Sponsor (Jan-Mar 1959)

l/^0 S CrAjj? ^i^-CAi tjJtH. ILL «i9 4o<xMC a jAtjrg SrOiiSCE KAGAZIhE 40 3AS1' t*$ ST NYK fAia'i-iJAy salss -uouisvime <;i? casss phoenix 159 CAS^S Sula^i i.AY lac PAiil'1-.uAY ^1V l^V 1 15 NO TV ADS, FEWER SALES I he punch in tv advertising is dramatically illustrated by new data comparing sales of Parti-Day toppings in its Green Bay tv test market vs. two other markets where no advertising is being used. Latest reports from Louisville and Phoenix (see telegram above) mean that total wholesale shipments in the two markets since 15 October, when the Parti-Day test began, are still running considerably below the Green Bay figure. No ads have been run in the two markets during the Green Bay test. The 13-week total for Louisville now stands at 1,269 cases, while in Phoenix shipment figures for the same period total 865 cases. In Green Bay, with daytime tv only used in the test, case shipments to wholesalers have hit a 5,435-case figure. ( For a wrap-up of the Green Bay test at the 13-week mark, see sponsor, 31 January.) While sales have been fluttering up and down in Phoenix and Louisville, they haven't approached even the low points plumbed at Green Bay. In Phoenix, semi-monthly case shipment figures have ranged from a low of 110 to a high of 183. In Louisville, the peak was 290 and the valley 163. In terms of tv market size, Phoenix is smaller (but not much) than Green Bay. Louisville is considerably larger. Comparing the markets on a standard metropolitan area basis, both Louisville and Phoenix are considerably larger. Current figures on Parti-Day sales, covering the second half of January, are expected in shortly after presstime and too late to be included in this issue. A story on these figures and their marketing significance will be published in the next issue. ^ The test in a nutshell: Product: Parti-Day Toppings. Market: 80-mile area around Green Bay, Wis. Media: Day tv spots only. Schedule: 10 spots weekly. Length : 26 weeks from 15 Oct. Commercials: Live, one-minute. Budget: $9,980 complete. aiiiiiiiiiiiinmiiiimiiiii i i in mi iiiiiiiiinii inn in i i iiiiiiiiiiiiiiiiiim i i minim i m i inn miiiiiiiiiie 15 TH WEEK OF A 26-WEEK TEST SALES BOX SCORE i I 4, J9JI 16-31 Oct 580 cases 1-15 Nov 1,450 cases 15-30 Nov 370 cases 1-15 Dec 1,090 cases 16-31 Dec 350 cases 1-15 Jan 1,595 cases sninimiiiiiiiiiiim iiiiiiiiiiiiiiiiiiiiiniiiinmmimminmiiimiiimiiiiii iiiiiiiniiiiiiiiiiiniiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiu'iiniiiiiiiiiiiiiiiiiiniiiiiniimiiiimiiimiinimiinmnmiiinmi imiiiiiimniminiius 42 Spot radio ^ McCormiek admen find d.j. pattern best to promote switch to tea, get male acceptance, tie product to locale 1 ea consumption has dropped from one pound per capita to .6 since 1910. Coffee, with its tremendous head start (9.2 lbs in 1910) is now 15.8, according to USDA figures. These are the cold, hard facts that any tea advertiser must face. Why has the tea industry swung so heavily to radio as a solution to its problems? Lipton has become synonomous with Godfrey. The Tea Council, McCormick's, Tetley — all have used spot radio dominantly. sponsor got a good clue to the reasons from Lennen & Newell admen buying radio on a spot basis for McCormick's Tea. The chief aims of any tea campaign are to: • Suggest the consumer might be disatisfied with another drink. • Increase acceptance among men. • Make tea an integral part of the local scene. "These factors are all intensely personal," says Ted Huston, L&N account executive for McCormick's on the West Coast. "Personal endorsement is essential, and such endorsement must be tailored to local habits as well as express how the endorser feels about the product." A 39-week radio campaign, which kicked off 5 January 1958 in Los Angeles, used 10 d.j.'s on a 54-spotper-week schedule budgeted 100% in radio at under $100,000. On the first four days of the week, each personality did a 30-second announcement; on Friday, a 60-second. The same basic copy was used by each d.j. But each spot called for (1) sipping of tea, (2) recorded pouring of tea. This made it possible for every d.j. to react in his own way to the taste, the aroma, etc. Here the "example" factor was important for heightening acceptance among men. This was the reason for prime time and nighttime, as well as SPONSOR 7 FEBRUARY 1959