Sponsor (Oct-Dec 1964)

SCHICK TO LAUNCH 'HOT LATHER' AD CAMPAIGN With a heavy emphasis on radio and tv, Schick will spend the "lion's share" of its fourthquarter advertising budget introducing its new Hot Lather aerosol shave cream. Theme of the campaign is that Schick gives the shaver "rich hot lather from a push-button can — barbershop style." Above left, the filming of a Schick commercial depicting a barber and his customer wreathed in steam. Above right, Bruce Altman (I), Compton Advertising, and James L. Badgett, vice president in charge of advertising, Schick Safety Razor Co., pose with props used in commercials. Spots were produced by Filmways, Inc., at MGM studios. II A-C Unveils New Integrated Commercial Melrose Park, 111. — ■ Armed with the blessings of the NAB Code office, Alberto-Culver last week premiered a five-product integrated commercial on The Red Skelton Show. Zenith Launches Record Ad Campaign Using Tv Chicago — Supported by both color and black-and-white television, Zenith Sales Corp. recently announced the "largest and most intensive fall advertising and merchandising program in the company's history." According to L.C. Truesdell, president of the firm, total allocations for this fall represent a 15 percent increase over the same period last year. The campaign is designed to "pre-sell the company's home instruments for Zenith dealers." In addition to advertising in magazines and newspapers the fall drive will include a "saturation campaign of one-minute, full color sales messages on five top-rated NBC network tv color shows in 10 consecutive weeks," Truesdell said, "and full tv sponsorship of the hour-long documentary on the 1964 Nobel Prize Awards in prime time over the entire ABC network on Dec. 12." Alberto-Culver, a major user of piggybacks in the past, indicated several months ago that it was trying to find a format for multi-product spots that would meet Code requirements. Products spotlighted on the integrated commercial are Alberto V05 Hair Conditioner, V05 Hair Spray, V05 Shampoo, V05 Creme Rinse and V05 Hair Setting Lotion. The 60-second spot features a jingle that begins: "The time is now for V05/Be the you you want to be/ Alberto V05 for hair/ Says young so beautifully." Alberto-Culver was rated 10th among spot tv users last year with an estimated expenditure of more than $14 million. Agencies for V05 products include J. Walter Thompson, Compton Advertising and BBDO. Alberto-Culver Introduces Nevy/ Product Melrose Park, III. — A new Alberto-Culver product, Rinse Away dandruff shampoo, makes its bow on network and spot tv tonight (Nov. 2). This represents the company's second entry into the dandruff shampoo field. Agency for the new product is J. Walter Thompson. Cunningham To Head IRTS Study of ETV New York — Following on the' heels of a talk by FCC chairman E. William Henry urging commercial broadcasters to support educational television, the International Radio and Television Society has named a committee to look into the matter. IRTS's Board of Governors last week voted unanimously to establish a Feasibility Study Committee, "the purpose of which will be to explore ways and means by which IRTS can aid the nation's educational television networks and stations to meet rising costs and dimishing funds." Heading the committee will be John P. Cunningham, chairman of the executive committee of Cunningham & Walsh, Inc., who has frequently expressed his concern for the future of ETV in speeches before educators, advertisers, broadcasters and broadcasting associations. Impetus for the study came from an address before IRTS on Oct 2 by chairman Henry. In part, he said: "You [commercial broadcasters] operate the most powerful selling instrument ever invented. If it can sell soap, automobiles and potato chips, it can certainly sell an idea with the intrinsic merit of educational television. You have the know-how and you have the facilities." Florida Citrus Reaches Canada through U.S. Tv Lakeland, Fla. — Broadcast advertising in the United States provides a "free ride" for the promotion of Florida citrus fruits and products in Canada, according to Homer E. Hooks, general manager of the state's Citrus Commission in reviewing promotion plans for the new season. Declared Hooks: "According to coverage patterns of the ABC and CBS television networks, programs and advertising commercials telecast in this country near the Canadian morder reach at least 1.230,000 Canadian households." Citrus Commission commercials will be seen on four CBS daytime shows and seven ABC night programs. November 2, 1964 23