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THE CHANGING SCENE
Guerlain, Inc. Expands Radio, Tv Spot Schedule
A very old company is using an expanded schedule of radio and television spots this tall to project its new "younger"' image.
Guerlain, Inc., French perfumer founded in 1828 and internationally renowned among the sophisticated and well-heeled, has employed broadcast media with commercials designed to make the company better known on a broader base. Humor in the messages will be coupled with a saturation schedule in major markets.
The objectives, according to Gilbert Advertising Agency, Inc., are to reach the youth market and to strengthen acceptance for Chant d'Aromes, Guerlain's first new fragrance in seven years. Shalimar has been Guerlain's best-selling perfume in the United States since it was introduced in 1926.
Budgets for both radio and tv are
more than double what they were a year ago. Coverage has been intensified to provide greater penetration in each market and add new markets to the schedule.
For 1964, tv will be used in five cities, New York, Chicago, Philadelphia, Boston and Cleveland. One tv outlet was selected in each. Radio advertising covers 14 major cities, employing two or more stations in most — fine and popular music — to reach a diverse audience.
As in the print schedule, radio and tv advertising will "peak" during the six to eight-week period prior to Christmas. This is traditional in the industry because of the importance of perfume as a gift.
Hauser, Brooks Represent Triangle Program Sales
Two West Coast representatives for Triangle Program Sales are being announced as part of the continuing expansion of the syndication arm of Triangle Stations. Jack Hauser and William Brooks, Jr. are the
newest additions of the sales staff. Hauser, who will cover Alaska, Washington, Oregon, and Idaho, will be based in Seattle where he is sales manager of Northern Television, Inc. Brooks, whose territory includes Nevada, Arizona and California outside of Los Angeles, will represent Triangle from his posts in Beverly Hills as vice president of Cartoon Distributors Corp. and western regional sales manager for George Bagnall & Associates.
Increase Noted In Syndication Sales
Station WFAA-TV Dallas, Tex. has renewed its contract for the purchase of 260 Felix the Cat cartoons through 1971, this time specifying that it will telecast the entire package in color, it was announced by Frank A. Browne, national sales manager of Trans-Lux Television Corp., syndicator of the series. Originally, the Dallas station used Felix in monochrome. WGN-TV Chicago is also going the color route with another Trans-Lux package,
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