We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
PRODUCT TIE-INS put Knickerbocker in store windows on Fifth Ave. (at lett), in meat cabinet with Merkel sausages (top), in a boat (above) to merchandise its fishing contest. Brewery plans further tie-in activity when I960 tv plans are set, and new agency takes hold
Why advertisers climb aboard
^ New York brewery gets added reach for $2 million ad budget via joint promotions with other advertisers
^ Recent tie-in with Merkel Meat Co. brought added distribution, new types of outlets, exposure for both
I
f your ad budget isn't giving you the reach your product needs, take a look at what Jacob Ruppert brewery has been doing to hypo coverage for its Knickerbocker Beer.
Ruppert spends just over $2 million a year in advertising, split about equally between the New York metropolitan area and New England. The Knickerbocker brand leads the pack in New England. But its sales in New York have met with fierce competition.
After losing nearly a half million dollars in 1958, the company upped its spot tv expenditures 45%, re
turned to its old "Knock Knock for Knickerbocker" theme and embarked on a series of joint promotions that has brought a reciprocal type of "cosponsorship" in the schedules of other advertisers.
"In some cases," says Ruppert ad manager Maury Atkinson, "you can be in virtually every media at once without increasing your own media expenditures by one dime."
Ideally, says Atkinson, you look for an advertiser:
• Who goes after the same audience you do — but uses an entirely different media lineup
• Whose product lends itself to a logical tie-in, and
• With strong distribution in the same and related type of outlets (for doubling up in trade merchandising).
Knickerbocker found this ideal set of conditions in the Merkel Meat Co., New York packer of pork products whose advertising objectives (reaching every population segment with a quality pitch) were detailed in sponsor last week (26 September).
Long a spot tv user, Knickerbocker, heavied up in the medium when it discovered (via a market survey) that the beer people are used to seeing is the one they ask for. "Each sponsor was concentrating in a medium that was ideal for his aims," says Atkinson. "We decided to see what would happen when we overlapped the other fellow's advertising for two weeks and, very importantly, tied the joint schedules to strong trade merchandising and consumer promotion."
38
SPONSOR
3 OCTOBER 1959