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The smartest bees are those who go where myriads of petunias grow n*
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Smart advertising planners recognize the rich sales potential of Inland California and Western Nevada markets. And they know that a single media decision can put a selling message into this entire area. BEELINE RADIO does it. The McClatchy stations reach more radio homes than any other combination of stations here — at the lowest cost per thousand. ( Nielsen Coverage Service 1961, SR&D. )
McClatchy Broadcasting Company
delivers more for the money in Inland California and Western Nevada
PAUL H. RAYMER CD. — NATIONAL REPRESENTATIVE
KOH RENO . KFBK SACRAMENTO . KBEE MODESTO . KMJ FRESNO . KERN BAKERSFIELD
TESTING TV COMMERCIALS
(Continued from page 52)
copy and its effect on viewers is jeopardizing a very sizable investment. Today there are nearly as many types of copy testing as there are copy approaches. The salient point is that for him to do nothing is foolhardy and, more important, can be wasteful."
Like others in the field of tv commercial testing, Eric Marder, head of Eric Marder Associates, a market and advertising research organization, feels that until recently this aspect of advertising was in a state of intellectual chaos. Marder recently observed that testers had worked haphazardly without a basic theory of advertising and without a specific definition of the objectives of advertising.
"Finding that it was technically difficult or expensive to do what needed to be done, they did instead what was easy and cheap to do," Marder said. "The emphasis was on grinding out a lot of numbers rather than on getting the right answers."
Marder was convinced that the situation was changing rapidly and that more and more advertisers are realizing that they have a major slake in the tv commercials they run — and are questioning to what extent the numbers obtained in many so called "tests" reflect what actually goes on in the world.
Two requirements. "In our work, we are acutely conscious of this problem," Marder noted. "We don't want to measure artifacts. We don't want to measure peculiarities of the test situation. We want to make certain that we are measuring the actual effects produced by the commercial itself. Accordingly, we have deliberately limited ourselves to what we call 'real-life' tests. By 'real-life' tests, we mean tests that meet at least two requirements."
These requirements are a) that the respondent does not know at the time of being exposed to the commercial that he is participating in the test, and that b) the respondent does not know at the time of being interviewed that there is any connection between the interview and his prior exposure to the commercial."
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SPONSOR/19 November 1962