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^ by GLADYS KAMER, Reiss Advertising Agency, New York City
Product Demonstration
In lelevision
THE radio advertiser who has the cash and perhaps the good fortune to secure Bob Hope, Fibber McGee and Molly or other top Hooper-rated stars for his program, knows his product will receive a good share of plugs and attention by the radio audience. But this is not always the pase with thousands of other programs where the commercial is delivered straight and is often tuned out by the listener intent on hearing only the entertainment.
Now comes new hope and rosy dreams for the prospective television advertiser. For experimental telecasts have already proved that there is unlimited scope for imagination and interest in the delivery of the video-audio commercial. In fact, in future tele-age programs, there will probably be no such thing as an announcer speaking his piece and then fading out. If it is to hold the interest of the audience and accomplish its purpose of stimulating sales, the conmiercial should and must be an integral pari of the program.
TECHNIQUE DOES IT
My own experience in working with one of the early advertisers in lelevision has amply borne this out. This account manufactures a hot iron adhesive mending tape. Surely a prosaic item! Yet we literally took this mending tape out of the kitchen and put it in television's parlor in such a fashion that the audience scarcely knew they were aclually seeing and hearing full length ( onnncK ials.
Although we knew that any telecast at that time (we started August 2, 191H) would be assured of an eagei audience
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because of the paucity of television entertainment, it was certainly not our intention to bribe the audience into a halfhour program of what was in reality nothing more than a demonstration of our product. Rather, we were experimenting, along with every other early advertiser, with what constittued an interesting program for the television audience, as well as a profitable one for the advertiser.
iHus, some of the initial telecasts offered by our account consisted of original scripts, which involved a sittiation calling for the application of the accoinit's tape, to save the day. Some entertainment, either instrumental or vocal, was of course included to sustain interest.
One typical script opened with the mother at the piano, accompanying herself as she sings a few popidar tunes. Her teen-age daughter bursts into the room, crying she has just torn her dress which she was about to wear to a party, and now she has no other party frock to wear. Of course, mother exclaims, with her mending tape she can fix the tear in a jiffy, simply by ironing the tape on. And while mother prepares the iron and board, daughter leaves the room to (hange into a housecoat, returning in a nionunl to hand the torn garment to her: mothei-. As mother cuts the tape and irons it onto the tear, she praises the virtues of the mending tape, and holds i up the mended frock for the audience to see.
After a few broadcasts along similar lines, we proceeded into a more frankly eniet t.nning type of piogram. 1 hesc tele
RADIO SHOWMANSHIP