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SPONSOR-SCOPE continued
Where to look for merchandising excitement this fall: the battle of the nev electric shaver models between Schick (B&B) and Norelco (LaRoche).
Norelco's putting the bulk of its tv money into weekend spot tv blitzes in ovei 100 markets, while Schick — which has allocated $2.5 million for the drive — is making CBS TV's Face the Nation the main spearhead of its promotion.
Norelco will also be buying network tv. The spot campaign, which starts 17-18 September, will run through New Years, with a four-week layoff before the elections.
For a lot of oldtimers the retirement of E. H. Little as Colgate's chief executive officer last week this thought might have been evoked: here goes the last of the three autocrats that figured prominently in the rise of air media.
The other two : George Washington Hill, president of American Tobacco, and Francig Countway, president of Lever Bros.
To each you might ascribe this epitaph: he quickly recognized the value of a new| advertising tool but made sure that he himself dictated how it best could be used.
(For details on the top level changeover at Colgate see newsmaker, page 6.)
Credit tv with taking a sideline of the hosiery business out of obscurity and skyrocketing it into an important position in the softgoods field.
The item: the supporting nylon hose, whose leading brand is Supp-Hose (Mojud)j now a multi-million-dollar spender in tv.
New angle: Supp-Hose (via Daniel & Charles) will resume its seven-week flights in October at the rate of 12 spots a week, using this time 40 markets. It will be back in) the spring for a similar splurge, continuing also with the Jack Paar show.
The article's market has expanded from the upper-middle-aged group and new mothers to all types of workers who spend a great deal of the day on their feet.
Mojud boasts of the fact that it's the only brand on the soft goods field that's promoting itself a la International Latex.
P.S.: Burlington Hosiery (Donahue & Coe), which also turns out a support brand, iai also taking a look at spot tv for the fall.
The 1960 graph on the average hours of viewing per day per home is maintaining its upward course: Nielsen reports that the May average was also up over last year. A comparison of May for the past three years :
YEAR AVERAGE VIEWING HOME
1958 4 hours; 14 minutes
1959 4 hours; 27 minutes
1960 4 hours; 28 minutes.
Now that P&G's got its cake mix (Duncan Hines) dominating the field it's turning much of its merchandising weight toward making something out of the salad oil business.
It's trying to find out how best to penetrate that market via copy tests being made with the newly introduced Crisco Oil (Compton) in four markets.
Interesting marketing sidelights on the latest P&G product burst:
• The drift toward salad and all purpose oils has been increasing in momentum the past several years, with Kraft making especially heavy strides.
• For economic reasons the manufacturer of such a product has to be a big user of I oils to start off with.
• The sell must accent the fact that the oil can also be used for cooking.
• Brand currently dominating the market are Wesson, Snowdrift and Mazola, with thel olive oil brands also an important factor.
sponsor • 25 JULY I960 1