Sponsor (Oct-Dec 1962)

WTRF-TV STORY BOARD "Real George!" WALLSTREET MIX-UP! Try it . . . the new drink called "Stocks-on-the-Rocks," despite the low spirit content, it delivers a powerful kick dead ♦ center. wtrf-tv Wheeling ANY MAN resting on his laurels is wearing them in the wrong place! Wheeling wtrf-tv PARTY STUPOR! Hostess: "Honey, what will I do with the party leftovers?" Host: "Call a cab!" wtrf-tv Wheeling PARTY WHOOPER! Two drunks blundered into a girl's dormitory on the way home one night. One lost his head and ran; the other remained calm and collected. Wheeling wtrf-tv YES, WE'D SAY a guy is down on his luck if he gets seasickness and lockjaw at the same time. wtrf-tv Wheeling THATAWAY! Hear about the girl who was attacked right in the middle of Broadway? She thought it was Grand! Wheeling wtrf-tv GEORGE AND THE DRAGON was the name of the restaurant. One night a hungry bum knocked at the back door and asked for a bite to eat. The woman angrily slammed the door in his face. A few minutes later, he knocked again and when she answered, he quickly asked, "May I speak with George?" wtrf-tv Wheeling *GEORGE AND THE BRANDWAGON is the name of this story. It's about successful advertisers who have REPutable Hollingbery arrange spot schedules hitched to a bonus merchandising Brandwagon rolling in extra profits in the Wheeling-Steubenville Industrial Ohio Valley. Get the exciting details of the WTRF-TV picture and revealing developments from Rep George and his Wheeling Brandwagon braggin' cohorts. Ask 'em for a set of WTReffigies, our Adworld close-up frameables, too. CHANNEL SEVEN WHEELING, WEST VIRGINIA f-u: I Wherever They Live. ft! Within the 8,000 sq. miles that encircle South Bend live 1.3 million people. And wherever they live in this area the powerful WSBT-TV signal can reach them, thanks to our new 1047 ft. tower and 498,200 watts. Get the facts on The New World of WSBT-TV. It's a $2 billion market, and growing! WSBT-TV SOUTH BEND, INDIANA Channel 22 H. Raymer, National Representative image is square, old-fashioned, and all wrong for our product," says Werner Michel, v. p. of radio and television, of Reach, McClinton. "But sales go up and up," he chuckles. An agency copy supervisor for Breck, Gertrude Van Hooydonck, explains, "We are trying to sell specific products within a refined, American, traditional scope. At the same time we are not a bunch of squares. Our straight, sincere image is for real. "Some people think the Breck image is made up by Mr. Breck, who sits in his backyard thinking it up leisurely. They think this because the image is so plain, unslick, non-commercial, and honest. Yet, there has been a great deal of thought put into this. In theory ad educators and experts say we're all wrong, but I think we've proved it works," she continued. John Hughes says, "It has been difficult to get exactly the same image on tv as we have in print, but in view of increasing competition advertising on tv, it has become very important for us to do — and do well." "The problem is this: Certainly it is not possible for Breck to do on tv exactly what it does in print, but we can create the same mood through careful selection of the model, setting, and style of copy. We can't use our well-known pastel colors, but tv has the advantage of movement. In all, we think we have created the same spirit." Hughes termed the recognition of Breck's image by the public "amazing-" Tv buys. Five years ago Breck became a major network tv nighttime sponsor. The co-sponsoring of Shirley Temple's Storybook with Sealtest on NBC, a series of 14 one-hour specials, was the company's first big buy in the medium. This was dropped when the show began drawing more and more kids, and less adults. Next came the Breck Sunday Showcase and the Breck Family Classics. Last year the company sponsored five Breck Golden Showcase specials which were highly successful in attracting a predominantly female audience. Breck highlighted the season as co-sponsor of The Power and the Glory, starring Lawrence Olivier. Breck has always used network more than spot. This year the company is using spot tv in 14 or 15 markets with sales potential (the spot billings being only 6% of the tv allocation) . % AUTOS ON SPOT RADIO {Continued from page 41) Cadillac, respectively, have gotten away from what in the past was a set pattern of a 12 plan in drive time and little else. Scheduling transition. For many years this was considered standard buying procedure, but today's more imaginative buyer is using combi nations including nighttime, Satur day and Sunday time. The weekend buys are obviously aimed at the family car on the road. Woody Crouse of BBDO, Detroit, is credited with developing and experimenting with new wayl of buying radio. One of his innovations last year on behalf of Dodge Trucks was to buy fringe newscasts, nothing else, His object was to reach the busi nessman and farmer. In terms of announcements, he is known to favor very heavy schedules, buying deep in every market. D. P. Brother is an agency that uses radio with a considerable degree of regularity. It buys spot radio for Guardian Maintenance with schedules running approximately 32 weeks a year, and with some regularity for Oldsmobile. Spots are generally bought conservatively on the drive time basis although Guardian will schedule spots around sports events. Campbell-Ewald Inc., buying for Chevrolet, formerly a heavy spot radio user, recently returned to the medium with a clean-up schedule in August and an introductory buy in late September and October. But; they have yet to return to the 40week continuous buys they used to make. The Detroit office summarizes the essentials of the Young radi proposal: "Buy heavy schedules o: none at all, and repeat the messag to the defined audience you are seeking." 60 SPONSOR/22 October 1962