Sponsor (Oct-Dec 1964)

DDB FILMS ON LOCATION Iron Curtain Tv Spots Produced For Radio Free Europe Campaign Eisenstein Markt, West Germany — Assuming he has the budget, a creative tv spot producer will go to almost any length to insure realism in his product. A case in point is Doyle Dane Bernbach, working with the Advertising Council, in behalf of a Radio Free Europe campaign. Not content with mock-ups of the Iron Curtain, DDB sent a special production crew to Eisenstein Markt, a border town between West Germany and Czechoslovakia. Shooting through an electrified fence with the aid of a powerful zoom lens, the crew "captured" a Czech guard-tower which will be Nicolaides Is Named Director for Mutual New York — Philip Nicolaides has received an appointment as director for the Mutual Broadcasting Philip Nicolaides System after a three-year stint as advertising sales promotion and publicity manager for Videotape Center, another 3M subsidiary. In the announcement by MBS president Robert F. Hurleigh, it was pointed out that Nicolaides will continue as Videotape's public relations head, while his ad and promotion functions have been taken over by Bud Gallanos, formerly with MacManus, John & Adams. starred in Radio Free Europe fundraising spots slated for airing in January and February. With a I6-man crew, including a Czech cameraman, a Hungarian assistant producer and a number of West German extras, the crew roamed the border in four motor vehicles carrying several cases of beer. Beer was stocked at the insistence of the extras who worked for seven dollars a day but required occasional refreshment breaks during the filming sessions. In charge of the project for the agency was Richard M. Earle, tv producer on DDB's executive staff Working with him were John Ercole of Directors' Group, Inc., and David W. Hart, the Advertising CounciTs manager of the RFE campaign. 'Ingredients, Not Taste, Key to Cough Drop Sales' New York — With emphasis on what goes into its product, rather than taste, the Bonomo Div. of Gold Medal Candy Corp. will launch a heavy tv spot campaign for its Cocilana cough drops Jan. 3 in the New York City area. Capitalizing on the start of the cold-catching season, Bonomo's agency. Hicks & Greist, Inc., has planned a campaign involving more than 75 spots a week on three New York tv stations: WNBC, WABC and WPIX. Fred Franklin. Bonomo marketing director, pointed out that "last year's market studies showed that cough and cold sufferers are mainly interested in medication and quick relief. Taste, convenience packaging and similar factors arc only of secondary interest," he added. For this reason, the filmed tv spots will lay greatest stress on the two principal Cocilana ingredients, which are benzbococaine and terpinhydrate. MBS Passes SOO-Mark in Affiliates, Reports 16 Percent Boost in Sales New York — Mutual Broadcasting System has passed the 500-mark in total number of affiliates. As of last week, the network can boast 502 affiliates on its roster, according to Robert F. Hurleigh, president of the 3M subsidiary. At the same time, MBS reported a substantial boost in sales over 1963. The affiliate breakdown shows 96 oudets in the top 100 markets, 41 in the next 50. and 35 in the following 50 — adding up to a total of 172 stations in the top 200 markets. In addition, MBS has 330 affiliates in non-metropolitan markets. The MBS sales picture is also bright. Raymond M. Smith, general sales manager for the radio network, announced that "our sales this year have already topped '63 sales by 18 percent — and that's not even including the figures for this January." Smith pointed out that MBS has signed 26 new advertisers during the course of the year, including American Express, American Motors, Chrysler Air-Temp, DuPont, Hartford Insurance, Miller Brewing, Pillsbury, Stewart-Warner and Vick Chemical. Citing Mutual's '"vast coast-tocoast spread of affiliated stations" as a major factor in cUnching the new sales. Smith said, "This was especially true in the case of companies with great complexes of distributors, dealers or agents whose marketing plans demanded virtual 'total coverage' of the nation." Two examples of firms which chose MBS because of its market coverage. Smith said, are Hartford Insurance, with agents throughout the country, and Chrysler AirTemp, with a comprehensive national dealer and distributor organization. December 28, 1964 19