Sponsor (Oct-Dec 1962)

More compact models add to selling complexities The Falcon Club Wagon (1). able to compete in many areas, is just one of the family-fun vehicles offered by Ford Division for '63. Chrysler-Plymouth adds compact Valiant convertibles (r). New models intensify already strong competition 50% of the in-home audience. In some markets, weekend auto tunein represents an even greater share of the total. Creative unity. Creative aspects of the national radio campaign should be blended with the total advertising effort. Theme and copy of the commercials should be compatible with the copy used in other media. The magazine or newspaper headline, the television blurb should be adapted to the radio ap proach. These themes can be translated excitingly in sound, using the kinds of music, sound effects and narrative to give maximum aural illustration to the copy points. A creative advantage that radio offers is that the music, narrative or humor can be flavored with particular regional characteristics. The Young radio proposal reccommends that once the copy approach is decided on it should be Characteristics of today's car buyers Who in household first suggests new car purchase: Male 74.9% Female 23.3% Annual household income of new car buyers: Under $5,000 18.1% $ 5,000-$9,999 52.6% $10,000 and over 29.3% Age of new car buyers: Under 25 8.0% 25 to 29 10.2% 30 to 34 10.9% 35 to 39 11.8% 40 to 44 13.8% 45 to 49 12.2% 50 to 54 10.9% 55 and over 20.1% WBBBSKBBBBKBSKM HHB&NNNNNHHraBnflBMHi ■ given maximum repetition without too much change. An attempt also should be made to close the image gap between manufacturer advertising, which tends to be more missionary in nature, and dealer advertising, which is more hard sell and, in too many cases, downright raucous and strident. The media plan is keyed to heavy frequency and the proper distribution of advertising balance in terms of audience composition. In-car listener. Effective radio use by car companies would naturally be molded to take advantage of that wonderfully captive audience, the car radio listener. More new cars are equipped with radios today (90%) than with automatic transmissions (75%). Frequencies should vary by monthly periods to adapt advertising pressure to sales. October and November, 40 to 50 announcements a week; December and January, 25 to 35 a week; February through July, 40 to 50; August, 25 to 35 a week, and September, 40 to 50 a week. In larger markets the buys should be split among at least three stations to capitalize on reaching and penetrating as many different people as possible. Station selection is a brand-bybrand consideration. But one major consideration that has been lacking in past radio use has been the compatability of manufacturer and dealer radio buys. The tendency has been for the company to use certain stations and the dealer others. This minimizes the advertising impact. Greater co-ordination should be developed for maximum pressure. To reach the greatest number of different people, to capitalize on the natural advantages of car radio and to influence both men and women, with an accent on the former, it is recommended that all buys be spilt three ways among Class AA drive time, Class A housewife time and Class B evening and Sunday periods. Buyer characteristics. Used as a mass medium, radio has much to offer car companies in reaching 40 SPONSOR/22 October 1962