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What buyers think of promotion
Buyers tell how well station efforts work Say why they remember gimmicks, stations Give opinions on aids to sound promotion
How to get the attention of the much-sought-after timebuyer is a problem that continues to vex and perplex every station on the air. Some station men claim it's impossible, while others constantly seek new ways to supply buyers with something special in information and promotion. One timebuyer referred to such alert station men as the "attention seekers."
Great quantities of literature are devoured with the morning coffee, timebuyers say, but a lot of the morning's mail also goes in the circular file, or bluntly speaking. the garbage. Few are able to say "I have time to read everything that comes across my desk."
Sponsor last week asked timebuyers Avhat they would do to lure buyers if suddenly cast in the role of station promoters. Their first step: itemize the kinds of things the buyer loathes, lauds, and remembers, which are, as they tell it, the following.
Aids. Combining the merits of t«he talked-about gimmick and the needed information, timebuyers find aids or devices, designed to help them in their work, most successful. A current example is the comprehensive AM Radio Sales Expediter (sponsor, 3 December) which aids timebuyers, by the use of wheel charts, to find market relationships, cost of announcements,
specific market data, homes reached, and cost-per1,000. The TvAR slide rule and the Katz cost calculator were also given high ratings by buyers. (See picture below.)
On another scale are items with other uses: telephone files such as. Storer Broadcasting gives out; personally monogrammed pads such as VVSYR, Syracuse, distributes: or ash trays similar to those of KPIX, San Francisco. Such mail is not thrown away and keeps the station call letters constantly in front of the buyer. "As far as I'm concerned, these things are like advertisements every day," says one buyer. "I'm always chewing on a pen or using some ash tray with call letters on them. Then one day I used one of those stations and thought to myself 'Holy smoke, they caught me.' "
Rate cards. "1 don't pay any attention to rate cards," was the overall response. If buyers want that information they feel it's very
TELEVISION ADVERTISING
SUMMARY.c
WITH FORMULAS FOR ESTIMATING SPOT TELEVISION BUDGETS
BASED ON PUBLISHED RATES AS OF MARCH IS, 13 6 2
I
Tin-: k viz A4-i >< v iv
DOUGLAS DOES IT!
AND YOUR SPOT SALES WILL'DO IT" TOO ON THE BRIGHTEST AND NEWEST PROGRAM IN CLEVELAND'S TELEVISION HISTORY THE MIKE DOUGLAS SHOW
Buying aids and personality information rate high with timebuyers
I he k.ii/ spot tv cost summary (l) is aid timebuyers like and use. Strong station personalities such as Mike Douglas of Cleveland's KYW-TV (bottom l) and co-entertainers Carmel Quinn, Joe E. Brown act as magnets for listeners and advertisers.
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SPONSOR/ 10 DECEMBER 1962
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