Sponsor (Apr-June 1961)

Here' how the "Pick a Pair*' promotion work for Budweiser at the retail level: The "buy-two' concept applies I" just about any item on the grocers" -helves. I'nder the "Pick a Pair" slogan, strongly identified with Budweiser, retailers are encouraged to promote two of anything the\ desire. Budweiser. iti addition to its own in-store displays, pro\ ides the material for retailer use on other items: "Pick a Pair" over-the-w irehangers, price cards, shelf talkers, window posters, etc. These materials do not hear the name Budweiser — just the "Pick a Pair" slogan. The only place the Budweiser name is POSING for group picture are midwest reps, Anheuser-Busch executives, media people from D'Arcy following tour of new Budweiser plant featured is at the Budweiser stack displays, and other points of purchase. The annual ''Pick a Pair promotion has gained wide acceptance in the grocery and package store trade during the past four years. Morris R. Shlensky. president of the Katz Drug Chain reported: '"I he slogan 'Pick a Pair' has been popularized to the point where it is now an accepted American axiom. The Katz chain has realized such fine results ft m the promotion that we have extended it on a storewide basis." G. C. Brannon. president of the Piggh Wiggl) Corp., had this to sav of the promotion: '"Pick a Pair points to increased sale in all departments." The "Pick a Pair'" conce; t. developed in December L957 by th i brewerx and D'Arcy. began on a modest sca!e in 1958. But soon after the first year promotion of the buytwo theory, "Pick a Pair"" seemed destined for succ< ss, according to An(Please turn to page 56) FIVE-YEAR REPORT ON SPOT TV GROWTH + A hefty increase is revealed in TvB-Rorabaugh study; '60 totals 50% ahead of amount invested in '56 ^ Announcements thrive as programs recede; number of spenders up; eight product categories double outlay I \B today (3 April) releases a five-year review of spot tv's substantial growth, detailing the components of a 50% increase in gross time expenditures over 1956. Among its revelations: • Spot tv more and more is becoming an announcement operation, while programs' share of revenue is on the wane • The average spot tv advertiser spends nearly 80% more • The number spending over $1,000,000 rose from 81 to 125 • Eight product classifications have doubled their investment; seven showed a hike of 50% or more The report is a culmination of five years of research into and publication of spot tv expenditures by TvB and N. C. Rorabaugh. TvB does similar work on network tv, with the help of LNA-BAR. The wealth of information available for television is conspicuously absent from radio due to inability to develop a satisfactory and economical method, and lack of cooperation from stations, agencies and advertisers. Spot tv advertisers spent $616, 701,000 last vear, compared t $397,606,000 in 1956, according t the study. While the number of ad vertisers was down slightly, individual expenditures were way up and withdrawals came almost entirely from those who spent under $20,000 a year. TvB finds. Looking at individual advertisers, the largest (Procter & Gamble i trebled its spot tv budget over the fiveyear period, pushing the figure from $17,522,450 to $55,084,440. The 10th highest spot tv advertiser's expenditure in the medium was 46' < higher in 1960 than five years earlier. Miles Laboratories held down that position in 1956 with $5,354,730. Last year it was the Wrigley Co. which spent $7,810,220. To qualify for 100th place last year took almost twice the spot tv investment that made the grade in 1956. American Bakeries Co. did it with $797,330 five years ago. In 1960 Standard Oil of California occupied the slot bv spending $1,332,990. SPOT TELEVISION SPENDING 1956: $397,606,000 1960: $616,701,000 •Gross time, TvB -Rorabaugh 41 SPONSOR 3 APRIL 1961