Sponsor (Jan-June 1953)

NABISCO (Continued from page 33) Omaha, and (3) Your Shoiv of Shows and ) our Hit Parade in Portland. The agency is able to get valid costper1.000 figures on its announcements since its widespread TV buying allows it to use Nielsen figures. A Nielsen rating for a single, average market would not be meaningful statistically but a combination of spot ratings in more than 65 TV markets is projectable to the entire population. Nabisco knows (though it will not reveal exact figures) that it is not only reaching a vast national audience but is doing so with economy. It feels this economy is especially necessary with advertising to produce impulse buying. Nabisco also keeps TV spot costs down wilh 52-week buys. However, it reviews and analyzes its costs-^very 60 days. Announcements are continually shifted and, if need be, the agency will use its two-week cancellation rights. In addition to this $1 million spot campaign, Nabisco also has special spot TV budgets for Shredded Wheat and its Milk Bone dog biscuit. Nabisco's emphasis on spot is almost self-explanatory considering the variety of its products. With spot, the company is able to push certain products in certain markets. Network shows make this kind of selling more diffi Put Your Bucks on WREN MORE LISTENERS MORE HOURS THAN ANY OTHER STATION IN TOPEKA Housewife . . . businessman . . . young and old — WREN attracts them all thru topflight programming. Put your dollars in this rich Eastern Kansas market. Join the many national advertisers turning to WREN, the station that has more listeners, more hours than any other station in Topeka by every recognized survey made in the last several years. WEEL» a CO. ABC— 5000 WATTS cult, especially — as is the case with Godfrey — when the network show personality does the selling himself. Yet Godfrey has been selling Nabisco products for five years on his morning show and the company has no inten'.ion of trading him for spot money. How does Nabisco know that Godfrey is doing a good job for them? Simple. It inserts commercials on its seldom or never-advertised products and then sits back and waits for sales results. Evidence of the results is Nabisco's renewal of the program every year. Nabisco hasn't added the TV portion of Godfrey's morning show because it can't afford the added outlay. Godfrey and spot TV are reinforced by spot radio buys which, although important strategically, are minor in terms of dollars. Nabisco uses spot radio in problem areas, mostly in metropolitan markets like Philadelphia, Cincinnati, Minneapolis, Denver. Most of the spot buys are announcements but programs are occasionally bought. In Chicago, for example. Nabisco sponsors The Cliff Johnson Family, a morning show in a warm-hearted mood about family life. Radio announcements for Milk Bone are placed in Texas, New England. Ohio, and Michigrn. There is also a spot radio budget for Nabisco's 18 scattered tread bakeries. Nabisco^s advertising set-up Nabisco's multifarious advertising activities are controlled by George Oliva, the company's direc'or of advertising. At the agency level, policy is coordinated by two co-equal group heads, William H. Conine and Farish A. Jenkin=. They work closely enough together so that if one is out of town the o:her can fill his shoes. Two account executives work under each group head. Under Jenkins are Arthur Esslinger, a merchandising specialist who handles Nabisco Shredded Wheat and 100% Bran, and Edward Van Horn, who handles NBC Bread and Milk Bone. Under Conine are Jack McClean, who is concerned with Nabisco's sweet goods, graham crackers, potato chips, Triangle Thins and Wheal Thins, and William Harrison, whose province is Premium Crackers, Ritz. I needa Biscuit (Nabisco's great brand during the early days of the business but now popular only in certain regions). Royal Lunch, Sky Flake Wafers. Harrison also handles export advertising and special markets. 80 SPONSOR