Broadcasting Telecasting (Jan-Mar 1956)

budget for Chicago film series, according to announcement of Olumstad Adv. Agency, Chicago, which handles account. Regal Shoe Mfg. Co., Whitman, Mass., launching in mid-March limited one-minute radio spot campaign in two New England and three Southern metropolitan markets, for total of 10 stations. Agency is Doyle Dane Bernbach, N. Y. Blatz Brewing Co., Milwaukee, buying spot radio in six markets through Kenyon & Eckhardt Inc. Markets are Kiwanee, Canton and Galesburg, all 111.; Grand Island and Kearney, Neb., and Asheville, N. C. NETWORK NEW BUSINESS M. Hoffman & Co. Inc. (Dubbleware work clothes, sportswear), Boston, signed by Yankee Network for sponsorship of five-minute weathercasts, twice weekly. Agency is Alfred Black Co., Boston. Carrier Corp. (air conditioners), Syracuse, N. Y., will make tv commercial debut this spring with series of 73-76 station participations in NBCTV's Home and Today. Agency is N. W. Ayer & Son, Phila. Firm will add supplementary stations to cover hot climate areas. Helen Curtis Industries Inc. (toiletries), and Mogen David Wine Corp., both Chicago, have begun alternate week sponsorship of ABC-TV's Dollar a Second (Fri., 9-9:30 p.m. EST). Agency for both is Weiss & Geller, Chicago. A&A PEOPLE John C. Simmons, Dallas, Tex., vice president of Ruthrauff & Ryan, and account executive for Dr. Pepper, appointed national advertising manager of Dr. Pepper Co., Dallas. Tom Swan, formerly with BBDO, Pittsburgh, to William Esty Co., N. Y., as account executive on Colgate-Palmolive. Ted Outlaw, salesman, WFBC-AM-FM-TV Greenville, S. C, has opened Ted Outlaw Adv. Agency on fourth floor of Insurance Bldg., Greenville. Other officers are Chester P. Ferguson, vice president, and Mrs. Loraine T. Outlaw, secretary-treasurer. John M. Van Hor son, account supervisor, Harry B. Cohen, N. Y., to Bryan Houston, N. Y., as vice president. Daniel G. Evans, Whitlock-Swigart Inc. Adv. in New Orleans, appointed vice president and account executive. He formerly was on WDSUTV New Orleans commercial staff. R. David Kimble, director of local sales and service for Radio Advertising Bureau, N. Y., to Grey Adv., N. Y., as associate account executive. He has also been with NBC's Central Div. and WBBM Chicago. MR. OUTLAW Roland H. Cramer, vice president and account supervisor, Young & Rubicam, N. Y., to Ruthrauff & Ryan's Toronto office as vice president and account supervisor on Lever Bros, of Canada; Albert V. Lowe, supervisor of advertising and sales promotion. General Electric Co., Bloomfield, N. J., to R&R's N. Y. office as account executive on GE air conditioning division. Alex G. Pappas, account executive in R&R Dallas office, named manager. MR. KIMBLE How to Make Them Remember Your Tv Commercial WHAT MAKES a brand name remembered or forgotten after a product is shown in a tv commercial? Schwerin Research Corp., New York, which pre-tests tv commercials, has come up with these comments on "brand name recall": A package must be shown long enough and in the proper size. Viewer identification can often be boosted by showing the name as a legend. A "sound practice" is to show the package early in the commercial. Show the product first and then demonstrate its features rather than the reverse. The length of time the product should be shown depends on "previous familiarity" and on the brand name's "intrinsic mnemonic merit." As translated by Schwerin, the latter term touches upon the name's complexity, its associated values and the extent to which it expresses some product feature, among other things. Size of the name must be adjudged by "the nature of the package and the visibility of the lettering." If it takes squinting to read the label or if it is otherwise not familiar or distinctive, a good bet is to show the name as a legend at the same time the product is on the screen. In any event. Schwerin finds it best to show the package early in the commercial. even when the name is easy to establish, since the procedure permits an easier tie-up with copy points. Schwerin has capsuled a study of three 10-second commercials for an unidentified drug product. All three used slides without any live action. The product was little known, did not have a photogenic package and was new to tv. The first commercial showed only the package — the brand name was remembered by only 26% shortly after the showing. The second commercial used shots of a sad nonuser and then a happy user before the package itself was displayed — this got a better identification. 38%. The third commercial, in which the brand name appeared on a placard and also on the package, correct recall was double (53%) that of the first commercial. Schwerin also listed some do's and don'ts in connection with this study: Package should be placed or held so that the name is easy to read; sometimes the "zooming in" technique aids name registration; be careful in superimposing legends over the product — too much of this lowers brand name recall, and in connection with this, legends placed next to the package too much of the time results in the viewer failing to get a visual impression of the brand alone. George L. Young, onetime general manager, WPGH Pittsburgh, Pa., to Lang, Fisher & Stashower Inc., Cleveland, Ohio, agency, as radio-tv timebuyer. Louis Meisel, account executive, Hilton & Riggio and Dowd, Redfield & Johnstone, both N. Y., to Willsted & Shacter, N. Y., as an account supervisor and member of plans board. He will direct expanded tv and radio department. Edward H. Meyer and Charles A. Winchester named account supervisors on Procter & Gamble at The Biow Co., N. Y. Grover Silliman, formerly with The Biow Co., N. Y., to Ogilvy, Benson & Mather, N. Y., as account executive. John Morrissey, account executive, J. Walter Thompson Co., S. F. office, to Chicago office, on Schlitz account. Leonard F. Thornton, previously with media department of Young & Rubicam Inc., appointed media director of Grant Adv. Inc., Chicago office. Jack D. De Vaun, formerly with McFarland, Aveyard & Co., Chicago, to Grant copywriting department. Ed Henderson, art director, Kenyon & Eckhardt, N. Y., appointed art supervisor. Warren Perryman, art director, Ketchum. MacLeod & Grove, N. Y., to Kenyon & Eckhardt, N. Y., in same capacity. Eleanor (.alio, appointed business manager, media department, Kenyon & Eckhardt, N. Y. Donald W. Severn, manager, station relations. The Biow Co., N. Y., to Ted Bates, N. Y, as manager of media relations. Donald M. Franz, tv production assistant, Campbell-Mithun Inc., Chicago, promoted to tv producer. Robert Ingalls, senior copywriter, W. B. Doner & Co.. Chicago, to copy department of Grant Adv. Inc., same city, and Henry R. Perry, print buyer at Leo Burnett Co., to Grant's production department. Newton C. Cunningham, associate director of plans-merchandising, N. W. Ayer, Phila., to N. Y. office on Philip Morris account. Sol Katz, former special projects director of Geyer Inc.'s research department, N. Y., to assistant research director, Donahue & Coe, N. Y. Stafford Mantz, NBC-TV sales department, to contact department, Young & Rubicam, N. Y. Charles G. Mortimer, president of General Foods Corp., White Plains, N. Y., and past head of Assn. of National Advertisers and Advertising Council, to receive honorary degree of Doctor of Laws from Long Island U., Brooklyn, N. Y. A&A SHORTS Mitchell. Murray & Horn, S. F., announces opening of office at 251 Kearny St., Suite 302. New firm is partnership of Sonny Mitchell, former radio-tv director, Fred Gray & Assoc., S. F.; Conn Murray, former publicity director for same firm, and Robert Horn, former account executive for Raymond I. Lang, S. F. Grey Adv., N. Y., has rented additional space at 545 Madison Ave., for its research and media departments, effective April I. Other Grey offices remain at 430 Park Ave. Leo Burnett Co., Chicago, will channel $550,000 of its 1955 earnings into profit-sharing trust for employes. About 470 of company's 630 em Broadcasting • Telecasting March 5, 1956 • Page 41