Sponsor (Oct-Dec 1964)

Record Details:

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NAB Official Cautions on Ratings Pitfalk Raps Minority Critics Richmond, Va. — Jack W. Lee, /ice chairman of NAB's Radio Board of Directors, last week cauioned his fellow broadcasters to studiously avoid the pitfalls of folowing "the Pied Pipers of ratings." I In his talk before the NAB Fall Tonference, Lee, a vice president )f Capital Cities Broadcasting, and general manager of WSAZ AM-TV Huntington. W. Va., recalled that the legendary children who followed the Pied Piper "disappeared and were not heard from again." He added that imitation may be the sincerest form of flattery but that broadcasters may find it to be the "shortest road to obscurity." Lee declared that one of the biggest problems facing broadcasters is that those who make up its audience are not organized, are in some degree "not articulate," don't Volkswagen Ad Attacked New York — By using the theme "Sooner or later your wife will bring home the reason for buying a Volkswagen" that automobile company set itself back 20 years in advertising to women, according to Jo FoxI worth, president of Advertising 'Women of New York. Miss Foxworth, who is also vice president and creative director at Calkins & Holden, made the remark at AWNY's eighth annual Career Conference last week, attended by 300 college women. The creative director pointed out how advertising to women differed from advertising to men. She stated that ( 1 ) women are more emotional than logical in a buying situation, (2) women prefer to be moved by copy, whereas men like copy that moves, (3) women respond to humor, but not when it puts them in a ridiculous situation. Although the campaign mentioned by Miss Foxworth is currently running in consumer magazines, Volkswagen dealers spend more than $1 million annually in spot tv. The company has won many creative awards for its commercials. write articles or books on radio, tv. One of the industry's important tasks, Lee said, "is to demonstrate dramatically the strength and support we have from this enormous base of the American people. If we do this, we have not much to fear from the criticisms of small minority groups." Lee continued: "From our earliest days, we have had our share — more than our share — of critics of both our advertising and programing practices. These are usually small, select groups . . . who perpetuate the myth that the great majority of the American people find little worth listening to or watching on radio and television." "What they are saying is 'forget the millions of Americans who enjoy Bonanza, and instead program something me and my friends will enjoy," Lee added. RAB Launches Radio Marketing Committee New York — With the stated aim of keeping "major radio advertisers solidly in the medium," the Radio Advertising Bureau this week sends its newly formed Radio Marketing Committee into action. In making the announcement, RAB president Edmund C. Bunker reported that all of the station representative firms belonging to the organization have agreed "whole-heartedly" to participate actively in the "team selling effort — the first of its type launched in radio's history." Bunker also pointed out that each of the rep firms have been given a list of major national and regional accounts to cover, with a complete report on the status of each account to be made by mid-December. "The report will analyze the advertiser's current feelings about ra dio and his needs for help, if any, in making full use of radio," Bunker declared. "In every case, RAB and the rep involved will decide together what follow-up action is called for." Bunker said that in their contacts, station reps will call on top-level advertiser executives, as well as their agencies. Also, executives of the rep firms will make the contacts, rather than salesmen. The RAB president emphasized that the organization's main function traditionally has been to bring new products and new advertisers into radio. "While we often call on present users of radio as well, this marks the first time that important existing accounts can be serviced systematically and in depth." Most of the major station reps are participating in RAB's new drive. Pictured above, seated from left, are: Charles Bernard, Charles Bernard Co.; Maurie Webster, CBS Radio Spot Sales; J. W. Knodel, Avery-Knodel; Peggy Stone, Stone Representatives; H. D. Neuwirth, Metro Radio Sales; Morris S. Kellner, Katz Agency. Second row: Miles David, RAB; Robert Alter, RAB; Edmund C. Bunker, RAB; Herb Hahn, Meeker Co.; John Butler, Peters, Griffin, Woodvi/ard; Frank Boyle, Robert E. Eastman & Co. Back row: Robert A. Burke, Adam Young; Thomas B. Campbell, Advertising Times Sales; Ed Argow, McGavren-Guild; Robert M. Richmond, Paul H. Raymer Co.; Louis Faust, Blair Radio; James M. Alspaugh, H-R Representatives; W. B. Taylor Eldon, Advertising Time Sales; Fred Hague, George P. Hollingberry Co. Cooperating reps whose executives were unable to attend include Henry I. Christal Co., NBC Spot Sales and Edward Petry & Co. November 23, 1964 19