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"SPONSOR-WEEK
Advertisers
Continued
Boys night out
Marty Ingels and John Astin, stars of ABC TV's "I'm Dickens . . . He's Fenster," flank Janice Hall, WNAC-TV, Boston, weather girl, at season launch
Miss Award Movie
Gloria Bartl made the rounds of Detroit newspapers to fete editors with popcorn announcing kick-off of WXYZTV post-'48 Screen Gems' features
Agencies flock to Luau on the Lurline
KABC-TV, San Francisco, rented the luxury liner to entertain clients and agencies in style. Among the 250 attending, 1-r: Dick Beesmyer, ABC Spot Sales, L.A.; Nancy Cummings, Y&R, S.F.; Ray Jones, Y&R, N.Y.; Dick Atchison, stn. acct. exec.
Media strategy got a verbal going over by R. M. Budd, Campbell Soup director of advertising, speaking to the National Industrial Conference Board on media evaluation.
Budd heralded the progress made in the areas of linear programing, total audience surveys, demographic breakdowns of media audience and in many other areas of the quantitative aspects of media evaluation.
The future requires, however, much more in the way of qualitative analysis of media, he said. In tv, information is needed on sponsored program versus participating minute, dramatic program versus family situation comedy, etc.
Sidelight: Campbell has gone on a daytime network tv splurge as a result of a computer-processed study made by BBDO on media evaluation for the account.
To reflect the importance of the Midas operation, International Parts Corp. has changed its corporate name to Midas-International Corp.
Midas, one of the three major divisions of the company, is the franchising organization for a chain of nearly 400 muffler shops and nine brake shops through the U. S. and Canada.
The other two divisions are International Parts, auto parts distributor, and Powell, which distributes mufflers and related exhaust parts through automotive wholesalers and warehouse distributors.
Financial report: Hunt Foods and Industries reported net earnings for the fiscal year ended 30 June of j $13,664,000 from sales of $372,1 000,000 compared with 1961 earnings of $13,083,000 from sales of, $324,000,000. The total for 1962 1 included $26,000,000 in W. P. Fuller sales. Hunt acquired Fuller last March.
Kudos: R. Parker Long, trade promotion manager for Quaker Oats' Ken-L-Products division, has been elected chairman of the Pet Food Institute.
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SPONSOR/ 1 October 1962