Sponsor (Oct-Dec 1962)

Record Details:

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CONSUMER'S AD BILL (Continued from page 33) An entire family can watch a western, such as Gunsmoke, while investing less than 1 cent of their individual annual advertising cost :)f $65. The cost per 1,000 homes mewing The Untouchables is only i lit tie over $3. The average hourlout public affairs show in 19(51 was viewed in three homes for just 1 ent. An even lower cost can be computed for radio advertising and the 1,700 stations which serve "in the public interest." For all its shortcomings, and it has some, advertising has made possible the broadest dissemination r>f information and entertainment \er witnessed by man. Whether your taste runs to Lawrence Welk r>r the New York Philharmonic, Maverick or Meet the Press, you'll gree that anything that does so uch can't be all bad. ^ RECK ON TV (Continued from page 36) esults indicate that the Breck company image is so strong that viewers were responding on the basis of whether they would like to try or use any Breck product, rather than responding to a particular Breck product such as Banish, Hair Set Mist, or Creme Rinse. Individual product image or identifi ation was very weak. Commercials. As a co-sponsor of Going My Way, Breck will be the major sponsor of a one-half hour egment one week and a minor ponsor the next. During the next 50 weeks Breck will have 75 minutes of commercial time. Sharing the sponsorship with Breck will be Miles Laboratories and the American Tobacco Company. Other spot sponsors will advertise on an individual program basis. Approximately eight new commercials featuring different preparations have been produced by Breck for the new series: shampoo commercials, generally one minute: spray, 30 seconds or one minute; Breck Creme Rinse, 30 seconds, and Breckset, one minute. Breck's two agencies are each in charge of different Breck preparations. Reach, McClinton handles Breck Hair Set Mist, the three shampoos, and miscellaneous preparations: N. W. Ayer handles Banish and Children's Shampoo. Both handle the print and broadcast for their own preparations. It was N. W. Ayer's idea that sparked the Going My Way series. Four girls were chosen for each shampoo commercial: one for the Breck girl and three to represent the three different shampoos — for dry, regular, and oily hair. The girls are chosen on their poise, their hair, face, appearance, and general manner. The company tried to stay away from girls who were too fashionable or sophisticated, and tried to pick girls a little better looking than the "girl next door." In print the company used girls who were not models, but on tv the union requires Breck to use professional models. "Many times," Hughes said, "we changed our storyboard because we sensed that the model had some special ability. The average cost for making a Breck tv commercial is between $8,000 and $10,000. Moreover, residuals are very high with all those girls," he pointed out. Since 1936, pastel paintings for advertisements have been done of each of the Breck girls. At present the paintings are done by a special artist in Boston. After they are used, they serve as decorations in Breck homes and offices. The original Roma head done in 1936 has been used to represent the company image since then. It introduces Breck-sponsored programs and each commercial. Pretesting spots. Just to make sure the commercials are effectively delivering the Breck message, a project for testing was recently inaugurated. An invited theater audience evaluates the commercials. A "rough" commercial is shown to a group of 700 men and women who are asked to give their impressions. Their responses serve as a guide to the reaction of a national audience. The "square" image. "We are often told bv theorists that oui Can anybody claim more loyal \ieuers? Our metro share in prime time is 90' < . and homes delivered top those of any station sharing the other 10%. {ARB, March. 1962 1 To cover this influential market, such loyalty means the big buy for North Florida. Soutb Georuia. and Southeast Alabama is WCTV BLAIR TELEVISION ASSOCIATES TALLAHASSEE THOMASVILLE ILAIR TELEVISION ASSOCIATES S'ational Representatives SPONSOR/22 October 1962 59