U. S. Radio (Jan-Dec 1960)

Record Details:

Title:
U. S. Radio
Date:
Jan-Dec 1960
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Jan-Dec 1960)
Leaf #:
000688
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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Regional Saturation Jells Sales for After careful media evaluation, Guild, Bascom & Bonfigli places almost all of West Coast firm's ad budget in radio Grandma may have spent long hours laboring in the kitchen making goodies for the family. She never came up with delicacies, however, that compare with jams and jellies her granddaughter can pick right from supermarket shelves. As grandma would say . . . "easier than pickin' berries." Thats the theory behind the major plank in the copy platform that Guild, liascom R: Bonfigli Inc., San Francisco, followed to jirejiare its near-exclusive spot radio campaign for Mary Ellen's Jams Sc Jellies, one of GB&:IVs several food accounts. The regional saturation radio drive employs high frequency of 8,500 spots in a 39-week drive on 19 stations in six western cities, five days a week. Mary Ellen's Inc., Berkeley, Calif., manufactures 33 varieties of pre serves, distributed in 1 1 states by 2C jobbers. Although the company ha; used spot television and radio con junctively in the past, the agen(\ decided early this year to spend 9)percent of its six-figure budget ii spot radio on an exclusive basis The remaining two percent is alio cated to local newspaper promolioi and shelf-talkers that promote th( %0^S^^ JAMS& JELLIES 8,500 SPOTS/39 WEEKS ON 19 STATIONS 32 U. S. RADIO • September 1960 i