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uANNON
V, Real ^
4,000
One-Minute Spots
52 WEEKS
Year Round Campaign
COPY APPROACH
Tailored For Each Market
MILK PROD"
Philadelphia and New York, each get special treatment, Mr. Zlowe says.
First, the market for yogurt in each city is in a different stage of development. Dannon was introduced to Boston only last November. The product is going into its third year in Philadelphia. After 18 years in Ne-\v York, the market is fairly well advanced.
Secondly, Dannon was faced with different market conditions when it introduced the product into the cities. A market for the product did not exist in New^ York. In both Boston and Philadelphia, competitors had already created a small market for themselves \vhen Dannon arrived.
Thirdly, Zlowe was able to apply its previous experience to each of the markets. The experience it gained in New York has affected its decisions in Philadelphia. Similarly, the patterns it has followed successfully in New York and Philadelphia are being applied in Boston.
For example, when Dannon went into Boston four months ago, the agency had already developed, from its experience in New York and Philadelphia, a concept its media director, Pauline Mann, sums up in a succinct phrase— "repetition in a fixed position."
Saturation Advertising
This means saturation advertising to the same audience all year round. "We'll sacrifice the larger audience," says Mrs. Mann, "to concentrate a greater number of impressions on a constant group. We use this approach in all our Dannon markets."
As applied to Boston, it has meant 41 one-minute announcements over two stations. In Philadelphia, it means 30 one-minute spots a week over a single station.
The individual market situation determines to ^vhom the commercials will be directed, and therefore the time period the announcements will be aired. Mrs. Mann explains.
U. S. RADIO
Februar\ 1960
"Wlien we're offering a new food product, we have to sell it to the housewife first. In Boston, w-e are doing an educational job — explaining what yogurt is and what its merits are. In Philadelphia, we're one step further. Our audience has heard aboxu yogmt and Ave have developed our distribution set-up. Here our aim is to get the customer to tfie store to try a container.
"In both cases, however, our audience must be sold for the first time. And it's the housewife we must reach first."
In both cities, time is bought throughout the day, Avith equal emphasis on weekends, for 52 weeks.
The situation in New York is more advanced. A market for the product already exists, primarily among the Avomen of the house. "In order to increase our market," Mrs. Mann declares, "we must go after other members of the family."
Time is bought in New York, for example, when it can reach both men
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