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MILLER'S PLUS:
TV'S OUT-OF-HOME
AUDIENCE
TIP OFF from Miller salesman Sylvan Wohl primes bartender on action in filmed golf show
^ Miller Brewing promotes All-Star Golf to "unmeasured" audience with help of bartenders, club managers
^ Tips off action on upcoming tv matches to build suspense; Reynolds Metals adapts technique to reach execs
■ i<>]p;iU\ one of the earliest renewals mi record for a fall program is the $.'-5 million commitmenl shared
|.\ Miller lireuing Co. and Re\ nnlds Metals w rapped up last rein uai \ .
Rather surprisingly, what the) were in such a hum to sign up was golf a game not parlieulai In noted for Fast thrills, nor normall) associated \\ illi tavei n patrons. \ el each sponsor sees an entirelj dinerenl virtue in it 26 weeks of lll-Stai Gol) on \l'.<; T\ :
• Miller aims al covering an 'outof-home" audience in tavei ns, clubhouses, men s I lubs.
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• A golf show serves Reynolds besl as a good-will leverage with big business, specifically aluminum user-.
\\ hilt golf lacks in plnsieal ma\ hem is more than made up lor li\ the promotional facets inherent in the sport.
Miller has long been committed to -ports promotions as a sales builder. It now spends over SI. 7 million in radio and l\ to clinch the connection. This, in addition to expenditure ol well over a million in national and distributoi spots.
I fere's how Millet sports pro
SPOTTING highlights during filming: (I to r) Miller ad dir. Eddie Ball, Mathisson's Hugo Bauch, next season's anncr. Jimmy Demaret