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MERICAN OIL has become the national marketer for Standard of Indiana (Midwest), American Oil (East and South), Utah Oil (Northwest)
impaign on 23 May. : D'Arcy began maneuvering the implexities of media buying early i the year. Although D'Arcy has ■en the agency for Standard (Indi1a I since 1954 (when the account
ifted from McCann-Erickson — the
me year that Coca Cola left D'Arcy :r McCann) it was awarded the enlye American Oil national package
January, 1961. I Joseph Katz, New prk. formerly handled American II, and Gilham Advertising, Salt like City, handled Utah Oil.) [.According to William R. Barker. |lArcy media director, the cam| ign s base in broadcast activity was
'I radio. But in both radio and tv, Riedules and media varied from marIt to market, depending on distribute and budgets. In the midwest, ■r instance, where Standard mainins a major share of market, extenre television vehicles were already tiablished — most of them news, \ather. and sport programs. These ire retained for the changeover-to^nerican campaign. In areas such « the West, where Utah had a relaijely small share of market, radio
ONSOR • 21 AUGUST 1961
was the chief broadcast medium, with light tv supplementation.
American's extensive broadcast list includes, for television, 133 markets and 210 tv stations; for radio, 258 markets and 342 stations. D'Arcy has a very strong radio philosophy, according to Barker. "For economy and tonnage it can't be beat," he says, "particularly for a gasoline account, where car radio is so close to point of purchase."
In both radio and tv. high saturation is the keynote for American, with emphasis in radio during heavy
traffic times. The radio, tv buys were intricate, according to Chicago reps, because each individual spot was checked and rechecked for such factors as reach, frequency, number of males reached, number of homes, c-p-m. etc. (As is the case with most gasoline advertisers, a male audience is the prime target.)
Five D'Arcy timebuyers work on the American Oil account. On the client side a media supervisor works closely with buyers on individual spot designations.
I Please turn to page 66 l
UNIQUE aspect of tv part of American Oil's campaign is two-minute commercial spectacular. Baritone Bill Lee, chorus of 26 were used. Only five tv stations could not place commercial