Broadcasting Telecasting (Jul-Sep 1961)
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TVs 'wasteland' is lack of hard-goods ads
NO COMPETITION, SO MOTOROLA PUTS MONEY INTO TV
Motorola agrees with FCC Chairman Newton Minow that television is a "vast wasteland," Edward R. Taylor, executive vice president of the Motorola consumer products division, said last week. But where Mr. Minow's wasteland is an area of tv programming, to Motorola it is in durable-goods advertising.
"Television today does not have the advertising of Frigidaire, Maytag and other producers of major household appliances and home entertainment units. There are no Norge ads on tv. Kelvinator is not represented, nor is Hotpoint, nor Hoover. True, some appliances, some radio and tv sets, are advertised on television. It is not a completely no-man's land. But the majority of durable goods advertising is going into other media," he stated.
The dearth of competition is one reason why Motorola is returning to tv this fall with its own advertising. Over $1 million, he said, over the regular budget in other media, has been allocated for sponsorship of three CBS-TV tv specials this fall. On Sept. 27, Motorola will pick up half the cost of a Jack Benny concert from Carnegie Hall, with Sara Lee Kitchens as co-sponsor. On Dec. 11, Motorola and Timex will share sponsorship of Bing Crosby's Christmas Around the World program. And arrangements for Motorola to sponsor The Power and the Glory, probably with John H. Breck Inc. (shampoos) as co-sponsor, around the first of November, are virtually complete.
These tv specials will be used to promote Motorola's overall company image, Mr. Taylor said, as well as to sell
its consumer products. The September broadcast will feature the Motorola line of stereophonic record players; the November special will present the company's tv line and all products will be advertised on the pre-Christmas program. Leo Burnett Co., Chicago, is the Motorola agency.
RCA pushing color tv via NBC programming
RCA, the pioneer company in color tv (last year it made about 140,000 of the approximate 150,000 sets sold in this country), has readied the first big salvo in what should be its most ambitious sales promotion campaign in a number of years.
Raymond W. Saxon, RCA's marketing vice president, is announcing today (Aug. 21), the scheduling of three special "Color Nights" on NBC-TV this fall. The "nights" are slated to coincide with the peak periods of the fall retail selling season and are being promoted as a means of encouraging color tv dealers to offer in-store demonstrations of the sets on Oct. 4, Nov. 1 , and Dec. 6. Wednesday was chosen for the color demonstrations because it was indicated that the greatest number of dealers could take part in the promotion on that day of the week. Dealers also will be asked by RCA to offer the in-store demonstrations on Saturdays, which is a naturally heavy color programming time on NBC-TV.
The first "Color Night" on Oct. 4 will actually start in the daytime with
a three-hour color lineup from 10 a.m. to 1 p.m. On such shows as Say When, Play Your Hunch, The Price is Right, Concentration, Truth or Consequences, and It Could Be You. These shows will be followed by the opening game telecast in color of thWeorld Series.
The evening color schedule for Oct. 4 begins with the hour-long Wagon Train program at 7:30 p.m., followed in succession by the half-hour Joey Bishop Show, the full-hour Perry Como Show, and another, the 60-minute Theatre '61 drama, the "Spiral Staircase."
The other "Color Nights," will both offer 3V2 consecutive hours of color telecasts.
RCA will support the "nights" through both tv and print advertising, special displays, and mats and mailers, and a full color introductory spread in the September issue of Reader's Digest. NBC-TV's full-hour program Walt Disney's Wonderful World of Color, will carry the brunt of the promotional campaign. The theme for the promotion will be: "Every day you're missing more and more if you don't have color tv."
RCA is said to be spending about $5 million in an effort to perk up the sale of its color sets. The company belives sales of the sets this year should increase by 50% over 1960.
DuPont's Zerex, Telar set big radio drives
DuPont is set for the largest radio campaign in its history for its antifreeze and coolant brands, Radio Advertising Bureau, New York, said last week.
Zerex, duPont's permanent-type antifreeze, reportedly will get the bulk of
Commercials in production
Listings include new commercials being made for national or large regional radio or television campaigns. Appearing in sequence are names of advertiser, product, number, length and type of commercial, production manager, agency with its account executive and production manager, and approximate cost of commercial.
A.P.S. Inc., 6 East 46th St., NYC 17
Channel Master Corp. (Antennas), two 60s, live & semi-animation, film. Hi Hard A. Schendorf prod. mgr. Approx. cost $2,700.
Era Productions of Hollywood, 3459 Cahuenga Blvd., Hollywood 28
Mars Candy Co. (Three Musketeers Candy Bars), one 60, live, film. Brice Mack prod. mgr. Agency: Needham, Louis & Brorby; Ken Snyder a. e., Chris Ford prod. mgr.
Sunray Oil Co. (Boron Gas), ten, 60s & 20s, live, film. Bob Mack prod. mgr. Agency: PottsWoodbury; Al Christy prod. mgr.
Filmaster Inc., 9 Rockefeller Plaza, NYC 20.
General Motors (AC Spark Plugs), eight 60s (color), animation, film. Phil Cook prod. mgr. Agency: D. P. Brothers; Jack Rellis Jr. prod, mgr.
Revlon (Lipstick: Touch & Glow, Contempera), three 60s (color), film. George Fenaja prod, mgr. Agency: Warwick & Leger Inc.; Warren Adams a. e., Ben Colarossi prod. mgr.
Pantomime Pictures Inc., 8961 Sunset Blvd., Hollywood 46
Archway Bakeries (Archway Cookies), three 10s, animation, film. John Marshall prod. mgr. Agency: Norman, Navan, Moore, Marineau & Baird Inc.; Dale Gish prod. mgr.
Mars Inc. (Snickers Candy Bars), one 60, live, film. John Marshall prod. mgr. Agency:
Needham, Louis & Brorby Inc.; Chris Ford prod, mgr.
UPA Pictures Inc., 4440 Lakeside Dr., Burbank, Calf.
General Electric Co. (Electric Lamps), three 60s, animation, film. Earl Jonas prod mgr. Agency: BBD0.
General Motors (Oldsmobile), two 10s, animation, film. Earl Jonas prod. mgr. Agency: D. P. Brothers; Ken Banes prod. mgr.
R. J Reynolds Tobacco Co. (Winstons), one 13, one 10, animation, film. Earl Jonas prod, mgr. Agency: William Esty Co.
Videotape Productions of New York, 205 West
55th St., NYC
Liebman Breweries (Rheingold Beer), six 60s, tape. Chuck Holden prod. mgr. Agncy: Foote, Cone & Belding; Ray Dietrich prod. mgr.
Smith-Corona-Marchant (Typewriters), two 60s, tape. Chuck Holden prod. mgr. Agency: BBD0; Ev Hart prod. mgr.
36 (BROADCAST ADVERTISING)
BROADCASTING, AUGUST 21. 1961