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CO-OP CONFAB: At N. Y.'s New Weston Hotel, Lisa Gentry (I), TvB's co-op head, lunches with Mary Saladucha, ad manager of Peter Pan Foundations, who came into spot tv last spring. Makers of women's foundations are among big co-op users, along with tires and appliances
PART TWO OF A TWO-PART SERIES
CO-OP: AIR MEDIA'S BIG ENIGMA
^ Co-op advertising needs two things— more air media at local level and more support by national agencies
^ When these two ends are accomplished, the system will become a great seller rather than a sales discount
\J{ the rough!) $2 billion spent \earl\ in co-op advertising, air media commands onlj aboul $400 million i(li\idc(l j ust al'. nit equall) between radio and tv) . \n even greater shock must be the fact that last year, an estimated $250 million in co-op funds was never spent at all.
rhese two indictments of the current handling of co-op advertising plans point up the challenge that face both air media and ad agencies; air media because it deserves a bigger slice of the business, and agencies hecause most ol them avoid taking an active role in the handling of co-op advertising.
Air media is acti\el\ pitching for
co-op money. At Radio Advertising Bureau, two members of the national sales arm — Irv Trachtenberg, group manager, and Jack Lazarus, account executive, spend full time interesting national advertisers with co-op plans and their agencies in the medium of radio. For its members, it publishes the RAH Dealer Co-op Data with detailon about 500 national accounts whose co-op plans include radio or who furnish radio material for distributors and dealers. Says President Kevin 15. Sweeney, '"1! \1'> bas heroine consultants to man) advertisers on how to use co-op more effectively."
\t television Bureau of Advertising, Lisa Gentr\ i manager of co-op
advertising. Since 1955, -he has worked lull time bringing more co-op dollars into t\. i in constant contact with national advertisers, distributors and retailers, membei t\ stations. In addition to personal calls and voluminous correspondence, -he turn out
a newsletter. Co-op \eiVS from TvB, an annual compilation of manufacturers with t\ co-op plan or l\ material available fot co-op advertising titled Manufacturer Co-operative Television Plans mill Dealer lids 'which i kept up to dale with supplements throughout the year). \t present she i completing a book on selling television with co-op which TvB will bring out soon.
Efforts h\ these two air media organizations are bearing fruit (see (hart on co-< p plan-', ami the suci ess stoi ie ea< h ha i ollected are impressive. \ an example. I \ |; was influential in persuading Vrmoui to put t\ on an equal basis with new-
paper in ■ o-Op allow ance.
I hi doe not mean that ail media
has it made. ! he biggest ps) cho
SPO.NSOR
27 june 1959
IS