Broadcasting Telecasting (Oct-Dec 1959)

you'll find TARLOW TOWER from New England to New Orleans % a TARLOW TOWER stands for AUDIENCE PROGRAMMING TALENT RESULTS "Associated with WLOB and The Maine Lobster Network, Portland, Me.; WHIL, Boston-Medford, Mass.; WARE, Ware, Mass.; WWOK, Charlotte, N.C.; WJBW, New Orleans, La. TARLOW ASSOCIATES SHERWOOD J. TARLOW, PRESIDENT WHIL — National Rep.: Grant Webb Co. WWOK, WJBW— WLOB National Rep.: Richard O'Connell Co. WARE — National Rep.: Breen and Ward Co. 40 (BROADCAST ADVERTISING) available will not take a planner through all six levels in plotting any campaign, but that the series of steps "attempts to establish an orderly system where measurements or evaluative estimates at the level immediately preceding. Thus, for any specific vehicle, an increase at one level should produce an increase at all subsequent levels." Still, "to get from what we now know to what we need to decide, we will have to rely mostly on intelligent judgment. Judgment, and perhaps the courage that we need in order to use it. For judgment is the glue that will hold all of these mismatched components together, the nuts and bolts, the nails, the baling wire that makes the difference between a collection of media statistics and a media plan." Five-to-one Return • Using a hypothetical budget of $100,000 for a woman's interest product, Mr. Gerhold showed how to apply the six criteria to different media, "carefully stacked so that at the sixth level, to show $500,000 in new sales and constructed to show differences between media at variour levels." In tv, Mr. Gerhold elected to buy three one-minute network program commercials to reach about 15 million sets a total of 31 million times, covering a great many prospects as well as non-prospects. In radio he proposed buying 10 one-minute announcements a week for four weeks in the top 50 markets to deliver the advertising 80 million times over about 8 million sets. His radio audience analysis: "Media audiences and advertising exposure, for any kind of spot program, are of course identical. The women that we reach will perceive our advertising a number of times. The effect of our advertising will be measured in depth and frequency of impression, and in quantity of response more than in terms of numbers of individual women. "We must think media evaluation through every level before we can reach a sound conclusion of comparative media values in terms of what we are actually trying to accomplish, sales that we would not have realized without the advertising," Mr. Gerhold urged. Judgment and measurement are not not in conflict, Mr. Gerhold said. "Good media thinking requires that we have all the data we can get, because sound, tangible measurements are where we begin in thinking about these problems. We also have to have enough judgment to know what these data mean. We have to have the discipline and the imagination to think those values through, carefully and systematically, until we understand what they imply in terms of probable consumer reaction at the cash register. We don't advertise to get circulation, or audience, or coverage, or frequency, or recall or recognition. We advertise to get sales. When we plan media on that premise, we will have better media planning." At lunch economist Arno Johnson, chairman of ARF, pledged the foundation to laying research groundwork for a $24 billion advertising business in 1970. Retiring Chairman Wallace H. Wulfeck, executive vice president of William Esty Co., was given a citation recognizing his service to the group. Cartoonist Milton Caniff, in addition to sharing comic strip trade secrets (how to draw a hero, how to draw a villainess), gave some media evaluations of his own in a supplementary release distributed before his luncheon presentation. He defined television as an entertainment medium and said commercials must be diverting to be effective. Print, on the other hand, he said, "is the last home for serious, powerful, controversial advertising." • Business briefly New car, new budget • No sooner did Ford Motor Co. get its Falcon economy car on the road (see Falcon radio story, page 52) than it was ready with still another economy automobile, the compact Comet which will be marketed through Mercury dealers. For media, the Comet's introduction could bring in a new auto budget at a time when all other car introduction expenditures are pretty well committed. No agency was announced but the obvious choice would be Kenyon & Eckhardt, agency for Mercury-Edsel. The Comet is slated to make its appearance in showrooms early next year. In size it's bigger than the Falcon but smaller than the Ford. Sterling for Saber • Sterling Drug Inc., N.Y., will sponsor Saber of London detective series which begins its third season on NBC-TV on Oct. 11 (Sun., 6:30-7 p.m.). Agency: DancerFitzgerald-Sample, N.Y. Pirates' sponsors • Atlantic Refining Co., Philadelphia, and Pittsburgh Brewing Co., Pittsburgh, have renewed radio-tv sponsorship of the Pittsburgh Pirates' games for three years. This year the games were on a special network of 21 radio and four tv stations. It's the 24th year Atlantic has co-sponsored Pirates' games. Pittsburgh Brewing is cosponsoring for the fourth year. Blockhawkers • Miles Labs Inc., Elkhart, Ind., via Wade Adv. Inc., N.Y., and R. J. Reynolds Tobacco Co., Winston-Salem, N.C., through William Esty Co., N.Y., will co-sponsor Man From Blackhawk, starting Oct. 9 on ABC-TV (Fri., 8:30-9 p.m. EDT). New series produced by Herb Meadow for StuartOliver Productions stars Robert Rockwell as Sam Logan, special agent for BROADCASTING, October 5, 1959