Sponsor (Jan-Mar 1961)
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Oil's big 10 showed differences in sales, profits, and
ad patterns --' ^ug. p. 29
Tv web costs: hour shows up 10$ 22 Vug. p. 14 sponsor's estimated average weeklj <o-t> for '60
'61 nighttime network t\ programs 22 Aug. p. 34
Average cos) of nighttime t* shows 22 Aug. p. 36
gas and apparel boost net l\ spending 5 Sept. p. I I
Spot tv time sales in 77 markets '-' Sept. p. 32
Food spending on n : a million bucks .i daj (TvB) 10 Oct. p. 36
AN \ headache: i\ commercials' costs worry clients II Nov. p. 27 Daytime net t\ show rates are up. hut are under
contml 2] Nov. p. 36 Current &-hour program pi in of weekday net tv
shows carried b) CBS NBC .. 21 Nov. p. 16
Summer tv -pending was up 1 Dec. p. 34
T,.p 25 net l\ brands, 3rd quarter 12 Dec. p. 34
lop 100 clients in spot w 12 Dec. p. 35
Top air agencies gave .">.'?' 7 to radio t\ in '60 19 Dec. p. 27
Top 50 ad agencies in radio t\ hming with hillings 19 Dec. p. 30
Sponsoi tsks What an youi tips on selling to Spanish speaking markets? 19 Da p, 46
MERCHANDISING, PROM., PUBLICITY
Clifford Davis: 'Don't use t\ unless you merchandise it' 5 Sept p. 38
W mi .i promotion job? First, find a gimmick (KPIX) 24 Oct p. 35
Wh.ii air buyers saj about merchandising "I Ocl p. 30
Boh Molu put rimex on top 31 Oct. p. 35
Sponsoj Isksi I'" agencies demand too much station merchandising? 11 Nov. p. 44
Sponsor tsks: What type audience promotion is
most effective? 21 Nov. p. 52
'Open circuit' tv kicks off dealer promotion (ZenithNorge! 28 Nov. p. 35
P.R. firm spurs grass roots radio (Dutch Growers Trade Assn.) 28 Nov. p. 40
COMMERCIALS
Who -cored in commercials festival: Part I
Want speedy tv commercials? Marry film and tape
• Pidgeon Savage Lewis Vdv.) Commercials festival: trend to the softer tv sell:
Part II
Tv commercial stunt takes unforeseen tack (Cham
plin Oil) Old flicker technique finds new place in tv ( Blue
Plate Mayonnaise) Is slow-motion next tv commercials trend? (Prell,
BBDOl Sponsor Asks: What makes a good agency tv commercial producer? Sponsor Asks: Why is there often a big spread in
commercial producer^ bids? AN \ headache: tv commercials' costs worry clients Commercials go off the beaten sound track (Ray
Scott, The Jingle Workshop) More 30's on daytime web tv Is t\ accepting taboo movie ads? 'Where there's life' . . . take 175 (Bob Johnson/
Budweiser 1 Seller's Viewpoint: H. D. Neuwirth, WTP
11 July
P
38
IK July
P
39
18 July
P
40
25 July
P
37
10 Oct.
P
39
17 Oct.
P
39
31 Oct.
P
48
7 No\.
P
46
1 1 Nov.
P
27
28 Nov.
P
38
5 Dec.
P
32
12 Dec.
P
32
12 Dec.
P
36
12 Dec.
P
76
FILM AND TAPE
Analysis of award winners by producers (tv festival) Want speedy tv commercials? Marry film & tape
i Pidgeon Savage Lewis Adv. » Sponsor Asks: How can locally produced tape shows be given national appeal?
Lady execs rule the sales roost at Official Films
Tv film lands the national sponsor (Ziv-UA) Seller's Viewpoint: Oliver \. I nger, Natl. Telefilm
\--oc
Film and tape in an era of up and downs Telepulse ratings: top spot film shows Telepulse rating-: top spot film -hows Telepulse rating-: top spot film shows
FOREIGN
Pay tv looks good in Canadian test: part I Report on Canadian pay i\ : part II What's going on in Mexican tv? (Frank Roehm) If you are going to use tv abroad
11 July p. 40
PRODUCT CASE HISTORIES
Appliances
Network radio: right down \MI" alley 12 Sept.
Proctor's web tv debut pays off (Proctor-Silex) 21 Oct.
p. 34 p. 38
Automotive^
Whispering muffler makes loud sales jump (Brodie) 12 Sept. p. 39
There arc two ways about it (Chevy dealers) 12 Sept. p. 43
Gallic charm of 'Miss Renault' fills the air, sells
ie car hot" 19 Sept. p. 40
Selling cars on radio: child's play for dealer (Lincoln-Mercury i 5 Dec. p. 41
Beer. Ale. Wine
T\ station break teams weather, 20 sec. spot
(W API, Sterling Brewers) 18 July p. 39
Krueger cashes in on radio's 'visual' power 8 Aug. p. 38
Clothing, Wcessories
Burlington's massive cut-in drive (hosiery) 7 Nov. p. 36
Drugs. Cosmetics. Toiletries
( oty's new tv and print parlay How radio brings out the salesmanship in harbers (Dan-D)
Action t\ -hoot Brylt reeni to top
18 July p. 34
18 July p. 39 W h\ Ksquire i shoe polish) stays with tv Financial. Insurance
15 \ug. p.
38
19 Sept. p.
42
10 Oct. p.
32
10 Oct. p. 46
17 Oct. p 34 7 Nov. p. 42
7 Nov. p. 70 26 Dec. p. 36
18 July p. 52
8 Aug. p. 64 5 Sept p. II
I Vug. p. 32
8 \ug. p. 37
10 Oct. p. 40
24 Oct. p . 40
How to hold down sales with t\ (( itizens' Mutual
\ ut" Ins.)
Radio sells monej for Beneficial (Finance) Bank u-es mobile tape to solve ad problem (Exchange Natl. Bank)
15 Vug. 22 Vug.
p. 43 p. 41
p. 38
MARKETING
Seller's Viewpoint: Robt. W. Kerguson, WTRF-TV 1 Aug. p. 68
Turmoil in oil 22 Aug. p. 29
Whole-ale shipments: do thej fool air clients? 17 Oct. p. 30
Foods. Beverages
Hovi to sell ta-te with sound (Sacramento Tomato
Juice I How to sell kids macaroni (on tv) (Butoni Wagon
Wheel-!
Giant-size radio for Coke of N. Y.
Change in Charms radio copy hikes sales 20rc
(cand\ i Going stead) : Canada Dry and spot radio Public service -wings big sales for chain (Star
Mai ki t1 Out of nowhere to 70% distribution (Mammoulh
l .inning i Off-beat beverage gets medical sell (Bovril) .
4 July p. 34
11 July 25 July
1 Aug. 29 Vug.
p. 42 p. 32
p. 38 p. 38
17 Oct. p. 41
1 \ Nov. 12 Dec.
SPONSOR
23 jani uu L96]
p. 40 p. 43
43