Sponsor (Oct-Dec 1962)

chase of the program: "Going My Way represents quality tv programing. The concept of the program is in keeping with both the Breck image and reputation. And as an advertising carrier it offers an opportunity for increased frequency combined with reasonable efficiency." Products on tv. The preparations advertised on Going My Way are the three Breck shampoos, Breck Hair Set Mist, Breck Banish, and Breck Creme Rinse. This Wednesday, Breckset, a new preparation which fared well in test-marketing, will be seen. Breck's competition in shampoos, Prell, Luster Creme, and Halo, advertise heavily on tv. (As of now, however, Breck ranks No. 1 in U. S. in shampoo sales.) Alberto-Culver, a "monster" advertiser on tv, provides great competition for Breck Hair Set. Tame, a Toni Gillette product is strong on tv, providing stern competition for Breck Creme Rinse. With such competition on television, Breck agency people feel the client "is forced to do the best job possible in that medium." Says Hughes: "We are interested in growing on tv ourselves. Tv has one big feature: demonstration. This is especially good for hair spray and sham poo commercials we feature." Promotion. A key element in the Going My Way promotion (the only big tv buy this year, although small ones are being considered) to Breck sales representatives and company customers will be letters and contests built around the program's star, Gene Kelly. These will be supplemented by advance screenings of some programs for salesmen and distributors, pre-program information of the commercials to be shown, special literature on Going My Way stars, and counter cards and poster advertisements on the program for use in retail stores. The Breck sales promotion department has designed a special floor stand for retail stores. This has a tray for Breck preparations, and the back of the stand is a large reproduction of Gene Kelly. "Our sales representatives will carry a brochure on Going My Way," said sales promotion manager John Fitzgerald, "and we will have an intensive and continuing direct mail campaign using folders, brochures, and personal letters." For the general public, the publicity and promotion is a coordinated effort to provide program information to newspapers, con sumer magazines, and trade publications. The facilities of ABC, Breck, the services of a publicity firm on the West Coast and special consultants from N. W. Ayer will be used to keep the public informed. Newspapers in every city in the U. S. will be provided with photographs and interviews of program stars. Also on the planned publicity agenda are arrangements for syndicated columnists to have interviews with Gene Kelly and other program principals. Going My Way will be promoted by tv spot announcements in advance of each program as well as newspaper announcements. The on-the-air spot announcements began over ABC TV stations in August. Sponsor identity. When Breck commercials first came out on a regular basis, Starch Viewer Impression studies were done to evaluate the commercials' overall effectiveness. Measurable areas studied included 1) recall of commercial, 2) brand awareness, 3) comprehension of commercial content and, 4) viewer involvement with the commercial content, product, or company. A measure of buying activity was obtained in these studies, but the (Please turn to page 59) Kelly stars on series Gene Kelly plays Father O'Malley on Going My Way, co-sponsored by Breck Storyboard check for new Breck commercials William J. Slattery, a Breck product manager, and Richard Kebbon, account representative for Breck, N. W. Ayer agency, discuss a storyboard for Going My Way 36 SPONSOR/22 October 1962