Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued PEPSODENT Agency: Foote, Cone & Belding: recipient: A. J. Becker, FC&B vice president. Chorus: Vocalist: Chorus : Announcer : Chorus : Announcer : Chorus: Tag: WINSTON Agency: William Esty; recipient: Grant M. Thompson, Esty vice president. Look who's coming — Billy Brown, The smoothest, coolest guy in town. The chicks all seem to dig his jive. Hey tell us Bill, how can we arrive? It's easy Jack. Any gal gets sent When you flash a smile by Pepsodent. You'll wonder where the yellow went When you brush your teeth with Pepsodent. It's wonderfully true about new-formula Pepsodent. Whether you believe in brushing five times a day or only once, your teeth will look their whitest with Pepsodent. You'll wonder where the yellow went When you brush your teeth with Pepsodent. And new-formula Pepsodent is the besttasting way to fight decay. Tastes so good kids love it, too. Best of all, Pepsodent is the toothpaste that whitens your teeth, brightens your breath and puts the plus in your smile. You'll wonder where the yellow went When you go steady with Pepsodent. And Pepsodent tooth brushes, too. Winston tastes good like a cigarette should. Winston tastes good like a cigarette should. Winston gives you real flavor, Full, rich tobacco flavor. Winston's easy-drawing too, The filter lets the flavor through. Winston tastes good like a cigarette should. TEXACO You'll enjoy Winston, America's favorite filter cigarette. You'll like Winston's rich, full flavor, and the one and only Winston filter that works so well the flavor really comes through to you. Winston is fun to smoke. It's America's best-selling, besttasting filter cigarette. Winston tastes good like a cigarette should. Winston tastes good like a cigarette should. Agency: Cunningham & Walsh; writer-producer: Joe McDonough; music: Ralph Burns; recipient: John P. Cunningham, C&W president. Announcer: Now at Texaco's Tower of Power, Texaco's great new gasoline, Skychief Supreme. Chorus: Texaco's Tower of Power. New gasoline, Skychief Supreme. Texaco's Tower of Power. , New Skychief Supreme gives cars new go. Skychief Supreme from Texaco. Announcer: Texaco's Tower of Power is where you get Skychief Supreme gasoline — for supreme economy, supreme power, supremely longer engine-life. Skychief Supreme, supercharged with Petrox, will give you more miles. Based on driving 10,500 miles a year, you can get a bonus of up to 1,000 extra miles. Get your 1,000-mile bonus with Texaco Skychief Supreme. At Texaco's Tower of Power. Chorus: Texaco's Tower of Power. Broadcasting SINCLAIR'S DELANEY in those lesser markets would obviously be much less than that of the primary cities. If our estimates were fairly accurate, then Sinclair, for the first time in its history, could . . . cover some additional 360 cities with a schedule of 15 spots per week, each week, all year, while the major markets would get schedules ranging from 40 to 200 spots per week." So, Sinclair was off and running. Timebuying began last April, and by the end of June the campaign was buttoned: 445 cities, 900 stations, a total of 10,000 safety spots weekly to the end of the year on practically every radio station in the very top markets, and on every station in many other markets. Already, according to Mr. Delaney, surveys show a high percentage of men having heard the Sinclair spots — 47% of the men in Sinclair's territory, according to Gallup, and consumer recognition jump from 38% to 67% in 12 smaller cities sampled by Trendex. Summing up, Mr. Delaney said of his company's radio spot drive: "More than half the population heard and remembered it, an overwhelming majority of our field personnel want it continued in 1958 and it was accomplished with a reasonable and affordable budget." TRANS WORLD AIRLINES INC No one medium can do an exclusive job for the airlines, Henry G. Riegner, assistant general advertising manager of TWA, explained. But, TWA is using radio more and more — spot radio use has gone up 1,000% in the past five years, a period in which TWA's total advertising budget has increased 100%. Predicted Mr. Riegner: "If this same trend continues, we soon [in a few years] will be spending $1 million annually in spot radio alone. Why will radio continue to be used by airlines? The nature of the business, Mr. Riegner explained. The airlines' product for sale is never the same in any two cities — "We are not selling planes or service . . . but a travel ticket and this varies from city to city." At first, after seeing how nonscheduled air coach carriers after World War II used spot radio (in bursts for a definitely set flight and then discontinued the spots), TWA went into spot to cure "ailing" flights. TWA discovered that this technique brought quick and favorable results. TWA was convinced that spot radio would work equally well against major competition on an around-the-calendar basis October 14, 1957 • Page 31