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Rumory true!
Pulse announces
important new
development for
ALL NETWORK TV USERS
• Total U.S. Sample
• Multiple Audience characteristics
• ''Customer Count''
• • •
For details ivrite or phone your nearest Pulse o'ffiee.
LOS ANGELES
(JSiH) Wilshiro Blvd. Olive 3-7733
CHICAGO
Tribune Tower Supei'ior 7-7140
NEW YORK
730 Fifth Avenue Judson 6-3316
SAN JUAN, Puerto Rico
P.O. Box 3442 Telephone 6-3164
LONDON, England
41-42 Dover Street Hyde I'ark 0-294
730 Fifth Ave. New York 19
ULSE, Inc.
INTERVIEWS OFAMILIES IN
THEIR HOMES
the
A marketing decision made by Walter Guild, president o[ Guild, Bascom &; Honfigii Inc., Sail P'lancisco, early in his advertising career has resulted in steady sales increases for his clients. And in the case of certain agency successes, media campaigns have been dominated by radio.
The decision behind it all was to ajjply grocery marketing principles to the introduction of prcxlucts on a regional, and even naticjnal basis. In rising these technicjues, GB&R has consistently recommended the broadcast medium to its clients to integrate marketing and adxertising efforts. From the standpoint of media strategy, Mr. Guild feels that radio is the medium in which the GB&B creative approach can l)e used most effectively (see Regional Saturation Jells Sales for Mai~y Ellen, p. 32).
Mr. Guild's marketing and media strategy has paid off not only for his clients, but for the agency itself. When founded in 1949 by Mr. Guild and two partners, agency gross bill
THIS MONTH:
WALTER GUILD
President
Guild, Bascom & Bonfigli Inc.
Agency Growth Stems From Grocery Marketing Principles
ings were $200,000. Estimated billings for 1960 are $20 million.
The author of "How to Market Your Product Successfully (PrenticeHall, 1956), Mr. Guild welcomes the challenge of tough advertising problems. The agency has developed the reputation of being successful in reversing downward sales trends for many currently established products.
Born in Ponoka, Alberta, Canada, Mr. Guild migrated with his family to Nebraska at an early age. His early career was in show business. Among his activities in the field were those of professional music director, writer, actor, musician and mc.
In 1956, Mr. Guild was elected an lionorary professional member of Alpha Delta Sigma, national professional advertising fraternity, and is now national president of the organization. He is currently on the National Board of Governors of the American Association of Advertising Agencies, and a member of the San Francisco Advertising Club. • • •
16
U. S. RADIO • September 1960