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Media Basics II
Part 3 of %H->Io«li.i Evaluation Stuclv
TELEVISION
Fifth among major media in dollar volume. TVs headed for 1st or 2nd rank. Here's why. See strengths, limitations, statistical data |Ml«J<* 10
BUS. PAPERS
OUTDOOR
These form backbone of many industrial ad campaigns. Charts and tables show how this bestread print medium is growing steadily p(l<f<* 42
// you ivant to reach them outside, this workhorse medium is for you. Tips, charts, data show win biggest advertisers use outdoor (»««<(<• 44
TRANSIT
Akin to above, transit is distinctive enough to warrant separate treatment. Here are data on audience, costs, biggest advertisers page 48
NEXT ISSUE:
"What 158 media experts told SPONSOR." Everyone has his pet theories on best way to use media — here are some of them
by Ray Lapica
The first article in SPONSOR'.? eight-month All-Media Evaluation study shoived why the subject is oj vast importance to the advertiser. (See "Why evaluate media?", SPONSOR, 20 April 1953.) The second article listed the vital facts about newspapers, direct mail, radio, and magazines and told how one synthetic advertising manager spent $500,000 to launch a breakfast food. (See "Media Basics," sponsor, 4 May 1953.)
This concluding part of "Media Basics" covers television.
SPONSOR'S All-Media Advisory !?oard
George J. Abrams ad director, Block Drug Co., Jersey City
Vincent R. Bliss executive v. p., Earle Ludgin & Co., Chicago
Arlyn E. Cole president, Mac Wilkins, Cole & Weber, Portland, Ore.
Dr. Ernest Dichtcr pres., Inst, for Research in Mass Motivations
Stephens Dietz account executive, Ted Bates Co., New York
Ben R. Donaldson .ad & sales promotion director, Ford
Marion Harper Jr. president, McCann-Erickson, Inc., New York
Ralph H. Harrington ...ad mgr., Gen. Tire & Rubber Co., Akron
Morris L. Hite president, Tracy-Locke Co., Dallas
J. Ward Maurer ad director, Wildroot Co., Buffalo
Raymond R. Morgan pres., Raymond R. Morgan Co., Hollywood
Henry Schachte..... ad director, Borden Co., New York
business papers, outdoor, and transit. Like the first part, it contains statements by media representatives on why the medium should interest the advertiser, tips on how best to use, strengths, limitations, biggest clients, costs, and other data. The eight media covered in these two articles are certainly not the only ones of interest to admen. Farm papers, comics, Sunday supplements, movies deserve special treatment and should be studied by every buyer of advertising for what they can and cant do. Stunt advertising is a growing field. But lack of space prevents more than occasional mention of these supplementary media in this \4-article series.
One note of caution : Earle Ludgin s executive vice president, Vincent R. Bliss, a member of sponsor's All-Media Advisory Board. i)oints out that "if all we acre dealing with consisted of testing and measurable elements, we might safely leave media planning in the hands of the media departments. However, as someone observed dining the last war, the big military decisions are far too important to entrust to generals." So it is with met/ ia basics. Don't depend on them exclusively. 'They are only a beginning for more scientific media evaluation.
18 MAY 1953
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