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RICHMOND VIRGINIA 910kc-5kw ABC AFFILIATE
Njtional
Representatives
EDWARD
PETRY
& CO.. INC.
Ushers) and Outdoor Advertising Association of America. There are also 10 affiliated organizations representing media, agencies and advertisers.
These organizations appoint a Board of Directors I present chairman: Howard J. Morgens, Procter & Gamble's vice president in charge of advertising I whose job it is to pass on the merits of hundreds of requests received annually from government agencies and private groups that have learned that advertising — through simplification, dramatization and repetition — gets things done. There is also a Public Policy Committe (chairman: Chester C. Davis, associate director. The Ford Foundation) of educators, labor representatives, business men and publicists which must approve all campaigns by a three-fourths vote before the wheels begin turning. On the sidelines, an Industries Advisory Committee, headed by S. C. Allyn. National Cash Register Co. president, gives the board the benefit of its thinking on programs under consideration, suggests new campaigns and helps raise the Council's annual budget, now running at $750,000.
In passing on a request, the Council has taken pains to point out that it does not "approve" the campaign as such. It decides whether a campaign lends itself to advertising, whether ( in the case of an appeal for funds) the requesting organization has an effective national setup and can follow up appeals with a substantial amount of doorbell ringing, whether the subject is non-controversial and whether it is of genuine public interest. It must be non-commercial and not designed to influence legislation.
Requests from government agencies are first screened by the advertising liaison division of the Executive Offices of the President of the U. S. Where Congress has passed law establishing policy on a particular campaign, a Public Policy Committee vote is not required.
Once a campaign is stamped O.K.. an agency is chosen to prepare ad material (it isn't paid a cent for tins work I and a campaign coordinator is named (also on a voluntary basis). Coordinators are generally admen from the ranks of the top national advertisers. They may work with as many as eight agencies I Defense Bond campaign I and also coordinate the work of the Council and '"client." which, by force of habit, is the name applied to
the group sponsoring the campaign. \ Council campaign manager is also appointed.
Conferences among the coordinator, client, agency and Council staff people lead to media strategy, slogans and the decision concerning who should be reached by the campaign. While the agency works up ad layouts for the print media, radio announcements are the province of writers on the actual program that airs the public service message.
This was decided upon, rather than canned messages, because it was felt that an individual program approach would result in more variety, spontaneous writing and announcements that fit the mood of the program. To make sure, however, that these individual messages fit into the over-all campaign strategy, program people are sent fact sheets, w hich explain the campaign, provide factual material for use in the messages and indicate which points are to be stressed.
A fact sheet is also forwarded to TV
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