We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
potential, according to Maneloveg. "Marketing knowledge has grown rapidly," he said recently, "and an agenc) is onl) as successful as its abilit) to explore and interpret that knowledge. We now know or possess capabilities of knowing more and more about the customers of the products we advertise. We ran ascertain where the buyers live, what is their makeup, how much the) l>u\ of the brand in terms of heavy users, light user-, and medium users. We are learning to break out the repeat purchaser from the infrequent buyer. "Once the client and his agency, in concert, deliver marketing direction. once the) can numerical!) document the demographic and geographical patterns of their consumers, and can place a weighted value on these people, the job of the media man takes on a new meaning. For not onlv is his assignment that of selecting a media plan at a given budget allocation, but in making sure the plan delivers the maximum number of
prospects not onl) in total numbers of homes reached, but specifically against the people most liable to purchase.1
SPONSOR asked Donovan if the BBDO computers would make it easier to bu) spots and his repl) was to this effect: '"I doubt whether the computers will make it easier to buy spot. However, I do think they should speed up the process."
Donovan said that computers can basically aid in estimating printing schedules and defining quicklv the depth and characteristic of spot purchases with budget restrictions.
Maneloveg has pointed out that many agencies purchase strictly on a rating point basis. "Others, BBDO included, do not hold to the rating point concept exclusively: they add reach and frequency," Maneloveg said. "But in both cases we often talk numbers and not the delivery of prospects for our clients' products. Linear programing then is 'zeroing in' on the marketing profile of a prod
uct, spelling it out clearl) and simpl) breaking it down b) specific geographic and demographic groups, and trying to reach nol onl) excellent numbers of people through ratings, reach and frequency but also the most likel) prospects for our clients' products."
BBDO media staffers were shown a copv of the Salt Lake City-OgdenProvo television audience profile prepared by ARB. It was a cooperative undertaking paid for b\ all the stations in the area and provided such characteristics as average viewers per home in terms of sex and age groups, including heads of households and housewive viewers by education, income/homes viewing, and average family size.
Donovan and his colleagues were impressed with this type of more sophisticated audience research which places less reliance on the gross number of homes reached and gives more emphasis on the type of homes and the characteristics of the people who
MEMBERS of the BBDO media department, shown in huddle, spent approximately $47 million in radio/tv spot alone last year. (I to r) Mai Murray, buyer; Hope Martinez, media super.; William Beste, assoc. media dir.; Phil Tocantins, media super, and Mike Donovan, v. p. & media mgr.
34
SPONSOR • 5 MARCH 1962