Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued MONARCH REALIGNS SELLING STRATEGY • Broadcast allocation trimmed • Firm plans first print drive The wine is the same — only the advertising flavor has been changed. That is the substance of the long-awaited "new look" in Monarch Wine Co.'s advertising program announced last week by its new agency, Lawrence C. Gumbinner Adv. Last summer Monarch split with its former agency, Emil Mogul Co., New York, over a "difference in advertising concepts" [Advertisers & Agencies, July 22, 29], reportedly brought about by a Monarch-ordered "depth study" by motivation researcher James M. Vicary. While at the outset of the new campaign — starting today (Monday) — the budget is as high as it was at the Mogul agency, roughly $1.5 million, broadcast allocations have been trimmed to make way for Monarch's first print drive in its history. Where Mogul's broadcast allocations came to 80% of the budget — $300,000 going towards merchandising and point-of-sale promotion — Gumbinner's radio-tv allocations for the present time will be 60% of the budget, but this percentage may be changed early next year, when the Monarch budget reportedly will be increased considerably. Where the proportion at Mogul of radio to television came to $720,000 to $480,000 on a yearly basis, television at Gumbinner will be the prime broadcast medium. From now through Dec. 31, for instance, Gumbinner will spend $285,952 in tv spot, $34,738 in radio spot. As of last week, neither the agency nor the client had settled upon an annual budget figure for the calendar year 1958. Certain at this time is that radio — once . Manischewitz' No. 1 tool in forging sales — is going to play a less significant role, with the agency spending five tv dollars for every single radio dollar. Explains Radio-tv Vice President Paul Gumbinner: "We want more pictures than sound." There will be 48 stations used in 29 tv markets and 30 stations in 26 radio markets. The markets do not overlap. Television spots of one-minute duration will be aimed primarily at the nighttime family audience, while daytime radio spots — one minute and 20 second variety — will be placed adjacent to news programs. As reported earlier, the live-patter disc jockey ad-lib, once the mainstay of Manischewitz' on-air promotion, is out. This was one of the company's sore spots as highlighted by the then much discussed Vicary report. According to the client, the ad-libs delivered by disc jockeys from a Mogulprepared copy platform did not enhance the name "Manischewitz," but on the contrary, did much to "debase" the product image. The Mogul agency vehemently disagreed, citing sales growth figures that it said proved Mr. Vicary wrong. From here on, the Gumbinner executives declared, all radio spots will be pre-recorded. Other changes: Where once the word "kosher" was stressed in air copy, it too, has been dropped. (Nonetheless, the familar Manischewitz Star of David "trademark" will remain, as will the word "kosher," on the label of the four-square bottle.) The well-known "Man, oh, Manischewitz" jingle, once the keystone of the Monarch broadcast program, has been reorchestrated and placed in low-key as opposed to "hard sell." Retention of the theme, a Gumbinner spokesman said attests to the slogan's success at the hands of the former agency, Emil Mogul Co. Furthermore, the jingle — or a phonetic spelling of it — ("Man, oh Manishev-its") will appear as a pronunciation guide" in the print ads, budgeted for the remainder of 1957 at $211,000. This figure, representing ads in Life and Ebony as well as some 30 newspapers, is less than the tv allocation alone. According to Agency President Milton r EXECUTIVES in Miami for the Chrysler Corp. press show got away from cars when Storer Broadcasting Co. entertained them on a deep sea fishing trip. One party included (1 to r) Jack LeGoff, chief announcer of WJBK-TV Detroit and Storer's automotive editor; Mrs. LeGoff; W. D. (Pete) Moore, director of advertising and merchandising, Dodge Div. of Chrysler; Art Schofield, Storer vice president for advertising and sales promotion; Frank Hedge, public relations director, McCannErickson Inc., one of Chrysler's agencies; Lou Hagopian, advertising and sales promotion director, Plymouth Div.; A. E. Kimberly, DeSoto Div. chief engineer, and Clare Briggs, sales vice president, Chrysler Div. Goodman, the Manischewitz musical theme has "been moved out of Tin Pan Alley and into Carnegie Hall." His reference was to the lack of orchestral music and the substitution of the Ray Charles Singers. The "soft-sell" commercial is delivered in "lip-smacking terms" by announcer Mel Brandt. The visual version featuring dramatic presentations was made by Tv Graphics Inc., New York. The biggest change in the Manischewitz air campaign is the appeal to all consumers on all occasions, as opposed to the old "special group appeal." The principal copy theme, "Everybody's wine . . . because it tastes so good," is geared to shatter the image of Manischewitz as a Jewish ceremonial wine. Handling the campaign will be Sumner H. Wyman, the agency's merchandising vice president; Chester Herzog, recently-appointed account executive and former Norman, Craig & Kummel and Biow Co. account man, and Mr. Gumbinner and staff. Mr. Herzog brings to the account considerable experience in the alcoholic beverage field, having worked on the Jacob Ruppert Brewery account while at Biow and Blatz at NC&K. Extensive Tv Budget Included In Media Plans for Ipana Plus As part of a campaign said to represent the "biggest advertising and promotion push" ever to introduce a new Bristol-Myers product, the company last week announced details of an extensive television schedule to be used later this month to launch Ipana Plus, a new squeeze bottle dentifrice. The agency is Doherty, Clif : lord, Steers & 9^J^^ Shenfield, New York. Though BristolMyers officials declined to divulge the amount to be spent, they said the budget would be "about twice the size" of the amount for the recent introduction of Ban and Bufferin by B-M. One-minute film commercials will be used on Playhouse 90 (CBSTV, Thurs., 9:30-11 p.m.), Alfred Htichcock Presents (CBS-TV, Sun., 9:30-10 p.m.), and Tombstone Territories (ABCTV, Wed., 8:30-9 p.m.). Over a three-week period beginning Oct. 28 more than 2,000 IDs, a shorter version of the same film, will be spotted in 104 key markets. Live commercials will be scheduled on Arthur Godfrey Time, a simulcast on CBS Radio and CBS-TV. The copy prepared by DCS&S stresses the convenience and the economy of the new packaging. Allen to Address Pulse Luncheon NBC-TV star Steve Allen will be guest speaker at the annual luncheon of The Pulse Inc. Oct. 23 at the Terrace Room of the Hotel Plaza in New York. This will be Pulse's 16th annual luncheon, with advertiser, agency, network and station executives invited to attend. Broadcasting October 14, 1957 • Page 35