Sponsor (1964)

Campbell-Ewald Copywriters Are Meeting the Consumer-via Tape Detroit Vcting on the premise ih.it everybody, from the client to ilu mail boj . has an opinion on .1 copywriter's work except those at whom the prospective commercial or ad is aimed, the prospective buy ci ol the product, CampbellEwald Company, Detoit, is taping Iconsumcr reaction to the copywriter's efforts. I he tapes are then sent to the writer so that he maj hear the reaction to his ad. Ilk' program, utilizing students ol Northwood Institute. Midland, \l began earlier this year with print ads and was so successful that an experimental program lis being initiated for Campbell(Kwald t\ commercials. To date, four commercials have men tested b) the students who : projector into the consumer's home, show the commercial, and ask questions about recall, what the person thinks the spot is trying to is.n to h 111. and whether or not he feels the product would benefit him. Answers are taped and sent to, presumably, the waiting copywriter it Campbell1 uald. It was pointed on' that both research programs are used primarily is creative tools rather than supplenents to the agency's over-all research projects, since the sampling is eni small to give a clear picture tor eseareh purposes. Johnson Named Tv 'ice President For CCBC V'« ^ <>rk Major executive apiintment is news at Capital Cities Iroadcasting Corp. with the anlOUncement that Kenneth M. Jolinin has been named vice president charge of television sales tor the froup \ veteran in the broadcast Ministry, Johnson had previous!) been ceneral sales manager ol \\Kli\\\ . Capital Cities' Buffalo outlet. rrior to that, he had held management and sales posts with ( BS V spot Sales. McGavren1 \ and JBC l\ Spot Sales I he 5ervice is available to all ( ampbell-Ewald copywriters, "who use it to reinforce then judgment, to help them decide on pomts the) ma) not be sure of, and to achieve the sort of objectivit) that can onl) come from outside the agenc) and client organizations." Dept. of Oversights New Yorii R \ ;ts that it in.ui lentl) omitted Minn< Mining and Manufacturii I t r « -m its list oi the top 50 network radio advertisers < m e Sp< U, p 19) I lu compan) had a penditure ol S12S 000 in network radio during the Inst qi 1964, and should tank BS J3rd in the top 50 list Rollins Acquires Ork Reports an All-Time Wilmington. Del. Rollins Broadcasting, Inc.. alread) a diversified company, has added to its business enterprises with the $62.4 million acquisition ol Orkin I *terminating Co. Inc., the world's largest pest control company. \t the same time. ( ). Wayne Rollins, president of the firm, announced that revenues, earnings and cash tlou tor Rollins' first quarter, ending Jul) 31, 1964, were at all-time highs lor an) quarter in the histor\ of the compan) In clinching the Orkm deal last week, Rollins acquires a compan) with about 800 offices in 29 states and the District o! Columbia. in Exterminating; High in Earnings In announcing quarterl) revenue figures, Rollins pointed out that this marked the llth consecutive quarter in which prohts were higher than in the comparable period of the preceding year, total revenues |.>: the period were up 53 percent, from $2,126,160 the pervious year t>< $3,260,542 in 1 1>M Net earnings increased 16 percent • or 31 cents a share compared with 5,739 01 27 cents in I'" Rollins, which is listed on the American Stock 1 nchange, . >wns three t\ stations, eight radio stations, an outdoor advertising company, Satin Sott cosmetics, plus real estate. AI-TV Sees Banner Year Ahead New York Announcing a stepped-up advertising and publieit> campaign, Stanle) I Dudelson, vice president m charge oi distribution tor American International Television, deelared that b) the end ol the firm's first fiscal >ear. April 30, 1965, \l I V will have put into distribution 101 full-length features in color and black and white tor the domestic market and I "2 features for the international t\ market. Onl) five months old. the subsidiar\ ot American International Pictures specializes in I uropean productions >'t the "spear and sandal" variety, English dubbed-in. Currently, \I-IY is offering three packages featuring such titles as '" I hor and the Amazon Women," irne> to the 7Ul Planet" and "Slave Queen of Main lor 1 tirst package, "epicolor '64,*1 has been sold in 30 markets " \nia '65" has been sold in 20 marl as has "epieolor '65 \ special holida) program, " Makazam the Great" has Ken sold m 21 mar) \ i.uirth package is currentb in the uorks Also. Dudelson, enroute I urope to stud) tlk t\ market, said that >Hi his return he would announce AI-TVs "first wholl) produced for international syndication b\ the compan) *p»«mber 8. 1964 21