Sponsor (Oct-Dec 1964)

TH£ cjEXikNansTG sckne: Gillette Sets Largest Fall Toiletries Campaign 'BIG SHOT' ON TV The largest Fall toiletries campaign ever set by the Gillette Safety Razor Co. is giving principal advertising support to Right Guard powerspray deodorant which, the company says, is now number one in dollar sales among all deodorants in food and drug stores combined. The campaign began with the Pittsburgh-UCLA Football game broadcast on Sept. 12, and will continue through the Rose Bowl game on Jan. 1. Gillette's advertising program exceeds any for a similar fall period for its fast growing line of toiletries. In addition to the recent i World Series on both radio and tv, I the schedule includes, on network television, the NCAA college foot1 ball games every Saturday, a full■ hour sponsorship of Wednesday Night at the Movies over NBC, and the Rose Bowl football game. Fullpage four-color national magazine I ads are scheduled. Total advertising expenditure for Right Guard in 1964 is double that of the previous year, the company revealed. Riding on Gillette's campaign promoting it for use by the entire family, the powerspray deodorant recently moved into the number one sales spot. Originally marketed as a product for men, Right Guard proved a winner with women, too. Gillette capitalized on this appeal to zoom the product past the standard women's deodorants in total dollar volume. Other Gillette toiletries benefiting from this accelerated advertising program will be Foamy shaving cream and Sun Up after shave. The Stanley Works Sets First Network Radio Buy The Stanley Works of New Britain, Conn., one of America's oldest manufacturer of quality tools SCOTT PAPER COMPANY MAKES DONATION The Scott Paper Co. donated $1,000 to the Education Foundation of the American Women of Radio and Television. Here Charles G. Ward, Jr., advertising manager of Scott, hands the check to Julie Fuller (center) chairman of the board of trustees of the Education Foundation. Looking on (at left) is Elizabeth Bain, national president of the American Women of Radio and Television. niiiiillllllllilllliiliuilllllllllllllllllllllllllllllillllilllllllilllllllllliuiiilliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ New market openings v/\\] be supported by a heavy schedule of spot television directed toward both children and parents for Pet Milk Co.'s "Big Shot" self-mixing chocolate-flavored syrup. In test market cities — Phoenix; Syracuse; Columbus, Ohio and Oklahoma City — the uniquely-packaged aerosol product won the enthusiastic approval of both grocers and consumers. Gardner Advertising Co. is the agency. IIIIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIUIIIIIIINIIIIIIIIIIIUIIIIUIIIIIIIIIIIIIIIIIIIIIUIIIIIIIII and hardware, have set their first network radio schedule with ABC Radio West, according to Jack H. Mann, vice president of ABC Radio's western division. Reported to be a test of network radio, the Stanley buy will run for 17 weeks through Feb. 5, 1965, over some 40 ABC Radio West stations in California, Oregon and Washington. A total of six oneminute spots per week are set in Don Allen West (8:00-8:10 a.m.) and Sports West with Keith Jackson (5:45-5:55 p.m.) Allen and Jackson will deliver personalized commercials for Stanley Products of the month which will be featured each month with special window banners in more than 4500 retail outlets on the Pacific Coast. Hugh H. Graham and Associates, Inc., Farmington, Conn, is the agency for The Stanley Works. The buy was coordinated through New York Services for Advertising, Inc., New York. Directors Elected For New Tv Station Capital Broadcasting Co., owner of the license to open a new tv station in the Washington, D. C. area, WDCA, has announced the election of the board of directors for the corporation. They are: Milton Grant, president; Walter Kay, vice president; A. Dana Hodgdon, Edward Mernone, Dr. Robert Williams and Frederick Siman. November 2, 1964 49