Sponsor (1964)

Gulf Oil Co. Is Only Sponsor For Moon-Shot, Vietnam Specials \i« \«.rk NB< . the only network with .1 sponsored lelecasl of the miilii tLzht moon-shol press conference, was also Dumber one in the Nc* ^oik \ t hilron r. nines. I Ik conference, aired live from Pasadena on July 31, featured the first close-up pictures of the moon plus a conference with space scientists With (iull Oil picking up the tab .is part of the network's "instant special" arrangement. N|U ma W \IU I \ ) won 36 percent Of the New York viewing audience, estimated at approximately I million. CBS drew 33 pei cent, and ABC II E ight) percent ol N York's viewing night-owls watched the special moon-shot presentation. National Arbitron figures are not yet available. Since 1961, NIK" has had a fast breaking arrangement with Gulf Oil and has presented 80 "instant specials" since, including the sinking of the Thresher, the launching of Saturn I. the Alaskan earthquake and the verdict in the Jack Ruby case. The arrangement between NIK and Gulf is as simple as a telephone call when a major news story breaks. I he midnight < N.Y time > moon shot telecast featured a series ol six pictures of the lunar surface as Ranger 7 approached the moon. plus the last picture transmitted lust before it struck the moon Scientists then assessed the shot and answered questions from r< porters Still another example of (lull oil's participation in fast-breaking events was the crisis in \ ictnain ( mil last «u • sponsored two niu "instant | B hall li sh..w call-, in the '•• lust developed and •> full hour | gram later in ill detailed stud', ol the situation Ml thre* networks went all-out in then Wth live reports ot President Johns message, frequent bulletins and heaw coverage on regular!) uled shows Hut onl) niu via (iull Oil. ; I a sponsored special < ms. which devoted its ( /<^ R< pnn\ to the ciisis, did manage t" pick an additional piece "t business with standard brands buying into the show, plus the program's stead) participating sponsor. Mennen India Is Added to McCann-Erickson Overseas Roster with Clarion Deal Calcutta, India McCann I rickson International. already represented in 32 countries, has been given the green light to extend its activities to India. I he Indian government has put its stamp ot approval on a collaboration agreement that will enable McCann-1-irickson International to join forces with Clarion Advertising Ser\ices Private Ltd.. the nation's largest Indian-owned and managed agency. The new agency will be known as CI.u lon-McCann 3M Promotes Video Tape to Advertisers Si. Paul. Minn. In a strategy switch, the ;M I 0. is taking its \ideo tape message directly to advertisers and their agencies. Vehicle will be a bulletin called "News Closeups," aimed at showing how local stations with tape facilities can produce commercials of the same high qua! it) as the traditional production centers. William H. Madden, sales m.inM for the firm's video tape, pointed out that there had been what he called "a communications breakdown" which has left a portion of the advertising community in the dark about tape's ease and speed of production, relatively low production costs, its "live" look and widespread use at stations from COaSt to coast. "Of the 572 licensed on-the-air commercial television stations in the United States." Madden noted, "almost 4oo have broadcast video tape recorders to enable them to produce and play back 'live on tape'' qualit) commercials for broadcast." According to 3M, tape has found tremendous favor for coverage of news, sports and entertainment, but has lagged somewhat in the advertising area Hence, the company's current drive pinpointed at agencies and their clients \dvertising Services Private I td. Speaking in Geneva, Switzerland, Phipps 1 Rasmussen, president ol \1e( aiin-l rickson International, declared: "We have long felt the need tor representation in the growing markets ot India We are again following a policy of serving our clients through professional nationals m ever) countr) where we operate." Sir Dhiren Mitra. chairman ot Clarion, said that the present management ot Clarion will continue to manage the agenc) "Through \k( ann-1 rickson's 75 offices in 32 countries." he added. "India will have direct access to reliable. worldwide marketing information and facilities necessar) tor its port drive. I \port advertis through this agenc) will mean a saving ol foreign exchai approximate!) 50 percent ot the Commission earned will be retained m India." I he Indian a<\ executive pointed out that "advanced techniques developed b) Me< ann-1 rickson's regular schooling of personnel. internatuMi.il seminars and loa: personnel tor specialized In short, this agreement not onl) opens a window for Indian . ers. but also brine the lateniques ol marl into this countr) ." August 10 1964 19