Sponsor (Oct-Dec 1960)

products after the campaign, the Stud] points out. The percentage of heav) viewing housewives who rated tin Proctor toaster as either "one of the best" or "verj good" went up over 2.5 times during the campaign. There were also opinion questions comparing Proctor with two of its greatest competitors — Sunheam and General Electric. The question read as follows: "Taking into account all the products they make, which do you think makes the better appliances or are they about equal?" Heavy viewers rating Proctor better than or equal to Sunbeam doubled, while the non-viewers recorded a small decline. The comparison w ith General Electric was substantially the same as that for Sunbeam, with heavy viewers nearly doubling in level while the non-viewers opinion decreased. There was little or no decline of GE or Sunbeam advertising during this time. Also showing a sharp increase was the image of Proctor products during the tv campaign on the part of heavy viewers. Viewers wTere asked "which toaster toasts the most slices at one time," "is the best-looking." "has the most useful features." "does the best job of giving \ou shade of toast," and the absolute increases in levels were 17..V &, 8.1%, .'!' h, and 1.27c respectively. As in previous cases, none of these measures showed a significant change among non-viewers. At the same time, GE's and Sunbeam's images "declined" among heavy viewers in this study. Losses ranged from 0.0' < to 6.19? Ior GE ami 1 ' i to 5.4% for Sunbeam. Also appreciably strengthened among those most heavily exposed to Proctor's network tv campaign, was company image. The image statements put before viewers followed the question: "Which do you feel apply or do not apply to the Proctor-Silex Corp. and its products?" The seven statements with absolute increases in parentheses, were "modern progressive company" (30.8%) ; "appliances are among the best made" (28.1%) ; "classed with the most respected appliance companies" (25.9%); "do a lot of research in designing their appliances" (25.9%); "not an oldfashioned company" (20.8%) ; "one of the leaders in the appliance field" (20.6%); and " a major national company" (20.2%). want to talk image? SPONSOR has assembled 37 different ads showing you how an "image" can be created for a station. IT'S THE ONLY SOURCE BOOK OF ITS KIND Whether you want to sell image, ratings, market . . . whatever your advertising approach — SPONSOR has compiled a SOURCE BOOK OF ADS indexed and catalogued showing you how the best brains in the country solved your problem. IT'S INVALUABLE. YOU'LL BE SEEING IT SOON ^SPONSOR A sharp rise was also registered I the proportion of heavy viewers wll would be likely to buy or considJ buying the Mary Proctor ironi^T table. This measure of purchase jiJ tential more than doubled in thl group. On the other hand, non-vie\l ers showed only a small increase. Tq total sample, moving from 14.6% I 22.8% , increased 56% in its purchaJ consideration of Proctor. Tv definitely increased product i terest in the Proctor line, NBC i ported. There were 2.5 times as man heavy viewers showing an increase i| product interest, while non-viewei again hardly changed. In summary, 27.1 million hoi were reached 4.6 times a day for total of 37 million daytime comma cial viewer impressions, delivers each week. For heavy viewers tl average of all 15 measures of a wan ness, attitude and purchase potentij at the end of the campaign was moj than double its original level. As a result of its successful sprin campaign. Proctor entered a 12-wee drive in mid-September on seve NBC TV daytime shows for a tot} of 30 quarter hours. Although the bulk of small app] ance buying is done during the lai two months of the year, and just 1 fore Mother's Day, "it is Proctor plan to sell small appliances eve month of the yrear," Tendrich tol SPONSOR. In order to sell small appl ances Mr. Tendrich added, must be able to demonstrate themand where else but through tv cj you do this?" The shows on NBC TV being use by Proctor in the current campaig include Dough Re Mi, The Jan Mm ray Show, Comedy Time, From Thei Roots, Make Room ior Daddy, Cot centration, Here's Hollywood. The sales theme of the fall caq paign is carrying through on daytira tv the Mary Proctor spray, steam, dry iron, and the Mary Proctor flip top ironing table (both introduce* during the spring campaign) and in troducing the self-lowering toaster. As for future tv plans, Proctej plans to remain in daytime tv, but ii also looking into 1961 to "see whal all the networks have to offer." Proc tor also uses some color newspapej ads and bridal magazine spreads, bfl usually with no tv tie-ins, "just fJ a change of pace." |.u! SPONSOR • 24 OCTOBER 196(