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NBC TRADE NEWS
KINESCOPES AND CLOSED CIRCUITS ARE BOONS TO MERCHANDISING,
NBC'S MURRAY HEILWEIL TELLS AMERICAN MARKETING ASSOCIATION
Kinescopes and closed-circuit telecasts are revolutionizing the techniques of merchandising, according to Murray Heilweil, manager
of the Merchandising Department of the National Broadcasting Company.
Addressing the American Marketing Associat|ion at the Hotel
Roosevelt in New York today (Feb* 1?) Mr, Heilweil described how NBC produces kinescopes and closed circuits and uses them to help clients generate enthusiasm from their, own salesmen and from their trade out
I
lets .
"The client, NBC executives, and most important, the stars themselves, come on camera to talk about the company's coming ad¬ vertising campaign," Mr, Heilweil said, "It is enormously effective."
Recently, he said, a client gathered l400 of his own sales representatives, brokers and retailers in 50 television stations across the country to view an NBC closed circuit in color.
"We have heard from both the client and their brokers that the show had an enthusiastic response from their customers and that they themselves were able to get off to a flying start in merchandising this show to their trade," he added.
Mr. Heilweil explained that NBC equips its merchandising staff with portable rear screen projectors for showing kinescopes.
For clients, he said, the NBC Telesales Unit makes up kinescopes for both sales meetings and for trade calls,
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NBC-New York, 2/17/55