Sponsor (Apr-June 1964)
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BUDWEISER MEDIA POLICY, A THUMBNAIL REPORT
Q. What's the average number of radio spots per market per week?
A. This is extremely difficult to answer in that most of our radio is concentrated in approximately 100 markets. Some schedules are 52 weeks . . . the shortest, for 13. However, using the figures available, we will have Budweiser radio for Pick a Pair in a total of 471 markets and an average of 21 spots per week.
Q. For television?
A. We will be in 163 markets and average 3 spots a week. In addition, we'll average 3 per week on Johnny Carson over 182 stations.
Q. What is expected from stations in the way of merchandising support?
A. We have never in the past, and do not plan in the future, to make any demands from reps in the area of merchandising support.
Q. Is anything specific expected?
A. We have never considered merchandising superior to, or even equal to, the advertising value that we expect to get from a radio or tv station. If the station isn't a good solid advertising buy, it won't be on our schedule.
Q. Is merchandising support voluntary?
A. Most media people are smart enough to realize that we are partners in this enterprise and if a promotion is not a success all of us get hurt. With this in mind, they have given us an extraordinary amount of cooperation ... To put it simply, we have a job to do and have enlisted the voluntary help of our media friends . . . The response has been far beyond our expectation.
Q. Can a station expect to stay on the schedule without giving merchandising support?
A. We have never cancelled a schedule if a station was unable to contribute media support.
Q. Are any media stronger in the 1964 media mix? Which? Why?
A. We will continue to use a media mix rather than an all-put concentration on any one medium. We will, however, because of the nature of our 1964 campaign, intensify the use of magazines, tv and radio.
Q. What motivated specific changes in the 1964 campaign from strategy, media and copy's standpoints? Please be specific.
A. The reason for this intensification lies in the fact that the message we are attempting to get across this year is somewhat more involved and requires longer copy that we have been using in the past. Thus, the switch in the copy approach and intensification of those media that enable us to use longer copy. It is quite conceivable that once the basic story has been put across, we might again change our media mix.
Q. Do print and billboard give as much merchandising, proportionately?
A. Yes, with the exception of Life whose policy | prevents them from doing the same type of merchandising as the others.
Q. How does advertising in various media link with one another?
A. The same theme will be used in all media. and everything we do in any given medium will be reinforced by what we do in every other medium.
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Rank
CHART I:
The Beer Battle since Pick a Pair's first vear
Company
1957
1958
1959
1960
1961
1962
Annual sales in terms of 31-gaHon barrels
1963
1.
Anheuser-Busch
6,115.762
6.982.022
8.064,756
8.477,099
8.508.286
9.025.000
9,397.22
2.
Jos. Schlitz
6,050,000
5,893.000
5,863.000
5.694,000
5.775.688
6.870.000
7.834,25
3.
Pabst
2,900.000
2,550.000
4.500,000
4.738,000
5,216.808
5,842.707
6.670.00
4.
Carling
3,150.988
3.531.182
4.418,484
4.822,075
5.047,323
5,351.000
5.681,14
5.
ralsfaff
4.300.000
4,502,000
4,750,000
4.915.000
5.120.000
5.315.000
5.548.17
6.
Itallantine
3.981,728
4.035.529
4.324.563
4.408.895
4.510.000
4.358.000
4.495,04
7.
Theo. Ilanim
3,376,413
3.394,206
3.551.859
3.907.040
3.714.444
3.724.000
3.826.41
8.
F. & M. Schaefer
2.850.000
2.887.000
3.050.000
3,202.500
3.466.550
3.623.000
4.042,39
9.
l.k'hman
2.966,315
2.847.000
2,929,000
2.950.268
2.987.146
2.888.000
3.018,01
10.
Miller
2.322.060
2.219.635
2.358,976
2.376.543
2.706.806
2.805.000
2.907.0(1
11.
Adolph Coon
1,146.567
1.400.000
1,648,874
1.907.238
2.303.000
2.785.000
3.050.0(1
12.
Luck] Lager
1,966,800
2.265.540
2,180.000
2.168.000
2.238.000
2.160.000
1.982.44
13.
Slroh
2.583.515
1.922.871
2.110.967
2.075.475
2.029.300
2.069.925
2.045.35
14.
Drewrys Ltd., I S. \.
1.371.501
1.527.304
1.628.894
1.607.754
1.650.812
1.947.526
2.600.(11
15.
('. Si 1 If
1 .950.000
1,660.909
1,731.604
1.802.413
1.854.842
1.874.000
1. 934.0(1
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mm
22
SPONSO