Sponsor (Apr-June 1959)

an-, foi the most pari, canned and packaged fruits, canned vegetables, canned fish, condiments, cooking and hakim; ingredients, and produce. In each of these area-, air media could improve its position. TvB ha been taking steps in this direction with slanted presentations, has been collecting some exceptional success stories. On all front-, air media has a I>iu opportunity to increase its -take in the booming food business. The) can do it best l>\ plugging at both local and national levels. Vs a guide, lure are several trends reported in the 1959 edition of Progressive Grocer's "I acts in Grocer) I > i — 1 1 ibution": • Trading stamp use and influence starting slow decline. • Perishables to gel stronger promotion, more advertising. • Customers becoming more priceconscious. Specials more effective. • \I i p i <■ interest in nutrition. • Present items and brands need reappraisal. • Private brands making headway. • Manufacturers, wholesalers workins more effectively w ith retailers. ^ SPONSOR ASKS 1 Cont'd from page 19 I Joe Spery, radio tv mgr., CampbellMithun, lm .. \ eu ) orh Judging from past performances, successful product contests usualh have a firm foundation of great 1 1 . IF represents the contest Interest Factors. Interest Factors are tested I se prizes u ith strong (ij>l>ciil tO self-satisfaction appeal ol emotional stimuli which hit haul at the viewer's sense of desire, competition, materialism or self-satisfaction. The) are often unconscousl) selfish. I here's no room for implied chance. Strong positiveness surround.successful contest IF. The sold contest entrant reall\ believes he i eoine to win. Television opens the tent to the contest. It creates awareness of the contest aims and of the product inservice sponsoring them. It doc so with the sights and -omul of modern merchandising. So. the contest, to have an) magic, cannot be pedestrian. If it lacks emotional pitch ii value becomes ipiestionable. B) the vei j nature "I toda) television exposure, the strength of contesl Interest F actors must readil) lend themselves to strong, impressions easil) assimilated and acted upon l>\ the \ iewer. I his n ran coordinated \ i-ual and aural creat i\ il\ ... the strongest pulling power with little filigree. r*oda) v iewei is I bai ded w ith a Burfeil of attention-getting devices at all levels. Man) are realistii ; man) ,u e not. I he \ iewei i hoice musl his own: and his decisions will !"• based on h"w and foi vi hat reas he has been stimulated. Tcle\ ision also sei ves youi contest besl whin it pulls them into the tent. The Interest Factoi genei ate pai ticipation b) the \ iewer, and t\ simple, straightforward exchange starts the reaction. Il enough s I Interest I a< tors are present, youi i ontesl w ill be a success. *^ Tim Meab Simi |ggj iirtu Oscar Mayer's dollar buys more on WKOW ". . . Our 75th Anniversary sales campaign on WKOW was made even more effective by the complete and aggressive merchandising help provided by WROW's Merchandising Director }im Millit. His calls on grocers, his success with display installations and his thorough co\ ei age of the trade with mei chandising letters added im measurably to the selling impact ol the c ampaign." Clay K(,ni Sala Promotion Manager OSCAR MAYER i CO We are proud oj the part we played in your 75th annivi celebration. Thank you, Wherry. Bai i Tilden, Inc. for this opportunity to prove that WKOW-T) i first in selling a buying Madison and southern II Isconsin. Ben I lovel < . • neral Manag Represented Nationally by Headley-Ri < d WKOW MADISON, WISCONSIN TV-Q RADIO10 KW-1070 SPONSOR 30 may 1959