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IN RICH ROCHESTER, N.Y....
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Program may be key. Max
Trendrich, executive v. p. and director of media, Weiss & Geller, Inc., pointed out that copy testing in advance of publication has long been an aid to the creative services at agencies. However, pre-testing of tv commercials without exposure in actual market situations may not be the answer. "The Lestoil commercials, in the inception, may not have been prize winners, but look at the results!" Tendrich said. "Harry and Bert, now brought back by 'popular demand,' seem to have been well-liked but did they sell beer?"
According to Tendrich, the program in which a commercial is placed may be the determinant of its effectiveness. The star of the show, the mood of the show, the type of show, the geographic area in which the program is shown, the position of the commercial within the show, what the viewer is doing at the time the program is being watched, all may influence the attention the viewer may give to a commercial. "How to plot these variables into a formula or a plan for pre-determining the effectiveness of commercials is quite difficult," Tendrich concluded.
Out-of-town opening. Testing tv commercials is like an out-oftown tryout for a Broadway show, in the collective opinion of Arthur C. Mayer, v.p. and copy director and Vincent J. Daraio, v.p., tv program and production, Hicks & Greist, Inc. Both men said that before "we test, particularly if it is a question of format (animation vs. live action or jingle vs. straight narration) , we check our files to make sure the test has not already
been performed on the commercial by some reliable outside service.
"We maintain extensive files of material covering results of our own and other previous tests," they said. "However, if there had been no previous test covering the area being considered, we would test for one of two reasons. We would test the strength of a proposed copy appeal (does the viewer interpret our message as it was intended) as compared with another appeal. Or we would test a new technique, an untested technique, to prove its value or remove any doubts that might exist about using it."
However, results of any test must be taken with a grain of salt, because any result will only show what people like or what they remember, Mayer and Daraio observed. "There's never been a test that will show whether as a result of a commercial, people will buy. In the final analysis, one must make the commercial, put it in the market place, either nationwide or in test markets. The only conclusive test result is the sales action in the market place."
Testing is compulsory. Leslie L. Dunier, v. p. in charge of radiotv, Mogul Williams &: Saylor observed that "it's not only advisable but we think it's compulsory to test commercials in one form or another before huge budgets are expended.
"Several years ago — with the advent of video tape — we first experimented with various creative approaches including this new commercial technique," Dunier recalled. "We employed the facilities of a small-market tv station to
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SPONSOR/ 19 November 1962