U. S. Radio (Jan-Dec 1960)

three problems looking for. The representatives, in turn, sent them on to the stations where they were filled out and returned. "We then set up appointments for the representative^ to meet with us concerning each market in which they had a station. We found that as a result of this procedure, wc were well informed on what the stations had to say, and the representatives were satisfied that they had had the chance to give us all the information they felt necessary. "We were quite satisfied witii tiie recently opened an ollice on the West Coast and waius to build up its prestige in that area at a cost in proportion to its budget." In confirmation, Mr. Howard states, "We feci thai it is imjjoriant for us to be able to tinn on or shut off the flpw of promotional dollars whenever and wherever we want." The insurance firm's maga/ine advertising gives it broad coverage and national prestige, Mr. Fricke explains. "To correct the balance between the coverage given by magazines and the potential in each mar McCANN-ERICKSON MEDIA team works out strategy for clients' use of radio. William Friclte. associate media director (center), discusses plans of Nabisco, Bulova and John Hancocl with timebuyers Phil Stumbo (I.) and Joe Kllian. results," Mr. Stumbo continues. "And since then, one of the agency's other big radio advertisers has begun to use similar forms to obtain timebuying information." In search for solutions to the requirements of its insurance company account, McCann-Erickson uncovered additional data that pointed to radio for the answers. "The John Hancock account invol\ ed different considerations," says Mr. Fricke. "Here was an advertiser seeking out middle and low income groups. With its advertising media closely geared to sales, the company wants to be able to enter a specific market as strongly as it feels necessary to build up the market's potential. For example, the company has ket, however, the (()m])any was looking for additional efforts in key areas." \ second factor was the composition of the radio audience. "Since men do most of the buying when it comes to insurance, they are the main target of Hancock's advertising," Mr. Fricke says. "Radio was considered because it can provide the mass men's audience at specific times of the day, such as during traffic hours." Another consideration, he adds, is that radio provides a receptive audience. While the image is important, there are specific selling points that the company wants to stress. Potential ctistomers are not likely to read many of the important details. The sound medium, on the other hand, provides a means of reaching an audience with the company's entire sales message. For these reasons, the insurance firm decided to test spot radio in a few cities last May. "I received orders to buy radio time in the company's three largest markets," says Mr. Stumbo. "These are Los Angeles, San Francisco and Chicago. I bought a 2r)-week schedule in those cities with emphasis on traffic time and on public service programs, at frequencies of 10 to 12 a week." One of the reactions came from the helicojiter traffic reports scheduled in the Chicago area. There, says Mr. Stumbo, several Hancock agents commented on tiie advantages of the programming. And, in a gesture which serves to point up the prestige image which can be achieved in the sound medium, the firm received a note of tiianks from the governor of Illinois: "You and your firm are to be heartily commended for taking the lead in such an excellent public service program," said Governor William Stratton. "It is heartening indeed to know that a respected firm like John Hancock is so solidly beiiind our efforts to save lives." Radio In Top Markets The company has since decided to support its top 13 market areas with radio. In all, the radio schedule will continue for 26 weeks. It will pick up again in the fall after a summer break. "Again, it is difficult to measure results ])recisely," Mr. Fricke says, "but it can be said that spot radio is for now an integral part of Hanccjck's over-all advertising effort. Ihe medium's selectivity, in conjunction with its economy, may be cited among the important factors that brought the company to the soundwaves." Coming up with the ingredients to be used in its advertising and marketing recipe for Nabisco, McCann made use of generous portions of radio. The virtues of summer radio (see ' 30 U. S. RADIO • August 1960