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fw Advertising Medium
\doerti$ing specialists predict that new medium will be from three to ten times more effective than any other now known
by EUGENE S. THOMAS, president, Adoertising Club of New York
The Loft Candy Company offered a free sample half-pound box of candy to viewers of its television program. The number who requested it was 175, or one for every 28 television-equipped homes in the area. The sponsor considered that a very good response, but here's what impressed him most. The audience was asked to send their letters to an involved Long Island City address such as 38-17 18th Street, and every one of the 175 ^addressed Loft's correctly, thus proving the value of presenting your message to both the eye and ear simultaneously.
B. T. Babbitt and its advertising agency, Duane Jones, have been offering premiums for box tops and cash through all media for years and closely measuring results. When they offered a costume pin in the television version of Ladies Be Seated in exchange for a Bab-O label and 25 cents, more than four percent of the known television homes reached by that program sent in the label and coins. Robert Brenner, Babbitt advertising manager, said "This is a greater percentage of returns than we have ever received from a one-time shot in any other medium."
How effectively can television sell prosaic articles such as a bar of soap, or a razor blade?
Listen to this: a razor blade manufacturer offered a sample blade free to the radio audience immediately following the broadcast of a college football game. He made the same offer preceding the John B. Gambling morning program.
These two offers pulled the greatest response per dollar spent that this advertiser had ever experienced in all the years he had been making the offer by radio or newspapers.
Then, a similar offer was made in a television program. The response per thousand television homes was more than 10 times as great as was that previous record-breaking response.
These tests, made with an audience numbering only thousands instead of millions, are only primitive measures, but they do indicate that we are about to see and benefit from the rise of what easily may be the most powerful advertising medium ever known.
Television is not just a single new medium, it is a combination of at least two and sometimes four existing media.
Through television, you can (1) picture your product to the customers just as you would through magazine or newspaper display advertising; (2) deliver your personally-spoken sales message to him just as you would by radio; (3) use action just as you would in a film or Times Square spectacular, and (4) you can demonstrate your products in the prospects' homes— all at the same time.
It is television's unique ability to appeal to the customer's eye, ear and love of action simultaneously and at the same time give product demonstration to millions of homes that has caused advertising masters to predict that this new medium will be from three to ten times more effective than any other we know.
JULY, 1947
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