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COLOR
in advertisin
\ i" w sales dimensions for television
in si v emerge from I r< hearings
^g^ Color sells. It has always ?|0^ a dynamic force in
^Br advertising, and with increasingly better advertising techniques its use is constantly becoming wider. As an attention-getter, it is used in everything from soap-product packages to the Chesterfield ads on the back cover of Life and the circus posters for Ringling Brothers.
Color, perhaps for the first time, is being mentioned seriously in many broadcast advertising circles as well. With the start of the FCC hearings in Washington (26 September) on many new TV developments, such as the proposed new TV stations in the Verylliuli and Ultra-High frequency channels, a new color-advertising horizon is looming for agencies and advertisers.
As SPONSOR goes to press, the majority of the questions surrounding the development, testing, transmission, and pick-up of color TV are largely unanswered. Whether or not the proposed RCA system (viewable on presiiit black-and-white sets in the lower frequencies) or the CBS mechanical
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color system (viewable only on new sets or via adapters because of its Ultra-High Frequency transmission signal) will be authorized is still up in the air. The RCA system has caught the fancy of many advertisers, but CBS, which has already sunk $2,000,000 in its brand of color video, is in there pitching, too. How long it will be before the public will be seeing color TV, how much adapters and/or color-TV sets will cost are just a few of the unknowns.
Of one thing broadcast advertisers are becoming reasonably sure. In four or five years (more or less) color TV will be with the industry. A few farsighted advertisers are already thinking in terms of what their live or film programs, their commercials and spot anouncements are going to look like — in color — in the living room. Most TV advertisers have done little actual planning along these lines, for the simple reason that there has been little or no research done recently on the selling problems in color TV.
There are. however, some important basic guides for any advertiser who is
thinking, or has thought recently, of using color TV. These guides are apart from anything the FCC may decide about full-celor TV, and are meaningless if color TV is put on the shelf, as it was when CBS made its first pitch in 1946-47.
Color in advertising, so far as most broadcast advertisers are concerned, starts with the packaging or the appearance in color of the product. Some products, such as foods, lend themselves better to good color packaging and color advertising than do others, such as insurance services. The mental connection between a given product and a given color or color scheme in the mind of a consumer is a valuable plus in the advertising plans of many companies.
This was strikingly demonstrated not long ago when Campbell Soup was pressing some litigation against Armour & Company. Campbell was trying to prevent Armour from using a red-and-white color combination in its product packages and cans, since, argued Campbell, the combination was l Please turn to page 45)
SPONSOR