technical advisers to train them how to use it all. This is expensive. A more responsive form of foreign aid would be to send them beer. American-made Red, White and Blue beer. Red, White and Blue is less expensive than planes or computers. So we’d save a bundle, right off. It costs less than other premium- quality beer, so we’d save on that. And Red, White and Blue is easier to teach people to use than a computer. So we’d save on technical advisers, too. And if there’s any doubt whether our international popularity would increase, ask yourself this: if you lived in one of those hot, dusty countries, what would you rather have? A computer, or an ice-cold, Red, White and Blue? It’s an honest beer. At an honest price. ANNOUNCER: Mr Whittle’s comments do not necessarily reflect the views of this station. They do however, reflect the views of the RWB Brewing Company, Milwaukee. Because radio is a high-frequency medium, people quickly get tired of hearing the same commercial. So make several. Compared with television, radio commercials cost almost nothing to produce. In some developing countries radio still reaches more people than television. Yet even there nobody really knows what kind of commercials make the cash register ring. Isn’t it time somebody tried to find out? 1 For more information about what goes on during the filming of commercials, read Michael Arlen’s book, Thirty Seconds, Farrah, Straus & Giroux, 1980