Sponsor (July-Dec 1952)

^i HB| MvY&T.ER^ CKOV THURSDAY » •*>* ii' PROMOTION TIP: CANADIANS RESPOND TO SAME MERCHANDISING TACTICS AS MOVE AMERICANS. TOP DOG IS HOUSE ORGAN SS that the world is divided between people who are American citizens and those who wish to be. . . . The American advertiser should also remember the Canadian is afraid of having his country absorbed by the U.S. economically and culturally. There used to be a healthy blend of U.S. and British capital here. Now Britain cant keep up and the U.S. is pouring money in. Canadian business is losing its individuality. . . . Programs? In the U.S. the stations have sold their program time to the sponsors, unlike the newspapers which do not turn over their editorial columns to the advertisers. As a result, you have no program direction and inferior entertainment. I'm in favor of programing what people want so long as something worthwhile remains. And better programing wouldn't cost the sponsor any more. For instead of paying the agency for the program as he does now, he would pay the station. CBC's Wednesday Night program is an example of spreading culture byr decree — the other extreme. It doesn't work. The CBC's long-haired evening makes Wednesday night the longest night of the week. The American sponsor should be able to find a happy medium between the two extremes. Richard G. Lewis, Editor Canadian Broadcaster and Telescreen, Toronto 6. Use spot radio. This will enable the advertiser to overcome the individual market and population differences. Spot programs with strong local appeal can build distribution and sales, as well as loyalty to branded merchandise. For quick sell, spot announcements in strong local participation programs offer the best method. Joseph Bloom, President For joe & Co., Inc., New York 7. Use Canadian shows. We have remarkable talent. When we auditioned for Brave Voyage, our New York people were amazed at the versatility of the talent. Among the top are actors like Claire Dranie. Ruth Springford and those perennial comedians. Johnnie Wayne & Frank Shuster. Trudy Johnson, Traffic Supervising & Buying Ruthrauff & Ryan, Inc., Toronto 8. Leave Canadian advertising to Canadian agencies specializing in the Canadian market. A warmed-over American commercial won't always do the job. Nor will any "average"' net show with local cut-ins. As an example of what I mean: One big company in the U.S., which has sponsored a fine program on the air for over 25 years without a break land lately on TV too ) decided to break into Canadian radio. It piped in the American show, expecting immediate reaction. However, all it got so far was a goose egg. Reason? The program was and still is the type that took a long time to build audience and loyalty. That was in the U.S. and in border cities where Canadian audiences could hear or watch the U.S. stations. In fact, in a free offer of a gift, the U.S. show pulled more in Toronto than the local rebroadcast several nights later. Gordon Allen, Director, BroadcastingTV Div. Associated Broadcasting Co., Ltd., Toronto 9. Don't use ''circus'' advertising. Although fundamentally Canadian reactions are the same as in the U. S., "circus" advertising is not as effective. Because Canadian radio is governed and policed by the government, we do have a more limited scope than in the U.S.. I Please turn to page 106 I 1. 2. 3. 4. 5. Tips on how to prepare food and drua eopu Don't use "laxative" except when part of registered name; then it's limited to once per commercial. Don't refer to drinking. Mention athlete's foot only once per commercial. Don't descrihe soft, spongy, bleeding gums. Don't use sound effects to portray loose dental plates. Don't mention function of any internal organ. 6. 7. 8. Don't use '''waste matter," ""function." "deranged kidneys." Reference to fleas, bedbugs, body lice, etc., will be modified. Use "blemishes" instead of "eruptions." "pimples," "blotches," "itching," "boils" and "blackheads." 10. 11. 12. Delete the following: "loosened phlegm," "thick, strangling mucous," "sluggish intestinal muscles." 4 ^ "makes you feel sickish." CBC rules. Submit two copies two weeks in advance to CBC Broadcast Regulations Div 354 Jarvis St . Toronto Forget reducing tablets; they're out. Use "keeps your breath sweet" in chlorophyll toothpaste — nothing more boastful. Keep aieay from embarrassment (due to bad breath) angle. You have to clear cosmetic copy through Food & Drug Division. Ottawa, now. Don't claim a product can remedy or cure diseases, (ret CBC. list. 11 AUGUST 1952 77