Oblems in Planning and Buying Spot TV; Gallup Robinson's Criteria for Top - Selling Commercials
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i 'sing The Management Magazine of Broadcast ver plan for improving TV; v. Paul Lazarsfeld's oblems in planning and buying spot TV; Gallup Robinson's criteria for top - selling commercials. ,1 kik , h l i;; h t s of the TV Drama Season page 60 www.americanradiohistory.com r Giant in Short Pants 111 r Has the TV Commercial grown in every direction but Up' an TI1E TELEVISION COMMERCIAL has come They know a lot about camera tricks, and mix. A mix of attracting the prospect, a long, long way since the first an- how to get you looking. of persuading him. nouncer tapped a package or threw open a They know a lot about the entertainment Nothing very mysterious about this. Bu refrigerator door. world, and how to get you to laugh. it does take a pro. It's big. Or they have read a book on how to sell We at Benton & Bowles have the temerit It's expensive. and they can blow your head off with the to be the apostle of the obvious in «'h: I l is talked about. force of their argument. They can claim you have just read, because we seem to t 11, I , to death. boy, is it powerful ! Properly handled, and counterclaim you having more than our share of successfl more goods than a ten -ton It's either ha ha ha. Or it's biff barn boom. TV selling campaigns. There's very little in- between. We are not above considering the additia t it perform its selling anon? A salesman knows that you don't sell people of another. that way. Entertainment alone won't do use this juggernaut of it. Neither will table- hammering. 1,, A )rid is, more often than not, in the hands of people who don't quite A salesman has a feel about selling. He Benton & Bowles, I know how to drive it. knows it is a skillful, sensitive, delicate 666 FIFTH AVENUE, NEW YORK 19, www.americanradiohistory.com qb `. \ %` \\ _ `\=` \\\ 1.. 4,ig 31 \\; ' 1 , M e , \ . 1 :,"\\\\\\\ , SPECIALIST IN SPOTS II 1 Get the best coverage for your advertising dollars. Follow the lead of hundreds of alert national advertisers ... who are spotting their TV advertising where it works most effectively -on these great stations. KOB -TV Albuquerque KCOP Los Angeles WJAR -TV Providence WSB -TV Atlanta WPST -TV Miami WTVD Raleigh- Durham KERO -TV Bakersfield WISN -TV Milwaukee WROC -TV Rochester WBAL -TV Baltimore KSTP -TV ... Minneapolis -St. Paul KCRA -TV Sacramento WGR -TV Buffalo WSM -TV Nashville WOAI -TV San Antonio WGN -TV Chicago WNEW -TV New York KFMB -TV San Diego WFAA -TV Dallas WTAR -TV Norfolk WNEP -TV.. Scranton -Wilkes Barre WNEM -TV Flint -Bay City KWTV Oklahoma City KTBS -TV Shreveport KPRC -TV Houston KMTV Omaha KREM -TV Spokane KARK -TV Little Rock KPTV Portland, Ore. KARD-TV Wichita MOP116111 Television Division Edward Petry & Co., Inc. The Original Station Representative NEW YORK CHICAGO ATLANTA BOSTON DALLAS DETROIT LOS ANGELES SAN FRANCISCO ST. LOUIS www.americanradiohistory.com ,Fi. .4 . .. .jk;,;.: ... _. .. ... 4.%TN)MI, . .. ..:, .:._yM7{ :.. [. ,.s,; m., ..f' iM .?'.,!(yÓiR..kf.["9!%' eXree Y%.: Y ,! f' ,Ï: :;.f'.' " có.f l -pc l'erg probably you hare On the draw i i i g boards now at NBC are millions of NBC viewers a self :.,- own lelerisi.on screen! special television adaptations of such of the famous humorist as a y literary favorites as "Rebecca," "The man. And Henry Steele Comnv ;r example, NBC Spiral Staircase" and "Portrait of definitive source work on the MO 'l'Ire Turn of the Jenny." A new NBC Television series Civil War will provide the ba tic11'A I ,. :ones, "'Me Moon based on F. Van Wyck Mason's excit- Blue And a 1' and Sixpence" by Somerset Maugham, "The The Gray," ing novel "The Barbarians" is be- blazing series of one pros Stephen Vincent Benet's "The Devil -hour ing produced on location in Rome. and Daniél Webster" and Budd Shul- A far cry from the wrestling m °t'i berg's "What Makes Sammy Run?" Mark Twain's "Roughing It" will offer and transplanted vaudevild www.americanradiohistory.com ¢.a^>fA?ZXI...<dáYF an7aY"'S? ÇA : . 3i`a 7 .. .:.,' : ' .. ..... .?i< :... .. .. ....... .. o '.'..' ._. S`i'F:00MMtP,z4.:,:,i:.d:k<,. klizmitor:: 3r;i K;..;:,íi,.. <' :;..3cdizq¿ . :. :vemar .. _a..^r.'l`._, . _..: ,..,-.r?y. .r ..:: .F. ,::.. yiyÑ ówxc rdi E . r Y7` . ... n:7Á7n.. Y?.$z :b;F;?!t. rv . ., . .< . ,,.. .. .. .. ... .,.. +7.b"i3<?ni ... :.. .. rCiY: .FM;,>mYAQPrd:. >Y9W7F: 14V$WIT?}CATA'Sfii .".*YX:iiPeYqYS7qvg3v.,Y l h, the broadcast schedule creative arts. In addition, NBC will Icade ago -and a bright continue to discover its own creators things to come during the Watched - writers, directors and performers. (1 season in the demand - ive medium of television. any Result: a whole library of distin- guished literature, a rich treasure of ¡unending quest for quality good books music, art and drama -in color and T ïng it does, NBC Television in black and white-on... true to attract outstanding lately 4 rnn o11 eve fI TELEVISION www.americanradiohistory.com NBC I IN THIS ISSUE Established 1944 Volume XVII Number 4 April 1960 LAZARSFELD ON TV: OBJECTIVE STANDARDS ARE POSSIBLE 1)r. Paul Lazarsfeld, the nation's Irr'ur, of mass communications, offers a provocative plan for improving TV programming that ' the current law and traditions of American broadcasting A8 INGREDIENTS OF A TOP -SELLING COMMERCIAL Gallup & Robinson's analysis of 26 lop -selling 7.1. campaign.% from PRO through today 52 RETIREMENT: THE SAGA OF WALTER DAMM Once an alien concept, retirement has become ,1 Ape( Ile hmiliturg maul luuddadsling cvcculnv's Ile le's how the industry's .self -proclaimed s.o.b. made Ho, transition to the leisure life 54 MEDIA STRATEGY SERIES: PROBLEMS IN PLANNING AND BUYING SPOT TV Herbert Zeltner, fe. and media dire(lor uJ 1.rruren Newell, probes fii,e pr') pleying dress- planning, budgeting, measuring, monitoring and selling the medium to lop management 56 SMITH OF JOHNSON, THE ART OF DIVERSIFICATION How Douglas Smith, advertising director nr 1. (:_ /r,l,usu -ton, IlrllnUlislr'I ur, r,div',liing l,urlget u! 115,000,000 for 34 different products .. 58 HIGHLIGHTS OF THE TV DRAMA SEASON -A PORTFOLIO Programs cited by critics themselves us WI/ (i(corri pli.sli iii Cl? l\ 60 RADIO STUDY: RADIO-WEST COAST STYLE The strategy that has given Los Angeles' KFWR ,I tract; record which few stations in the first 10 markets can rival 75 1 CONTINUING BRAND STUDY Lipton continues lo outstrip all other competitors in the tea market /', /u Nhrwrl: /fro, ,s Ines in recall in the three top markets 37 DEPARTMENTS POCI,ri\ lil,l\t 9 REPORT ON SPOT 25 TtiE TV SCENE ... Huntington 35 Foci , ( r\ 13 THE TV COMMERCIAL ..Adams 45 RADIO 1 \'RAP -U 1, 79 SELI?(:rls1- I'RO(iR.\\I I .u(. 16 TELEVISION HOMES- APRII. LEITERS 21 PROMOTION Godt 30 EDITORIAL 110 Frederick A. Kugel This month's cover: A scene Editor and Publisher from National Telefilm Asso- Executive Editor, Kenneth Schwartz Frank E. Chizzini, Advertising Director ciates' 'Play of the Week' pro- Senior Editor, Leon Morse Edwin A. Pancoast, Jr., Mgr. Sales Development Associate Editor, Judith B. Dolgins John A. Thayer, Jr Soles Manager duction of "The Grass Harp" Production Editor, Barbara Landsberg Jack L. Blas, Business Manager by Truman Capote. Drawings Contributing Editor, John Watson Ruth Leftof, Office Manager for the portfolio on the "TV Director of Research, Marvin D. Melnikog Harriette Weinberg, Circulation Manager /)rama Season" beginning on Nial Quinlan, Assistant Publisher /Art Director page 60 appear through the Published monthly by the Frederick Kugel Company, Inc. Executive ditorial, circulation and advertising courtesy of the artist, Henry offices: 477 Madison Ave., New York 17, N. Y. Telephone: Plaza 39944. Single copy. 50 cents. Yearly CRS Tele- i subscriptions in the United States, its p ions and notions of the Pon American Union, 55.00; Koerner, and the n Canada. 55.50, elsewhere, 56.00. Printing Once: 50 Emmen St., Bristol, Connecticut. Reentered as vision Network. doss matter at Bristol, Conn, Editorial content may not be reproduced In any term without r- -n Copyright 1960 by Frederick Kugel Co., Inc. III'\ Member of Business Publication Audit of Circulation, Inc. THE MANAGEMENT MAGAZINE OF BROADCAST ADVERTISING TELEVISION 4 www.americanradiohistory.com 4 Time is the universal property. Man shares it alike makes it possible for more members of our com- with the animate and the inanimate. It is a dimension munity to experience more in, of and from Time, in which he participates only, and the measure of more immediately, with more people, than any his effectiveness is history. other medium of communication. says. is As a medium of Time "Time is my estate ..." the philosopher It of communication, that portion partic- which we share most immediately with our com- yours, too, and ours. In Baltimore, you can of WBAL munity is of particular import to us. From Baltimore, ipate in Time wisely through the facilities success is the WBAL -TV shares daily in the Time of some 2,570,500 Television 11. The history of our sales men, women and children who constitute the measure of our effectiveness. Maryland Market. From Baltimore, WBAL-TV NBC Affiliate /Channel 11 /Associated with WBAL -AM & FM. participates in the same Time dimension as nearly 700,000 television households that exist at this Time WBAL -TV BALTIMORE within our coverage area. From Baltimore, WBAL-TV Nationally represented by Edward Petry & Co., Inc.