Broadcasting Telecasting (Jan-Mar 1956)

MAJOR ADVERTISERS TO HOLD AGENCY RELATIONS SESSION Assn. of National Advertisers delegates to discuss impact of AAAA consent decree in closed session Wednesday at Hot Springs, Va. Broadcast, merchandising, research and communications topics on agenda of spring meeting. 'Brainstorming' demonstration set. MR. DIMOND ALMOST 300 of the nation's top advertisers will gather this week at The Homestead, Hot Springs, Va., for a three-day series of wideranging workshop sessions in the 47th spring meeting of the Assn. of National Advertisers. The meeting, which opens Wednesday, will explore — through case history presentations, panels, and special discussions — such major subjects as advertising management, television and other media, agency relations, merchandising, sales promotion, research, and communications [At Deadline March 5]. The program was arranged by a group headed by Arthur Dimond, advertising manager of H. J. Heinz Co. One of the highlights is expected to be a Wednesday afternoon closed-session discussion of changes in advertiser-agency relations that may evolve from the consent decree settling the Justice Dept.'s anti-trust suit against the American Assn. of Advertising Agencies [B»T, Feb. 6] and from the department's still-pending suit against several non-broadcast media associations. In tv, A. C. Nielsen Co.'s Vice President T. R. Shearer will discuss "How to Adapt Television to Your Specific Needs — An Up-to-date Road Map of Tv Markets, Costs, and Strategies" at a Thursday morning session. Gerald Light, director of advertising and sales promotion for CBSColumbia, is one of the speakers scheduled for Thursday afternoon. ANA Board Chairman Edwin W. Ebel, General Foods vice president for advertising and consumer relations, will open the sessions Wednesday morning with a keynote presentation cautioning his audience not to let the trend toward "marketing agencies" obscure the vital necessity for greater creativeness in advertising as such. Mr. Ebel, a veteran of both advertiser and agency fields, has titled his talk: "Let's Get the Horse Before the Cart." He will be followed by Fairfax M. Cone, MR. CONE MR. EBEL president of Foote, Cone & Belding, who in a speech on "Wanted: More Creative Advertising Power" will detail the agencies' prime responsibility in sparking the creativity which he deems to be the vital element in developing effective, stand-out advertising. Henry Schachte, Lever Bros, vice president and ANA Advertising Management Committee chairman, will stress that every advertising manager's job has management aspects. He will speak on "Advertising's Most Promising Frontier — Good Advertising Management!" Specific examples from interviews with a number of ANA's leading member companies will be cited by Russell H. Colley, consultant to the ANA Advertising Management Committee, to show effective step-by-step procedures in comprehensive advertising planning. Richard K. Van Nostrand, assistant advertising director of Bristol-Myers Co., will outline the various steps planned for and used in the introduction of the new deodorant. Ban. His presentation, "How Thorough Planning Assured the Successful Launching of a New Product," will point out that careful advance scheduling of the various moves can enhance the results of any advertising and promotional campaign. Don C. Miller, vice president of Kenyon & Eckhardt. Detroit, will wind up the Wednesday morning session with a talk on "Advertising Must Be the Automation of Marketing." The entire Wednesday afternoon session, for members only, will deal with possible effects of the government's advertising anti-trust actions. Wednesday evening has been designated "Monte Carlo Nite." with delegates competing for prizes donated by ANA member companies. Agenda for Thursday Thursday morning's session will deal with practical ideas and procedures that have been effective in solving advertisers' problems in research, television trends, merchandising the advertising, and industrial advertising. Donald B. Armstrong Jr., vice president and director of research for McCann-Erickson, will discuss advertising's increasing responsibility for profit, plus the rise in advertising costs and the resultant need to reduce the risk of less-thanadequate creative approaches. In connection with his presentation, titled "How to Sharpen the Penetration of Your Advertisements Before They Run," he will describe and illustrate a new procedure designed to provide greater advance assurance that a campaign's ads will reach and score on their targets. The presentation by Mr. Shearer of The Nielsen Co. will deal with coverage and cost trends, the more varied buying alternatives in television today, the number and kinds of people who can be reached through tv (and at what cost), and various strategies involving differences in timing, programming, etc. Leroy F. Newmyer, vice president and advertising director of the Toledo Blade and Times and chairman of the marketing committee of the Newspaper Advertising Executives Assn., will describe devices developed by newspapers in a talk on "How to Double Your Advertising's Impact on Distributors and Dealers — Some Ingenious Merchandising Approaches." Elmer Ward Jr., executive vice president of The Palm Beach Co., will present a case history on "The Planning Behind a 'Merchandising the Advertising' Program That Paid Off in Dealer Support and Sales." Dr. George Perkins, director of product development of the sales organization of Reynolds Metals Co., will complete the Thursday morning program by describing the company's integrated sales-advertising marketing operation in a presentation on "Uses of Creative Advertising for an Industrial Product." Thursday afternoon's session, which like Wednesday afternoon's will be closed, will explore "Brainstorming: How Your Company Can Develop More Ideas." A demonstration of "brainstorming," a technique of getting new ideas quickly and in quantity, will be led by Willard Pleuthner, BBDO vice president. After this, ANA members will meet in round-table groups to exchange ideas on how to merchandise advertising to the trade and how to merchandise it to management, employes, and stockholders. Then Mr. Pleuthner and a "jury" of ANA members will play back the best ideas produced at the brainstorming session and he will indicate the next steps in capitalizing on them. ANA's annual spring dinner will be held Thursday evening. "Communications — How to Get Through to MR. SCHACHTE MR. VAN NOSTRAND People" will be the subject at the final business session Friday morning. A new color film produced by Champion Paper & Fibre Co., illustrating "The Enormous Differences Between What We Say and What We Frequently Mean," will be presented by R. C. Skillman, Champion's public relations director. William Kelly, sales promotion manager of Sinclair Refining Co., will show how "Effective Communications Pay, Dividends." Mr. Light will outline "A Case for Advertising That Whispers — But Still Shouts Its Head Off," illustrating his points with facts, figures, and examples of the advertising of CBS-Columbia and other companies. Cartoonist Al Capp will wind up the session with a talk on "Getting Through to People — Dogpatch Style." Roscoe Drummond, of the New York Herald Tribune Washington bureau, will speak on "This Election Year" at the luncheon on Friday. Circus Again for Gen. Foods GENERAL FOODS Corp., White Plains. N. Y., which earlier this winter sponsored CBS-TV's "Christmas With the Greatest Show on Earth" as a special one-time program, will sponsor a special circus program again for an hour-long "Highlights of the Greatest Show on Earth," April 3 on CBS-TV. The network said the 7:30-8:30 p.m. special event would necessitate pre-empting the time periods occupied by Whitehall Pharmacal Co.'s Name that Tune and the R. J. Reynolds Tobacco Co.-Amana sponsored You'll Never Get Rich show with Phil Silvers. Agency for General Foods is Benton & Bowles. Broadcasting • Telecasting March 12, 1956 • Page 33