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jpent in agency fact-finding
been given selling tools by his ex-research head, whom he has since brought back. Most agency figure men admit that a solid percentage of their time is spent on analyzing programs and campaigns of advertisers whose business is placed by other agencies. Typically, one agency studied for eight months what was wrong with another agency's program which was costing a sponsor $1,200,000 a year and getting a Hooperating of only two. The program had run a year [and was dropped before the new-business man of the agency checking the show was able to
reach the right man at the account to show him just what was wrong with the program. It later developed that four other agencies were making presentations to the same sponsor, all of them based upon the fact that the agency of record was broadcasting a program which was costing the client a small fortune and producing practically nothing.
It's estimated that 25 per cent of all agency research, as well as the same percentage of the time of major agency executives, is directed at getting new accounts. This may seem like a very
great portion of executive and research time to be spent in selling, but the life of the average account at an advertising agency is 43-^ years (AAAA records) and so client turnover is a vital factor in the life of an agency.
Most successful agency user of radio research is McCann-Erickson, the only agency licensed to use the LazarsfeldStanton program analyzer. Under the direction of Marion Harper, Jr., Herta Herzog is constantly analyzing each program the agency handles for a client and making reports to agency and advertiser
Agencies assemble panels to hear radio programs and advertising and to record their likes and dislikes, either electrically (top left) or manually (top right). The critical meets are followed by oral sessions (bottom left). Results are frequently charted in the manner in which CBS presented its report on "England" (bottom right). Producers and copywriters use charts and the comments to build better programs and commercials
PROFILE OF LISTENER REACTIONS
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