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T
elevision in Present Tense
Television is Here Today for the Advertisers With Vision Who Utilize the Facilities of the Nine Stations in Operation Now
by FRAN HARRIS, director of television, Ruthrauff § Ryan Adv, Agcy., Chicago
• A class of school children came to MARSHALL FIELD & CO., Chicago outlet for ACROBAT SHOES, to watch the television presentation, An Amazing Adventure of Tumblin' Tim.
NO one seems to doubt the importance of television as an advertising medium in the future. Popular magazines carry feature articles telling us what to expect, thanks to Mr. Sponsor, in television programs. Trade journals and periodicals quoting leaders in the various fields of manufacturing, marketing, advertising and the men in the electronics industry, assure us that:
"Television is expected to become highly important in advertising."
''The potentialities of advertising in television are unlimited."
"Wide use of advertising in television predicted."
Yes, the prognosticators are very confident and a bright future for advertising in television is forecast. The "Wise Men" who have spoken then sit back
and relax to await the rich tomorrow of television. In eyeing the promised tomorrow of television, the reality of television today is being overlooked. Thanks to a few enterprising advertising agencies and their advertisers it is not being overlooked entirely.
Advertisers with vision are utilizing the facilities of the nine television stations in operation today, to excellent advantage.
Television is unlike any other advertising medium and its individuality is challenging. It combines the advantages of radio and space advertising and the added effective factors of motion and immediacy.
By experimenting noxu the advertiser reaps a rich harvest of knowledge at a fraction of what it will cost when station time rates and rehearsal rates are permanently established. He is learning ways to present his product to its best advantage. He can evaluate consumer reaction to the selling techniques employed. The advertiser needs to know what the televiewer will accept in the way of advertising and what forms will be tolerated.
Television audience research data has proven invaluable in establishing television sales techniques. Television advertising pioneers agree that the techniques learned now may need to be altered as the industry develops and grows. They realize that television is still in swaddling clothes. However, an infant is as much a human being as an adult. It's time to think and talk television in the present tense!
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RADIO SHOWMANSHIP