Sponsor (Nov 1947-Oct 1948)

Record Details:

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tlie^'i, . . . Industry Farming ^_ Wealth '5 THE RICH DOWNSTATE ILLINOIS MARKET WMIX "Southern Illinois' Most Powerful Radio Voice" SERVES THAT ENTIRE RICH AREA 940 kc, AM 94. I mc, FM No. 2 Radio Center, Mt. Vernon, III. Your John E. Pearson man will be slad to discuss avaiiibililies and rales with you. Mr.J!ponsar: lloi;%ard >l. 4'hapin Director of advertising. General Foods Corporation The advertising methods of General Foods have always been simple. Its many products are never sold as a "line," but always as separate and distinct identities. Each major product group has its own budget and ad manager, who is free to use the media he thinks will produce the most sales at lowest cost. This is where unassuming, straight-thinking, Yankee Howard Chapin comes in. His newly-acquired job is that of connecting link between the various product advertising men, which for him involves endless conferences and decisions necessary to keep all GF advertising producing sales. It is Chapin's firm hand that guides a $13,000,000 budget, largest food ad budget in the country, of which at least 65'"c goes to broadcast advertising. Chapin's job is a vital one. General Foods' profit margins are down although gross business is up, and advertising know-how is being counted on to stimulate higher total sales. The 1 1 GF air shows on three networks, plus television and periodic national e.t. spot campaigns, will carry the lion's share of the burden. Chapin, who researches a medium thoroughly before he recommends its use, feels that air advertising will continue to do a job for the big food firm. The various product ad budgets, arrived at by multiplying the number of advertising pennies per case by projected case sales, will be money well spent. Television will receive many General Foods ad-dollars this year, since Chapin is well aware of its selling potential after heading the client-agency group which prepared a video survey during 1947 for General Foods. The medium, however, must continue to sell itself, as Chapin points out that the final decision to use TV will still have to come from the division ad-managers. Chapin has been with General Foods since 1929, when, out of Dartmouth College for just one year, he landed the job of export advertising manager. Since then, he's served as assistant to the president and has been 'theadvertising manager of two of the GF product divisions. During the war, he did a hitch as a lieutenant colonel in the OSS, Mediterranean Theater. The secrets he's working on now are those that will place more and more General Foods products on more and more pantry shelves. 10 SPONSOR