Sponsor (Jan-Mar 1962)

are watching. "We are looking for information such as this from every station in the country." Donovan told SPONSOR. "We are seeking similar data from newspapers because we are currently restricted in using our computers for many local situations. This is the ideal information we would like to have. However, we think this kind of data should be presented in more standardized form — probably using the standard Nielsen or MRCA demographic breaks or definition. In principal, the Salt Lake City-OgdenProvo tv audience profile is a fine idea." BBDO has repeatedly indicated its regard for the qualitative as well as quantitative values to be found in broadcast spot. Outstandingly, in the case of spot radio, BBDO has displayed a remarkable admiration for its bounteous virtues. When the agency, one year ago, issued its muchdiscussed and much-admired spot radio pocket piece, its media department said in a foreword that "spot radio offers advertisers the use of an extremely economical, high-frequency medium which can be purchased with maximum flexibility. In many cases, radio can be a front-line vehicle delivering high levels of market penetration. In other situations, spot radio can provide the added 'reminder' copy lift needed to supplement a national network or spot tv schedule, or print campaign in key markets." Maneloveg said that BBDO uses spot radio to solve marketing problems. "It is as simple as that," he declared. "If we use it more than anybody else, we're at the top of the list. But we're not concerned about where we place, only with how we use it. Radio buying patterns are such that you must blend different stations together; you must examine station profiles." The BBDO media chieftain made it plain that when the agency released it celebrated pocket piece on spot radio it did not mean that BBDO was recommending spot radio over network radio, spot or network tv "or any other medium for that matter." It was being passed on primarily for the agency clients' educational appraisal. The agency's object, it said, MICHAEL DONOVAN, v. p. and the media manager of BBDO, salutes broadcast spot by describing it as 'one of the most potent advertising tools that is available to the agency today" was to pass along what it deemed valuable information on the number of radio homes and stations, radio sets in operation, radio's unduplicated audience, radio's lack of seasonality, radio's in-home and out-ofhome audience, radio market coverage, radio's cost efficiency and other important data in evaluating the medium. Nor did Donovan think differently regarding broadcast spot. He told SPONSOR that broadcast spot is "one of the most potent advertising tools TOP 10 SPOT BUYING AGENCIES FIFTH in a series of stories on the spot buying practices and policies of leading agencies. The first four were concerned with Ted Bates, Young & Rubicam, McCannErickson and J. Walter Thompon. The current one deals with BBDO. In upcoming issues, SPONSOR will relate the practices and thinking of Compton, Leo Burnett, Benton & Bowles, William Esty and DancerFitzgerald-Sample. ^illlillllllllllillllllllllllll!lllllll!lllllllllllllllllllll!ll!lllilllll!lllllin that is available to the agency and its clients today." "Broadcast spot is highly flexible in terms of area selection, time of day and unit use." Donovan continued. "While we do not have succinct measurements of broadcast's impact, there have been sufficient obvious successes from its dominant use to qualify the continued consideration as a prime medium in many situations." BBDO timebuyers, generally speaking, do not take part in media selection, Donovan observed. They do, however, play a role (on a qualified basis) in market selection and a principal role in station selection. The media plan evolves primarily from the media director, according to Donovan. The supervisor participates on a qualified basis, and subordinates aid in documentations and qualifications. The interviewer asked Donovan how his department apportioned a budget to various media. "According to marketing and media objectives with maximum copy impact in mind," was his reply. Are BBDO buyers equally versed in the different media? Are they specialists enough? Has the system changed in recent years? "Some are all media and some are specialists," Donovan answered. The system he {Please turn to page 47) SPONSOR 5 MARCH 1962 35