Broadcasting Telecasting (Jan-Mar 1962)

Radio drive succeeds, extended by J. I. Case J. I. Case Co., Racine, Wis., has extended a radio spot campaign that it claims resulted in record fourth-quarter sales, and in the most "enthusiastic" dealer acceptance in several years for a Case company-dealer sponsored package for its farm equipment. D. E. Fricker, Case manager of advertising and public relations, last week announced a new five-month campaign that will be carried in some 200 markets. Placed through Geyer, Morey, Madden & Ballard Inc., New York, the campaign during the first half of 1962 involves a combination of spots and farm service programs. As in a similar campaign last fall, Lou Crosby, radio-tv personality, will again handle the commercials. More than 1,000 J. I. Case dealers will be participating in the new program, which is tailored to some 30 different products in a wide variety of seasonal markets, according to Charles Might, farm radio director of the Racine office of GMM&B. Some spots will run full-length except for live dealer tags, while others are transcribed leadins for use with live dealer copy to meet local market conditions. The stations to be used in the campaign are being selected on the basis of their localized farm programming activities. Morris W. Reid (r), vice president and director of marketing for J. I. Case Co., confers in Racine with personality Lou Crosby who is recording the commercials for the spring campaign. Max Factor, Eldon leave K&E for parts unknown Kenyon & Eckhardt last week lost two accounts with total annual billings of approximately $4 million: Max Factor Inc., Hollywood, and Eldon Industries, Hawthorne, Calif. Their new agencies were not revealed. Max Factor's billings, estimated at nearly $3 million, involved several products: Natural Wave hair spray, Hi-Fi fluid make-up and Three Fragrance Lines. The broadcast share of Factor's billings was put at about $600,000. K&E will service the account until a new agency is named. Other Max Factor products are handled by Carson/ Roberts Inc., Los Angeles. Eldon Industries moved to K&E last fall from Guild, Bascom & Bonfigli. Billings on its toy line are estimated at $1 million annually, but it's understood that K&E placed only a $300,000 share in a pre-Christmas campaign, the bulk of which was spent in children's programs on tv. Remco plans increases in television budget Remco Industries Inc., Newark, N. I., toy manufacturer, has announced an increased spring and summer tv budget of over $1 million. The company also said it will add $1,780,000 to its tv budget in September. In addition to advertising on Shari Lewis Show on NBC-TV (Sat., 1010:30 a.m. EST), the company began sponsoring a 15-minute portion of the weekly Video Village Junior Edition on CBS-TV (Sat., 10-10:30 a.m. EST). A 52-week local spot campaign in 20 markets began Jan. 15. Remco said it will again sponsor Macy's Thanksgiving Day Parade on NBC-TV. Rambler buys space shoot American Motors Corp., on behalf of Rambler, signed last week for coverage of America's first manned orbital space shoot over both CBS Radio and NBC Radio on Wednesday, starting at 7 a.m. The agency is Geyer, Morey, Madden & Ballard, New York. ABC Radio earlier had announced that Sylvania Electric Corp. will sponsor its coverage of the event. Gulf Oil will sponsor the man shoot as part of its "instant news" arrangement with NBC-TV, but as of late last week neither CBS-TV nor ABC-TV had obtained sponsors for its coverage. Milani to Riedl & Freede Louis Milani Foods Inc. has named Riedl & Freede Inc., Clifton, N. J. to handle its advertising, effective Feb. 1. The new agency succeeds Cunningham & Walsh. Milani's media budget of $750,000 will be "considerably increased" in 1962, according to a company spokesman. Although a media breakdown has not been drawn up as yet, plans are to make "extensive use of radio-tv," the spokesman added. FC&B's Cone indicts 'fearful' ad critics This "historical inclination of a small group of constitutionally fearful Americans to look on the contemporary scene with a shudder" was suggested Thursday by Fairfax M. Cone, chairman of the executive committee of Foote, Cone & Belding, Chicago, as a principal reason for the general and continuing attacks on advertising by teachers, ministers, social scientists and writers. He warned, however, that there is "a considerable danger in shrugging it off as merely foolish or misguided." Mr. Cone addressed the Advertising Club of Minneapolis. Mr. Cone agreed with Robert H. Bennett, marketing vice president of General Foods Corp., who once said advertising can never be fully understood unless the average family or student understands "that there are only two economic forces in our lives in America." One is government and the other is business, he noted, again quoting Mr. Bennett: "If we question our competitive profit system, then we have a political consideration on our hands and certainly not an advertising consideration." Mr. Cone quoted — and agreed — with Mr. Bennett further: "If business is to serve the American society, it must have the ability to give voice to its [ventures]. "This does not mean that the American society will collapse if General Electric (or General Foods or General Mills or General Motors or anyone else) is not permitted to advertise. But it does mean that enterprise without a voice to announce, to explain, to expose itself to the fierce, white light of publicity will shrivel and recede." Mr. Cone said that what is bad in advertising must be hunted down and protested "so that we may protect what is good." Universal, Doris Day, Lever set radio drive A national tie-in campaign involving more than $1 million and including a saturation radio spot drive using 6,000 announcements has been developed by Universal Pictures Co. and Doris Day's Arwin Productions with Lever Bros. The campaign offers consumers a special Doris Day album with songs from the singer's new movie "Lover Come Back" in exchange for two package backs from Lever's Imperial Margarine and one dollar. Special spot announcements in major markets, featuring the record offer and plug for "Lover Come Back" are scheduled Feb. 19-26. 38 (BROADCAST ADVERTISING) BROADCASTING, January 22, 1962