Sponsor (Oct-Dec 1964)

Record Details:

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•0 0 TAAN agencies, bankers recenty were told that "the best way to lelp your bank grow is to help your ;ommunity grow" by assisting local businesses to understand the iniportince of tv. As the third largest users 3f local tv, banks are in a unique position to aid their customers' irowth via video. Occasionally, agencies call upon 1 vB to don its diplomatic hat and ■go educate the client about tv." n this function, the organization is ible to provide basic tv information o a sponsor who doesn't know the ibc's of the medium — an area of |;reat sensitivity that requires the ;ood offices of an independent hird party. : Less often, the shoe is on the ither foot — the client asks TvB 0 "educate" its agency. Other areas of diplomatic eggreading include: • Overcoming regional adveriser reluctance to use tv in cities hat border on the next market, be■ause the advertiser's counterpart n that area would benefit. • Merchandising a sponsor's ad'crtising by including market people in TvB visits and establishing 1 rapport between a client's marketing people and the advertising igency. • Reassuring a client who has ccond thoughts about his heavy ,v budget. ("We point out that he's m good company.") • Appearing at sales meetings ind explaining the significance of a V buy. Recently a household name oiletries manufacturer asked TvB 0 explain to its fieldmen the how's md why's of advertising on television. • Producing such films as Heartbeat, which an agency can use as 1 "foot in the door" with a potential v client. ("If the client doesn't like he idea, we get the blame rather :han the agency.") There is another side to the coin — the "sure ways" not to get TvB's ooperation. For example, don't ask it to: Act as a check against competition; test to see if "tv will sell a product;" measure an advertiser's image, rather than the power of the medium; set standards that do not exist, e.g., "how much more effective is a 60-second commercial as November 16, 1964 compared to a 20-second message"; set station policy on make-goods, piggybacks, etc. Recently, the producer of a new coffee brand was turned down in its request for a test market of the item. "Actually, they wanted us to check if they were using the medium correctly. If it fails, we asked rhetorically, will you change your agency or the medium?" Particular sales problems often provide the impetus for much of TvB's research. Does CPM decline if more stations are added to a sponsor's schedule? Result of delving into this question: Selectroniscope — a vast collection of data that details the economy of buying a long list beyond the top 50 markets, and which also shows how an advertiser can build either reach or frequency. Additionally, a sponsor can compare the cost of a full page ad in a leading consumer magazine with a variety of television schedules that can be bought with the same expenditure. Research through the years has produced an array of unusual facts. Although some lare now outdated, they exemplify how potential markets can be pinpointed for specific types of sponsors: • Heavy smokers stay up late. • Viewers with freezer facilities spend three times as much time with tv as compared to time spent reading newspapers. • Heavy tv viewing families drive more than lighter viewing families. • Young tv homes use 50 percent more liquid bleach than nontv homes. (A 1956 statistic, at a time when liquid bleach mianufacturers were non-tv users.) Prior to TvB's formation 10 years ago. Sponsor queried ad men about the pressing problems that a TvB would have to cope with (Sponsor, June 14, 1954, p. 31). Ad men called for: a periodic census of tv sets; an up-to-date county-by-county coverage study; a quick way to estimate spot tv costs; standardization of tv rate cards; dollar figures on expenditures by spot clients; impact studies on programs vs. announcements; audience data by sex, age, socio-economic status; and effectiveness of spot tv and other media compared. The success in meeting these decade-old problems is reflected where it counts — the growth in tv dollar advertising figures during this period. ♦ TvB aids local retailers Hudson-Belk's newly-opened department store in Raleigh, N.C., is the latest local retailer to call upon the talents of TvB's less-than-year-old retail television production service. H-B had an idea for a tv commercial jingle and asked for assistance in putting its concept on tape. Result: sponsor took TvB's advice and let the organization modernize and reorchestrate its song, and also select the vocalist. "We suggested a progressive jazz group, and they bought the idea," says Louis M. Serota, TvB director of retail sales in charge of the service. "We used top musicians," he adds, "and augmented the commercial with changing visuals to suit the same audio." It's all part of meeting a need that arose from the pressing problem of answering local retailers' "how to-do-it" questions. "Our major function," Serota says, "is to get the advertiser started, guide him, show him what can be done for what he wants to spend. We know what can be done on a local basis, but often the retailer does not." An infrequent user of tv, up to that time, H-B now has a long schedule on WTVD Raleigh-Durham. 51