Sponsor (Apr-June 1962)

the responsibility for all initial planning rests with one of the six media group supervisors who is a member of the product group including account, creative, marketing and research people. He develops all plans and sells them within the agency prior to client presentation. His assistants aid in and are part of all media recommendations. At the media selection level, Tillson points out, buyers in general play little part. The 26 timebuyers are relied upon for market selection, budget planning, buying, and schedule improvements. Tillson feels that Burnett timebuyers are not in any serious danger of being replaced by computers. "In our estimation, timebuying can be done better and faster by people," he says. "It would take a computer with a fantastic capacity to analyze the many possible spot and station combinations, audience composition factors, etc., and we doubt that it could be accomplished economically." At Leo Burnett a buyer initially becomes a specialist in a distinct timebuying or spacebuying capacity. In practice, however, Tillson says, buyers are transferred from one assignment to another, so that over a period of time, buyers are versed in all forms of media. Media budgets are apportioned through a combination of various factors. Most important, Tillson feels, is the best creative expression of the Basic Selling Idea and its relative adaptability to various media. Marketing strategy and budget, of course, also influence media selection. "In general, we always try to put ing as many of our best prospects as our best creative foot forward, reachpossible as often as we can," says Tillson. At Burnett, media coordination marketing is a close operation indeed. In fact, it's automatic, according to Tillson, resulting from organization and planning procedures. Media and marketing people are members of the product group and all media plans are reviewed by the marketing review committee and management prior to release. Of the marketing changes that have occurred during the past few years. increasing the complexities of media planning, Tillson feels that two are of major importance: The first, he says, is the vastly increased number of new products, calling for three to five-year payout plans, and usually an introductory roll out, market by market or regionally. The second, according to Tillson, is increased recognition of the wisdom in deploying national advertising dollars against varying problems and opportunities on a local or regional basis. This has led to the use of more local or regional media which complicates media planning to some extent. In addition, Tillson feels that in today's scientific approach to marketing, media flexibility is a growing factor: "The manufacturer is faced with the profit squeeze, increased competi tion, greater media investments and risks," he says, "and flexibility must usually be built into most plans." About local market budgets and media selection, Tillson explains that for Burnett clients current sales or sales opportunity usually are the most significant factors. In many cases, however, he says, the budget can be used to attain specific rating or reach and frequency goals. In all cases, however, there should be an agreeable relationship between the media cost and sales opportunity. In spot television and radio, however, Tillson feels that ratings and c-p-m play a more important role than in the purchase of other media. Nonetheless, Burnett spot buyers are as concerned with quality of adjacency or environment and audience composition as they are with sheer pilllllllllllllllllllllllllllllllllllllllllllllllllillllll Media decision-makers at Leo Burnett T. A. Wright, Jr. Vice president in charge H. G. Tillson Manager Seymour Banks V.p., media and program research Media supervisors Bill Oberholtzer, George Stanton, Dick Coons, Joe Hall, Dave Arnold, Gus Pfleger Assoc, media supervisors D. Seidel, M. Saxon, D. Carlson, D. Amos, K. Eddy, | R. French, B. Harmon, B. Eckert Timebuyers V. Auty, E. Beatty, C. Wilcox, M. White, S. Wilson, G. Miller, M. Ruxton, J. Kacmarek, C. Lehwald, F. Maeding, W. Parma, J. Calvin, D. Mincheff, M. Kennerly, D. Switzer, L. Dumba, J. Kelly, R. Taylor, B. Cherkezian, J. Riley, P. Mazzone, D. Lauve, M. Miles, J. Stafford STRATEGY emanating from media chiefs is implemented by 26 timebuyers. In addition, Burnett's media organization is staffed with a 1 manager and supervisor of media and program analysis, a supervisor of broadcast estimates, and media rate analysts - ■ :: m.: . . ■ m; . . . -i^. . '-.;: ."i., ''. ..^1;. ,. ■ :, '.U! , -. ■!■ mi ; :. ,i;ii. :r; M .. :: ■: ■' -'.r11 ; ; .■;1,77= SPONSOR 2 april 1962 33