Sponsor (Apr-June 1959)

WHIRLEYS i Conl il from page 33 I Antonio (KENS-TV, KONO-TVi. Fort Worth ikFJZ-TV), Memphis (WHBQ-TVl. Portland (KGW-TV). Another consideration: to establish the item, in retailer and consumer minds, not solel) as a toy, but as an even da \ novelty item that could he purchased at newsstands, drugstores. hardware stores. With this in mind, a promotion campaign aimed at obtaining plugs on network tv shows was initiated along with the January expansion which took the item to: Miami (WPST-TV), Minneapolis (WCCOTV), Springfield, Mo. (KTTS-TV l . Chicago IWBBM-TV), Birmingham (WBRC-TVl. CKLW-TV was added to the Detroit schedule. The cities and stations added in February were: Tampa-St. Petersburg (WSUN-TV, WTVT), New York (WNTA-TV), Omaha (KMTVl. Columbus (WTVN-TV), Seattle (KING-TVi. Dayton (WLW-D). Oklahoma City (KOCO-TV). Spokane (KHQ-TV), Philadelphia (WFIL-TV). In March, many schedules were renewed, some lopped ofT. In two markets stations were added: KRONTV in San Francisco. WBKB and WGN-TV in Chicago. New markets: Houston (KPRC-TV), Cincinnati iWCPO-TV. WKRC-TV, WLW-Ti. Portland, Me. (WCSH-TVi. New Orleans I WDSU-TV. WWL-TV), Atlanta (WSB-TV). In all. I") stations were used in 3 1 markets, "a schedule few small toy manufacturers could sustain,'' Westheimer points out, "for a seasonal push." Amortizing costs, a major problem in the lov industry, was accomplished with the market-by-market introduction and novelty-item approach. This made a 10-spot-perweek schedule possible in most markets, a $1,000-$ 1.500 budget workable loi the top P>. With 3.5 million whirleys in orbit, the partners are now fanning the flames of the fad in -nun' markets while merelj letting it whirl away on ii own impetus in < it h«1 -. I he \\ hirlev -\\ hii lei success nol onl) established a profitable lad which is pa) ing "II Eoi jobbei and retailers, but a new business as marketing consultants l"i it parents, West heimei and Hyatt, now content t" let the \\ hirlev whii I. ^ GREEN BAY {Cont'd from page 2(J I this method. I feel we could capitalize on it a lot more than on the nation-wide hookups used b) national brands. He adds. "I believe the test should convince every tv station that the) need a strong local personality to support an item such as Parti-Day." The other side of the coin. Contrasting with such enthusiastic statements are comments which SPONSOR received on the Green Bay test from marketing, sales and ad executives, and from some station men. One agency marketing v.p. said, "I could n t find anywhere in your account of the Parti-Day test, any indication that Parti-Day was testing day tv against anything. At least on an organized basis. "Was this a test of day tv spot vs. newspapers'.'' \gainst night t\ 20"s? What was the control factor? What were the control markets?' An even more serious criticism came from a top 20 media director: "'Party-Day seems to have done no real before-and-after research. Dow do you know what you proved il you lave no basis of comparison : In all fairness, it should be pointed out that D'Arcy, too. regretted that so little research was used. Savs Curry, "We feel we might have developed more information with additional in-store tests and consumer surveys, but unfortunately available funds were limited. Finallv. there was a strong feeling among some sponsor readers that "there's no need to test the power of tv to move merchandise. That was proved years ago. From here on any sales test involving l\ should be pinpointed to turn up more specific information such as comparative values ol da) and night tv. best frequenc) ol spots, best combinations of media. t\ pe of audience, etc. One thing at least seems to have emerged from the Green Bay test opeialion a recognition among advertising and marketing men thai saletests are exliemelv delicate, and involved operations. and must be planned and handled carefully. I \ . aided b) strongei met chandising acth ii\ . proved its abilit \ to sell 13,320 eases ,,| Parti-Da) in the Green l!.i\ area. o\ei a 26-week period. Bui was it, iii a target sense, a real!) "successful test ? ^ JERRY ARTHUR i Cont d from page 31 i over 35' ', of it in air medial. Much of the growth has been attributable to building up accounts already in the shop. Six clients have been with D&C for oxer 10 years, four for more than 20: one for more than 25 and another since the beginning. By product categories. D&C accounts stack up as follows: package goods 30$ , travel and entertainment 27%, corporate and industrial 10' « . drugs and sundries 13%, fashions and house furnishings 11%, and publications 9% . The agency reeentlv has picked up some new accounts including Nut ri lite Food Supplement, Magi-Care Cosmetics, and American Enka's synthetic yarns and fibers. In October it will move to new quarters in the Time. Inc. building when it is completed. In its combined offices i N. ^ .. Los Angeles. Montreal, and Atlanta), D&C emplovs more than 300 persons. Its newest acquisition. Jerry Arthur, finished Harvard after an interruption h\ the I . S. Navy during World \X ar II with a background in law and economics. But since his interest was in selling and in communications, he soon got into ad\ertising via the media department of Campbell-Ewald t New \ ork office i in 1017. A half dozen vears later he went to Fuller & Smith & Boss as media manager, staved on to become its \ ice president in charge of media and radio t\ development, the position he resigned a few weeks ago to come to D&C. \inong the radio accounts at D&C that \rtliur will be watching over arc: Bui-Mil Cameo Hosiery, \rlhur Murray, Bosco Milk Amplifier and Kasco Dog food. Lad) Esther Face Creams and Powders. River Brand and Carolina Rice, Columbia and MGM Pictures. Dr. Scholl's Zino Pads and fool comfort products, I. niuls. Eye-Gene and Pearson Sakrin. Arthur's admitted reasons for deserting law in favoi ol advertising are that he always was interested in selling. Todays media man. Arthur feels, must be as much salesman as stal istician. On the street, he is generally regarded as "creative." But his own feeling is that creativity is merely "the discover) of new uses for established media. ^ SPONSOH o \m 1059