Sponsor (Oct-Dec 1964)

most reputable sponsors offer cash alternatives. Travel — especially a trip to the New York World's Fair — was a major prize in this summer's contests, such as General Electric's "Travel in Fashion." But the big prize, far and away the favorite of all, is, of course, cash. A recent Blair survey, according to Executive Vice President Martin Landis, showed that 32 percent of contest entrants prefer a cash award. Runners-up: vacations, 25 percent; merchandise, 24 percent; cars, 17 percent; miscellaneous, 2 percent. Second, third, fourth and all follow-up prizes must also be selected with care, however, for many people enter contests only in the hope of winning one of these prizes. Broadcasting again enters the picture here, for radios (especially portables) and tv sets (especially color receivers) are highly esteemed prizes. Again, however, merchanddise is second choice; winners of second, third and other prizes also much prefer a payoff in cash. The Blair survey indicated that even the headline appeal of a con test can depend upon the way that money is talked about. In general, contestants are more responsive to "Win $25,000 in cash" than to "Enter this $1 million contest!" Legal problems Not unexpectedly, contests are rife with technicalities — for the advertiser as for the contestant. The chief one is that some seven states (Wisconsin and Florida, for example) flatly forbid certain sweepstakes. Getting promotions through the mail may depend on wording, a matter that's presided over by U.S. Postal authorities. But winning the P.O.'s always-qualified permission to go ahead pays off handsomely. Its standards are sufficiently respected in Washington so that other Federal regulatory bodies — such as the FCC — generally add their tacit approval to that of the Post Office Department. Most such matters are easily solved by turning over contest plans and/or management to professionals in the field. D.L. Blair Corp., Reuben H. Donnelly, and Advertising Distributors of America are considered the Big Three. Other consultants and specialists include Marden-Kane, R.L. Polk, Price Adams, Spotts Corp. Some advertising agencies include contest specialists on their staffs. GAMES AND GAME WORDS People in the contest business make exacting distinctions between terms. Although "contest" is a generic term that means any kind of competition in general, in trade jargon it means a competition based on skill — such as completing a sentence in 25 words, composing a jingle, solving a series of puzzles. A "sweepstakes," however, is a contest whose winner is determined by chance, usually through a lucky drawing. (The modern way to conduct a drawing is electronically, with a computer.) And a "lottery" boils down to a one-word definition — trouble. Federal rulings hold that a lottery occurs whenever "consideration" (any kind of payment or outlay) is coupled with a contest in which the winner is selected by chance (i.e., a sweepstakes). Except in New Hampshire, whose legal code was recently revised to permit a state-operated lottery, a lottery's a serious offense. That's the chief reason that most contests accept "reasonable facsimiles" for box tops. By not requiring actual box tops (proof of "consideration" or purchase), they sidestep possible lottery charges. Duration ot contests The length of time a contest runs can also be vital. There's real merit in keeping it short and to the point. A long time lapse tends to dissipate the very excitement on which a contest stands — or falls. Even the best-planned promotion just cannot sustain peak interest over an extended period, even with the powerful alliance of radio and tv. A good length is about six weeks. Coca-Cola's big "Tour the World" sweepstakes lasted only that long. Yet, it attracted an impressive 9,250,000 entries. Special needs may dictate special programing, however. For example, if entry blanks are printed on product-packages, there must be time enough to: (1) clear store shelves of current, non-contest packages; (2) get the new ones distributed and on display; (3) allow customers to buy and remove them. Thus, a carton-coupon contest requires a longer run. Another major factor in the contest calendar is the amount of time needed for sales and promotion staffs to talk it up, to generate real grass-roots support among dealers and retailers, to get p-o-p material printed, delivered, accepted and set up. When an important oil company recently gave away $50,000, it caused hardly a flicker — largely because service stations hadn't been sufficiently "sold" on the idea to set up the p-o-p material that had properly been delivered to them. Point of purchase promotions can be summed up quickly: You simply have to have them. Without these "arrows" that point the way for the consumer, even the greatest contest will fall flat on its fabulous face. Turning the trick If every facet of a contest is properly cut and polished, however, the result is a diamond. Pepsi-Cola's just-concluded "Shopping Spree" sweepstakes was one. Launched on a $1.8 million prize budget, final prizes cost over $2 million because every prize offered was actually given away. The whole contest was keyed to family shopping sprees — collecting as many groceries as possible off supermarket shelves in a specified length of 38 SPONSOR