Sponsor (Oct-Dec 1962)

TV'S YOUTH KICK (Continued potn page 29) Shelley Berman recorded the college radio commercials. As for the "Punt, Pass 'n' Kick" competition, it is now in its second year under the auspices of Ford dealers and the National Football League. Last year 205,000 boys participated. The goal is 500,000 this year. Four thousand Ford dealers are involved in the contest. R. L. Shugg, Jr., account representative, Detroit office, J. Walter Thompson, said that all Ford dealers and the NFL were enthusiastic about the project. "This gives the Ford dealers an opportunity to present to their communities an outstanding youth event," Shugg declared. "Not only does it improve dealer image with the boys themselves but it stimulates the whole community's feeling toward the Ford dealer. The National Football league is also very happy to participate since they too want to improve their image with the young boys and their parents." Harry Straw, of the dry hair ads, didn't make the Tricorn Club Harry wasn't in the lifeless scalp commercials. He just buys TV spots for them. He just didn't know that North Carolina's No. 1 metropolitan market is the prosperous three-city "tricorn" . . . Winston-Salem, Greensboro, High Point ... No. 1 in population, households and retail sales. Knowing those facts is all it takes to crack this exclusive club, Harry. Then schedule WSJS Television, of course— which is the No. 1 way to saturate the Tricorn Market (and the surrounding rich area thrown in). You get a Club hat with feathers, Harry, if you also remember North Carolina is the 12th state in population ... and that no self-respecting spot schedule can ignore the No. 1 market in the No. 12 state! You'll be a real smoothie with clients and account execs, Harry, when you join the Tricorn Club — provided our official hat can fit onto your tousled wig. •a I WINSTON -SALEM TELEVISION GREENSBORO/HIGH POINT Damone in commercials, sponsor asked Buchanan what was the fate of The Lively Ones} What were its chances of a return engagement? The answer isn't in yet, but Ford is making good use of Damone in special commercials integrated into the current crop Ford-sponsored programs. Also, D mones' "dates" in The Lively Ones are seen, from time to time, in Ford's new crop of commercials. The young adult market which advertisers have been cognizant of for many years has blossomed out recently in tv programing, according to Eugene Gilbert, president of Gilbert Youth Research. Gilbert observed that this is "obviously due to the many efforts by other media to show the importance of this age level." Gilbert thought the special magazines and radio shows were just a few of the areas where heavy concentration has been developed. He was certain that most major buying decisions were made by the time a person reached this age level. Young families. Sixty per cent of all first children in families are born to mothers 24 or under, Gilbert observed, adding that 50% of all first marriages take place by the time the girl reaches her 20th birthday. "These are just a few of the reasons that marketing people are pleased with tv's efforts to attract this group," Gilbert said. Neal Gilliatt, senior v. p., >fcCann-Erickson, and management service director on the Coca Cola account, emphasized that "for three generations Coca Cola has been the favorite drink of young people. "The advertising has consistently showcased young people in youthful situations and activities," Gilliatt continued. "Yet we know that the total mood generated by these ads appeals to teenagers, young adults and their parents. A planned part of this program includes the placement of advertising in media which we know reach the youth market; disk jockey radio, youth magazines, and tv spots in and around programs which have the greatest impact on this important market." The theme, "Noiv It's Pepsi for Those Who Think Young," both in tv and other media, went from BBDO right smack to the masses 48 SPONSOR/22 October 1962