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PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING
Latex squirming about stations' delay on piggyback policy
International Latex, which spends 60 perceni cd in nI2 million tv bu in spot, is trying to cut through the haze enveloping piggyback itandarda [through Y&R, it has circulated .1 questionnaire among stations. Objective clarification ol
uh.it is or is not .ici.cpt.ihlc in types and placement ol piggybacks l atex resorted
to questionnaire after getting little more than blank stares trom reps. John Boone,
1 atex media director, told Sponsor Scopi it is imperative his company know as
quicklv as possible where stations in 60-80 markets it uses stand on their interpretation of the piggyback >:oi.k. Fall planning is now underway. Added Boone: It situation remains obscure much longer Latex will consider expanding its daytime networks bins. Now using < BS-TV and NBC-TV. Other spot tv users that have been pressing reps tor similar enlightment: American Home Products, St.uulard Brands, General Mills, Lever Bros. Also raising network switchcroo hints I ever ad chief Sam Thurm's comment: It hullaballoo about piggyback turns out a serious obstacle to buying spot, advertisers Will start looking at other media.
Brand managers wresting spending control from corporate level
Package goods giants, particularly in the soap field, are undergoing a marketing strategy upheaval. Both short and long range planning. In budgeting ami capital funds, especially for promotion and advertising. The swing in emphasis is trom the corporate full line to individual products. Lever's health) profit statement tor 1963 ($13 million alter taxes) and Colgate's smashing success with \ja\ newcomers has done much to expedite the new strategy. Means greater recognition for brand or product manager over corporate management in exercising operating control of brand budget. Significance u>r agencies: A strength position to fight tor individuality of own brands and icsist shackling intrusion of corporate integrity. Media implication: brand's abilit) to reject being included in corporate purchase allows greater freedom, flexibility to plan and bin on limited range, markct-bvmarkct basis.
CPM becomes "out" word in spot; new shibboleth is "quota"
Spot tv sellers better know what's "in" and what's "out" among the more sophisticated agency buyers when it comes to appraising the package pitch. I he old numbers game of COSt-per-thousand is fast becoming old hat. There's been a decided shift in emphasis. I he kev or '"in" word n "quota. " I he spreading u Computer has had a lot to do with it. By "quota" is meant the composition, or analvsis. of audience. And this composition gets progressively more complicated Before the "quota" pattern hit the buying turnpike, the biner was given a specific budget and told to spend it in the most efficient way he or she knew how. Now the buver's told to deliver so main impressions, confined to specific demographicreach and frequency, using certain spot lengths at certain hours. I he advent oi the "quota" pattern tends to nudge further upward the status of the timebuser. C alls for a broader and deeper sense ol values Leaves more room for intelligent maneuver and negotiation In other words, the meeting of the "quota" fa DC
more important than the moncv expenditure.
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4, 1964
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