Sponsor (Oct-Dec 1964)

Union Central will continue to have at least one network tv show a year by repeating the NBC Project 20 presentation, "The Coming of Christ," again scheduled for mid-December. . . . tv policies last November into the individual health field we devised a new campaign promoting the concept of 'complete personal protection.' We selected newspapers as the main medium because government involvement in the medical field meant modifying ads in certain areas. "As a strong support program we developed seven 60-second radio spot commercials using dramatic story situations to put across policy benefits." These commercials, followed by a personal message from the local branch manager, this year will be aired more than 2600 times over 38 stations during the peak a.m. period. Merchandising was done with a large portfolio containing reprints, schedules and a plastic recording of the radio spots. Objectives: to promote the new plans and to picture company agents as advisers and partners in planning complete protection; to continue to promote the company as an industry leader. • Connecticut General, historically a magazine advertiser, experi mented with radio this year for the first time. The company purchased five-minute news and sports programs in its major markets throughout the country. One-minute commercials, which included a local tag, told listeners about Connecticut General's services. They were scheduled during drive-time. Results of the ad program, according to director of advertising Robert Chamberlin, were: (1) a greater awareness of the company in the public mind, (2) aid in the recruiting area, particularly in sales and (3) better information about Connecticut General product advantages, both for prospective purchasers and policyholders. • Equitable. What started four years ago as a four-week radio test has now developed into a large annual radio account. Spot radio campaigns in the spring and fall are carried in prime time by more than 500 stations in 250 markets. Each spot carries a local identification tag-line. The company's annual co-op plan adds "considerably" to the radio budget. 1964 marks Equitablc's 10th year of advertising "living insurance," a theme featured in both radio and magazine promotion. • John Hancock. John Hancock's advertising program includes participating sponsorship of The Huntley-Brinkley Report and spot tv in key markets where main John Hancock offices are located. The television commercials were designed to support sales activities by paving the way for the agent's call, according to Lcavitt Howard, second vice president, advertising. To dramatize the flexibility of John Hancock programs, the JH agent is dominant in all commercials, helping prospects establish their needs and showing them how life insurance can help attain personal financial security. John Hancock is shown as a modern, dynamic company. Last year John Hancock spent $1.5 million in spot tv alone. Previous to its 1963 buy, the company's only other tv experience was as co-sponsor of five Producers' Showcase programs on NBC in 1957. A study conducted after this brief experience revealed that the shows "had been extremely effective in increasing consumers' knowledge about the company and increasing its prestige and reputation." Television was not used the next year because the program was not offered again and JH did not see another program it liked. Agency: McCann-Erickson. • Life of Georgia uses posters and radio for its basic campaign. The theme, "because you love them," is now in its fourth consecutive year. Four seasonal "waves" of commercials are used, coordinated with outdoor posters. The oneminute spot radio messages "talk about" the scene on the posters. The radio spots, which use a "Because you love them" musical theme in the background, are being aired on 179 stations for a total of 13 weeks, weekdays at peak traffic hours. Each "outdoor-radio wave" is merchandised to the field force with an agency meeting aimed at selling the types of insurance featured. There are special giveaway items provided for all agents to use in connection with each advertising crest. 34 SPONSOR