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du pont
mate of 500 stations in the total campaign a bit "conservative."
In scheduling the campaign, he explains that du Pont found radio's flexibility an extra "plus" for Telar. Depending on the whims of freezing weather's entry in various markets, the Telar schedule had to have staggered starting dates.
Spots, which are all minute ET's, broke as early as September 15 on northern stations. On the other end of the weather vane are stations in the south. Some will start the Telar campaign as late as next month, others will wait until early December, Mr. Carty explains.
Use Weather Experts
"In order to Ijreak tlic campaign in a market at the ri"ht lime, we need to know when the area will get its first freeze. Calculations are made in advance by a team of researchers, working with weather service firms,"
he says.
"We know, for instance, that in AVilmington, Delaware, the first freeze is likely to be around November 11. Accordingly, our radio campaign there is scheduled to begin around that date."
^Vllethcr a campaign starts early or late in the fall, he says, it is scheduled to run through December. Thus, the peak of the Telar push on r;idio will be reached in all the 150 markets bv the middle of November.
Heavy Frequency
"Du Pont will take 30 spots a week jjer station," reports Rob Syers, dai Pont timebuyer at BBDO Inc., New York, the company's agency. With all the 500 or more stations carrying the spots iluring November and December, the total coverage per Aveek runs to 15,000 spots.
"The availability specified early morning, late afternoon and traffic
times," Mr. Syers adds. Some stations report that Telar spots are preceded by a brief temperature forecast.
Reach the People
"We want to reach people when they wake up, while they drive to work, while they drive home. With radio we can be close to people wherever they may be," says Mr. Carty.
And when they reach these people, here are some points that du Pont is making clear about Telar:
Telar is a new antifreeze that you never have to drain . . . the first antifreeze to have such a property.
It prevents freeze-up in winter . . and is a sinnmer coolant. It also prevents rust-clogging.
If trouble develops in a car's cooling system, Telar may have to come out. In any case, the car-owner can tell if there is trouble by checking
U. S. RADIO • October 1960