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TV PROGRAM SHOWS MODEL RR. CLUB IN ACTION. A. C. GILBERT JR. ABOVE PRESENTS CHARTER TO REAL-LIFE CLUB
Gilbert's six-week Tf formula
Toy company gets effective program impact without long audience build-up
MM ow can a seasonal advertiser use a network TV program for only six weeks a year and build enough audience to do an effective job?
The answer A. C. Gilbert has come up with for its Christmas-sold American Flyer electric trains is worth studying because (1) it's successful; (2) it can suggest an approach to other seasonal advertisers whether thex're in the toy field or not.
Briefly, this is the Gilbert formula: • Build the whole TV show around the product for maximum impact in a
short season of television advertising.
• Place the show in a time block loaded with programing which attracts an audience similar to the one you want (in this instance, children).
• Merchandise the show intensively through retail outlets, TV stations, schools, and clubs.
That Gilbert is happy with its sea
II
case history
sonal TV campaign can be seen from the firm's spiraling TV budget in its five-year TV history : The Gilbert Co. first went into TV with a live 15-minute program in 1948 over five CBS stations. This first TV year cost the company $5,000. The second year eight or nine stations were added to Gilbert's 1048 lineup, bringing TV costs up to $34,000. In 1952 A. C. Gilbert's Boys Railroad Club was shown on 69 TV stations with total time costs exceeding $75,000. I Please turn to page 121)
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