Sponsor (Jan-June 1953)

4. Agency media project: Young & Rubieam9s private media guide, sag aiv experts, underrates air metlia—but Y&R doesn't 12 TANGIBLES (1 rating equals best performance; 5 equals poorest) I. 5. «. 7. «. ;>. JO. n. 12. Cost-per-1,000 Cost of national representation (campaign) Selective coverage of prospects Circulation tonnage' Frequency of advertising impact available Year-'round effectiveness .... Life of advertisement News value or timeliness _. Flexibility as to budget control Flexibility as to copy Presentation of appearance of product Presentation of features of product _. MAGA TELE NEWS OUT ZINES RADIO VISION PAPER DOOR 3 2 5 4 I f 2 5 3 4 1 3 2 4 5 3 4 5 2 1 5 2 3 4 1 1 3 4 2 .> 2 5 4 3 I 4 1 2 3 5 4 2 3 1 5 4 1 2 3 .» 1 3 3 4 2 2 4 1 3 5 3 INTANGIBLES 1. Prestige building 2. Consumer friendliness 3. Merchandising value I 3 2 4 3 2 I 4 5 3 2 1 40f 42f 44\ 45f 54f 'Possibility of exposure to more different people. tSPONSOR, not Y&R. added these This table from Y&R's Evaluation and Use of Advertising Media, 5th edition, for use by its clients and employees, obviously underrates air media — radio and TV experts told sponsor — because it omits such powerful tangibles and intangibles in ivhich they rank high. Examples: (1) motion in the case of TV; (2) publicity value of shows; (3) psychological impact and penetration {only radio appeals to the ear alone and can "sell you ivhile you re doing something else"; only TV combines sight, sound, and motion) ; (4) sales ability and persuasion in case of radio; both plus denwnstrability in case of TV. All questioned some of Y&R's ratings for points listed as well, especially cost and "circulation tonnage" — how many different people can be reached. However, Y&R itself cautions: "Obviously there can be no formula. . . . This evaluation cannot give an inflexible ranking of the mediums. . . . But it can be useful, solely as a starting point in media evaluation." Y&R, a $120 million agency generally known as a magazine house, ranked 1st or 2nd in TV billings last year, 2nd in neivspaper and magazine billings, and 3rd or \th in radio. It definitely does not underrate radio or TV in practice. is. within the medium. D-F-Ss Dr. now. Reason: expenses. All gross me all other media is increasing: Lyndon 0. Brown, its director of dia costs, except nighttime radio, are Business papers ... Up 40% since 1940° media, marketing and research, feels rising even though costs-per-1,000 may Neivspapers .. Up 29 8% since 1942* . , . ' .iii. i • ill. i o Outdoor Up 22% since 1939 it s impossible at this stage to isolate be going down or holding steady. So Magazines ... ..Up 18.5% since 1948d the influence of one medium anion"; the advertiser is most anxious to in Radio Down 23.3% since 1943" , t , • , . j ^ . i • • .. ,• t, , •„ TV Down 61.8% since 1949' many, except tor certain products and vest his money in the media that will l ,• j • ii L • 4.1 • l „ . l .1 "Angelo n Vcnezian of McOraw-HIU Tub Co. >>Edl new ones advertised in a small way. bring the quickest sales at lowest cost. tor & Publisher inti. Yearbook 1053. <-ana estimate. it , i i .1 ] ii „ i i , <IMAB estimate based on 41 magazines, av. for blackHe told SPONSOR they have had no SPONSOR heard tWO Statements re and-white patte ami color. 'BAB estimate prepared for . . . J . 1 • • 11 SPONSOR '('Its estimate. more luck testing copy on an interme peated on several occasions in talks dia basis than with media. He says with a number of advertisers at the 2. You can now test sales results of the same could be said for testing sales March 1953 ANA convention in Hot any media on a market-by-market methods or markets or uses of media Springs, Va.: (1) "We wish we had basis bY using a technique developed — too many variables to be able to some way to tell which medium is do "Y tne Advertising Research Bureau, isolate one and conclude, "This did it." ing the job," and (2) "We wish we Inc (ARBI) of Seattle. It has now For a fuller explanation, you can were sure it's the advertising that's run ^*1 tests in the past two years, read his 612-page semi-classic Market selling our product." mostly newspapers vs. radio but a few ing and Distribution Research. Dr. involving TV. Begun on a local reBrown has been a professor of market Tips to confused advertisers: SPON tailer level, the technique is being exing ;is well as a college president, so sor's media study has uncovered three panded to the national advertiser level, only a brash reporter would dare ques specific factors which should serve to Several big companies are now testing tion his conclusions. Yet he is among reduce advertiser confusion. When ll ARBI s president. Joseph B. Ward, the firs! to agree that someda\ media these were explained to advertisers. 'las "° radio background but rather testing will become a lull-blown sci they wen either skeptical or amazed. is a management engineer; therefore ence, even though he doesn'l know if The three factors are: his work docs not suffer from bias. il will happen in his lifetime. 1. Co t-per-1,000 radio and TV Hi* principle discovery to date: You But the advertisers want t<> know homes are dropping steadily; that of {Please turn to page 100) 50 SPONSOR