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UUJcUIIVc i to obtain valuable information like this ^™" to help solve problems like this (where TV commercial pulled weaker than radio)
How Schwerin does it
Picture series on these pages shows how an advertiser takes the guesswork out of his commercials and program
The pictures on these pages show a group of average Americans enjoying the unique experit'liir ul telling ii sponsor off ahout his program and commercials. While venting their spleen land, probably, tossing some orchids I these citizens are helping the sponsor use the air more elieetheh . \s ;i t\ pical Schwerin test panel, their reactions will be scientifically charted and analyzed to provide
a basis for program and commercial improvement.
These pictures were taken a short time ago at the first evening test session held at Schwerin Research Corporation's new test theatre, a former New York motion picture house. Just how important to advertisers are tests like this? For a quick answer, here are some brief case histories which tell about results of Schwerin tests.
I hey range all the way from the case of the soap manufacturer looking for a new daytime radio serial to the sad tale of the TV sponsor with a "boomeranging" commercial.
Take the soap maker looking for an effective daytime radio vehicle for his product.
• First step taken by the Schwerin organization was to try out a dozen likely "soap operas" on typical house
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— . Panel members line up outside converted theatre for 7:15 p.m. show
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