Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued 4." It currently services Silicare hand and body lotions, Baby Silicare lotions and powder, and Sun Bath, an oil. Present Revlon share: $3.5 million. • Emil Mogul Co.: New at Mogul will be the as-yet-to-be-named room deodorizer, a new line of medicated women's hair dressing and a deodorant for men. Now in test markets and about to be introduced nationally: Top Brass men's hair dressing and Clear-O-Dan shampoos. These two products could boost Mogul's share of Revlon (now $2.5 million) by another $2 million. Other Mogul-assigned Revlon products: Silken Net hair spray, the Aquamarine line, and Hi & Dri deodorant stick. • Noyes & Sproul: Revlon's agency for medical (ethical) advertising almost certainly will gain in billing as the new proprietary products are introduced to the public, the reason being that the biggest impetus behind drug sales comes from doctors reached through medical trade journals. ANA MEET TO HEAR STUDY ON AGENCIES • Advertisers to get Frey report • Its subject: agency services, pay Television will share the spotlight with other media, along with marketing and management problems, at this month's 48th annual meeting of the Assn. of National Advertisers, the official program revealed last week. But the potential highlight of the session, to be held Oct. 28-30 at Atlantic City's Chalfonte-Haddon Hall, is the long-awaited report by Prof. Albert W. Frey of Dartmouth College on his year-long study for ANA: "Modern Advertising Agency Services and Compensation Methods." This study, in which Prof. Frey has been assisted by Prof. Kenneth Davis, was commissioned by ANA a year ago amid a growing controversy involving many leading advertisers and agencies over the 15% commission system. Instructed to make his study "impartial," Prof. Frey repeatedly has made clear that he is "seeking only the facts" and that he expects his report to be "a guide for better productiveness of the advertising dollar" and for more efficient advertiser-agency relationships, rather than a series of recommendations regarding such specifics as the amount of an agency's commissions. His Atlantic City report will be of a "preliminary" nature, but in it Prof. Frey "will give an insight into the assembled information and its significance as he sees it," ANA said, adding that "the full and far more comprehensive report" will be published shortly after the Atlantic City meeting. The preview is the last item on the three-day Atlantic City agenda. Other features of the meeting, announced last week by Donald Cady of the Nestle Co., ANA program committee chairman, include an address in which Jack Cunningham, president of Cunningham & Walsh, will use new research to show effects that mediocrity and imitativeness in tv programming and other media have on advertising Page 44 • October 7, 1957 messages. Mr. Cunningham will speak Tuesday afternoon (Oct. 29). At the Tuesday morning session Adell Chemical Co. will tell how it uses spot television to promote Lestoil liquid detergent against tough competition. The Lestoil story will be one of five outstandingly successful campaigns detailed at this session. The other case histories will be by Chrysler Corp., on its "Forward Look" campaign; Imperial Paper & Color Corp. on "How to Get a Million Dollars Worth of Advertising on an $180,000 Budget"; Johns-Manville on "What's Behind an Industrial Advertiser's Million Dollar Consumer Campaign," and National Cash Register Co. on "How Advertising Activates Salesmen in Making Industrial Sales." Opening speaker of the three-day meeting will be H. H. Dobberteen, vice president and media director of Bryan Houston Inc., who will address the Monday morning (Oct. 28) session on "How to Get More for Your Advertising Money by Selecting Media in Relation to Your Markets." Conrad Jones, manager of new product planning for the management consulting firm of Booz, Allen & Hamilton, will follow with "The Advertising Manager's Role in Marketing New Products," and Ben H. Wells, vice president of Seven-Up Co., will describe "How to Gear Your Advertising to the Total Marketing Job." The Monday afternoon session will be devoted to elections and other business matters and an informal discussion dealing with radio and tv, print media, the merchandising of advertising and marketing of new products. The Tuesday afternoon session, open to agency and media representatives as well as advertisers, will include — in addition to Mr. Cunningham's speech — an analysis by economist Peter Drucker based on Life magazine's study, "Who Will Buy How Much of What . . . Where and When?" Dr. Lyndon Brown, vice president and director of research, media and merchandising for Dancer-Fitzgerald-Sample, will report on "How to Get the Most Out of Your Advertising Research Dollars." The Wednesday agenda opens with a presentation by Clarence Eldridge, marketing consultant formerly with General Foods and Campbell Soup Co., on "The Advertising Manager's Responsible Role in Marketing." Henry Schacte, advertising vice president of Lever Bros., and chairman of the ANA advertising management committee, will report on the association's almost completed series of Advertising Management Guidebooks and Fred C. Foy, president of Koppers Co., will discuss how marketing and advertising skills, properly applied and integrated, can achieve corporate objectives and raise the total economic potential of a company. Prof. Frey's report will occupy the Wednesday afternoon session, winding up the meeting. The ANA annual banquet is slated Tuesday evening, with entertainment by ABCTV. On Monday evening a new filmed musical by Standard Oil of Indiana, presenting advanced management principles in entertainment form, will be shown. TEA COUNCIL CHIPS GO INTO TV TEAPOT • $1.2 million set for season • Will use nighttime exclusively The Tea Council of the U. S. A., through its agency, Leo Burnett & Co., Chicago, will spend all its new advertising allocation in television spot this season. A budget of $1.2 million is envisioned with $800,000 (remaining from the 1957 allocations of $1.8 million) to be spent for the remainder of 1957 and $400,000 from the proposed 1958 budget to be tacked on later. A 20-week schedule will run through March 4, 1958. It will blanket 18 markets and will use nighttime tv spots exclusively. According to Burnett officials, they will gear their efforts to the 6-11 p.m. audience with an average of 30 messages per home in 20 million homes. Markets include Chicago, Los Angeles, New York, Baltimore, Boston, Detroit, Philadelphia, Pittsburgh, Washington, Cleveland, Providence, San Francisco, Buffalo, Syracuse, New Haven and Schenectady. Although Americans over the past several years have become well-acquainted with the council's slogan, "Take Tea and See," Tea Council Chairman Robert B. Smallwood insists that "a great portion of the public (is) slumbering now where tea is concerned." Mr. Smallwood. chairman of Thomas J. Lipton Co., adds this group "is soon to be jolted by a new approach to hot tea advertising." Burnett account supervisor Guy S. Saffold, pointing to the extraordinarily heavy budget (claimed to be the largest in the tea industry's history), admits that his agency is aiming "at those people who right now are thinking and worrying about their present beverage habit." He feels they are ready "for a change." Why did the council sink all of its allocations in television? According to Mr. Saffold: "Television is well suited for the hot tea message — it has demonstrated in the past that it produces the highest number of people remembering the tea campaign. And it has produced them at lowest cost." He explains, "The change to hot tea is largely a family decision in which the male takes part; therefore, our basic requirement is a family audience." Where the council last year concentrated its saturation in 1 2 markets, it now has added six new ones. Last January-March, it added Portland and Seattle to the basic list and this fall adds upstate New York and New Haven, Conn. Motivation research has played a great part in the makings of this new campaign, Mr. Saffold has declared, indicating the council and its agency will play on the aspect of consumer dissatisfaction with its present "beverage habit," obviously coffee. Says Mr. Saffold: "In trying to reach this group of dissatisfied people it was our intention to appeal to this feeling of guilt, but not to become dogmatic about it. We did not Broadcasting • Telecasting