Broadcasting Telecasting (Apr-Jun 1961)

announces a New Southern Transcontinental Jet Route linking California with the Southeast Now 6 Jet flights daily between Los Angeles and Atlanta! Non-stop service in slightly more than 4 hours other jet service links Los Angeles and Atlanta by way of Dallas /Ft. Worth and New Orleans. Plus new thruplane DC-7 service linking San Diego with Jacksonville and Orlando, via Dallas /Ft. Worth and New Orleans. Effective July 1, Delta service to Las Vegas. Delta's new routes to the West Coast A New Southern Transcontinental Airline find the FTC administered laws "burdensome and difficult to live with " stated that it is an insult to the American consumer, "the most sophisticated, discriminating, value-conscious buyer anywhere in the world today, . . ■ to say that he needs a government guardian to stand over his shoulder when he shops to make his choice for him." But, he declared, it's not the consumer who asks government protection, it's the businessman. "The independent dealer sees an opportunity to create a small monopoly for himself and asks his congressman to pass a law that no manufacturer may open up his own store selling his own products. The consumer never would have thought of that. . . . "It is time that we, in the business community, made a choice," Mr Sligh stated. "Do we want the frail shelter of government protection or are we willing to compete in the marketplace against each other for the favor of the consumer? The question of how best to prepare an advertising budget was discussed Tuesday morning by three experts who agreed that the task is made difficult largely because there are so many influences on sales and profits other than advertising. Albert W. Frey, Frey & Hummel, AMA president-elect, defined the ideal approach as one which "calls for adding dollar after dollar to the appropriation until the point is reached where the last dollar produced no increase in profit." But, he added, "This assumes that the sales effectiveness of any given expenditure is known and that relevant costs are applied. A few advertisers do claim to have this information to a remarkable degree but they are very much the exception." Buyers' Needs ■ A. C. Nielsen Jr., president, A. C. Nielsen Co., stated that the opportunity for profit in marketing today lies where it has always been: in a thorough knowledge of potential buyers' needs — in creating a product which achieves the proper balance between quality and price. To achieve the greatest assurance of profits, he proposed a program including: "an effective marketing intelligence system which keeps management constantly in touch with consumer demand: a carefully administered program of controlled experimentation in which two or more plans are evaluated for their relative contribution to volume, sales share and ultimate profit; with the most effective program decided upon, a continuing series of controlled experiments to determine the optimum level of marketing expenditure, and a continuous study and analysis of the various components which make up the marketing program." McCormick's Radio Formula ■ The American farmer is no longer the op erator of a small "family farm," E. H. Hodgson, president, Aubrey, Finlay, Marley & Hodgson, told a session on agricultural marketing. "He*s quite a man, one that you neither treat lightly nor talk rubbish to," he said. In advertising to the American farmer, the Chicago agency head stated, be forthright, specific, informative, local in the copy approach and, "by all means, be current in your message." He cited this example of current copy at its best: "For a number of years, we have carried a year-around schedule of radio for a number of clients. This is not a spot program. We buy market, weather, news, or farm service programs ranging from five minutes to a half-hour in length, and from three to five days a week. On these programs, we feature local radio farm directors. The personality and the program are usually well-established before we buy in any given market. The commercials are just a part of ths marketing punch. "These radio farm directors are contact men in the field. If unusual weather conditions affect the pattern of, say, hay machine sales in the Nashville area, Old John McDonald of WSM in Nashville is on the telephone right now, telling us what's happening and what we should say in our copy to solve the immediate problems of the farmers in his listening area. And, believe me, when Old John, like his 150 counterparts across the country, tells his listeners that the way to get that wet hay handled fast is to use the big capacity of a McCormick baler, they listen and act, this is the local message put to its most effective use." Motivations of Buyers ■ Opening a session on research in consumer motivation, Dr. Ernest Dichter, president. Institute for Motivational Research, cited need for practical translation of research on human behavior into action. "It is this which I call the operational use of motivational research," he said. "It is this which really matters to the advertiser. He is not interested in knowing per se that cigarette smoking is an oral satisfaction or that people drive powerful cars to compensate for their insecurity. What he needs to know is how to use such an appeal and how to talk about it in his advertising and merchandising approach." Dr. Dichter warned that human motivations don't always stand still. "In the automobile field," he said, "knowing that cars are status symbols seems like a fairly permanent knowledge . . . (but) it is not quite true any longer. Over the last few years the status rule of cars has been taken over by swimming pools and then has changed again to trips abroad. A problem of operational use of MR is how far "one can and should go in 48 (BROADCAST ADVERTISING) BROADCASTING, June 26, 1961