Broadcasting Telecasting (Jan-Mar 1956)

properly, exactly as you want it, you don't have to worry about how it will go over the air. 4. By today's new, amazing film techniques, especially as they concern visual effects, animations, etc., you can dramatize your message on film much more effectively than in a "live" production. Now we come to the question that I'm sure is in everyone's mind. How and where can you make good filmed commercials for your Latin American market, at prices in line with export advertising budgets? The answer is simple: in Latin America. U. S. production facilities are geared to domestic needs, so production costs here are usually too high for the export markets. In Latin America, we have adjusted ourselves to the realities of the market. [Editor's Note: Although the average cost of producing tv film commercials is about 50% cheaper in Latin America, U. S. advertisers and their agencies interested in invading that market would have to be willing to "surrender some of their close supervision." The reason, Mr. Novas told B«T following the luncheon meeting, is that South American tv film producers often "by habit sacrifice sales impact for program creativity," but that given time, the young tv profession in Latin America would learn from the U. S. firms. Mr. Novas screened about 15 Cuban and Venezuelan tv commercials for such U. S. advertisers as Pepsi-Cola. Sterling Salt and the Gillette Co. All of these, Mr. Novas later told B-T, cost anywhere from $500 to $1,000, while the U. S. produced counterparts would run "anywhere up to $3,500."] QUALITY: I think you'll agree that we are able to produce good quality film and good sound. There are also some difficult visual effects, as our technicians like to call this film trickery, every bit as good as you can get in the U. S. PRICES: There's no doubt that, on a cost basis, you'll want to go south with your production. TALENT: Well, you have a few darn good Latin American announcers in New York, although they are too few to give you a wide selection of voices, in accordance with the need of the product. In Latin America we have plenty of talent and you have a wider choice. You may even consider an exclusive artist for your product. RESTRICTIONS: Unfortunately, there are two countries with restrictions on foreign voices in television commercials — Venezuela and Colombia. So far, Colombian commercial television is in its infancy, so the problem hasn't been felt by most of you, but in the case of Venezuela it is something else again. It is one of your most important markets and you almost certainly will want to use your commercials there. There are three possible solutions to this problem: First: Make your commercials in Venezuela. Second: Make them anywhere with Venezuelan licensed commercial announcers. Third: Make them anywhere and re-dub with Venezuelan announcers to use in this market. No doubt someone is going to ask about the old problem of the acceptance of foreign accents in these markets. While in a regular feature, accent doesn't mean much, I'm inclined to think that, in commercials, it is an important consideration. After all, with your commercial, you are seeking more penetration, you are asking for more confidence in your words, than with a feature or a program. So, if your client can afford it, by all means, dub separately for each market. But, if we are to face the realities of this market — or should we say, the realities of our budgets — we must compromise somewhere. We think a good effective compromise is a Mexican voice for Mexico and Central America, and a Venezuelan, Cuban, Puerto Rican or Colombian voice for all countries between Peru and Costa Rica. For Peru and the South, you'll be better off using voices from that area. CREATIVE TALENT: Good creative talent is scarce in Latin America, but then it is in the United States, too. I'm not talking about esthetic creativeness; I mean practical, downto-earth, hard-selling creativeness. The distinction should be made because there is plenty of creative talent in Latin America, but not enough of the type of creative talent we need in advertising. Good advertising copy comes out of a combination of good ideas, art and understanding of the product. I believe you'll agree that, even here, you often have to pull your creative people down to earth, but, in Latin America, they really like to '"fly." Generally speaking, they attach far more importance to "showmanship" value of the commercials than to their selling value. They go for the "cute" entertaining or attention-getting type of commercial than for a hard-sell. So this is the phase in which we can use your help. When you are planning a commercial, even if a local outfit is preparing the story board, insist on seeing it before it goes into production. I'm not saying that some of your local associates can't produce a good story board, but you can be sure that, on the average, better commercials will result if you help out. And now, one final recommendation: If your client has good commercials made in the United States, adaptable and adequate for the Latin American market, by all means have them dubbed. We admit that we can't match your fancy $5,000 animations (but then we don't charge your fancy $5,000 prices), so why not take advantage of your considerable domestic investment and come up with a topnotch commercial in Spanish. sorship of the Tony Martin Show (NBC-TV Mons., 7-7:30 p.m.), this spring when the contract expires, but will look around for other network properties, it was learned. The Martin show for the last quarter is tabbed at $300,000 (scaled down lo $250,000 because of preemptions). Webcor currently sponsors a local program featuring Bob Elson on WCFL Chicago and will buy radio spot adjacencies on the same station during the baseball season. ARF Membership at 214 WITH the addition last week of eight new subscribers, including Charles W. Hoyt Co. and Emil Mogul Co., both New York, Advertising Research Foundation's membership totaled 214. Other new subscribers were Monsanto Chemical Co., the New York Stock Exchange and four colleges. ARF said membership currently is 140% above the count when the organization held its first subscribers meeting in December 1951. Membership breakdown is 68 advertising agencies, 61 advertisers, 70 media groups, 13 schools or colleges and two founder subscribers — the Assn. of National Advertisers and the American Assn. of Advertising Agencies. Erwin, Wasey Named LOWER budget for radio-tv is in prospect this year from Van Camp Sea Food Co.. Terminal Island, Los Angeles, with the firm's announcement last week that it has switched its advertising account to Erwin, Wasey & Co., Los Angeles, after listening to presentations from seven major agencies. Account had been with Brisacher, Wheeler & Staff for 32 years. The company plans to spend $1.8 million this year to promote its two top brands, Chicken of the Sea and White Star, but radio and television will be used only in selected markets. Radio-tv's share of the budget this year will total only about 10%, compared to about 25% formerly. Keystone Takes Nielsen Survey SIGNING of Keystone Broadcasting System with A. C. Nielsen Co., Chicago, for the latter's Coverage Service Survey No. 2, was announced jointly last week by Sidney Wolfe, Keystone president, and George M. Baillie, Nielsen account executive. ARB Inaugurates New Survey NBC-TV's "Paris in the Springtime," telecast Jan. 21, was the first television show to be studied on special order by American Research Bureau's "Overnight National" survey. As in the case of a pilot study made last December, ARB selected 100 "completely representative" sampling points across the country by the "probability method," and telephone calls were made to homes in these areas while the program was in progress. Tabulation the next day showed that "68.8% of the sets across the country were turned on . . . and that 21.9% of the nation's sets were tuned to 'Paris in the Springtime.' " Ford Names Copeland ROBERT F. G. COPELAND, associated with Ford Motor Co. since 1948, has been appointed assistant general sales manager in advertising and sales promotion training for the company's new special products division, it was announced Monday. The products division currently is working on a new medium-priced automobile, to be introduced next spring. Selection of an advertising agency is expected shortly [B«T. Jan. 16]. Broadcasting • Telecasting January 30, 1956 • Page 27