Sponsor (Apr-June 1964)

ivs lo pronounce the producl jiik (accent i<n \ I i \iul the isi hull -dozen stations in this sea w\ campaign have been selected ncral, .ill age appeal, reaching broad audience that the account ipervisor characterizes .is 'just coplc." I Ik si Raphael announceteots are directed to them during ie dinnci houi . in addition to some aytime broadcasts intended foi omen. Ml advertising is merchanised to the trade in sales meetings id beverage retailer publications Even so, account supervisor Ridj is well aware that the campaign's gantic, ovci .ill problem is to ilclop American taste. "It sometimes Ices awhile to get people to change Kir tastes and habits," he observes List and effective wa) to do so. (wever, tint's been discovered b) iluis Wile and theii agency, is to Ac a good splash in television to t shoppers know you're around, hen, for maximum coverage i at lesser cost, follow up ith punt and radio, tailored to a ;is in t\ . ■ NATOMY . . . We consider that the reps and cir stations, as well as other media ople, are our partners in this omotion . . . for eight years we've en explaining to them hovi treendousl) important this promo>n is to us. how it behooves us to i everything within our power to ake it a success . . ." Still. Macheca pointed out. Ve*ve never considered merchansinp superior — or even equal — the advertising value that we axel to get from a radio or t\ stal be primarj purpose o\ any .dia bin is advertising. It the sta'»n isn't a good solid advertising y. it won't be on our schedule." Radio and t\ broadcasters' volitary responses have proved "far yond expectations.'" the D' \rcv okesman observes. ""I am also that we've never cancelled a jhedulc it. for one reason or anKier. a station was unable to contnutc support." IK did not specif) the weight ..on to proposed merchandising fins, however, in initial station section. \ nil this is what iiation.il m zincs aie sending out foi the i push / hum spc< i.il mailing to a list of 5 000 ke\ Negro retailers with foi low up personal «.alls in the majoi V gro metropolitan areas. / ook news tO kev iel.uk is ol a I'h k ti Pah candidates contest that is based on I964's political convention I irsl prize a mink coat Sewsweek I'u k a Pair pla) ing cud decks to 1,300 kc> supermai ket people partial!) selected by Budweisei Saturday I vening Post A miniature elephant and donkey, symbols ol the campaign's election theme. to a comparable list ol wholesalers, retailers, Sports Illustrated Drawings ol sports immortals Babe Ruth, Jack Dempsey, Bobb) Jones el al to pivotal in. ii ket people rime: Miniature egg timers with letters on PU k ,/ /'</// stationci v w hile D1 \ie\ spokesmen sa\ thai / ife magazine's "polic) prohibits them from doing the same merchandising done In others, the) do. however, give us a ^ood run in Supermarket Life Line and Liquor Store I ife I ine," their trade-directed promotional books. Outdoor representatives also have wry active personal-contact programs, have gifted 100 different items in the past tour years, currentl) giving crystal pa] weights o\' elephants and donkeys Budweiser undoubted!) likes to believe that media people arc interested in /'/< k a Pair promotion because the advertiser has taken the trouble to brief them in advance More realistically, account chief Macheca s.ivs. "If a promotion is not a success, .ill of us hurt." He then identities the whole project's puKc b) explaining, media people can accomplish things locally that advertiser or agenC) reps simply cannot "Our people are constanl) calling on chain stores and supermarkets.' Rav Klines, national brands advertising managei foi AnheuserBusch, savs. "but m everv call we make we are Selling somethill When a media representative approaches the same outlet, he d so m an entirely different capacity. "He has no axe to grind and. con ijriic iciitlv. has little troubK his stor) i put it simpl K mai have enlisted the voluntar) hcl| our media ti i< n< \ , .• , . it . dollt nlcd, the umif < planned, the tv handled, anil Utah v>< . ialized stations. ■ Castro looks for little Bernadette ( astro ( onvcrtiblcs is in the midst ol a search lor a litl j nardcttc, a foui ycai old child thai has the app onalK) ol Bernadette < astro when she lust did t\ comi .lab openin the ( astro OH telev ision I he "i 5UC ful comi cial, the com pan) s.ivs. which ited an in in 1948 t then young struggling compan) and helped it acquire the foui factories and n than 60 showrooms i| has today I he little girl \ up the couch has become the company's trademark in all advertising m.> I he original Bt rn id< tt< . now 19 and a college Student, Mill does tv commercials. Participants have b asked tO bring a picture of their candidates to am ( astro showro Toy firm's big web buy I k I uxe Reading i Dancer-I itz Kl Sample i launches ten sive schedule on MM I \ this month which will include the bulk ot its pre-Christmas campaign .md nd into next >e Six Saturda) morninj arc included in tlic campaign, on behalf ol the I OppeT toy Iuk / n\ tor 2 I w ami Casper \ n ten unnann show beginning S . ks. and t.' S morning shows the campaign during the Septeml ' 'I 20. 1964 3?