Sponsor (Oct-Dec 1960)

Station facilities which affect sales include studio and control room equipment, space, coverage, and reception. Production methods used by some stations affect some buyers unfavorably. For instance, one advertiser said, "With all their screaming and shouting I wouldn't let them give me advertising free." Another said, "I quit because they advertised the station more than my business." By far the most common reason for discontinuing advertising on a station is, as might be expected, lack of satisfactory results. Of those who answered Lawton's query as to why they discontinued their radio or tv advertising, 73% said it was because of failure to get good results, rates or change in rates; 11% said it was because of programing; 7% said that their advertising was for a specific promotional or seasonal period; 3% said it was because of reception; 2% said they were cutting back; 2% because programs were changed under ithem; 2% because ratings slipped. Also mentioned were the intention [to increase newspaper advertising and unsuitable availabilities. j Specific comments regarding salesmen were made on such factors as cnowing when to call, knowing how ong to stay, respecting the compe ence of the buyer, avoiding the ap)earance of pressure, gaining a repu ation for dependability, keeping reationships direct, keeping relation hips on a business basis, and avoiding personally irritating habits. Frequently mentioned by advertisrs was the fact that most salesmen ome with nothing but a rate book, vailabilities, and sometimes a rating. To sell and resell the medium or the :ation is often a waste of time," oted one advertiser. "The salesman iay feel that he has made his case |nce, and that now all he needs to do keep in contact until a sale de;lops." Yet, Lawton points out, ad;rtisers are insistent that salesmen •e not adequately informed, and that ore complete presentations would i more effective. "Over and over again advertisers |ive the impression they would use dio and tv more if they had proof results," said Lawton. Many who e using the media have little evince one way or another whether {Please turn to page 54) •ONSOR • 3 OCTOBER 1960 HOW LOCAL STATION SALESMEN IMPRESS ADMEN IN OKLA. CITY Here are some random opinions and attitudes voiced by admen in the Lawton study. Advertisers, agencies were queried as to what they expected from salesmen in line of service, pitch, etc. The salesman is not selling advertising as such . . . he is selling the station . . . he is the symbol of the station's image. There isn't enough sufficient evidence as to the success of specific advertising campaigns . . . salesmen have surprisingly little knowledge of who is buying our products and how best to reach them . . . we rarely see data on audience composition. The greatest station service tends to go to the biggest advertisers. Salesmen call on us, but only once in a while. Suggested copy isn't important . . . creation of advertising is our specific function . . . still we would like more ideas and promotion gimmicks from salesmen. We'd surely use tv and radio more if we had proof of results. But most salesmen are lacking in convincing data. More complete presentations would be welcome . . . most of them just contain availabilities. How can he make good proposals, with creative ideas, if he doesn't know my business and its needs. Most salesmen don't make a specific application of their pitch to our particular type of business. The salesman's attitude should be one of confidence, real interest in making the sale, high interest in our problems as advertisers. We always look for neiv ideas . . . but, I guess if salesmen had ideas they'd be in merchandising instead of radio and tv. Salesmen are never creative . . . but we feel their job is only to keep relations with the station open. Success stories are not necessarily convincing to us . . . give us more audience data. We liked the salesman who brought along a tape of a commercial which had already been used, so we could hear hoiv it sounded.