Broadcasting Telecasting (Oct-Dec 1962)

BBDO pulls a switch in the 'party line' Advertising agency executives are usually wined and dined by representatives of the various media. But on Dec. 4, BBDO in Boston was host to more than 150 media representatives of all types. Among those present from BBDO and Boston radio stations were (1 to r) Proctor Jones, WNAC; Richard Walker, media director of the agency; Ed Pilla, WHDH; Len Corwin, WCRB; Seymour Yanoff, WCOP; William McCormack, WNAC; Richard O. Howe, vice president and office manager of the agency, and Harry Wheeler, WHDH. than 500 radio spots and 200 television announcements will be scheduled on a $15,000 weekly basis. General Mills Inc., through KnoxReeves Adv., Minneapolis, will sponsor Scouting Report, which will preceed NBC-TV's telecasts of three post-season football classics — -the East-West Shrine game, Dec. 29; NFL pro championship game, Dec. 30; and the Rose Bowl game, Jan. 1. Also in advertising... Pr firms merge ■ Smith & Garrick Inc. started in business Dec. 1 as a new public relations firm, with offices in the Gibraltar Bldg. at 9107 Wilshire Blvd., Beverly Hills, Calif. Lou Smith will be president and Robert Garrick vp of the new firm, resulting from a merger of the Lou Smith Organization and Robert M. Garrick Assoc., both veteran PR outfits. New location ■ The Goodman Organization, Los Angeles advertising agency, has moved to new offices at 915 N. La Cienega Blvd., Los Angeles 69. Telephone: Oldfield 5-4922. Ownership change ■ The owners of Maxwell Sackheim-Franklin Bruck Inc., New York, have sold the advertising agency to two executives in the firm. Franklin Bruck, chairman, and Sher man Lurie, executive vice president, have acquired the stock interests of Robert Sackheim, president, and Sherman Sackheim, vice president. Mr. Bruck will remain as chairman and will add the title of president. New location ■ The Advertising & Marketing Research Library has moved to new headquarters at 1151 W. Sixth St., Los Angeles 17, Calif. Telephone remains Huntley 2-5850. WSAA to relocate ■ Western States Advertising Agencies Assn. is moving its headquarters at year's end to 435 S. La Cienega Blvd., Los Angeles 48. Advertising fellowship ■ The James Thomas Chirurg Advertising Fellowship, for one year of graduate study at Harvard Business School, will be awarded for the eleventh time to a man of "outstanding ability" seeking a career in advertising. The fellowship, established by Jim Chirurg, vice chairman of the board of Chirurg & Cairns Inc., New York and Boston advertising agency, carries a stipend of $1,500. Agency appointments... ■ Virginia Dare Food Products Inc., New York, has appointed The Bruns Adv. Agency, New York. Tentative advertising plans call for national spot tv and print media. ■ Maradel Products Inc., New York, appointed Donahue & Coe, that city, for its Life Home Permanent. ■ Gaffers & Sattler (home appliance manufacturer) announces the appointment of Charles Bowes Adv. as its agency, effective Jan. 1. ■ Prepared Products Co., Pasadena, Calif. (Dixie Fry Golden Crust Mix and Inglehoffer Mustard) , has appointed Donahue & Coe, Los Angeles, to handle its advertising. Both products are distributed in 11 Western states. Ad impact is most important— Banzhaf Impact has become more important than reach and frequency in successful advertising, Max Banzhaf, director of advertising, promotion and public relations for Armstrong Cork Co., said last week. He defined "impact" as "finding the people who represent the prime target for a product and writing advertising that has a real appeal for them — not just a recitation of claims, but real appeal." Mr. Banzhaf said that "in the lush days of the early post-war period, reach and frequency were all-important." But, he continued, "the public no longer responds ... to the sheer weight of advertising alone. "The much publicized rise in consumer sophistication should adequately explain why reach and frequency must give ground to impact in a re-evaluation of advertising yardsticks. "I do not mean that reach and frequency are unimportant. I do not mean that they must receive less consideration as impact rises in importance." He said that individuality is replacing conformity among consumers, who also have come to "live differently, have different needs and also have the money to be very specific and selective in satisfying those needs." All this, he said, "leads one inescapably to the conclusion that it is far better to appeal strongly to those who are really interested in a product than to offer a watered-down appeal that tries to reach everyone." Mr. Banzhaf spoke at an Assn. of National Advertisers workshop on management's roles in stimulating and directing creativity in advertising and on progress made in measuring creative aptitudes. Other speakers at the workshop, held Tuesday in New York, included Wilson A. Shelton of Compton Adv.; John B. Hunter Jr. of B. F. Goodrich Co.; Ben Wells of Seven-Up Co.; John D. Dale of Dale, Elliott & Co., and Robert Bragarnick of Robert Bragarnick Inc. 40 (BROADCAST ADVERTISING) BROADCASTING, December 17, 1962