Sponsor (Jan-June 1953)

Financing specific research jobs: \m agency looking lor the answer to a client's problem will find BAB ready with willingness and or the cash to probe into the problem — if there is radio business in the offing. An agency that wanted to discover the penetration of a saturation spot announcement campaign running in a half-dozen markets found BAB interested. and BAB financed the research. BAB will probably do a dozen or more major sales effectiveness research jobs at the request of agencies during its next fiscal year. Emphasis will be on packaged products. Appearances before client groups: When the client's brokers or sales organization need a presentation on radio'* \ alues. BAB — whenever feasible — takes over. Agencies representing beer, paint, feed, and food accounts requested BAB executives to sell radio to their distributing organizations. BAB executives, if not appearing themselves, prepare speeches or fact sheets for agencies doing the same job. Direct mail: Through its monthly "Radio Advertising Newsletter" and two or three other mailing pieces thi>month. BAB keeps 2.500 agency executives apprised of new developments in radio. These mailings summarize more lengthy reports, and from them develop inquiries and requests for other services from the radio promotion group. Confidential jobs: As an unbiased source of information about radio, BAB runs a sort of confidential consulting service for agencies with specific problems in radio. Sworn to sei rci y. BAB executives are taken into the confidential details of a client's problems and asked to prescribe an answer. If a campaign isn't working, why not? (Sometimes it's copy, sometimes it's sloppy time buying, etc.). An agency is proposing a campaign to reach the Negro market: What's the best way. and what markets would constitute a fair test? Personal calls: BAB executives are knocking on the doors of at least 70 different agencies every month to talk about a specific account or accounts. Out of these calls in which BAB shows its whole kit of information, stem requests for information, for financing of specific research. Specifically, how does BAB develop more radio business for its members while serving the agencies? A good example is the airline field. ft Joke^lujo -to Ih/rtfjoJ KCOR is Texas' first and most powerful Spanish-Language station — For new Belden Survey on buying power, brand preferences and listening preferences write KCOR . . . or contact Richard O'Connell KCOR New York Manager New York, N. Y. Harlan J. Oakes & Associates Los Angeles, San Francisco & Chicago 5C00 Watts Day — 1000 Watts Night KCOR Bldg., San Antonio, Texas An agency for a major airline called BAB about six months ago to find out if there was any presentation outlining the reasons why airlines should use radio. There wasn't — so BAB built one. recently issued to its members. "CAVU For Airlines Using Radio Advertising. In covering the agencies for major airlines with the new presentation. BAB discovered two problems inhibiting the use of radio. There wasn't much knowledge on how airlines, who found radio successful, were using the medium; there wasn't any knowledge on how to use radio most effectively to reach the airlines' prized customer for de luxe service — the businessman. So BAB issued a report on California Central Airlines' use of radio and will soon follow it up with a report on another airline devoting the bulk of its budget to radio. Emphasis in both reports was on how. I hen to the businessman problem. Airlines know businessmen read newspapers, magazines, trade papers. But how much do they listen to radio and when can you reach the businessmen most effectively? So, in concert with the agencies of two airlines. BAB is busy surveying the listening periods and tastes of airline riders. At the same time, other airline agencies requested information on how to use power stations to cover off-line cities and a host of other material on penetration of competitive media in various cities; success stories of advertisers successfully selling businessmen via radio. When BAB unveils its selling and promotion plan for 1953-'54 at the NARTB convention on 28 April, agencies will find answers for many of the problems that plague them in their use of radio. Answers to question like: 1. The extent of evening listening in TV market*. 2. The relative sales effectiveness of radio vs. a wide range of other media in the grocery and drug products field. 3. Plans for the planned intelligent use of radio by the major retail classifications— a bonanza for the local and regional agency specializing in retailers business. And they will see a tripled emphasis on presentations to agencies by an increased BAB sales and service staff, who will be turning up on 200 agency doorsteps every month with specific presentations and data by mid-summer. • * • 96 SPONSOR