Sponsor (Oct-Dec 1959)

"We tackled the Southwest and Los Angeles in May, " says Everson. "using a 68' f penetration, seven spots per week. We soon discovered that Los Angeles reacted to television exposure faster than any eastern city we had tackled. Initial reaction and sales exceeded New York, which had responded with considerable speed." In June. Corning opened the Northwest with the same media combination. "By now." says Everson, "the blueprint for this year's national preChristnias push was clear. "We had learned that it took a full minute to tell our story, that by and large it should be a demonstration story. Having achieved national distribution market by market, we felt we could buy prime time network tv efficiently for our minute commercial. This would also give us uniform pro gram identification for merchandising purposes." Two additional commercials were produced. The first commercial emphasized Corning Ware's freeze-cookserve characteristics and nose-cone material. The new ones are more specific. In one, triple exposure points up the three-in-one aspect of the product (storage, cooking, serving ) . A third commercial concentrates on a single product; i.e. a coffee pot, showing it both in use and on a shelf with other products in the line. Other copy points included: detachable handle, "wonderful selection of shapes and sizes" "easiest of all to ivash — one glance tells you it's spotless." The three commercials will be rotated in five one-hour network |iiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiii I HOW MEDIA PATTERN FITS TOGETHER I U S HOUSEHOLDS IN MILLIONS bU - 4U i JU j 1 ( SEPTEMBER 21 28 OCTOBER 12 19 26 2 NOVEMBER DECEMBER 9 16 23 30 7 14 NET TV SPOT TV MAGAZINE g PRE-TESTED for right combinations. Corning pattern emphasizes net tv, g g magazines to establish color, 4-zfee/. spot tv overlay at campaign end 1 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ shows in the following schedule: • ABC TV — one-sixth participations at a time and program cost, by SPONSOR estimate, of $375,000 in Cheyenne I 26 October, 16 November, 7 December.) The Alaskans (1, 8, 22, 29 November ) , Bronco, alternating with Sugarfoot) 3, 10, 17, 24 November). • CBS TV — two one-third participations, at an estimated cost of $100.000, in The Lineup (28 October, 11 November I • NBC TV — two one-third participations, at an estimated cost of $105,000, in Five Fingers (7, 28 November) . Spot tv is fitted into the pattern the third week in November, duplicating in the next four weeks the conditions of the four-week introductory campaigns of last winter and spring. The aim will be to reach approximately nine million households per week with spot tv as the campaign peaks and ends. The last week of the campaign will rely on spot tv alone. National magazine advertising, which began early, will be used to "punctuate" the campaign. First twopage spread ran in Life, 23 September, another in the Saturday Evening Post, 3 October. A third spread will run in the Ladies' Home Journal the week of the tv kickoff, and there'll be one in Reader's Digest when the campaign peaks the last week in November. Corning feels it has come a long way in a short time from its early experiments. A consumer advertiser for 42 years (Pyrex glass), Corning has opened a national market for a new product by streamlining its approach via tv. (Technicallv, the new product is known as Pyroceram, Coming's name for the material in Corning Ware. ) What's the next move? Says Everson, "Testing tv against all media proved that tv was the thing that was working for us." He indicates that Corning will undoubtedly return to its reliance on spot tv for seasonal promotions in its newly opened markets, meaning, in all likelihood, heavy four-week pushes prior to Mother's Day and Easter in the first half of 1960. ^ 38 SPONSOR 10 OCTOBER 1959