Sponsor (Nov 1948-June 1949)

\utomotlVP current campaigns cover all forms of broadcast advertising with stress on selective ;i shaded oblongs report useage of form of broadcast advertising indicated MAKE AM NETWORK TV NETWORK SELECTIVE AM SELECTIVE TV DEALER CO-OP AM OR TV Buick planned Cadillac Chevrolet one-^hots :'•• Chrysler planned Ford Frazer • planned planned Hudson Kaiser planned planned Lincoln Mercury Nash one-snots one-shots Oldsmobile planned Packard Plymouth /*Y.Y.Y.Y.Y.Y.Y.'.Y.Y.Y.Y.Y.Y.Y.Y.Y.\ Pontiac Studebaker regional planned Willys the Ford Dealers, like the DeSotoPlymouth Dealers and Hit The Jackpot, will work primarily (until June 1949 at any rate) to reach a mass audience with Fred Allen. In TV, I "id will scan the video counterpart of Ford Tlicutci and will feature T\ film spot campaigns on a selective basis in major T\ cities, coupled with some ol select i\ e radio's largest (up to 500 stations) campaigns in both T\ and non-'l \ mai ket>. Mlogether, the broadcast end ol the total Ford budget (about B12,000, I) will i ml foi at least 60^5 of the over-all figure. • In \ slei ' "i poi at ion. one of the latest major anto firm to I"' founded i 1925 i . was the last ol the ma jot automakers to bring out its 1949 line, and advertising plans have not com |)letel\ jelled as SPONSOR goes tn press. So far. the DeSoto-lMvinouth dealers, a hard group to please all at once w ith any one radio program, intend to continue with Hit The Jackpot on CBS. \u i it her network radio or TV plans have been announced, and none is expected, although (ihrvsler wa» \\-\wj. radio as early as September l')27. However, there will be separate national selective campaigns apart from the dealer-manufacturer co-op budget campaigns. Dodge. DcSoto and I'lyii outh will have campaigns this month (March i running on over 200 stations each in radio with e.t. station break and selective announcements. TV campaigns are expected to come later, both on a straight advertising and dealer basis. Altogether, about 3010' ( of the total Chrysler ad figure of some $10,000,000 will go for some form of broadcast advertising, the rest going into newspapers, magazines, and outdoor media. Kaiser-Frazcr. the industry's "John nv -c.iinc l.itclv . Iia^ one of the biggest budgets percentagewise in the auto industry for broadcast advertising. About $1,250,000 of the national budget will go into sponsoring \\ alter \\ inchell on ABC, and stressing the dealer angle (as does most of (Please turn to />ogr 12) 24 SPONSOR