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.
Pepsi's commercials designed for the 19 to 25 age group
Soft drink's tv commercials are distinguished by the appearance of lovely, youthful people. Here John Soughan, v. p. and director of marketing services (right) for the Pepsi-Cola Company appears on WNDT, New York, to describe the campaign
good influence of tv on students and teachers: "The tv teen audience is more accustomed to audiovisual influences than their parents . . . their grasp of social trends and current world affairs, their knowledge of mathematics and economics is above the average adult level."
What is this youth market and what are teenagers? Above all, they are individual personalities, Cunningham insisted. Some are 12 year olds. Some are in the armed services or colleges. About half are boys; half are girls. Many already are fathers and mothers. Some are eggheads; some are hipped on athletics. Cunningham noted that rating services prove that their tv tastes are as diversified as their parents.
Important to sponsors. Are teenagers important to sponsors? "Only
if they want to stay in business," Cunningham observed. "They're moving into jobs, forming families, and entering consumer markets at a rate of 4 million a year. By 1965, thanks to the post war baby boom, half of all the people in the United States will be under 25. In their hands will be the future welfare of all business."
Perhaps more than any other network, ABC TV has been selling itself among advertisers as the video vehicle to reach "the young adult audience." Julius Barnathan, v. p. and general manager of ABC Television told sponsor that "we recognized eight years ago that these are the people who view tv more, who buy more and to whom fresh ideas are more appealing." Barnathan said it was natural that this audience "has become an in
dustry-wide target, for tv reaches more of these people than any other medium."
Youth influence in Detroit. That the youth influence is particularly significant in Detroit no one will deny, least of all the creative people working on the Ford account at J. Walter Thompson. Robert E. (Buck) Buchanan, v. p. and radio/ tv group head at JWT, and Barry Frank, assistant group head, remarked that the post war babies were growing up and buying automobiles. "The first car you own is the brand of car you are liable to stay with the rest of your life," Buchanan observed.
Both print and broadcast media are used to interest the younger generation and "the young at heart" in Ford cars. One of the most exciting developments for the
28
SPONSOR/22 October 1962