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timebuying tools
Mary Galanis . . . media basics
guage, terms, ideas — wniuh was rewarding. I feel that a spectacular session was the one on the seller function (by Harrington, Righter & Parsons), which gave me excellent insights into the rep's position and function and clarified some of my notions. . ."
The timebuying seminar has been set up as a full, integrated course that ranges from the advertiser's marketing problem to the timebuyer's participation in carrying out solutions to that problem.
Specific topics for this fall's sessions are as follows:
First meeting (Oct. 13): "Broad
■0 casting, key to the marketing era.
key to the future," a discussion of
broadcasting's role in the develop
;P0*I!0'
ment of modern marketing concepts.
Second meeting (Oct. 2): "The advertiser's problem," a consideration of customers, ad budgets, timing a campaign, selecting media and the like.
Third meeting (Oct. 27): "Broadcast research in planning and buying," a probe into fundamental research methods and targets.
Fourth meeting (Nov. 10): "The media plan is formed," what a campaign is based on and how it's implemented.
Fifth meeting (Nov. 17): "Professionalism in timebuying," a closeup of the buyer's role and day-today marketing strategy.
Sixth meeting (Nov. 24): "Network basics," how networks operate and how their time is programed, bought and sold.
Seventh meeting (Dec. 1): "Professionalism in time selling," an explanation of the station representative and his role.
Eighth and final meeting (Dec. 8): "Focus on the future," a consideration of advertising's newest trends and directions.
The speaker for each session, all of whom will be representative leaders in their fields, will be announced later.
In addition to chairman Schneider, the 1964 IRTS planning committee that arranges the seminars includes Claude Barrere, IRTS; Erwin Ephron, A.C. Nielson Co.; Martin Mills, Meeker Co.; Marvin Melnikoff, Standard Rate and Data Service; Donald Leonard, Kudner;
October 5, 1964
Donald Kamens . . . planning function
Lionel Schaen of Harrington, Righter & Parsons; Thomas Taylor of Peters, Griffin, Wooward; Maurice Webster and Robert DiMattina, CBS Radio Spot Sales; Martin Katz, Franznick-Meden; Al Petgen, ARB; Joyce Peters of Mogul, Williams & Saylor; Joseph Ostrow, Young & Rubicam; Evelyn Konrad, Evelyn Konrad & Associates. Ruth Crow of the Crosley Broadcasting Corp. is secretary to the committee.
Applicants to the timebuying seminar may obtain registration forms by writing or calling Claude Barrere, executive director, IRTS, 444 Madison Ave., New York (PLaza 8-2450). A $15 fee is charged for the eight sessions and registration is limited to 110. ♦
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