Sponsor (July-Sept 1963)

*555 FIFTH Letters to the Editor and Calendar of Radio Tv Events ► Editor's Note: Comments below are in response in story published in sponsor J luiu [BAR robot check"), and 10 June news item reporting UAH use by auditors, in material prepared with i\sisi<in(e <>\ I \ I REPORTING, NOT ENDORSING I do want to state thai Air Check Services Corporation of America (Chicago) , has been chosen by the NAB for recording and monitoring of NAB member and code subscriber radio and television stations (including fm stations), on a contractual basis, from all fifty states and Puerto Rico. It seems that some agencies, advertisers, radio and television stations, and public relations firms have received the totally false impression that ANA has endorsed a particular monitoring service over and competitive to our services. I am confident that the ANA would never endorse or suggest the use of one service over another. Air Check Services Corporation ol America, in actual fact, is the only radio and television (including fm) recording and monitor ing service covering over 750 markets and employing over 1600 persons in all fifty slates, providing recording and monitoring services, to. among many others, the NAB. I do hope that our firm will also be able to benefit from the publicity that our competitor benefits from . . . such as the nice picture sioi) ol BAR services in the .') |une issue. Naturally 1 realize that this is merely a news story of interest to your readers, but I also feel that our firm, covering over 750 markets compared to BAR's current 2(> markets, employing many more persons, and serving the NAB, is also entitled to some publicity that might be of interest to your readers. Richard Drost President Air Check Services Corp. of America ► J'hr following letters ate in reply to sponsor's 27 Jutic report, "Advertisers find l>lns values in superior It commercials." PRIZE-WINNERS PAY OFF It would seem from our volume on Colombian Collee the "Not Just a Little" commercial had done the job that it was intended to do. We found our sales had increased on the product after only four weeks on two Boston stations (Channels 1 and 5) and we did not lose the volume after we withdrew the commercial in April. We had planned our advertising for a lfi-wcek period, January through April, using the above mentioned stations for a total exposure of 52 times a week. This was in conjunction with seven spots per week on the same sections by the Colombian Coffee Federation with their Juan Valdez ads. "CALENDAR JULY National Audio-Visual Convention, 23rd „ „ _., _ .. . ,_ . , r ■ annual convention Sherman House, Berlin Film Festival, Uili annual festt Chicago (20 231 val, Berlin (21 Junc-2 July) . 31st Radio-Television-Film Institute Broadcast Pioneers, annual meeting, alumni day, Stanford Univeraity, Park Lane Hotel. New York (10). Stanford, Cal. (22). National Assn. ol Broadcasters, fourth 1st National Broadcast Editorial Confer executive development seminar, Har ence University of Georgia, Athens. vard Business School. Boston, Mass (-.{ /2r> 9"1 (l42fi) AUGUST International Radio & Television Society, Flaherty Film Seminar, 9th annual annual Inn day, Wykagyle Country seminar, Sandanona, Vermont (24 3 Club, New Rochellc, V V. (16). September). iiiiiimiiiiiiniiii i mi 21 We certain^ do not intend to disregard the film and will probably cOme back in the fall with another big push using our award winner plus one or two ads to go along with it. Kenneth A. Terroux Advertising Manager LaTouraine Coffee Boston We do feel that commercials ol ih kind are effective advertising a do sell in their own way. It h been inferred that some ad\ertising may tend to let creativity get in the way of practicality. This we de plore. It is not our objective to win art directors' awards or to fill our cases with cups and plaques. We are much more interested in developing advertising that is crea live enough to stop people and get them interested in what we have to say about our products. We feel that this is true of all of our television commercials, in varying degrees. The winning commercial is noti still being used. While we do repeat virtually all of our commercials, the complicated nature of our product line has led us to produce a great number of commercials in a year so as to cover many differea models and product features. John R. Bowers Mgr., Car Advertising Dept. Ford Div., Ford Motor Co. Michigan We are still using the "Su/v Park! Out West" commercial. Natural we cannot evaluate its sales effec tiveness as we have a lull schedule in consumer magazines on the san subject and also we have oilier com mercials running. The reaction w« have had from our own opci.it ion throughout the I S. has been little more complimentary, all there has been more enthusiast shown lor this commercial than | number of others running durii i he last year and a half. Andrew S. Gantner Manager, Advertising and Sales Promotion Hertz Corporation New York SPONSOR I his I'd,