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More than 100 TV net shows carry Advertising Council material. Red Cross publicity shot shows, left to right, Gordon C. Kinney, radio-TV director of' the Council; Robert C. Williams, associate ad mgr., Sanka Division, General Foods; Gertrude Berg ("Molly" The Goldbergs); James Johnson, Young & Rubicam;
Good Samaritan of the advert isiiii
Sponsors, agencies, media through Advert ising Council accomplish much
American advertising has been doing a yeoman job above and beyond the call of business and the selling of soaps and cereals. That job is public service advertising, which is carried on primarily through the public service campaigns of the Advertising Council, now iti its eleventh year of operations.
Here, radio and TV put their best foot forward. Here, national advertisers, agencies and practically all the media hand together in a cooperative, systematic effort to 111 push good
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causes, ( 2 ) prove their interest in good citizenship and ( 3 1 create a sympathetic climate for business and advertising.
Has it been successful? Like any institutional approach, public service campaigns are not easy to measure as far as effectiveness goes. Advertisers, however, have been enthusiastic. Witness the fact that virtually every major commercial radio network program carries Advertising Council messages as do more than 100 commercial TV network programs.
In the printed media the story is similar. Nearly 1,100 magazines carried ads on behalf of U. S. Defense Bonds I only one of 16 major Council campaigns ) during one year, according to the latest figures. During the same period (March 1950-March 1951) newspapers requested a total of 576,000 mats on various Council campaigns, with 40'/ of actual advertising contributed by the media themselves and the balance of the cost borne by local advertisers.
There are hints here and there of the
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