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Oklahoma, Louisiana, Arkansas and Mississippi. The heavier purchases of time are made in the winter and autumn months, with Hghter purchases in the summer. Radio time is increased during the summer months.
While the film for the television commercials was being shot, still photographs were taken too, to produce the ads for newspapers, P.O. P. and outdoor boards. (Well over 1000 color transparencies were taken in the hill country by Zintgraff Studios of San Antonio. Used was 4x5 Ektachrome and Ektachrome-X, but a duplicate shot was taken each time on Kodak Type-C color film for use in layout work. This saved time and extra costs in the final dye transfer process of the color ads.
Rewards for the carefully executed "water story" have come from more than an annual increase in sales alone. In 1962 and 1963 Pearl outdoor posters incorporating "water story" photographs won national and regional award recognition. Pearl ROP color ads consistently dominate competition for the best reproduction in Southwestern newspapers. In 1963 Pearl captured the ABET Award for the best television commercial produced in the Southwest. ♦
October 12, 1964
ONE WEEK OF JULY, 1964,
TV SPOT ACTIVITY 1
IN FIVE OF PEARL BEER'S MAJOR TV MARKETS |
(SPONSOR
ESTIMATES)
Mrkt. & brand
Cost
No
of spots
AMARILLO
Pearl
$
323
9
Berghoff
136
6
Budweiser
48
2
Coors
135
3
Falstaff
307
6
Hamms
330
5
Jax
297
5
Lone Star
353
8
Schlitz
246
9
DALLAS
Pearl
$
2620
21
Budweiser
1574
13
Bull Dog
434
10
Busch
3214
18
Carling
2260
12
Country Club
1056
7
Falstaff
2431
12
Hamms
2441
15
Jax
3127
14
Lone Star
1701
9
Schlitz
2294
18
HOUSTON
Pearl
$
1184
11
Budweiser
1901
11
Bull Dog
200
3
Busch
524
3
Carling
1750
7
Country Club
1118
5
Falstaff
3737
20
Hamms
3559
17
Jax
3676
19
Lone Star
1470
8
Miller
264
1
Pabst
951
6
Schlitz
1594
10
Wiedemann
235
1
SAN ANTONIO
Pearl
$
1346
12
Country Club
510
9
Falstaff
1200
6
Hamms
781
8
Jax
2000
19
Lone Star
2142
28
Pabst
34
1
Schlitz
405
7
SHREVEPORT
Pearl
$
572
12
Country Club
346
8
Falstaff
573
7
Jax
689
6
Schlitz
274
4
Totals
$58,362
450
Estimated total dollars for
same week in
Ju
y tv spot
advertising by all breweries
in
211 ma
jor
markets:
$1,107,701.
45