Sponsor (Apr-June 1964)

FRIDAY AT 5 Ad Men Get Commerce Nod on Report Self regulation record saluted; committee calls for more information to business, public and schools Washington — Advertising accomplishments in the field ol sell angulation have been compiled in a report put out with the blessing ol the ( ommerce Department. The reI port on "Sell Regulation in Advcrtis' ing ' !■> the work ol .1 special]) appointed advertising advisory committee, under chairmanship of Peter W. Allport. president of the Association National Advertisers, and a roster A top-level advertising and media executives The committee has compiled case histories of the ethical approach .taken h\ individual advertisers and individual companies, bv industry groups, by advertising trade associations and bv advertising media. The | report is more of an examination I than a judgment, savs Secretary of Commerce Luther H. Hodges, and is not an official view of his department. However, he recommends it as a guideline handbook for "those people and those industries who wish to see the self regulation of advertisg reinforced and expanded." The committee recommends more spotlight on the scope and achievements of advertising's sell regulation. I he K\ program would include ll) Bfl information program lor business. (2) all education program lor the public. (3) a special program directed at schools and colleges and (4) a continuing reappr.us.il ol business pi tices to discover more areas where sell regulation seems called lor I he report emphasizes the close relationship between the American economv ot private competitive enterprise and advertising, which is its "active voice and energetic servant.' I he committee teels that the best hope for the future of the system is more sell regulation. But the report is not intended to be "a special pleading . . . in favor Of total self regulation at the expense ot ativ tvpe of government control." Its broader focus is on "business ethics in contemporary life. and the assumption ol personal ethical responsibilities bv vigorously competing private business men." Committee membership included: John Crichton. AAAA president: I eKov Collins. NAB president: Charles W. Collier, vice president of the Advertising Association of the West, and Mark Cooper, Advertising Federation ■ nerica president. Hearing on Tv Violence Conjectural JD subcommittee would like revisitation with network presidents to learn what has, hasn't been done re tv's effect on delinquency Washington — Sen. Thos. J. Dodd iD.. Conn), chairman of the special Juvenile Delinqucncv Subcommittee, would like to hear network heads discuss what they have or have not done to take the S&V (sex and violence) out of television since their last meeting with the Senator — but ft tune IS-11) dates are verv *hakv The Senator's oi\^^ savs committee would like a "revisitation" with networks on the subject of tv's effect on juvenile delinquency in the two ears since the last go-round. But debate on the Civil Rights bill now going on in the Senate will be the deciding factor in timing. The committee staff has consistL'ntlv held that trade expectations were exaggerated and that there would be no hearings for a good while to come. However, networks let it be known that their presidents had been invited to appear — and Senator Dodd's own office obliginglv confirmed the intent to hold hearings. The committee staff also wonders what ever happened to the promised scientific studv to be made of anv possible connections between violence on TV and juvenile crime. Studv was reportedlv to have been made bv a panel of representatives of networks and universities, with an assist from psvchologists and media specialists — all under supervision of HI "W nothing was ever heard from it. No report ever came out of the Juvenile Delinquency committee, either, on its hearings of two v. back. NBC's Kinter Marks 20 Years in Broadcast New N ork A bro.i milestone tor Roben • president oi mk as he celebrates his 20th year in the business June 15. a a stint with the Nl vv SHKK Hi K VI n I Kllll m in Washington. Kinter joined AW in il>44 as vice president He later became president, and on January 1. 1 1> 5 7 . made the move to MK He was elected president 00 July I 1. Il>58. Piggyback Screening Results Released Wa.shinKton — I he NAB has just released its list ol commercials screened between January and April to determine which arc piggyback and which are integrated. The list, which will appear in the June I\ ( ode Nivvs shows thai 42 ot the 77 commercials studied were piggyback, while were integrated. In many instances, companies have commercials tailing into both categories, with similar products being advertised. \ case in point is FrancoAmerican. 1 he company advertised mushroom gravy and its gravy line in an integrated commercial — at the same time advertising mushroom gravy and chicken giblel gravv a-s a piggy h. In the latter, there was apparently no attempt to tie the similar products together. Integrated commercials screened include: American Home Products, 1 commercial. Colorforms. I: Foremost Dairies. 1. franco-American. 3: Green Ciiant. 4. Kellogg, 5: Kenner. Mattel. :. Mortons. 4. PilKbury. 1 Proctor Jk Gamble, 1. Schlitz, 1; \ 1 Stalev. 1: I ussv . 1: F nion Carbide. 2 Wham-O. 1.' backs: Bissell, 2 cominc:. Brillo, 2. Campbell Soup. 3: Coty. 1. Scholl's. I. du Pont, 6; M. x I tor. 4. Foremost Dairies. I FrancoAmerican. 1: Cieneral Mills. 5; International I atex. 2. International Salt. 1 : Johnson \ Johnson, 1 . I ever BI: NFxM ( and Noxzema Pillsburv. |; A. 1 Stalev. I. Wl hall Fab,. 2 CONTINUED ON NEXT PAGE June IS, 1964