Broadcasting Telecasting (Apr-Jun 1957)

ADVERTISERS AND AGENCIES EVEN the gestures were Gallic when David B. Williams (r), president of Erwin, Wasey Co., and Jack Bernstein (1), vice president of Wyle Assoc., public relations firms, recorded a series of interviews on advertising and public relations for broadcast throughout France. The interviews, conducted in French by Jacques Bablon of Voice of America's French service, will be heard over Chaine Nationale, the French national network, originating in Paris. Mr. Williams and Mr. Bernstein speak fluent French. VOA also recorded a series of interviews with French executives in the same field who have been visiting this country. Inc. agency, decried much "copy-cat" and mechanized advertising which, he said, needs not only "self-policing but moral rearmament." He urged communication in media of ideas instead of words, calling for "polite persuasion, not sledge-hammer coercion." He stressed the need for the "unbeatable combination of innovation and imagination." William Tyler, vice president, Leo Burnett Co., asserted that the surface of the emotional appeal approach to copy in advertising today has only been scratched, outlining various methods of obtaining "brand imagery." Mrs. Edward L. Bernays, public relations counsel, claimed the consumer long ago learned to "discount" extravagant advertising claims and felt company images should be closely related with product images in radio, tv and printed media. Fairfax M. Cone, president of Foote, Cone & Belding, presided over Monday's session on management in marketing. Peter G. Peterson, vice president of McCannErickson Inc., pointed out that the consumer, not the manufacturer, shapes marketing plans. "Creativeness, objective evaluations, and integration of every phase of the marketing program are necessary to make the marketing concept work," he asserted. Edward R. Taylor, executive vice president of Motorola Inc.'s consumer product div., claimed more progress has been made at manufacturers' level in marketing and cited a need for greater efforts at the distributor-retailer level. "Neither color television nor the electric dishwasher has approached its market potential because of a lack of genuinely creative specialty selling," Mr. Taylor stated. "Portable television sets, designed as auxiliary sets, have been pushed by dealers sim ply because they can be sold with little effort." W. B. Potter, advertising director of Eastman Kodak Co., felt allocation of more funds for advertising and sales is not the answer to greater marketing effectiveness. He called for use of electronic data processing equipment in distribution channels and pleaded that advertising and sales not be turned over to "researchers and statisticians." Paperwork as a means of devising an integrated marketing plan was recommended by Herbert B. West, vice president, BBDO. He noted many companies think it too difficult to commit such a plan to paper but felt it should be written down in book form. Pennoyer, Goehring Form Agency FORMATION of a new agency, Goehring, Pennoyer Inc., 23 E. 39th St., New York, was announced last week by its two principals, Sara Pennoyer, formerly with Bonwit Teller and Saks Fifth Avenue, and Jack Goehring, head of his own agency since 1937. Its principal first account is Elizabeth Arden cosmetics, billing $150,000 and formerly serviced by Charles W. Hoyt Co., New York. Though radio and television have not been used in recent months, it is reported that Arden will step up its allmedia drive to include broadcast advertising. Lever Gets 'All' Trademark LEVER BROS, announced Friday it has acquired the trademarks for Monsanto Chemical Co.'s "All" brand laundry and dishwasher detergents. Lever will market the products which Monsanto will continue to manufacture. Lever's acquisition gives that company a controlled suds powdered detergent, a product it has not marketed prior to the new working arrangement with Monsanto. Lever said Monsanto had decided not to market its consumer products which customarily have been sold through grocery stores Monsanto's "All" salesmen have joined the Lever sales force. Needham, Louis & Brorby, Chicago, will continue to handle the account. MR. BROPHY Thomas D'Arcy Brophy to Retire As K&E Chairman in September THOMAS D'ARCY BROPHY, chairman of the board of Kenyon & Eckhardt since March 1949, has announced his intention to retire as of Sept. 30. Mr. Brophy joined K&E in 1931 when the agency had 35 employes and placed just over $2 million in advertising. Today the agency has 904 employes and 11 offices and places more than $80 million in business. Before assuming the chairmanship, Mr. Brophy was vice president (1931-37) and president (1939-49). Mr. Brophy has rendered a wide variety of services to the advertising profession and his country. From 1947 to 1955 he was president of the American Heritage Foundation. During this period, he was largely responsible for the historic Freedom Train, the national non-partisan "register and vote" campaigns of 1950 and 1952, and the 1953 and 1954 Crusade for Freedom. In 1954, he received the honorary degree of Doctor of Laws, from Gonzaga U. in recognition of his public service activities. He is a member of the President's Committee on Employment of the Physically Handicapped, a founder director and member of the executive committee of The Advertising Council, a director of the United Defense Fund, trustee of Roosevelt Hospital (New York) and a life member of the corporation of the Massachusetts Institute of Technology. In February of this year, Mr. Brophy was chairman of Advertising Week, sponsored nationally by the American Federation of Advertising. For this service and other contributions, Mr. Brophy was awarded the AFA's distinguished service plaque. HOW PEOPLE SPEND THEIR TIME THERE WERE 122,673,000 people in the U. S. over 12 years of age during the week, May 12-18. This is how they spent their time:* 62.4% (76,548,000) spent 1,630.0 million hours watching television 55.1% (67,593,000) spent 934.9 million hours listening to radio 79.2% (97,157,000) spent 385.3 million hours reading newspapers 26.9% (32,999,000) spent 138.6 million hours : . . . reading magazines 19.8% (24,289,000) spent 218.2 million hours watching movies on tv 26.6% (32,634,000) spent 135.4 million hours attending movies These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and published exclusively by B»T each week, are based on a 48-state, random dispersion sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report, from which these weekly figures are drawn, furnishes comprehensive breakdowns of these and numerous other categories, and shows the duplicated and unduplicated audience between each specific medium. Copyright 1957 Sindlinger & Co. * All figures are average daily tabulations for the week with exception of the "attending movies" category which is a cumulative total for the week. Sindlinger tabulations are available within 2-7 days of the interviewing week. Page 42 • May 27, 1957 Broadcasting • Telecasting