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25
DECEMBER 28. 1964 • VOL. 18, NO. 52
'. . . In the eye of the beholder'
Beauty may have to make room for truth if the eye becomes the laboratory where either is examined; Mar plan's Perception Lab is proving the eye, like a fingerprint, doesn't lie, to its clients' benefit
30 Advertising: the case for frozen food
// today's leaders climbed to the top largely via advertising, here's why the whole industry's bound to up budgets tomorrow
36 Bic's tv-led 5-year target plan
Pen company's sales program is tied closely to selling via tv, as well as distribution conforming to tv signal areas. Result: a halfdecade of profitable sales, all on target, all on time
38 Plymouth steers for young adults
Plymouth tv commercials feature fun and frolic designed to attract young buyers. "Open house" and "lion" spots frequently cited
39 SPONSOR'S annual index
An alphabetical listing of feature stories and commercial critiques published during 1964, plus a special author index
DEPARTMENTS
Calendar Changing Scene Friday at Five Inside Sponsor Letters
54 Publisher's Report I ]
45 Sponsor Scope 20
3 Sponsor Spotlight 50
1 2 Sponsor Week ] 5
1 2 Week in Washington ] 3
SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 25 West 45th St., New York, N. Y. 10036. Area Code 212 581-4200. CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St Chicago, 111. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its possessions and Canada $5 a year; $8 for two years. All other countries, $11 per year. Single copies, 40c. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc.
ABP
Publisher Norman R.
Editor
Sam Elber
Gl(
Feature Editor Charles Sinclair
News Editor
William S. Brower, Jr.
Special Projects Editor
Ben Bodec
Managing Editor
Don Hedman
Senior Editor William Ruchti
Associate Editors
Barbara Love Gayle Hendrickson Jack Orr
Editorial Assistant Patricia Halliv^/eil
Contributing Editor
Dr. John R. Thayer
Washington News Bureau
Mildred Hall
Field Editors
Ernest Blum (East) John Bailey (Midwest)
Production Editor Emily Beverley
Regional Correspondents Margaret Cowan (London) Sheila Harris (San Francisco) F. P. Model (Boston) V. Robert Vans (Hollywood) James A. Weber (Chicago)
SALES
New York Gardner Phinney
Chicago
Jerry Whittlesey
Los Angeles Boyd Garrigan
St. Petersburg
William Brown
Advertising Production Louise Ambros
Data Processing Manager
John Kessler
Circulation Promotion Gerhard Schmidt
ADMINISTRATION
President Marshall Reinig
Executive Vice President Robert Edgell
Vice President Dean Myhran
Treasurer
Gregory Blodgett
Editorial Director Ben Marsh
Production Director Harry Ramaley
Circulation Director Joe Wolking
SPONSOR