Sponsor (Oct-Dec 1962)

Record Details:

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OLD FAITHFUL: Even man's best friend gets to know us pretty well, because the family he lives with spends a lot of time tuned in. Metro share in prime time is 90%, and homes delivered top those of any station sharing the other 10%. (ARB, March, 1962) Your big buy for North Florida, South Georgia, and Southeast Alabama is <D WCTV TALLAHASSEE THOMASVILLE JELEVISION ASSOCIATES National Representatives "COMMERCIAL COMMENTARY Continued Results" and, by any standards, it was an extraordinary accomplishment. Contributing to the work were ANA representatives of practically every major advertiser in the country, plus more than 50 outside research, agency, marketing and communications experts. The fact that such a group was able to agree on and synthesize a set of advertising measurement concepts was, in itself, remarkable. And the ANA book, which was written for the Association by business consultant Russell H. Colley, bears little if any evidence of the hassling, hedging, nitpicking, and double talk which usually accompany committee-type projects. But as ANA spokesman said last November, "Defining Advertising Goals" is only a start. New, expanded, documented and pin-pointed presentations are needed. Russ Colley, himself, has an article in the Sept.-Oct. 1962 issue of the Harvard Business Review, titled "Squeezing the Waste Out of Advertising," which I believe goes further in explaining and emphasizing the importance of Project X concepts than did "Defining Advertising Goals." Not just for giants For the Harvard Business Review audience, Russ quite properly writes in upper management terms. And his remarks will have greatest impact among the more thoughtful inhabitants of America's highest level executive suites. Undoubtedly much solid missionary work must be done in this area. But I'd like to suggest that the real need for ANA doctrines lies not with the giants, but considerably below them. I am not particularly worried whether the presidents of P&G, General Foods, General Mills and Bristol-Myers understand the theories of Project X. I know, in fact that most of them do. But the great wastes and great confusions about advertising are not among those whose appropriations are measured in tens of millions of dollars. They lie with the hundreds of companies whose budgets are less than $5 million, less than a million, less than $100,000. And advertising fuzzy-mindedness is by no means confined to corporation presidents and board chairmen. There is infinitely more loose, sloppy thinking among the ranks of media salesmen, agency account men, research specialists, sales managers, and marketing executives. It is terribly important that the doctrines of "Defining Advertising Goals" be brought home to such as these. I believe that this can only be done by a further translation of the ANA concepts into terms of specific individual use. It is one thing to accept, as principle, the idea that advertising goals must be defined in specific, concrete, written terms. It is quite another to know how to do this on the job. It is easy to recognize the value of "benchmark research." But not so easy to know how to set it up without a P&G-type budget. These are some of the expansions of Project X which I hope that the ANA will find time and energy to develop. Meanwhile, if you haven't seen "Defining Advertising Goals for Measured Advertising Results," by all means get it. Read it creatively, however. See if you can figure out how it can help tighten and improve some phase of your present operations. # 16 SPONSOR/5 November 1962