U. S. Radio (Oct 1957-Dec 1958)

Record Details:

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qmn •♦ Beech-Nut Talking More Radio "...While the Flavor Lasts ## Beech-Nut Life Savers, Inc., tor its chewing gum brands, decided in November, 1956, to pour $1,100,000 into 10 second dramatized comedy spots. The radio allocation was out of a total advertising budget of 1 1,500,000 for the year. As a tribute from the radio industry, Beech-Nut garnered a coveted Gold Record "Award for Effective Radio Commercials" from Radio Advertising Bureau this month. Just how effective are these commercials in sales results? Both the advertiser and its agency, Young & Rubicam, Inc., where Vice President Alexander Kroll suj^ervises the account, says it is too early to be specific. "But," says William F. Geeslin, agency account executive, "what greater testimony can you have to our confidence in the campaign than to say we are accelerating our expenditures. Radio's working for us, so we're going to ride it harder." Although always associated in the minds of consimiers as a quality product, Beech-Nut Gum was losing out. The product had suffered from a previous lack of consistency in advertising. It was on the down-grade sales-wise. Competitors had bigger budgets and had curried considerable consumer favor. The problem was to get the trend reversed as quickly as possible within relative budget limitations. U.S. RADIO • October 1957 27