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COMMERCIAL SI, PROGRAM NO
^ Viewer interest in tv commercials rises, while shows arouse less enthusiasm, says motivational research firm
^ All economic groups show liking for commercials that hring entertainment and/or genuine information
I v stations concerned about their image should pay more attention to the commercials they run.
That's one of the conclusions that ma\ he drawn from a number of recent studies bv the Institute of Motivational Research, including one commissioned by KRON-TV, San Francisco. Some of that nine-month project's voluminous findings were made public at New York presentations
arranged 1>\ the station's representative Peters, Griffin, Woodward.
As related by IMR president Dr. Ernest Dichter ". . . While a number of tv programs are watched with less interest than previously, many commercials are regarded with greater interest and a more positive response."
Elaborating on this ''radical change'' in viewer attitude. Dr. Dich
ter stated, "People don't hate advertising; they just want better advertising. They respect ingenuity, and are insulted when producers of commercials don't take the trouble to please them. They're increasingly sophisticated, and that includes the lower income group."
The IMR depth interviews, in which respondents are encouraged to sound off at length on their feelings toward tv in general, and the projective tests geared to particular stations, programs, and commercials, revealed the following attitudes toward commercials.
They like:
• Good humor
• Entertainment value
• Genuine information
RELEASE of station Image study by Institute of Motivational Research on behalf of KRON-TV, San Francisco, takes place in New York. At center is IMR pres. Ernest Dichter, flanked by Lloyd Griffin, v.p.-dir. of tv Peters, Griffin, Woodward (I), Harold See, gen. mgr., KRON-TV
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SPONSOR • 2 OCTOBER 1961