Sponsor (Apr-June 1959)

Monitoring and the threat of monitoring bave been mentioned as possibilities as evidence or insurance thai a co-op ad is aired. There are reporting services that pick » >IT i\ commercials photographicall) from nceiving sets. TvB's Lisa Gentrj suggested thai perhaps jusl snapshots in a studio would l>e better than nothing in establishing thai a commercial was being done. Ml of these might help. Bui the suspicion oi air media lias chandising Uliance which bandies the newspapei co-operative advertising of O-Cedar, Rubbermaid, Vmes ( Borg-Erickson and Wear-Ever \luminum. IIM \ lake ovei the whole plan, deals with newspapers and retailers, polices, pax s off. Some middle organization such as this. Krugman believes, might handle air co-op and bring more advertisers lo direct ad dollar more efficient!) through the use of more air media. mone) through theii lack oi knowledge <in co-op. \\ h\ aie man) ageni ies ignoi ant of co-op? The answei is simple: the) wish io he. In handling co-op, the agenc) must gel theii lee from the client, nol fi om media a i tin < ,i-<with national advertising. Some agencies have managed to do nicel) in handling the "non-commissionable" along h ith tin < ommissionable. In doing it the\ bave added greatly to piiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM AIR MEDIA HAS IMPRESSED MANY CO-OP FUNDS I'.. Lot are Some prodncl categories willi co-op plan which include tv and radio in allowances or in material PRODUCT CATEGORY RADIO TV Ipparel & accessories 58 75 tppliances 75 48 llUomotive — gas, oil. accessories 39 40 Drugs & toiletries 58 35 Grocery (foods, soaps, beverages, etc.) 119 65 Ileal, lighting, air conditioning, plumbing 24 11 Home furnishings 16 25 Paint, hardware, building supplies 57 33 Radio, tr & phonographs 26 19 Miscellaneous 16 65 -in Hi I is... n R VB I i B :illlllllllllllllllllllllllllllllllllllllllllll!!l!!lllllhlllllllI!!llllllllllliilllll!IIIIIIU been so deepl) implanted in the minds ol national accounts (although the real culprit is the account own retailer or distributor) that Krugman feels something \er\ positive is needed. "If some smart, honest gu) came along," lie said, "and lined up a bunch of stations to handle co-op advert isinji for them for a number of accounts, he'd have it made."' He pointed out the example of a West Coast entrepreneur who handles the newspaper co-op advertising of some 2,000 pharmacists. In the print media field, there is a specialist firm called Hardware Housewares Mer \\ hat he reall) hopes is that ad agencies eventuall) will take the interest in co-op which it deserves. If this happens, co-op will perhaps revert to its original purpose, that of a strong arm of a national ad campaign instead of degenerating furthei in the direction of a -ale discounl or kick-hack to a few grasping retailers and distributors. "I can't understand, he says, "thai agencies — engrossed as the) are in marketing have so little knowledge of co-op. " \cluallv the-e agencies are losing their client ovei-all sales programs. One such national agenc) is Keyes, Madden & Jones. Chicago, which charge- ].V, on some $1.5 million co-op billings i See box on page l»> < . Sa) KMJ's I Mil \\ ill-on. who head the co-op department, '" \ primarv consideration in favor of an agency-directed co-op program is the fad that in realitv co-op i an m/rerrising medium. I In consume! does not differentiate between media. \n advertising message, whethei seen on a network television show, in a national magazine, a a national ad in i Please turn to pagi SPONSOR 27 .jink 1959 i: