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ADVERTISERS
Avon tv chimes
signal 211 -million -dollar
ring in company's till
World's largest cosmetics company Is video veteran after 10 years, going from twostation line-up in '53 to present heft schedule on 220 outlets in tv spot
Avon and Dreher agency first recruited idealizedhousewife representative for tv in 1953
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Time has worked subtle changes in hair, clothes, and Avon products 10 years later on tv
Yaici Avon . . . Avon llama Avon chama . . . Kavon Idute^ Whetlier you say it in French, Spar, ish, Portuguese, or German, it's ringing sound and a memorab\ trademark.
"Avon Calling," however, hasrii always been an international gree^ ing. It stems from an effort tht, began on U.S. television in 195.' when the door chime hello starte through the air to become a pai of its first language.
With 10 years of electronic repe/ tition, the copy line has found i way into American folklore an gained a fair claim to the trademar hall of fame. The same decade hi been a period of striking growt for the world's largest cosmeti company, with the years brackete by sales totals that went from $4 million to $210.8 million.
As Avon's tv signature went frorj two stations to national coverage the company's share of house-t( house sales of cosmetics went froi 40% to 70%. Assessing the con pany's clear dominance in all U.! sales, whether in stores or home trade observers rank Avon a thir* ahead of the nearest contender
Avon veterans, entering the 11th season of video sales calls th ) ear, hardly stopped to notice the were old hands at a relatively nei adxertising art. In fact, they miglj not have noticed at all, but the niversary was called to their attei tion by the two pioneer stations i the line-up. They sent anni\ersai '^^ greetings this fall to an accoui ■& that must hold a record for stabilif in a medium where advertising pa terns are still being worked ov
The first two stations wet \\'CBS-TV, New York, and \\'BBN'1 TV, Chicago. By fall 1955 Avc| was in seven markets, 62 in lOS"] and 190 in 1959 on at least 2^1 stations adding up to 99'"c coverag of Avon markets.
Toda\' A\"on commercials pk 50 weeks a \ear in major markei: and varied schedules in the according to market needs. T^ men who set the advertising pac 10 \ears ago are at work today cf next week's and next \ear s sche<i; ules. Both George W. Shine, adve tising vice president of Avon, anj agency Monroe F. Dreher, hav been on the job throughout the blj growth period.
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SPONSOR 16 DECEMBER H