Sponsor (Apr-June 1964)

Local know-how on local ■ No PERIOD in the history of marketing appliances has been quite as competitive as the current one. The advertiser's problems in the industry's stormy past quartercentury have been a series of buffetings by socio-economic situations which have equalled the worst to beset almost any other industry. In this acutely competitive period, says Edward A. Grey, senior vice president for tv programing and media at McCann-Erickson, it is imperative to avoid the pitfalls of diluting t h e Westinghouse budget too thinly over too many types of media. Hence, it was recommended most strongly that, for 1964, Westinghouse utilize in a of the most effective media tools available." Thus the 1964 Westinghouse media philosophy was based on the essentiality of concentrating the appropriation in primary media and avoiding those marginal or fringe buys which contribute in only a minor way to the over-all objectives. Naturally, an advertiser of Wcstinghouse's stature is in a position to capitalize on the selling and coverage values offered by several types of primary media — thereby offsetting the weakness of one with the strengths of another. However, each must be carefully studied in its relation to the over J.ip Lucas, colorful Texas dealer, uses Horatio Alger background which includes 10 years in Texas State Legislature to make the sale of Westinghouse appliances part of his community services. major way only those media which could contribute most to the strongest presentation of the major selling theme. Of course, it is one of the primary functions of the McCannErickson media division, as I d Cirey points out. to construct a strategy blueprint lor any client, in lliis case Westinghouse. that em braces the most productive and efficient combination ol media patterns obtainable lor the successful acceleration of client sales W e must be certain." says Grey, "to develop the sharpest use 42 all problems and objectives in order to secure an integrated program delivering the most logical balance of "reach," "frequency" and "impact." Each of the above three elements have long been attributes of radio. I" "concentrate appropriations" in t\ and still get the benefits of radio's reach, frequency and impact. Westinghouse places a great deal of emphasis with its retailers on the use of local radio as part of its cooperative advertising pious. More than lOOd Westinghouse dealers are now using radio as i key element of their cooperativ« advertising efforts. J. Gilbert Baird, sales promo tion manager for consumer prod ucts, told Sponsor that. "In thi years since television began to takt more and more of our budgets we have maintained a strong pro gram aimed at dealer and distrib utor use of local spot radio. Wi produce transcriptions covering thi full line of major appliances ant selected portable appliances, tele vision and radios. We supplemea them with seasonal copy. Current ly, we are making available ti dealers a set of tapes by Sebasti Cabot on various models of re frigcrators." The "local" in local radio mean the best use of the keen knowledjg of, and business rapport develope« with, the more than a thousam communities where Westinghous appliance dealers are influencin the consumer in need of the re placement o\~ a household applianc or the initial purchase of one. Two dealers in two widely sep arated markets may serve to illus trate the uniqueness of selling ehai aeter each contributes to the whol pattern of moving Westinghous high-ticket white goods and tek vision. They indicate why the co-o dollars can be vitally important i the promotion strategy of using Id cal radio. For more than a dozen years staff announcer at station KBUI in Athens. Texas, has thrown switch and intoned. "It's twelve fifteen and time for the Jap Luca program." With that, the loctj Westinghouse appliance dealer i on the air. Direct from his sale floor, via remote control, Jap Luca1 takes to the air and for the 063 ten minutes gives forth with a \. rietj o\' comment that may includ criticism, praise, or a discussk) SPONS0 i