Broadcasting Telecasting (Apr-Jun 1957)

long-needed shot in the corporate arm. Though aggregate 1956 sales for the three companies totaled over SI. 3 billion. Studebaker-Packard suffered a SI 03 million loss last year, more than in 1955. (Daimler-Benz and Curtiss-Wright both are extremely healthy companies.) As S-P's revenues sagged, so did its advertising expenditures. Formed several years ago out of the Studebaker Corp. and the Packard Motor Car Co. of Detroit, the merged company never had one agency servicing the account until last year, when Benton A: Bowles acquired the Packard Division from D'Arcy, which had resigned it. (Other agencies concerned with Studebaker and Packard at one time were Roche. Williams & Cleary. Chicago, for Studebaker, and Ruthrauff & Ryan, New York, for Packard.) S-P's last continuous broadcast activity was in sponsoring Tv's Readers' Digest on ABC-TV two seasons ago. Since then it has limited radio-tv to introductory spot campaigns, dropping broadcast media shortly after the beginning of this year. Pabsfs Downs Cites Tv Use In Promoting Old Tap Lager "WHEN bartenders start griping because customers tap on the bar three times with a half-dollar and expect to be served with Old Tap Lager beer, then an advertising agency has done a good job in pushing the brand." Ken Downs, publicity director of Pabst Brewing Co.. Los Angeles, said Tuesday in a talk to the Los Angeles Advertising Club Juniors, guests of the brewery. The agency. Leo Burnett Co.. Hollywood, keeps Old Tap Lager before the public all the year round, and uses all media, but puts special emphasis on television, backed by point of sale material. Mr. Downs said. He cited a survey last summer by KABC-TV Los Angeles which found tv credited with an influence on beer buying 20 times greater than the combined influence of radio, newspaper and magazine advertising. He reported the new PABST-Eastside tv schedule— 33 spots a week on KRCA (TV), 20 on KABC-TV and 14 on KNXT (TV)— reaches an estimated 10 million sets each week. Point of sale reminders are also important. Mr. Downs said, as approximately lO^c of beer buying is done on impulse, the buyers making up their minds as to which brand to buy while they are in the store. .Almost 80 K of all beer sold in Southern California comes out of package stores and markets, he reported. 500 Register for AFA Meet RECORD attendance is anticipated for the 53rd annual convention of the Advertising Federation of America in Miami Beach June 9-13. with advance reservations totaling more than 500, it was announced last week by Ben R. Donaldson, AFA board chairman and director of institutional advertising. Ford Motor Co. Among topics at this year's meeting are motivational research, small business, media cost problems, copy techniques, public relations and government affairs. Broadcasting • Telecasting Sweeney Will Address WSAAA Meet This Week KEVIN SWEENEY, president, Radio Advertising Bureau, will address the opening (Thursday) afternoon session of the threeday convention of the Western States Advertising Agencies Assn. to be held at Palm Springs, Calif., Thursday-Saturday. Mr. Sweeney will speak on "The Radio Advertising Business — in 1962" in keeping with the convention theme "The Advertising Business Five Years From Now." The convention agenda is to start with a welcoming speech by James Christopher, WSAAA president, at 1 p.m. Thursday. Roger Barton, project and public relations director. Alfred Politz Research, will speak on "The Advertising Business — in 1962"; then Mr. Sweeney will make his address, followed by Lowell Brekke. Smile Employment Service, Los Angeles, on "Advertising Agency Personnel Problems — Now and in 1962"'; Selig Seligman. general manager. KABC-TV Los Angeles, on "Tv— in 1962"; Today and in 1962"' (speaker not yet scheduled): Howard Benn. president, Gould. Gleiss & Benn. reporting on a study of Western advertisers. "Your Clients — Will They Be With You in 1962?" Hugh Tolford. vice president, California Transit Advertising, on "What the Next Five Years Will Bring in Transit Advertising." Friday morning, a closed session for WSAAA members only will include a membership report by Robert Boone, Van der Boom. Hunt, McNaughton, Los Angeles; a report of a survey of agency costs and operations by Macy Baum. Paul &. Baum; a report on legal developments in the agency field, by Harry Lindersmith. WSAAA counsel; a headquarters report by Mr. Christopher and one on chapters by Walter Marto, head of his own Pasadena agency; and a discussion of "How to Set Up an Agency Library" by Ad Fried, owner, Ad Fried Adv. Agency. Oakland. Calif. Friday afternoon, the convention reverts to an open meeting, with talks on "Newspaper Advertising Business — in 1 962." by Charles Horn, advertising director. Los Angeles Examiner; "Agencies' Growing Tax and Accounting Problems," by E. A. Evanson, Arthur Anderson & Co.; "How to Conduct a Sales Meeting," by Tyler Macdonald, vice president, Hixon & Jorgensen, Los Angeles; "The Adman and His Health," by Dr. Lewis T. Bullock, associate professor of medicine at U. of Southern California; "Printing Predictions," by Dale Magor, vice president and sales manager, Jeffries Banknote Co., Los Angeles; "How to Handle Creative People," E. A. Adams, Los Angeles Art Center. Dr. Elwood Thrippe, chairman of the London Institute of Advertising Relations, will make the principal address at the convention's dinner on Friday. Mr. Barton, first speaker on the agenda, is the last as well, concluding the business sessions with a talk on "The Advertising Business in 1962 — Second Phase." The Harry Maizlish stations — KPAL Palm Springs' and KRHM (FM) Los Angeles— will be hosts at a cocktail party and outdoor steak fry on Thursday. The Palm Springs Desert Sun will give the pre-dinner cocktail party on Friday. Convention meetings will be held at the Desert Inn: luncheon and dinner at the Oasis Hotel. Total attendance of more than 300 — a record-breaking number — is expected to attend the three-day meeting. Convention Chairman Doug Anderson of Anderson-McConnell Adv. Agency. Los Angeles, said last week. Ross, Lonsdale Talks Featured At Hollywood Advertising Club WHEN an advertiser plans to expand his distribution in a big way into a new market in which his agency does not maintain an office, the agency can open a branch there or acquire one by purchase, merger or affiliation, or it can relinquish the account to another agency, at least in the new market. So much was agreed on by Jon Ross, owner of his own agency in Los Angeles and also an affiliate in that city of Miller. Mackay, Hoeck & Hartung of Seattle, and Phil Lansdale, whose agency re DELCO batteries have the important role of powering the boat that powers these skiers in Florida's Cypress Gardens. This shot is from a filmed commercial prepared by Campbell-Ewald Co., New York, emphasizing Delco batteries for watercraft engines. Seen on NBC-TVs Wide Wide World, it was prepared by Don Kraatz. United Motors Service tv account executive, and Art Ross, New York tv production chief, under general supervision of Philip L. McHugh. tv vice president for Campbell-Ewald.