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8. Dreft
Dreft is P & G's first synthetic detergent, coming out in 1935. This one was tagged for the dish-washing trade, stresses Dreft's ability to float dirt and grease off plates without washing.
Two programs carry Dreft commercials: Lorenzo Jones (NBC, Monday through Friday 4:30-4:45 p.m.) and The Beulah Show (CBS, Monday through Friday 7:00-7:15 p.m. The Beulah Show is a natural for dishwashing Dreft, since its star, Hattie McDaniel, plays the part of a family cook. She gets in an early plug by opening the show with "Love that Dreft." When the main commercial is delivered, it fits smoothly into the mood of what has gone before in the sketch. Dancer, Fitzgerald. Sample keeps a copywriter on the West Coast just so commercials for the Beulah Show will lead-in convincingly from the final script each day.
One ear-catching part of the commercial is its jingle, usually put in as a tag to dramatic dialogue between husband and wife over the family sink. The jingle goes:
No wash, no wipe tonight,
No wash, no wipe tonight. Self-washing Dreft Means no work left
No wash, no wipe, tonight.
P & G, noted for its cautious reports of its own activities, discloses no sales figures for Dreft. But consumer research has shown the copy theme and jingle to be pleasing. * * *
HOW NOT TO BUY TIME
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the crisis. This same program is heard in two cities, but the drop in rating showed up in only one city. I call that a fluke and nobody's going to convince me otherwise."
Dont compare ratings without considering the percentage-oj -error factor. The amount of error inherent in any sample measurement may put one show ahead of another on paper. What its actual standing is and what its actual worth to you is remains a matter of judgment.
Dont use BMB figures blindly. sponsor's survey of timebuyers indicates that BMB figures are being used widely. But there are a number of cautions to consider in using this valuable yardstick.
WXEL is the TV BASEBALL STATION in CLEVELAND!
Get set for another season of top entertainment . . . and top ratings ... on WXEL, the TV baseball station in Cleveland. While the Indians are delivering the home runs, WXEL delivers the audience . . . assures you of "the best buy in town". It's another Pennant Winner in getting the most for your television advertising dollar.
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Represented Nationally by The KATZ Agency
All Cleveland Indians Home Gaines are Televised over
CHANNEL
12 MARCH 1951
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