Sponsor (Nov 1948-June 1949)

DAYTIME SERIALS [Continued from page 42 » lend tu rale according to Nielsen. Just as then' are rigid limitations on the possibilities for experimenting w it h time and oilier factors in presenting a daytime serial, there aren't many spots within the show where i.'s pra ti. cal to insert the commercial. Nevertheless, experiments by McCann-ErickSOtl and others have shown that the position of the commercial within the program can affect the listener s feeling of approval or disapproval. A Program Analyzer test hv the CHS Research Department on place rnent of a commercial in a seria! showed a favorable score ol 19, when the commercial was moved to th middle, over a score of se\en for the same commercial used in the opening Liking for the dramatic portion of the program was virtually the same, ir respective of the use of the commercia1 at opening or middle position. Differ ence in ratings for the coimi crci d i' the two positions tested was further emphasized because the tr rid of list ener reactions during the commerciil was much more violent!) downward when the commercial started the pro 81238 DO WORTH OF PROMOTION FK£§ to WSYR and NBC Advertisers in 1948 That's what the bill would total at regular rates for WSYR's program promotion last year in Daily Newspaper Advertising Spot Announcements Station-Break Tag Lines Window Displays Mailings to Dealers Preparation of Publicity Outdoor Displays ACUSE 570 kc-5000 watts NBC Affiliate in Central New York llattlc) -Heed. Siitivnul Representatives gram. It should he pointed out that both the type of commercial and nature of the stor) are factors influencing the listener's reaction to different placement of commercials within a program. The idea of correlating commercials with the serial st<>r\ proper so as to attain an overall unit) of effect is sound, according to Horace Schwerin of the Schwerin Research Corp.. who has tested numerous episodes and then commercials. The problem obviousl) is not simple. The amount id narra tion used to summarize the stor) before starting the new episode, emphasis of one stor) element at the expense of another — numerous such factors ma) radically affect the listener's liking for tin story. This affects liking for the commercial, and that affects remembering the commercial. Since liking both stoi \ and commercial is fundamentall) a matter of emotions, sa) Vttitudes, Inc.. psychologists, win not tie commercials to the same emotions that keep listeners com ing hack for more? * * * If You Sell GROCERIES IN CHICAGO \j[ou need WAIT's GROCERY STOREC AST The Only Radio Consumer + PoinJ of SaSe Promotion of its kind in America HERE'S WHAT IT OFFERS YOU! A daily half-hour food show over WAIT that reaches into the homes of America's second largest market that drives buyers into 460 National Tea Stores. (2) All-day Storecast in 100 National Tea Supermarkets to force sales at point of purchace. PLUS — complete merchandising, display-checking, and sales-reporti-.g service on 100 stores delivered to you every two weeks. A PROVEN SUCCESS! Get details NOW! Siorecast is available fo all supermarkets In the center of the dial CHICAGO WIND WMAQ WGN WBBM WAIT WL5 WENP WCFL WJJD WSBC WGES 560 670 720 780 820 890 1000 1160 1240 1390 5000 WATTS WAIT 360 No. Mich. Ave. Chicago 1. ILL. REPRESENTED BY: RADIO REPRESENTATIVES. INC. 6 JUNE 1949 47