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shows will promote the tie-in sale during January, February and March.
The details of Lestoil's network tv buy for its 1962 marketing plans were outlined at the year-end sales meeting in Bermuda.
Of the total $7 million budget, $1.8 million will go to network, the first national push. Prime nighttime shows on ABC and NBC and five NBC daytime programs have been confirmed through May, 1962. Close to $4.5 million will stay in Lestoil's traditional medium, spot tv, and $500,000 has been set aside for print.
All Lestoil advertising is handled by Sackel-Jackson, Boston.
Campaigns: In its first stab at tv for Cherry Kijafa, Browne Vintners'
(Lawrence C. Gumbinner) is concentrating in New York, Chicago and Miami in the pre-Christmas weeks. Its a humorous campaign, with actor Ken Harvey playing five Danish characters in the 60-second spot. Advertising director Irving Meisel predicts a growing interest in tv among imported wines . . . Peter Paul, pleased with its ABC TV advertising, will continue its sponsorship of "Ozzie and Harriet," "Maverick," and daytime shows next year. New on the horizon will be an expanded spot campaign in the east for its newest product, Chiffon, start
ing February . . . QS Storage & Transfer Company, local Memphis mover, is using spot tv in a very personal way. Salesmen make home calls timed to coincide with the spot announcements so they can say to prospects — "Just a second, let me show you what I'm talking about." . . . The Chicago Currency Exchange Association has launched its first local tv campaign to inform the public of its automobile license service. Schedules of 15 spots per week began 12 December and will run for three weeks . . . Vick Chemical is introducing its contribution to the delayed-action decongestant remedies, Tri-Span, with six nighttime
TWIST TACTICS— To stimulate interest in ts on-the-air twist lessons, KFWB, Los Anjeles, sent star June Wilkinson downtown vith 'KFWB Twist Kits,' a real traffic-snarer
OR POSTERITY, print of ABC TVs 'Walk i My Shoes,' a study on the Negro Amerian, is given to Library of Congress dir. Dr. oy Basler (r) by ABC v.p. Alfred Beckman
PONSOR • 18 DECEMBER 1961
SCHOLARSHIP WINNER
Lynn Golden is congratulated by Kenneth Cox, chief of the FCC broadcast bureau, at the fall meeting of the Maryland-D.C. Broadcasters Assn. Group's educational chairman Virginia Pate and president Robert B. Jones, Jr., look on with approval
NICE COVERAGE —
WKAP, Allentown, Pa., will soon increase its signal from I kw to 5 kw. Drawing attention to the increase were two lovely models marching in a recent local parade, more eye-catching than even 100 press releases
PLATTER PRINCESSES
from local high schools were backseat riders on bikes manned by WGH, Norfolk, d.j.'s. Occasion was Virginia's annual 'Oyster Bowl Parade.' Each d.j. had a contest before the parade and awarded winners the bikes for two
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