Sponsor (July-Dec 1949)

■ Mr. Embry The l*M*k<'ll I'.'IIH'I answers \\ hen an advertiser purchases a program on .1 station, he should go in with the idea that this is to he a long-pull proposition. I t should he looked upon as a franchise to he enlarged and developed and be made more and more profitable. It i an obvious fact to all who have been in the radio business for an\ length of time and to advertisers who have used radio extensivelj that the best re-ults are secured from this medium bv those who are far-sighted enough to continue their radio advertising over a long period of time, with constant promotion and publicit) given to their program franchise. Radio results arc accumulated. \\ ith tin idea in mind, of course, it would be more consistent for the advertise] to spend a moderate amount "I ne\ on spot radio advertising to promote In program feature. It is perfe< d) all 1 ighl to put some monej into newspapers foi tin same purpose but, jusl as in an) effective, well-rounded « ampaign, pari of the budget should be put into radio announcements in order I" .11 hieve the greatest o\ er-all impact Mr. Sponsor ashs... "Miouhl SI sponsor IlllV lillU' lo |>r •!< his own program? Charles W. Shugert Assistant Advertising Manager, Shell Oil Co. to the listening public. He is much more likely to attract new listeners to his program by the use of every media he can afford than he is bv concentrating his money on newspapers. The same logic should be followed in the spending of promotional monev that i originall) used in the planning of his over-all campaign. We recommend to our program advertisers that the) not only use newspaper ads and radio spots to promote ihcii shows, hut that the\ also use window displays, signs throughout the -lore, the front of their monthly statement-., portions of their car cards, hillhoards, truck signs, and an) other medium that the) have access to. All of this effort pa\s off in results because the program will capture its audience much faster and make his franchise more \ aluable. R. C. E.MHKY Vice President WITH. Baltimore. Md. I think it's axiomatic that an) sort of promotion given a product or a program is good. \\ hat is involved principallv is. do the results justify the expense? We have several wav s Mr. Spector In promote OUT s h o w . B 0 n 11 v Maid I ersatile Varieties. We give the studio audience photos of the commercial < asl 1 '"Wear" and "Tear" and "Bonn\ Maid I, and we tell the viewing audience to w rite in for a picture i . t our beautiful "Bonn) Maid (Anne Francis I. So far. thousands of viewers have written in for the photo. The three characters were created for television bv Basch Radio and Television Productions. We feel it is part of the networks job to promote its commercial show-. We feel the network ought to put slides and aural announcements on the air for a reasonable period (trior to a show s premiere, and the evening before the regular performance of anv commercial show. Some networks are alert to this responsihilitv and cooperate nicely with sponsors, with announcements plugging network television shows. II a sponsor budget permits, shall he put additional monev into spot announcements plugging the show or put that same monev into the show budget. to improve the show itself? We feel that depends on the particular program, the budget, and whether a client feels that additional funds could he used advantageousl) to improve the program. This brings me to niv third thought. II a sponsor is to spend monev on spot announcements either on radio or television, would he be smart to spend the entire time plugging his full-length program, or should he also trv to sell merchandise? We feel the answer lo that one is prett] < >1>\ i< >us. I think he should definite!) sell his product on both radio or television spots, and then invite the listener or viewer to tune in on his longer program. If the) do, he has gotten two plugs for one. and if the) don't, he still has the original plug on the spot. Sami el Spe< roR President Bonn fide Mills. Inc., V. Y. 38 SPONSOR