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regulars?
sor. Even after 24 hours sponsor identification would probably be fantastically high. But after a week? Two weeks?
The central problem here is essentiallv one of measurement. It calls for devising a measure which can compensate for multiple vs. single sponsorship, the occasional nature of the special as opposed to the regular exposure of the weekly show, and which can determine at what point in time the measure should be taken — to name just a few of the variables.
I don't think a measure this sensitive exists at the present time. I do think the perfecting of such a measure should be undertaken by the tv research field. But until then, sponsor identification remains pretty much of a subjective catchword, meaning different things to different people.
C. Maxwell Ule, senior v.p., marketing services, Kenyan & Eckhardt, Inc., N. Y. I believe sponsor identification is an irrelevant measure of a program's abilitv to communicate effectivelv.
Sponsor identification is an irrelevant
measure
The effectiveness of a television program as an advertising medium should be appraised on the basis of how effectively it reaches prospects, how effectively it can be used to inform them about the advertised product, and how effectively it can be used to influence them in favor of the advertised product.
Preoccupation with extraneous recall measures, such as sponsor identification, can only divert advertisers and the broadcast industry from putting advertising media in proper perspective and evaluating them in terms of their true objectives. ^
g^^ What a year this has been
(so far) for
YOUNGTVPRESENTATION
Appointments in 1959 alone.
(The order is chronological)
WHCT Hartford, Conn.
WTVC Chattanooga
KMSP-TV Minneapolis
WNTA-TV New York
KNTV San Jose
Our old and fast friends:
(The order is alphabetical)
CKLW-TV Detroit
KELP-TV El Paso
KHVH-TV Honolulu
WCOV-TV Montgomery, Ala.
WEHT-TV Evansville
^VGEM-TV Quincy, 111.
WICC-TV Bridgeport, Conn.
WICS-TV Springfield, 111.
WKYT-TV Lexington, Ky.
WLOF-TV Orlando
WPTA (TV) Fort V^ayne, Ind.
WSEE-TV Erie
WTVM Columbus, Ga.
Obviously, this 'phenomenal growth
has its reasons. Well be happy
to list them.
YOUNG TELEVISION CORPORATION
An Adam Young Company
Xew York • Chicago * St. Louis • Los Anpeles San Francisco * Detroit * Atlanta
SPONSOR
3 OCTOBER 1959
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