Broadcasting Telecasting (Apr-Jun 1963)

adjacencies said to be preferred. Shell's agency, Ogilvy, Benson & Mather, declined to confirm the report. Ovaltine Food Products Div. of Wander Co., Chicago, has named Foote, Cone & Belding there as its agency effective immediately replacing TathamLaird. Annual $1.8 million budget goes mostly into tv. Earle Ludgin Co., Chicago, was named by Ovaltine to handle a new confection product. Peter Eckrich & Sons, Fort Wayne, Ind., meat packer, has completed a series of 20-, 30 and 60-second spots for frankfurters and cold meat lines through Film-Makers Inc., Chicago, to be placed on tv stations throughout Indiana, Michigan, and northwestern Ohio. Eckrich agency is Bonsib Inc., Fort Wayne. Zenith Radio Corp., Chicago, and Amana Refrigeration Inc., Amana, Iowa, will co-sponsor the two-day colorcast of The World Series of Golf on NBC-TV (Sept. 7-8, 4:30-6 p.m.). Agencies: Foote, Cone & Belding, New York and MacFarland, Aveyard, Chicago. American Dairy Assn. will continue to co-sponsor Adventures of Ozzie & Harriet on ABC-TV through new season starting in September. Delegates to ADA's annual meeting in Chicago voted program renewal. ADA agencies are Campbell-Mithun and Compton Adv., Chicago. Perkins Div., General Foods Corp., White Plains, N. Y., through Foote, Cone & Belding, New York, and the Ideal Toy Co., through Grey Adv., 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. Filmways of California, 4001 Overland Ave., Culver City, Calif. Brown & Williamson (Kools) four 60's for tv, live on film. Les Guthrie, prod. mgr. Agency: Ted Bates. Henry Hull, agency producer. Ford Motor Co. (Mercury Div.) one 60 for tv, live on film. Les Guthrie, prod. mgr. Agency: Kenyon & Eckhardt. Frank Amy, agency producer. Pittsburgh Plate Glass (chemical div.-Pittchlor) one 60 for tv, live on film (color). Les Guthrie, prod. mgr. Agency: Maxon. Richard Pedicini, agency producer. Pittsburgh Plate Glass (glass doors) one 60 for tv, live on film. Les Guthrie, prod. mgr. Agency: J. Walter Thompson. Bill Gibbs, agency producer. General Mills (Betty Crocker cake mixes) two 60's for tv, live on film. Les Guthrie, prod mgr. both New York, have signed to sponsor Dennis the Menace on NBC-TV (Saturday, 11:30 a.m. -noon), starting in the fall. The series is completing a four-year run on CBS-TV this season in the Sunday, 7:30-8 p.m. slot. Daniel & Charles lands Hazel Bishop ad account Daniel & Charles, New York, was selected last week as the new agency for Hazel Bishop Inc.'s cosmetics and the company's Lanolin Plus line of products, replacing Kenyon & Eckhardt. The accounts are expected to bill about $2.5 million in 1963, largely in tv. Hazel Bishop had been at several agencies in the past four years, including a tenure at D&C. K&E acquired the account in April 1962 and several months later Lanolin Plus was added. National Airlines makes first tv spot buy National Airlines, New York, has announced a national spot tv campaign placed through Papert, Koenig, Lois. The campaign is scheduled to begin April 21 in Los Angeles, Houston and New Orleans and by the end of April reportedly will be in effect in 1 1 major markets on 37 tv stations. A National Airlines spokesman said this was the company's first major venture in television advertising. He described the advertising as a saturation campaign which will be heaviest during the spring and summer months but which will continue throughout the year. Spots (10 and 20-seconds) will Agency: Needham, Louis & Brorby. Will Davis, agency producer. RCA Whirlpool (refrigerators) five 50's, five 60's for tv, live on film. Les Guthrie, prod, mgr. Agency: McCann-Erickson. Al Tennyson, agency producer. Anheuser Busch (Busch Bavarian Beer) three 60's, six 20's for tv, live on film. Les Guthrie, prod. mgr. Agency: Gardner. Laney Lee, agency producer. Kraft Foods (margarine) one 60 for tv, live on film. Les Guthrie, prod. mgr. Agency: Needham, Louis & Brorby. Will Davis, agency producer. Kellogg (Special K) two 60's, one 20 for tv, live on film. Les Guthrie, prod. mgr. Agency: Leo Burnett. Gordon Minter, agency producer. PGL Productions Inc., 6 E. 46th St., New York 17. Edward Dalton Co. (Metrecal) three 30's for tv, live on film. Frank Herman, prod. mgr. Agency: Kenyon & Eckhardt. Barrie McDowell, agency producer. Helmac Co. (Lint Pic Ups) one 30 for tv, live on film. Frank Herman, prod. mgr. Agency: Friend-Reiss. Dave Lyons, agency producer. Sparkle Ice Cream Co., one 30 for tv, live on film. Frank Herman, prod. mgr. Agency: Smith/ Greenland. Murray Klien, agency producer. Faberware (rotisserie) one 30 for tv. Frank Herman, prod. mgr. Agency: Smith/Greenland. emphasize the airline's triangle-fare discounts and promote Florida vacation travel. KHCC&A buys Atlanta agency Kastor Hilton Chesley Clifford & Atherton Inc., New York, has acquired Eastburn-Siegel Adv., Atlanta, a 27year-old agency with over $1 million in billing. The Atlanta agency will become a regional office of Kastor Hilton, with Harry L. Siegel, president of Eastburn-Siegel, as its general manager. Study shows advertising lowers product cost Advertising tends to lower the costs of products, according to a study made by Grey Matter, a publication of Grey Adv., New York, which was distributed last week. The publication queried a random sample of 1,000 of its readers, consisting of the top management of large and small companies, for an opinion on this subject: "What effect has advertising had on prices in the past 50 years? Higher? Lower? No Effect?" The publication also asked professors of marketing at 10 colleges and universities throughout the country to poll their students and received 1,100 replies. For businessmen, the results were: higher, 12%; lower, 74%; no effect, 9%; don't know, 5%. For students, the results were: higher, 36%; lower, 51%; no effect, 9%; don't know, 4%. Sun Oil reduces tv budget The Sun Oil Co., Philadelphia, which spent more than $2.7 million in television in 1962, is planning to substantially reduce its use of the medium in favor of newspapers. The firm is arranging newspaper schedules to begin this month. Television Bureau of Advertising figures indicate Sun Oil spent about $1.7 million, at gross time costs, in network and about $1 million (gross time costs) in spot last year. Sun Oil will retain partial sponsorship of the Sunoco News Final on ABC-TV. It now has exclusive sponsorship of the show. William Esty & Co., New York, is the agency. All-Star football game added by Goodyear Because it figures that 85 plus 85 equals its major target, Goodyear Tire & Rubber Co. adds a fourth major sports event to its "sports look" in tv advertising this spring and summer. Reasoning that 85% of all tire buyers are men and that 85% of all tv sports viewers are men, Goodyear has intensified its sports concentration by adding co-sponsorship of the College All-Star football game in August to al Commercials in production . . . 38 (BROADCAST ADVERTISING) BROADCASTING, April 8, 1963