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

Total Budget To RADIO Pacquins — Silk 'n Satin — Ben-Gay Abandon Other Media For Second Year H loi ilif sttoiul MKcessive J \r.ii riionias Leeming & Co., h Inc., makers of Pa((jiiiiis, Silk 11 Satin and disiriljulors ol Ben-Gay, is pourinj; into ladio its entire achcitising Ijiidget. tstiniated at $2,500,000. According to Charles F. Jnnod, general sales and advertising manager for Leeming's, "We fonnd that radio was cheaj), and gave us tlu' frc(|iRncy we were after. We decided to go whole hog into radio and out ot print last year. We're doing the same thing again this year. The results sjx-ak for themselves." Donald L. Carter, account executive lor Leeming's agency, the William Esty Company, said that they are running a spot radio campaign using 276 stations in 187 cities across the nation. The P;kf(iuiiis l)uv l)egan October 21 and will (ontinue for six months. .•\ccordin,n to .\dlai S. Hardin, vice president and a((ount supervisor at Esty, "We cover all areas in the U. S. except for two counties. We reach nearly everyone who owns a r.idin. using a minimum fretpieiKV of 25 spots per week per station." This is approximately the same schedule used last year, with ihe spots about evenlv divided among tin three pirxhu Is. 1 lie mcasuie ol the buy's success last year was taken by John O'Connell, assistant to Mr. [unod: "We've had a very favorable trade response," he said, "and, if consumer mail is an indication, we had four times more leiicrs last year than we usu;i!ly have." Esty Buys Daytime Radio Esty i)u\s daytime spots for Lteming, and wherever pcissible they jireler to air their commercials on news shows or to have them done bv local personalities. "Prior to last year," Mr. O'Connell said, "our major advertising efforts had been in Sunday newspapers both in the comic and supplement sections. We were proud of our high leadership which had ccjntinued for many years. .And our sales had shown steady growth. "We used this medium well, and our only reason for considering a change was that we felt we had been there too long, and consumers were ■ucepting us as a matter of course. Ihe recommendation for a switch came from Esty," Mr. O'Connell slated. "All media were looked into and tv, our first choice, had to be dis carded because of cost, as did claih iu\\spapei s. We needed m.iss < o\ eiage. Radio did not offer us this coverage on a limited scale, so we had to go into it with no resenations." Mr. O'Connell explained. "We found thai i)\ l)u\ing on what we considered to be a saturation basis, cost became low and frecjuency so high that we were bound to hit all families that listened to i.idio at all sometime during the week." Mr. O'Connell pointed out that Leeming confined itself to a winter campaign because their research and their sales have shown that women do not buy hand cream or lotion during the summer months. Ren(.ay sales dicjp in the summer, too, of course, because colds do not occur IS oliei). Ben-Cay Sold Differently from Silk 'n Satin I 111 sales approach to the coninurcial cop\ dilfers from product to produc t. Ihe Iien-(iav co])v is "Simple and straighlfonvard," according ti, Esi\s Don Carter. There are no gimmicks, and one announcer usu.illv reads a factual message. 'We believe, however, in a basic soft sell," said Mr. Carter. "We don't use hii;h pics>nie methods." Two cniiielv dilfeient appeals are us«cl loi P.i(C|uins. a cream, and 22 U.S. /,' mio \iivcml»cr I9.">7