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MAGNAVOX
(Continued from page 33)
t he plan because the price of the campaign is less than regular rates. They fear such a precedent would open the way for lower rates on other sales. But others are tor the plan, agreeing with the association thai "we have needed a full-time promotional center and executive director lor some time."
The Magnavox package is six spots a day for six months. Two roots are to be run between 7 and 10 a.m., two between noon and 5 p.m. and two between (i and 11:30 p.m. It provides an opportunity lor stations to sell local Magnavox Healers adjacent spots, programs, or dealer tags.
Agency supports plan. Magnavox currently spends 95% of its advertising budget in print. In a letter to the NAFMB board of directors, K&E's John Shima, media group head, made this statement:
"Our client is enthusiastically behind your plan to utilize donated announcements from NAFMB stations to finance the development of
Im. The funds Foi this campaign have been diverted from other media, thus representing new money for the fm industry. We at K.&E feel that this project will open the door lor greatly increased fm expenditures, not only by our agency, but by all major agencies."
T. Mitchell Hastings, president of the NAFMB, told members in a subsequent letter what the purchase would mean to the organization. "This (.$150,000) is the minimum amount needed to cover the cost for one year of 1) a lull-time national sales promotion director; 2) a New York office similar in function to RAB and TvB but geared particularly to fm requirements; 3) a research program ol genuine value; 4) a series of creative presentations to agencies and national accounts for the presale of member stations, and 5) continued publication of NAFMB Report on a monthly basis."
Negotiations between various parties for the plan were handled by Hamilton H. Brosious, president of Hamilton Audio Electronics, New York. ^
BRAND COMPARISON {Continued from page 13)
t ions based on "common sense," the report's figures often show where such musings can be misleading. Off-hand it might seem obvious that more nose drops would be purchased in northern climes. But the Brand Comparison Report documents the opposite. In Jacksonville nose drops are purchased by 14% of families interviewed. In Pittsburgh the figure is only
9 1 Of
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On the oilier hand the study validates a somewhat expected variation in gasoline brand rankings, usually affected by regional marketing, l.sso leads in Boston, Baltimore, Washington, and Charlotte. Cull is No. 1 in Jacksonville and Pittsburgh. Sohio is the top brand in Cleveland, while Chevron leads in San Francisco.
Copies of the full report, designed to provide advertisers and their agencies with marketing and research information for their use in planning ad strategy, are available from TvAR. ^
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