Sponsor (Oct-Dec 1964)

Record Details:

Title:
Sponsor
Date:
Oct-Dec 1964
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Oct-Dec 1964)
Leaf #:
000629
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
September 28, 2023
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on tv battleground ly," says Edward M. Meyers, agency president. "We believe there is a vast market for men's fragrances, and tv can help us tap that market." "Once more," he continues, "menswear specialty and department stores will be able to tie in their own merchandising with Shields' tv campaign. Stores will be informed of the stations we're using in their markets and the times the commercial will be aired. A tag on the end of the commercial will identify our retailers in the area." The Shields' commercial opens with two sky divers passing a baton in mid-air, followed by scenes of a skin diver shooting a harpoon gun under water and a ski jumper making a spectacular leap. A woman's voice-over for each scene repeats "Men who use Dante are full of surprises." The commercial then features shots of Dante packages, a man applying the fragrance and a woman entering the scene to show her approval. After an affectionate exchange between the couple, the woman says once again, "Men who use Dante are full of surprises." Dante copy puts emphasis on it as the Roman fragrance for 20th century men, for after baths, shaves and showers. Exploitation of the long-neglected field of men's fragrances has just begun. Just how big a dollar market is involved nobody knows, but one thing seems certain: advertisers are turning more and more to television in an effort to capture their share of the business. ♦ December 7, 1964 33