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BURNETT MEDIA MOGULS: (l-r) Bill Oberholtzer, George Stanton, Dick Coons, media supvrs.; Harold G. Tillson, media manager; Thomas A. Wright, Jr., v. p., media director; Joe Hall and Dave Arnold, media supvrs. (Missing from picture is Gus Pfleger, one of Burnett's six media supervisors.) Responsibility for planning is with supvrs., who are members of product teams including account, creative, marketing, etc.
Inside the top 10 spot agencies 8. LEO BURNETT
PLANS ALTERED BY MARKETING
^ Burnett's media strategy is affected by such marketing changes as new product increase, effect of local/regional problems on national dollar deployment
_ CHICAGO
l»ong-range payout plans and national vs. local dollar spending evaluation head the main changes which have polished the Leo Burnett Company's media policy. For an inside look at the modus operandi of the Midwest's single entry among the top ten qualifiers in air media expenditures, sponsor called on Harold G. Tillson. the agency's media manager,
considered by many a vigorous and articulate spokesman.
Tillson. who reports to Thomas A. Wright, Jr.. v. p. and media director, outlined Burnett's radio/tv spot buying this way; '"While our buying strategies vary by individual campaign, our over-all philosophy of spot buving can he summed up simply — to reach as many of our best prospects as possible, in units as big
as possible, as often as we can at a cost efficiency compatible with the type and qualih of schedule."
Burnett's overall media plans, emerged from marketing and creative strategies, are designed to achieve specific objectives.
Each media plan, explains Tillson, evolves as the joint result of many different individual participations at ever) level of agency operation. But
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SPONSOR
2 april 1962