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'Tv Spectacular," theme of sales convention
\t Uberto-Culver's convention (25-2(> July), held at O'Hare Inn, Chicago, sales plans were presented in the form <>l skits
based on tv shows, starring company execs, and a mock tv set adorned the stage. I \ stars ol company-sponsored shows attended
Alberto-Culver's tv success formula
► President traces V05 Shampoo's climb
► Places $30 million in medium for '63
► Tv is "conservative investment," no gamble
Television is an integral part of )in company's philosophy, emphasized Leonard Lavin, president of Mberto-Culver, in his talk before lie Chicago Broadcast Advertisers' mub on 13 November.
Reprinted beloiu arc excerpts rom this speeeli in which Lavin )iil lines the principles the firm 'oil owed in order to realize such Kns in sales: $400,000 in 1955 to wer S55 million in 1962.
t exactly 10 minutes after 2 on
a Monday afternoon in 1955,
I viewers in Philadelphia wit
nessed a commercial lor a strange product (ailed Alberto V05 Hairdressing. Two days later, on a Wednesday morning at 11:30, the same commercial was run. And two days alter that, viewers saw the commercial again — at .'5:00 on a Friday afternoon.
While this was going on, a handful ol men who comprised the infant Alberto-Culver Co. crossed their fingers with the optimistic expectation that these three commercials would sell the entire greater Philadelphia market . . . and sell them on a hairdressing.
Needless to sa\. our three-spot-aweek schedule didn't sell the entire market. Not b) a long shot. Hut it did sell enough people to enable us to soon expand our television elloit to include Kansas City, then Atlanta. Naturally, in order to do this, we needed immediate sales. And immediate sales is what we got.
With such a rich return for our advertising dollars, we labeled television a conservative investment . . . the same label we affix to it today.
Tv not a gamble. The onl) difference between treating television as a conservative investment and television as a gamble, is the n.n you think about it. You purchase your television time the same: you arrange your schedules the same: you create your commercials the
PONSOR/10 DECEMBER 1962
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