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these sales trends with radio, can also use the medium in testing new hrands. (Some of Philip Morris' first quarter spot radio investment of close to $400,000, for example, is going to West Coast radio stations in a test of Mayfield, a new filter-menthol cigarette).
• Atmosphere. The appeal of radio and the appeal of cigarettes have much in common — relaxation and enjoyment. Psychologically, the medium and the product advertised are a happy mating.
• Brand loyalty. Radio research has pretty well established the medi
um as a direct pipeline to the teenagers. Since they will be tomorrow's smokers I if they're not alread) smoking I. radio affords the cigarette companies a chance to get in early and establish long-lasting brand preferences.
• Special uses: Some cigarette manufacturers have found special uses for spot radio to improve public relations. A good example of this is Philip Morris which sponsors many sports events and public service programs on radio stations in the vicinity of its Richmond, Va., plant. This fall, through the whole south
ern tobacco-growing area, Philip Morris will sponsor on spot radio the football games of the Washington Redskins.
While all the foregoing arc part of the strateg\ behind tobacco's hea\ \ buying of radio time, there is a single, simple reason which perhaps dominates all others: In the continuing fight for sales, no major cigarette can afford not to use radio. The stakes in this SI billion annual business are too big to risk the gamble.
Cigarettes share the same problems as many low-cost, package goods. I Please turn to page 7 I I
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WELL IN THE TOP CIGARETTE ADVERTISING BUDGETS
BRANDS
(by rank in
radio spending )
AGENCIES
FIRST QUARTER 1959 SPOT RADIO' SPOT TV
TOTAL 1958 SPOT RADIO SPOT TV^
Pall Mall Herbert Tareyton Lucky Strike Hit P 'trade
SSC&B
GUMBINNER BBDO BBDO
$596,792
$910,300 $4,600,000
$3,018,150
L&M
Chesterfield Oasis
DFS
Mc-E
Mc-E
1,440,221
987,700 2,700,000
L,865,830
Kent
Old Golds
Newport
L&N L&N L&N
650,973
1,352,700 1,200.000
().717.4.")U
Camel If inston Salem
ESTY ESTY ESTY
898,063
633,500 4.700.000
2,434,260
Philip Morris Parliament Mayfield Marlboro
BURNETT B&B
BURNETT BURNETT
394.335
1,289,900
No radio figures
4,066,710
I iceroy
Kool
Raleigh
BATES BATES KM&J
10.754
2,278,700
No radio
figures
9,413,530
ilium '..
SPONSOR
4 july 1959
31