Sponsor (Oct-Dec 1963)

IV M t Ul A The dissolve, the fade, the closeup, the long shot, and motion and image and sound, have become even more meaningful than tlic dot, the dasli, tlie exclamation point, the italic, or the still photograph in four colors, TvB also notes. "As the public's responsiveness to visual and aural suggestion grows, you will be able to communicate more in ten seconds than you do today in 60 seconds, more in 60 seconds in black and white than in words and illustrations in a 12-page full color magazine insert." "For tomorrow, count in measuring the time it \\'ill take a television communication to get to the Moment of Truth in terms of heart beats." The TvB annual meeting, which opens tomorrow in Chicago, will also include on its agenda talks by Leonard H. Lavin, Alberto-Culver president; Dr. Seymour Banks, Leo Burnett vice president; Dr. Kenneth McFarland, General Motors consultant; Jack Harris, vice president and general manager of KPRC-TV,. Houston; and Red Quinlan, W'BKB, Chicago vice piesident. Overall theme of the ninth annual meeting is "Beyond the Numbers." Hanid growth of television advertiser investments results from tvs sale effectiveness which is solidly rooted in other qualities of television, those that don't lend themselves to numbers, Norman E. Cash, TvB president observed. ^ Outstanding salesmen to be selected by TvB To stimulate more effective inperscm selling, the Television Bureau of Advertising today announced sponsorship of the second annual competition for the outstanding television salesman of the year. According to William B. Colvin, vice president in charge of TvB memlier services, the competition is open to all TvB member people who sell television time or programs, including sales managers who sell in addition to their other duties. Awards will be given to the top five entries — no first, second, etc., ratings will be made. Of the entries received last year, 20, including the five winners, were transferred to film and placed in The ladies just enjoy a good smoke W'lii'ii \\1J.SI-1\, New Orleans passcil out cigars on "MitUla\,' a \\i'<.'k(la> series aimed al females, the ladies all lit up. The station was kiekini; <>H a eampai^n for D. W. G. Cli^ar Clompaiiy's "keep moxinj;" brand. Till coopcraliv*' ladies are the wi>e!* of local 1). Vi . (». rigar >ah'>nii'n 48 TvB's rental library as well as being shown in over 100 cities in 1963. Entrants will be judged on sales skills and sales ingenuity, plus the degree of planning and organization demonstrated in the sales approach used. The amount of the sale and the length of the resulting contract will not be determining factors in the selection of winners. Regulations for entrants specify that the salesman must tell his own stor\' on \ideo tape or 16mm film, 10 minutes in length. Content should include details on how a particular sale was made, time from first call to closing, number of calls recjuired, information and materials used to make the sale, including samples if possible, and how the prospects objections were overcome. A statement from the client may be included, but it must be made in person, on camera, by the client. All entries must be received not later than midnight, 31 January. ABC TV stations promo The ABC Television Stations division will launch a tv trade advertising campaign. This is phase three of an all-media trade campaign on behalf of the five ABC owned stations: \\'ABC-TV, New York; W'BKB, Chicago; WXYZ-TV, Detroit; KCX)-T\', San Francisco; andi KABC-T\', Los Angeles. The t\ campaign takes the form of a one-minute commercial dealing with recent spc>cial communit)' efforts undertaken b\ each of the t\ outlets on behalf of their own communities. The first two phases of the trade campaign included a se\ en-page insertion in many ad\'ertising, broadcasting and consumer magazines and a direct mail c>ffort directed at [ cixic, go\ernmenta1 and business leaders throughout the country. Theodore F. Shaker, president of the ABC Owned Television Sta tions, stated: "To the best of im knowledge, this is the first tim that a television group's advertising campaign, which is ormalb directed to a limited audienci through trade and business pulil' cations, will be given exposure i" such depth and breadth. We feel that it is time for tele\ision to tell its own story to the people wli count most — the .\mericaii public SPONSOR IS NoviMiuR l!'i' s MdCk