Sponsor (July-Dec 1954)

( oming up next on nicclia / „ ,, articles growing out >) tht ill-Media Evalua lion Study will bt published in SPON80B soon; (1) Da I, Dunne's analysis of media trends which hi inn, I. for Sullivan, Stauffer, Colwell d Bayles when tru dia >■ sean h dv • ■ tot ; (2) Advi rtt st /.'search's test oj a half-how segment oj Your Show i>i Shows vs. a doable-pagi spread in Life on ad r< i all. Gu< sa who won! PART 8. "II. Beware of these media research pitfalls!" Entire text of Advertising Research Foundation's criteria for advertising and marketing research is reprinted. Twenty-one researchers, agencymen, advertisers and air experts lell how the) set up tests and use media research i 2 1 VugUSl 1953 issue i. PART 13. "Win these 31 advertisers DON'T use air media. Results of mail-and-phone survey of 199 advertisers who are non-users of the air media. Easy-to-read chart li-l name oi company, product it manufactures or distributes, agency, 1033 advertising budget and the reason* it gave for not using air media. Among reasons most common!) cited: product '"unsuitable"' for air advertising; radio and or t\ are "too expensive": radio gives too much coverage where product isn't being sold; radio and/or tv "flopped" in past, firm hasn't tried them since i 16 November 1953 issue). I*/1RT II. "'What's wrong with the rating services." Comprehensive reference chart gives point-by-point comparison of the rating services from the standpoints of basic data supplied: techniques; sample bases; limitations, and advantages. Includes sponsor's own ideal rating system and how the six existing services compare from aspect of sample size, breakdown of figures given, and so on. Includes seven important DONT'S in using ratings (28 December 1033 issue). PART 9. "How 72 advertisers evaluate media." Four pages of charts tabulate answers each of 72 advertisers gave to sponsor's 16-part questionnaire on media evaluation. These advertisers spend total of S137 million annually on advertising. Questions are explained and sponsor's conclusions given. Includes information on advertisers' sources for media data; methods of determining media effectiveness; which medium advertiser considers most effective. Includes list of 1 1 most important facts learned in survev of 2.000 advertisers I 7 September 1953 issue). PART 10. "How 94 agencies evaluate media." Four pages of charts tabulate answers each of 94 agenevmen gave to sponsor's 16-part questionnaire on media evaluation. Includes information on agencies' sources for media data: methods of determining media effectiveness; which medium agenc) considers most effective. Background of admen answering questionnaire is also given. List of 10 most important facts learned in this surve) of 1.000 agencv men (21 September 1953 issue). PART 11. "How BBD0 evaluates media." Bernard C. Duffy, presidenl of Batten. Barton. Durstine \ Osborn, one ol worlds largest agencies, gives personal opinions on the various media, tells what his agencv wants to know about media before planning an advertising campaign. Included are specific examples of which media are best to lill special needs of certain products (5 October 1953 issue) PART 12. '"How I. mil Mogul tests media weekly for Rayco." Customers fill out card while thev wait to get their auto seat covers fitted. These cards indicate what made customei come to Rayco for seat covers and in what media they've noticed Rayco ads. Article i:ivc> results "I such tests, with detailed explanation of how agency can go about Betting up similar Bystem for its own clients. Full page of charts shows Low vmi can profit bv being able to check media on weekly basis (19 October 1953 issue). PART 15. "What's wrong with print measurement services?" Facts about the three readership sendees including their sampling methods, questioning procedures and how much each one costs. List of basic questions advertisers raise about readership sendees. Article includes opinions of researchers on the services, explains win knowing the facts about each one is vital to advertisers and agencies ill Januarv 1954 issue). PART 10. "How different rating services vary in the same market." Ward Dorrell, research director of John Blair & Co. and Blair Tv, station rep organization, peints out the fact that different sendees often come up with widely divergent ratings and sets-in-use figures for the same market. Dorrell underscores importance of using other criteria besides ratings when planning advertising campaign. Three easy-to-read bar charts give examples of variation in same markets I 25 Januarv 1034 issue i . PART 17. "Can you set up an 'ideal' media test?" Most researchers assert it's impossible to set up a fool proof or ideal intermedia test. Includes descriptions of three agencv attitudes towards testing and explanation of win testing i< so important and so difficult to perfect Three table describe the "ideal" intermedia test based on interview with 150 media expert-, li-t 10 do's in media testing and -bow some variables that make testing difficult '22 February 1954 issue). PART 18. "II. Can you set up the "ideal' media test?" Article quotes -even media authorities on bow to solve the media-testing problem. \n analysis of the four methodof market resean h recommended bv one independent researchei is given. List ol 51 advertisers who have tested media, chart ol media tests used bv various agencies and advertisers and 10-point market testing check list bv \. C. Nielsen are included (8 March 1954 issue). 40 SPONSOR