Sponsor (July-Dec 1952)

Sponsor cheek list bote to use broadcast advertising} & Determine what you expect broadcast advertising to do for your organization. (The nine items cover general requirements of manufacturing and sales organizations but each organization has its own peculiar problems. These must be ascertained in advance or else any advertising campaign will probably fail.) a. Force distribution | [ b. Move product c. Build prestige d. Build brand name acceptance I I e. Improve dealer-manufacturer relations f. Impress stockholders g. Improve employee relations h. Supplement printed media advertising I. Carry organization's primary advertising burden Make certain that talent pictures, biographies, and full I program information (week-by-week details) are available I to everyone requiring them. |fc ] Plan tie-in advertising, point-of-sale material, dealer mailings. (Correlation of all advertising activity with broadcasting pays substantial dividends.) | Plan the program debut as a show, not as an opportunity for organization executives to discourage listeners through long talks. | See that effective on-the-air promotion of program starts at least two weeks before the program makes its bow. (Free network and station time is available, but many advertisers are finding it productive of sales and increased audiences to buy bigger announcements to supplement what the stations and networks do.) | See that a complete promotion kit goes out to stations (if yours is a network program, the web's publicity department will work with your agency and your advertising manager on this). Determine territorial coverage desired. Centralize responsibility for broadcast advertising. Working with your organization's advertising agency, select the broadcast form (spot radio, network radio, TV, FM, storecasting, transit radio) to carry the campaign. Build or buy the proper program or announcement to reach the market for the product. With the program and stations or network selected, hold conferences with your staff so that the entire organization knows the campaign and its objectives. Hold district meetings with your sales staff, briefing them on the broadcast advertising campaign. There should be preliminary meetings during which ideas of the sales staff In the field are obtained on the campaign. Set up a public relations conference with network or station publicity men, your organization's publicity department, agenoy's press staff, independent public relations men of talent, and perhaps package owner publicity men. (Working as a team, these men can increase the audience of any program. Without organization and cooperative operation, waste through duplication of publicity material is inevitable.) 1 | Establish a publicity plan for the campaign. Make certain that everyone involved knows the person in the organization who is responsible for your broadcast advertising. (That executive must be briefed on not only what the broadcast is supposed to accomplish but on the public relations aspects of the program as well. ] Design a dealer and distributor promotion kit on the program. (Make certain that the material does not duplicate that which network stations will use for the same purpose.) | Once the program has started to build its audience, travel it around the country. | Formulate plans for continuing promotion. Only through week-in-week-out exploitation ' can a new program really be sold to its full audience. Tie program in with all merchandising and advertising plans. | | Make certain that everything that is done promotion wise (guest stars, special exploitation, etc.) reaches the publicity departments of the stations, networks and your distributors and dealers in time for them to obtain newspaper space. Plan mail-pulls (contests and give-aways) far enough in advance so that they may be merchandised at the pointof sale as well as on the air. | Don't forget to write "thank you's" to the stations that make promotion reports on your program. Where possible have product packaging include reference to the program. I Check newspaper reaction to the program. (A special pness clipping order is broadcast advertising life insurance.) 'Broadcast advertising is a living thing; it requires broadcast-by-broadcast watching, nursing, cultivating. It's a product that is being sold as well as one that is selling for you. Broadcasting has to be worked at and with to return full dividends. The easy way is the non-productive way.