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TV MEDIA
kid loyalty builds with tv
A novelty "impulse item" ice cream seeks brand awareness in children for its eleven varieties of goodies-on-a-stick via flexible local spots
■ I in n \iio\s iroi ngsi i ks comprise three-fourths ol the customers
for the ice cream run city business, currently being "eaten up" at an
estimated $500 million-a-ycar pace
These avid consumers arc increasing in numbers, but how can they he made brand conscious in a field of impulse item purcha
One way to make the brand "take" is through t\ commercials. feels DCA Food Industries, which
lias begun its loeal spot campaign in markets throughout the country fi>r its Sparkle line of ice cream
novelties.
Sparkle is the two-) car-old combination ice cream cake sauce sundae "on-a-stick" specialty product, currently available in 11 flavors, created by the ice cream division ol Di \
The firm is the second largest supplier o\ ice cream novelties and specialties, a field little known to the public, although it has a more than one-fifth slice of the annual domestic SI. 4 billion (estimated retail value) ice cream industry.
[*0 cool the palates of millions of eager youngsters, DCA, through
Smith ft Dorian, in now airing 60second tv spots in the more than 20 states in which its crunch) novelties are distributed.
Eugene (Gene) rannenbaum, general manager of DCA's ice cream division, is sold on the value of video. "More of the kids can be reached more rapidly through tv than any other medium." he states. "Ours is a product COnJune. 29, 1964
sumed daily, and t\ niters the right sight and sound exposure that can't be duplicated Although very tv -oriented. once we use the medium to make the initial impact, we utilize main pomt-olpurchase advertisements. since ours is an impulse item ."
rannenbamn, who describes Sparkle as "America's fastest growing favorite snack treat." says that although IX \ is number two in the ice cream novelty field, "it is number one in creativity."
Attesting to this, he points to the Sparkle line of snack delights,
all ereated in the last two vears Currently capturing th and
whetting the appetite, the flavors are. chocolate eclair, straw berry shortcake. choco-han.ma royal. pistachio iCC cream sake, s.vonut party bar. toasted almond, devil's food cake, lemon meringue, chot late marshniallow cake. hey diddle (orange in the middle I and crunch
n fudge IK \ doe no manufacturio
its own but operates a .i
I he firm signs contracts with
dairies that will produce and mar
ket Sparkle locall) under a K
Checking storyboard photograph, for Sparkle tv ipoii *r» If Alvin Shjpiro Sm.th L Dorun director of radio-tv production, Gary Haber mIm promotion manager of DCA ice cream division G<-ne Tannenbaum division general manager Stanley leipng SAD account eiecutive
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