Sponsor (Oct-Dec 1962)

Record Details:

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vacuum will be filled and we come closest to it now (but) we should be in a position to expand." What all these noteworthy IRTS developments point up sharply, friends ol the society say, is that the membership is more determined than ever to serve the industry and its people. But, above all, as the IRTS credo puts it, "to promote and increase a sense ol responsibility among all who are engaged in communications that they may be worthy of the challenge of our times." ^ MOTOROLA (Continued from page 38) cial time to show the full line of consumer products and emphasize special models; to provide strong merchandising support to the trade; and to attract recruits for Motorola's dealer lineup. Negotiations for the specials were finalized late in the summer. Motorola, started immediately to integrate merchandising lor a hard push at the retail level. From the beginning, audience-building was of prime importance for best exploitation of the specials. This was accomplished by newspaper ads on tv pages the day of each show; dealer window and in-store displays for each show; advertising to the trade, and bonus offers to dealers. Motorola's three-special series kicked off on 27 September, with the Carnegie Hall Salute to Jack Benny (CBS TV) , co-sponsored by Kitchens of Sara Lee. The merchandising leader on this show was a stereo receiver labeled The Carnegie Hall Salute, priced at $299. The item was selected, says Farris, because Motorola believed that a higher priced model would be in keeping with the show's tone and the cast of classical music artists. Within a 90-second commercial — the theme ol which was "concert hall performance" and featured Isaac Stern — the price was flashed just once. On this first show, Motorola introduced a two-minute corporate commercial. A high-level institutional, it depicted Motorola's history, beginning with a painting ol founder Paul Calvin thinking "What if cars had radios?" It reflected on Motorola's electronic contributions during World War II; established the importance ol Motorola communications equipment in civil protection by police and fire departments; showed the recent space program participation by Motorola; the company's new ideas in stereo-hi fi, all-transistei portables, tv receivers built into Drexel-styled cabinets; and winds up on a things-to-come theme, stressing Motorola's new slogan used widely both in print and tv, "The new leadei in the lively arl ol dec ironic s." Award winner. The commercial won for Motorola the Hermes Cold Itoph\ Award ol the Chicago Federated Advertising Club last spring — an award based on composition and technique, ability ol the advertising to create sales. Motorola's next offering, on 2!) October, was the second hour of the two-hour drama, Power and the Glory (NBC TV), with Breck co-sponsoring. Motorola used this show as a vehicle to emphasize the Ivan Tymoff, of Moscow Agencygrad. didn't make the Tricorn Club Maybe you shouldn't blame Ivan. After all, some U.S.A. time buyers still don't realize the No. 1 North Carolina market in population, households and retail sales is that filthy rich "tricorn" of Winston-Salem, Greensboro and High Point. Ivan had better know it's way up there in capitalists, communes and collective spending—or he'll really look bad to the membership committee of the Tricorn Club. Now surely you don't want to be an Ivan in your agencygrad. You won't be if you just remember those facts ... and order some time on WSJS-TV to boot. We like to get paid in dollars — but we'll accept rubles if you believe in Uncle Sam, salute the WSJS-TV tower, and swear allegiance to the Tricorn Club. . „ . . ° source U S Census TELEVISION WINSTON-SALEM GREENSBORO HIGH POINT Represented by Peters, Griffin, Woodward, Inc. SPONSOR 1 October 1962