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'SPOT-SCOPE
Significant news, trends, buys in national spot tv and radio
While Colgate returns to the spot tv circuit for its sustained-action congestant remedy Congestaid, Menley 8c. James is also jumping in on behalf of its new and second proprietary, Duractin.
The non-aspirin analgesic offering sustained relief from minor aches and pains will be marketed regionally starting this week in New York, the entire west roast and Rocky Mountain areas as far east as Salt Lake City.
The logical expectation is a spot tv outlay at least equal to that for Contac. M&L spent just shy of $1 million in the latter part of 1961 for the sustained-action congestant remedy.
The Florists Telegraph Delivery Assn. will make one last big splash in spot radio before its departure from the Chicago agency scene.
A Christmas and Thanksgiving campaign to promote its Flowers by Wire service is being placed in some 171 markets by Keyes, Madden & Jones. Only power stations will be used and the market list will be expanded later if the budget permits.
There's also this interesting twist to the campaign: only quality stations are being bought, with no rock 'n' roll and no top 40 included.
One-week flights running from 15 November to the 21st and 18 December to the 24th will include at least 15 one-minute spots per week in each market. Morning and afternoon drive time periods, Monday-Friday, will be used.
The account switches to Campbell-Ewald, Detroit, the first of the year.
Spot radio stands to pick up a goodly share of the $1 million-plus campaign being launched by Japan Air Lines out of Botsford, Constantine &. Gardner, San Francisco.
The radio side of the promotion will be around 25% of the total budget, including fm music programs and newscasts in all 13 of JAL's U.S. sales territories.
For details of other spot activity last week see items below.
SPOT TV BUYS
P. Lorillard is going in with a big buy. The campaign will be launched 1 December and schedules run for 12 weeks, on behalf of various cigarettes. Weather, sports, and news shows are being used. Agency: Lennen & Newell.
Colgate is scouting availabilities for Congestaid, its entry in the sustainedaction congestant remedy field to compete with Contac and Vicks TriSpan. The call is for fringe minutes to start 25 November and continue for 11 weeks, with a one week hiatus at Christmas time. Lennen & Newell is the agency.
S. C. Johnson is planning a campaign for its Glade. Launch date for the promotion is 5 November and schedules will continue for five weeks.
SPONSOR/29 October 1962
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