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McCann-Enckson vice president recalls planning, production of Westinghouse commercials — "some great, some good, some only fair"
caution, compromise
Kcitemcnt goes by very, quickly
ml 25 seconds ol nothing seems
hrcc times .is long. So our solution
as to have oui presenter turn on
"bad" set, and set up the prob:m In saying, "the average tv sel 1 use toda) takes 25 seconds to arm up" Vnd then he iust stood lere waiting for the picture and ound to come on I or .1 lull 25 econds. It took a lot of guts for
client to approve such a radical : precious commercial time. Jut how could you more effective* set up the problem?
Our man then moved to a lineup oi Westinghouse sets and turned them on in lightning sequence, fulfilling the solution to the problem so dramatical!) established in the beginning.
\s you mighl have guessed, we
liked this one. and perhaps the greatest gratification was that store traffic picked up considerably as
a result of the commercial.
I here is a joy in this business of Creating a good idea and seeing it live throughout all the necessary stages of supervision and approval.
( )i seeing it blossom as it gi along, oi seeing it produced with
skill and talent ( )l seeing the final commercial and saying to yourself 01 to the guy sitting next to you in the screening room. "'It's no work ol ail. hut it is .i pretty cxcitine
commercial."
Because anyone who works in this business knows that it is no ail form but an art in itself. \n
exasperating, frustrating one. at
times, one that can be tremendously satisfying. And this is how it has been on Westinghouse. ■
DON KELLY: "Bigger picture, better job"
■ l)o\ Kelly, a slender, energetic
timebuyer lor Westinghouse lamps .11 \le( arm I rickson, doesn't have to worry about dieting to keep his weight down. In addition to all the
routine functions ot the timebuyer,
he tries to seek out data on the client's product distribution, the merchandising ol the broadcast advertising, competition in the mai ket and the copy themes.
"Some buyers never see or hear the commercial they spend most of their waking hours placing. lo know the copy theme of radio commercials is particularly helpful in determining the target audience to select in radio. I he more the buyei knows about the "big picture" the bettei job he should do.'' Kelly says
In addition to Westinghouse
lamps, Kelly woiks on rrans
Canada \irlines, Simmons Hide
\ Med and / 00k magazine He was
trained m media at led Bates after graduating from Boston ( oil, He is a native ol Vw Rochelle, N 1 . And now lives close by tn Bronx\ ille.
"When I request avails. I believe in giving the rep as much int.unia tion as possible. I he more the rep knows, the moie tailor-made Unavailabilities will be 101 should be) For example, giving the budget will eliminate availabilities with an optOmistJC I" Or 15 plan when the budget is really too shin to afford big plans." he says
Describing another policy, he says: "If time permits. I wili quest certain groups ol marl
usually the larger markets 01 the difficult ones, to buy first to be due on a certain date, with the remaining markets due at a later 0 Hv staggering the markets this « the availabilities do not become
stak ■
**y 18, 1964