Sponsor (Apr-June 1964)

ment DCA supplies ula and all the ingredients (cake, stick, paper wrapper, etc.) except the ice cream, together with its know-how and strict manufacturing specifications. Checks are made periodically to see thai quality control is being maintained. I lie finished product is known as a "dry bar" in contrast to the chocolate-covered or "wet bar." Many of the leading dairies in the country, such as Abbotts, Carnation, Dolly Madison and Foremost, are producers of Sparkle products. With some dairies producing the year around, the ice cream novelty field is now a 12-month business, thanks to the take-home lour and six-packs that permit home storage during the colder months when outdoor consumption of ice cream is at a minimum. Ever promotion conscious, the DCA-supplied wrapper, in addition to the name of the local dairy, contains a special mail offer premium. DCA has even helped design the machinery used in the production of Sparkle items. The firm's engineering staff worked closely with equipment manufacturers and aided in creating the automatic mechanical system now used. The company also gives engineering advice to new licensees who may have to install the latest machinery. Genera] manager Tannenbaum is no stranger to the tv advertising medium. Years ago he and his associates formed Americana En terprises, and used video to ex-' ploit and merchandise many products associated with the Howdy Doody property. Americana was later purchased by DCA, and I annenbaum became the nucleus of the present corporate division. "We have grown up with television during the past 12 years," he states. This year, underway or scheduled via Smith & Dorian, are tv spots in such cities as Providence, Omaha, New York, Dallas, Houston, Philadelphia, Boston, Chicago, Los Angeles, San Francisco and Cleveland. The 60-second commercials feature "Sparkle, the ice cream hound," who chases sticks discarded by young Sparkle devourers. The dog is described by Smith & Dorian's executive vice president Sheldon J. Kravitz as a "chow hound" for ice cream. The spots contain middle and bottom 20-second segments that can be switched to promote any specific Sparkle flavor. Commercials in some areas also feature dairy tags identifying the local producer. Among today's sponsors who focus a keen eye on expenditures and carefully keep a lid on the advertising budget, DCA is perhaps unique in that the firm has no such budget and no idea of how much it may spend during its present tv promotion. This is a result of the nature of the business, according to Tannenbaum, and is affected by such factors as weather and new licensees. "In 1959, we spent over $500,000," he says,' "and most of that was in tv. It was our biggest year from the standpoint of expenditures. "We had no idea when we started our campaign that we would spend that much," Tannenbaum continues. "It just turned out that way." Again this year, as in all previous tv years, DCA expects its commercials will be aired in markets not yet planned or known at this time. Complementing the necessary market-by-market distribution of Sparkle is the market-by-market setup of Smith & Dorian, which has 14 offices in the United States. The local office head acts as detail man for each local campaign. The Smith & Dorian "network," as the branches are known, according to executive vice president Kravitz, is a "unique network of agencies, each of which, prior to its takeover, was an existing, functioning, profitable and regional ad agency." The office heads, who have roots in their local areas, are able to provide "in-depth assistance by merchandising the actual advertisements and by providing regional, specialized marketing analysis, back-up and know-how at the point of purchase," continues Kravitz. With this local knowledge, S&D believes it can pick the best programs for Sparkle in each local area. "DCA," Kravitz concludes, "is dedicated to providing its services on a localized tailor-made basis through a national agency that provides localized services." Tannenbaum also feels that DCA's particular marketing problems call for special understanding, coupled with a necessary initiative such as that undertaken by S&D. What of the future? As the population grows, so grows the DCA market. Now a year-round industry, thanks to four and sixpack production and distribution, the firm remains very promotion minded. Four new Sparkle flavors are being tested, and its laboratory and research facilities are continually striving to create new ice cream novelties. ■ SPONSOR