 2-7395. Call after 5 P.M. 0139
FOR SUMMER-Furnished Apt. for 2 in
heart of campus. Apt. NO. 1, 1309 S.U.
NO 2-3742. 0170
STUDY UNDISI'URBED
Large quiet rooms for men. Near
campus. NO 3-4747. )C3
2 RMS. FOR RENT. You take your
choice. Park free in my driveway.
Breakfast and privileges., NO 2-1279
or NO 2-7282. 0114
303 S. DIVISION. 2nd floor apartment.
Very well decorated. Bachelor apart-
ment. Would prefer Instructor or
Professor. Available by April 15th,
Can be seen from 9 A.M. to 5 P.M,
Phone NO 3-5797, ask for Mrs. Kelly.
Clii.
LARGE ROQM in our house for rent.
Quiet Gentleman. Living and bedroom
furniture. Garage included. Phone
HU 3-1316. 0110
3 ROOM PRIVATE bath available June
1st, 2-2-room private bath, 1-2-room
with bath to sublet for summer,
Campus location. Phone NO 2-8611 or
8-8253. 0138
FOR SUMMER: Large nicely furnished
house, 4"bedrooms, automatic washer,
dryer. Garage. Very reasonable. NO
3-7687. C150
IDEAL APARTMENT for Summer, one-
half block' from Law Club. 4 to 6
persons. Newly furnished, spacious
and parking. 726 S.State. NO 3-9023.
0190
SUB-LET FOR SUMMER, 4 room fur-
nished apt., including dishes and
utensils, on campus, call NO 5-7711,
room 2404 or NO 2-2591, room 318.
198
GIRL TO SHARE 4 room apt. for sum-
mer. Option to keep complete aPt.
starting Sept. Call NO 5-5054 after 6
P.M. 0196
4 FURNISHED APTS. for the summer
or fall. All utilities paid. 2 blocks
from campus. 1 basement apt. for 3
or 4 boys. 1 3rd fl. apt. for 2 boys. 1
2nd fl. apt. for 2 boys or couple. 1
2nd fl. apt., for 1 boy. Call NO 8-
9538 after 4.
TRAILER SPACE
AVAILABLE
US-23 15 miles North of Ann Arbor.
Large lots, reasonable rates,
pleasant surroundings.
STARLIGHT TRAILER COURT
10175 Bishop Rd. AC 7-7191
-C
INEXPENSIVE summer rooms at Trigon
Fraternity. Quiet study atmosphere.
NO 3-5806. 0152
HELP WANTED
WANTED: Experienced cook for Fra-
ternity. Excellent meal planning and
budgeting-first class ref. NO 2-8102.
X38
MEDICAL TECHNOLOGIST II-$5667-
$6387 (Effective June 29, 1959). Pres-
sent rate $5459-$6179. Citizenship,
not. over 40. A.S.C.P. registered, 3
years experience. Promotional oppor-
tunities to higher grades having a
maximum $6866. Liberal fringe bene-
fits. Write: Wayne County Civil Serv-.
ice Commission, 626 City County
Building, Detroit 26, Michigan. WOod-
ward 5-2750. H23
MEDICAL TECHNOLOGIST or Labor-
tory' Assistant for hospital in im-
portant industrial town. Salary com-
mensurate with qualifications. Write
to box No. BB17, Michigan Daily, for
, interview. E25
BUSINESS PERSONAL
RESPONSIBLE graduate student wants
$1000 loan to continue studies. Ref-
erences. Call No 3-5119. FF35
GUITAR LESSONS:
Guitars, qualified instructor,
Call Maddy Music for details.
NO 3-3395 508 E. Williams
FF8
FOR SALE
2 BEDROOM HOUSE in Whitmore Lake.
100x124 lot. Close to lake. $7500 fur-
nished or $7200 unfurnished. Call NO
2-7517 after 5:00 P.M. B78
MOBILE I-OMA-'57 Marlette: 41x10 ft.
excellent condition, air conditioned,
carpeted, 2 bedrms, wall oven. Stu-
dent graduating. GE 8-3608 after 6.
B77
SET OF SIX Spalding golf clubs-Rob-
ert Jones--Cali NO 5-7371. B76
TYPEWRITER FOR SALE:: 1952 Smith-
Corona Sterling. Like new. NO 5-
7003. B75
USED man's and lady's English bikes.
NO 5-6768 after 5:30 P.M. B72.
GOLF CLUBS, asking $75. Call NO
~- I1e44. B73
'STEREO TAPE RECORDER-VM '59
model. Several monoral and stereo re-
4 cordings. Must sell-best offer. Call
Dave Pelton, NO 2-5644 or NO 3-7301.
--, B67
FURNISHING AN APT.? Used living
room furniture and kitchen set. Good
condition. Call NO 3-'824. B68
FOR SALE: 21" console TV. Philco. $55.
NO 5-6098. B69
TAPE RECORDER Recordio SA. Like
new, extension speaker. NO 5-7965.
B66
WINTER COAT, good condition. Call
NO 3-7541, ext. 243 after 5:30 P.M.
B66
HOUSE: 3 bedrms, basement, earport.
Occupancy June 5. Walking distance
to Wines Elementary, Junior High.
Appraisal $16,750. Owner, NO 3-2512.
B65
PLOOR-LENGTH wedding gown, size 8.
NO 3-6546 after 5. B52
35. FOOT 856 Marlette, excellent ,con-,
5diton fully equipped, aircondi-
tioned. Call NO 3-2294 after 5. , B2
UPRIGHT Kingsbury piano. $50. Gail
NO- 2-4084 after 5:30 p.m. B48
SIAMESE uKittens. Stud service. Call
NO 2-9020. B23
LOST AND FOUND
LOST: Sterling Silver Ring. 'Tues. af-
ternoon in Angell Hall. Reward. Please
Return: Cali Anne; 1531 Stockwell.
A59
MISCELLANEOUS
PIANOS -ORGANS
Best offer Keyboard Service
WURLITZER 9 SOHMER * KIMBALL
Dealer
ANN 4RBOR PIANO CO.
213 E. Washington, NO 3-3109
)X3
PERSONAL
PORTRAITS SKETCHED at Cousin's
Store, 309 S. State. Tues. only. F43
SENIOR t'URSE beware of May 20.
Start dreaming. F275
MICHIGANENSIAN will be distributed
through Saturday at the Student
Publications Building. F317
STUDENT WIVES
Why not get your husband a stu-
dent subscription at special rates?
We're certain that you'd BOTH
enjoy this gift. Merely phone 2-
Student Periodical Agency.
F316
Blended from the World's Finest
Tobaccos-our mixtures satisfy the
most discriminating pipe smoker.
1209A S. University
F313
DAVID-Meet you at the Women's Pool,
Fri., 8:15, for Attic-Aantics. Michifish
are also' swimming Sat, at 8:15 and
Sun. at 3:00 p.m. Judy
F307
PLY NONSTOP TO NEW YORK-$20
Chartered flights, June : on .Call
d:
v a L a .11 ,11L U"_ i. 111
3-7541, Ext. 633 for information.
F305
Greeks,
Go TGIF with
Burr, Patterson & Auld
(TGIF insignia for alli)
F303
CAMERA BUGS: Wanted: photographs
of Garden Boot hat Spring Weekend
Dance. Phone NO 2-3191. P288
TYPING : Thesis, Term papers, reason-
able rates. Prompt service. NO 8-7590.
F42
INVESTIGATIVE WORK: All types in-
formation provided or developed on
strictly confidential basis. NO 3-7455.
F154
WE HAVE BEEN 4PPOINTED
TOYOPETE
DEALERS
Come in for a demonstration ride
at
Michigan European Car Corp.
313 S. Ashley S8
TIRE SALE r
Good prices for used tires on
trade-ins. Complete Tune-up Serv-
ice available.
GOLDEN'S SERVICE STATION
601 Packard
NO 8-9429"
5' )84
C-TED STANDARD SERVICE
Friendly service is. our business.
Atlas tires,, batteries and accessor-
ies. Wrranted & guaranteed. See
us foi the best price on new &
used tires. Road service-mechanic
on duty.
"You expect more from Standard
and you get it!"
1220 S. University at Forest
NO 8-9168
REAL ESTATE
BUILD your dream house near the
University of Michigan. Unusual op-
portunity to -buy 51'3~ acres situated
11 miles from city limits, beautiful
building site, garden soil, an ideal
suburban estate for the price of a
city lot. Leonard C. Horn, 5065 Park
Road, Ann Arbor, NO 8-6249. R6
ROOMi AND BOARD
ROOM AND/OR BOARD for the summer
at 1391 Cambridge Rd. at very reason-
able summer rates. Call the house
manager at NO 2-8312 or NO 8-6004.
E18
TRANSPORTATION
RiDE WANTED-Commuting from De-
troit to Ann Arbor for coming fall
semester. Will share expenses. Call NO
2-2521 ext. 5300. NO 2-4654. G30
---- - i
i
WANTED TO RENT
CAR SERVICE, ACCESSORIESCAR SERVICE, ACCESSORIES
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