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$50,000 pre-Christmas television campaign for Dante cologne and after shave lotion marks New York firm's debut in broadcast media
Shields meets competition
■ It's no crime to follow success — and it looks like that's why Shields, Inc. of New York is entering tv.
Shields considers its chief competitor for Dante cologne and after shave lotion to be Swank's Jade East. After highly successful tests with tv in three markets last Christmas, Swank some time ago announced that Jade East would make a full tv plunge this December, scheduling $250,000 in the medium for a holiday campaign
to be spread over forty markets.
Other competitors — English Leather and Canoe — also use broadcast media. English Leather does some co-op advertising in radio and tv, while a number of Canoe's franchise operators use radio spots.
So now Shields, too, is entering the broadcast ring. The company's debut is marked by a $50,000 holiday drive in 25 markets, including New York, Chicago, Los Angeles, Philadelphia and Detroit. From 12
to 30 spots a week will run on 22 stations from the first week in December through Christmas.
Heretofore, Shields billings, amounting to $250,000 a year, have been placed entirely in print. The company's agency, Edward M. Meyers Associates, divided the ad dollars among The New York Times, Gentlemen's Quarterly, Playboy and The New Yorker. ,
"We have decided to supplement our print program with television | to reach consumers more efficient
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