Broadcasting Telecasting (Jul-Sep 1960)

BROADCAST ADVERTISING AD RESPONSIBILITY DEFINED AFA endorses Better Business declaration The Advertising Federation of America is giving otficial endorsement to the Assn. of Better Business Bureaus in codifying some of the rules of advertising vigilance. The BBB has defined "responsibilities" between advertisers and media and is asking businesswide acceptance. This ties in nicely with the AFA"s own "Truth Book" approach, the federation says. The association of 107 Better Business Bureaus asks for national and local action to make advertisers take responsibility to prove claims and media to require proof when copy is questionable or later questioned. All Better Business Bureaus ought to mediate in these cases, the association says in its "Declaration of Responsibilities for Improving Public Confidence in Advertising." The association declaration moves into a new area, too — taste in advertising. While self-regulation of taste in advertising has not been traditionally within the province of Better Business Bureaus, the association says it believes now that they will consider channeling bad-taste complaints to national trade organizations and work with the local business community on plans to handle problems on this level. Generally the Better Business recommendations dovetail with the AFA's police procedure recommended in the "Truth Book" released by AFA Vice Chairman John P. Cunningham of Cunningham & Walsh at the federation's convention last June, although this does not treat the subject of taste. The AFA recommends that local clubs establish ethics committees and adver tising panels as watchdog groups, the panels including BBB representatives, local businessmen, agencies and media people. Nearly a quarter of the local business bureaus have become associated with this procedure in their cities. The AFA, in endorsing the "Declaration," noted that AFA was the parent organization of the Better Business Bureau. The federation also said the "Truth Book" is in its second printing, with 10,000 copies planned for sale. The new edition will carry illustrations contributed by ad cartoonist Don Herold. Personal approach There's danger that advertising effectiveness can be lost in the "deluge of communications" that is threatening to engulf the populace. This oncoming electronic engulfment ought not to "obscure" the personal approach as "the most effective communication." These Radio-tv will help laundries sell shirts A New York shirtmaker is making retail history, with broadcast media slated to play a part in the distribution story. The manufacturer feels that "convenience shopping" and the "convenience media" of radio-tv are a natural combination. This particular scheme links up a shirt brand with an unexploited sales outlet, the laundry-dry cleaning business, supported by nationally coordinated promotion. Last week, Arnold J. Weber, president of the manufacturing firm, the Registered Shirt Laundry Assn., had lined up a thousand laundry-dry cleaners as retailers for his Registered Shirt label. The figure is changing weekly, as the distribution network grows around the country. Palmer, Codella Assoc.. advertising-public relations agency for Registered Shirt, said. The advertising will be a joint undertaking between Registered Shirt Laundry Assn. and local sellers late this fall in 573 cities, a number that also is subject to change with distribution gains. Palmer, Codella is preparing 10, 20 and 60-second spots while the clients shop for availabilities in daytime radio and nighttime television. No details on schedule were available last week, but Mr. Weber reached by telephone in a Seatde laundry, did have this to say: "We in the laundry and dry clean ing field feel strongly on the sales effect of both these media. ... In developing a corporate image for the outlet as well as the single product, radio and tv are most valuable for us at this particular time. They will give us the public coverage that Why are Laundries selling shirts? Shirts & suds ■ Registered Shirt's encircled-R mark (above) will appear in spot tv late this fall, while radio commercials give an aural version of the laundry-shirt store plan. Tv commercials, not yet produced, will be cartooned in the manner of this illustration, which is the cover of a brochure explaining the novel sales plan to laundry trade. any new marketing program must have in the initial months." The campaign also will make use of print and trade media. Expansion ■ The national sendofl^ for Registered Shirts and laundries is based on tests conducted the past year. During this time Mr. Weber sold both distributors to the laundry trade and operators on selling shirts. Such sidelines as clothes storage were developed at laundries and one operator went beyond shirts to add a broad line of men's furnishings. The author of the merchandisingservice alliance is a 34-year-old veteran in the shirt business. Under the Weber plan, the Registered Shirt is sold at the laundry or at the customer's home by route men with the date of purchase stamped on the goods. The item then is guaranteed for a year, providing it is laundered by the company that sold it. During his shakedown year Mr. Weber overcame 50 laundrymen's skepticism and saw such results as $300$600 added to a store's monthly gross. Although it sells a male item. Registered Shirt has fixed women as primary shirt buyers and consequently is aiming advertising at them. The label is on three styles of cotton shirt, selling initially at $3.95. 34 BROADCASTING, August 22, 1960