Sponsor (Jan-June 1953)

"In other words," he told sponsor, "your basic media plan is based upon your basic market plan." You decide which of three main campaigns you're going to need or want and then pick the media which enable you to carry out the campaign most economically. There are three principal media plans which can be tied to your three marketing plans: 1. The zone plan. This is the rolling campaign. You pick a geographical area, try to sell everybody in it. You want the media that reach only those people in the given zone. Anything outside is a waste. Thus newspapers, spot radio and TV, and outdoor will fit your needs best. You wouldn't use national magazines, networks, or business papers. 2. The cream plan. You go after your best customers first no matter where they are. Problem here is to reach potential prospects at the lowest cost per prospect. Product examples are motorboats, swimming pools, hobby subjects, tree surgery. You therefore use programs and publications aimed at these specialty groups, plus direct mail, and general magazines and newspapers which carry features or sections of interest to youi customers. 3. The national plan. This requires national circulation of media used plus national distribution of your product. It's a combination of both the preceding plans. You want to reach as many people as you can at the lowest possible cost-per1,000. Soaps, drugs, foods, and cigarettes are examples. Frequency of u:e also helps determine whether you'll pick this plan or not. For example, you wouldn't use it to sell yachts. Media best suited for the national plan are newspapers, magazines, network and spot radio and TV, outdoor. You're not apt to use hobby books, business papers, or direct mail. NEXT ISSVE: "How to pick media IT — tips from advertisers, agencies, researchers, broadcasters, and print media experts. In addition. Kleppner points out, selection of media may be affected b\ the stage your product is in : 1. If its in the pioneering stage l example — electric clothes drier), you will probably need long copy and maybe a medium in which you can demonstrate your product. TV would be fine here, or magazines or newspapers. You'd be less disposed to use outdoor or transportation, although it has been clone, in some cases. 2. If your product is in the competitive stage (example: cigarettes), you'll seek to u;e everything that's available to vou to get the most impressions per dollar. 3. If your product is in the retentive stage (example: Wrigley chewing gum), where the copv will usually be much shorter, you will spread the media list still wider. These are guideposts rather than imitations to the use of media, Kleppner cautions. Two other factors to consider which (Please turn to page 80) Life magazine annually boasts that it leads media purade in billinas (But SPONSOR tabulation shows most air media attract bigger audiences) Caution* Experts agree this type of comparison is full of holes and must be considered as a rule-of-thumb measurement only. These four levels of comparison show why inter-media evaluation is difficult and confusing, yet obvious relationships emerge, namely: Air media generally outrank print by far from a st'imlpoint of audiences no matter what level of comitarison you use. 1952 BILLINGS" CIRCULATION'' GROSS AUDIENCE' AUDIENCE. TOP FEATURE'' MEDIUM Rank Revenue (millions) Rank ABC or homes (millions) Rank Persons (millions) Rank Program or article Persons (millions) LIFE „__N 1 $9(8.9 10 NBC TV 1 2 83.2 3-4 SATEVEPOST 3 75.3 II CBS TV .._... 4 69.1 3-4 CBS RADIO 5 59.5 2 NBC RADIO __. 6 47.9 I ABC RADIO \ ^ 7 35.0 7 TIME 8 32.7 13 THIS WEEK 9 22.7 9 BETTER HOMES & GARDENS 10 22.0 12 MUTUAL RADIO II 21.0 8 ABC TV __ ___ 15 18.4 5-6 DUMONT ' 10.5 5-6 SOURCES: "1MB; radio and TV flgs. arc for net only. i>ABC (print i rfrcula for sis months ended :il December 1952; radio circulation is for undupl eated reached once or more weekly, nighttime only, as of May 1952. based on Nielsen age Service study. TV figures for total undupl rated homes reached once 01 weekly, nighttime onlv. as of 1 March 1953. NBC and c'I'.s figured calculal updating May 1952 NCS study. This showed each net got about '.<'>", of U. homes. SPONSOR projected figures to l March 1SSS when NBC TV reported ware 22.551.500 TV homes. I)u Mont and ABC do not subset he to NC8i reset estimated these two nets reached 90% of U.S. TV homes weekly. '1'ni eetln 1.8 people per home or set at night was applied to get gross audience; average 5.3 8 30.9 4 LEAD ARTICLE 21.4 1-2 53.6 2 COMEDY HOUR 4.2 11 19.6 7 LEAD ARTICLE 21.4 1-2 53.fi 1 I Lore Lucy 24.2 6 43.5 5 JACK BENNY 25.5 5 45.8 10 CROUCHO MARX 17.9 7 32.2 12 OZZIE & HARRIET 1.7 13 3.5 13 LEAD ARTICLE 10.4 10 21.8 6 LEAD ARTICLE 3.6 12 17.6 8 LEAD ARTICLE 16.8 9 30.2 11 TRUE DETECTIVE 20.3 3-4 50.7 3 LONE RANGER 20.3 3-4 50.7 9 BISHOP SHEEN time TV audience i 2.S people per set. accot f..r ■ i.i-. Bati • ■ ■ it." and "lt'-ttcr Horii n ■ W« k " 'isroNsou tool; 60% of gi article oi storj (Starch organization sayi Mi Air audience tigmes are based on \ elsen Pulse persons pet ... t Bg s f,.i one Bpedfli fullpage black-and-white *• and listeners about 50£ of column l> iiiMie*. expei lata, see "Media Basics." SPONSOB, 1 \ 18.5 31.3 11.7 33.9 17.8 8.2 8.0 2.1 13.1 10.5 8.1 19.0 10.5 Tim " ami vlins u t ional au lie! i illation . p. 4i I 'N"i among iiMi 20 1 JUNE 1953 27