Sponsor (Oct-Dec 1960)

WCOL has SOUND INFLUENCE in Columbus, Ohio Advertising is a true investment. It must be based on sound judgment. In Columbus, you get maximum returns on your investment when you advertise on the New WCOL! The New WCOL offers the largest listening audience at lowest cost*. Don't speculate with your dollars. Invest in New WCOL Blue Chip advertising for greatest returns. *(You invest in the largest share of audience for less than half the cost per thousand listeners of other media. Ratings and CPM figures on request.) 24 hours a day broadcasting 1230 AM 92.3 FM me new w 8. 0p@:m« 0$ uimits WVOK IN BIRMINGHAM AND WBAM IN MONTGOMERY 1,1 AN RET THE WHOLE STATE OF ALABAMA, AND PARTS OF GEORGIA, FLORIDA. MISSISSIPPI, AND TEN NESSEE WVOK 50,000 watts BIRMINGHAM WBAM 50,000 watts MONTGOMERY REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC. SEE SRDS LISTINC THIS PACE buy The Man and The Challenge in Puerto Rico? Actually they bought the show as a co-sponsor with Goodyear. At the moment of answering this question the) were still not yet on the air, so I can t give an accurate response. But most banks overseas use tv film to obtain accounts, increase deposits, and to remind everyone of the services the bank performs. Hon much does it cost to sponsor u series abroad? WhaCs a typical budget, including the film. time, commercials, shipping, everything? Let's take a hypothetical case of a top-rated series in a large Latin American market. For 52 weeks the advertiser gets 39 programs for $13,000, including the repeats. A typical freight bill is $1,040 both ways, and for duty let's say $520. Class AA time might run $7,800 for 52 weeks. Live commercials run in the vicinity of $6,000 for an entire year: film commercials might be a good deal less if the same commercials are used for several markets of the same language. We believe the advertiser should add at least 5% for merchandising, point-of-sale material, direct mail, and other such promotion. That would add on $1,050, but I feel this figure is actually too low. All this gives us a total of $29,410, but I would suggest to an advertising director that he budget about $35,000 to cover miscellaneous expenses and contingencies which do arise. Does the success of foreign advertisers with V. S. tv shows often encourage them to expand into the U. S. market themselves? There are a few foreign advertisers who use U. S. tv film overseas and are also fairly large advertisers in the U. S., but it's hard to say which came first. Bacardi, Philips Electronics. San Miguel beer. Heineken beer, Malta Corono, and KLM have all used our tv film shows overseas and all are substantial advertisers in the U. S. Do advertisers often use the same show overseas as in the V. S.? Two advertisers have done this at ITP with Ziv-UA shows. Pet Milk uses Cisco Kid in some U. S. markets and also in Latin America, and Brist&I-Myers bought Tombstone Territory on ABC TV some time ago and leased rights to it in six Latin American markets. ^ SPONSOR ASKS 1 Continued from page 49) and demonstrate that the actual vali of KELO-TV coverage went consi< erably bevond what the metropolis area ranking would indicate. M\ a-sociates and I felt that tH key to success in this market area coverage coupled with aggre sive promotion. Thus the first step in our big sale job was to expand our coverage area not only to a large expanse of geoj raphy, but tailored to the flow of ditribution, filling a real need for single advertising medium serving market area previously serviced < by a patchwork collection of n stations and newspapers. Building KDLO-TV was the initia step in this planned expansion. Next came building KPLO-TV. Thi filled out a natural coverage patter! which closely parallels the flow distribution. Our 104 county coverage area t compasses parts of five states. \ forms a natural market area, fillin an important gap between Minn] apolis and Omaha. To fill the nee^ for an all-inclusive term to describi this vital market, we coined thj name KELO-LAND. With the start of operations KDLO-TV. and later KPLO-TV ai important policy was established This is the "one market — one buy' concept, which means that all KELO TV programing is automatically carj ried on the booster stations. Thu: is possible to program a full schedul worthy of a major metropolitan sta tion, since the combined coverag area of KELO-TV and booster KDLO-TV and KPLO-TV lifts ou ranking well into the nation's Top 10 markets. Sales at the regional level wer easiest, because it is immediately ap parent to local distributors that tb 73,496 square miles of KELO-LAM are generally a duplication of thei own marketing areas. It is this logica ""flow of distribution" that gives u an important advantage in fitting ad vertising campaigns to local and i gional sales tactics and coordinatioi with distributors and dealers. Aggressive promotion continued a part of the big sell. A recent exampk is our highly successful promotion i which 100 local merchants coopel i Please turn to page 64 I SPONSOR • 24 OCTOBER 196(