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McCANN
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\lr( 'aim believes thai bj doing this it is possible t<> make genuine intermedia comparisons (scorned l>\ some as "apples and oranges figuring).
Ideally, sav McCann, mosl advertisers would like tn bave one comprehensive comparison: the cost-perl.ooo effective selling messages delivered to prospective customers. Here is the McCann formula for tliis:
First determine the l»esl wav VOU mighl use each of the media under consideration. Hnw would you use tv? radio? magazines? What sort ol message? How long?
Second, determine, for each medium two or three figures which come
closest to the cost-per-1,000 of these effective messages delivered to prime prospects ' for example, men between 1!'. and 35 i . Two or three figures are needed for each medium no one will give the answer.
Third, compare all the cost-per1,000 figures you have gathered for the media types under consideration, remembering that your conclusions must be tempered with judgment based on experience in this product category .
And finallv. alter making these comparisons on this basis, weigh in factors =1 through #8 for your final decision.
Especially noteworthj in this formula is the stress McCann lays on effective selling messages, and prime prospects as necessarj considerations of all cost-per-1,000 comparisons.
Sa\ Kinley, "In the final analysis a great deal of judgment enters into our media decisions. However, the more facts are available, the better our judgment can be."
In summing up the sludv on media selection made by the McCann affiliate Market Planning Corp. for Printers' Ink. I.ee \dler echoed these sentiment-. He told the American Marketing \ — n. in Cleveland lasl week. "In the fight against irrational influences on media selection, we must obtain all the tacts on media and markets, and see to it that thev are communicated, that thev are read. understood, and accepted."
He added that agencies and advertisers polled wanted "improved broadcast rating services, improved sampling techniques and inclusion of audience areas not now measured well, such as car and other radios.1 ^
anrone For smsves ?
Let's face if — we're in a business where statistics flow like . . . er, water.
Since this is the case, here are a few for your consideration:
In the morning, WBT's audience lead over its nearest competitor is 92%.*
In the afternoon, WBT's audience lead over its nearest competitor is 69%.*
At night, WBT's audience lead over its nearest competitor is 123%.
Three mighty good reasons for placing your next schedule on WBT — the station that creates the nation's 24th largest radio market. Call CBS Radio Spot Sales for availabilities.
Pulse 25 county area March 1959
WBT CHaPlPTTe
REPRESENTED NATIONALLY BY CBS RADIO SPOT SALES JEFFERSON STANDARD BROADCASTING COMPANY
SPONSOR
27 ji-ne 1959
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