Sponsor (Apr-June 1959)

Record Details:

Title:
Sponsor
Date:
Apr-June 1959
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Apr-June 1959)
Leaf #:
00043
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
March 28, 2024
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BROADCAST PATTERNS VARY WITH AGENCY SIZE [V — vital, / — important, B — bonus knowledge, N — non-essential) AUDIENCE know general audience patterns l'.< familiar with Bpecific station circulation LARGE iGENCl I B N \ know who controls the i\ set Know patterns of segmented audiences BUYING See media people, presentations \ Participate in media selections Check incoming promotion material COMMERCIALS Know techniques of production Help formulate ropy platform Interpret results to client ijoals Determine visual treatment Participate in product treatment COSTS Know relative costs of time lengths X Have general idea of program costs X Know cost-per1.000 patterns X Know specific rate cards ami variations X GENERAL INDUSTRY Read trade hooks ami daily papers X Listen to radio V Watch television X Follow controversy and broadcast philosophy X Participate in broadcast meet*, conventions X Know specific markets* broadcast character \ Know major stations in major markets X Know station facilities (power, frequency, etc.) X wum ERrHANDimNr Know general patterns of station merchandising X Be aware of network merchandising possibilities X Know what you can «iet from stations locally \ Understand their advantages, disadvantages X Know network and station operating patterns X PROGRAMING Know concepts of compatible programing X I mlerstaml adjacencies, time problems X Help select talent and themes X Know program types for audiences X Keep updated on new shows (tv) SM \l.l. VGENCl I B N X x_ X X X X X X X x~ X X X X x~ \ X X X X X X X X _x X X \ X X X X X X sponsor • 4 apkii. L959