Sponsor (July-Dec 1953)

the ones h>-t 01 i<> i li> preai nl i ustomei b. < 'in can design a producl onl) il tin resean h includes .ill three groups those who used in use ii. those who il" use ii. .Hid those who do not yel use it. Coutmntt sponsor has alread) called attention to the facl thai Frank l>. I ou i. mi. president "I I' i< i Findei Associates, New York, listed 150 variables thai affet i -.ill ,i far back a I'1 '>_'. (See hi "Suggestions foi Conducting .i 1 1 i.il Sales real "I Advertising i "|>\ ," reporl submitted to Amei ican Marketing Society, New York section, ( )< tobei 1932, page I. il \ ou can End ii. sponsor couldn't. I Some "i tin variables, which make media testing prett) much a matter of i han< e rather ih. in ,i science: differences in weather, newspaper circulation, activities of competitors in local market-, dealer activity, composition of the population of different eities, and variations in buying power. You'll undoubtedl) be surprised to learn that left handedness i an also influence -ale-. Toda) experts • there are thousands of \ai iables, not just 150. ■famviltej Richard Manville heads his own national research organization. Here is his list of pitfall. to beware of in evaluating media and using media research: 1. Determine cost-per-1,000 customers, not reader-, listeners, or viewers. 2. Don't believe that all ad ratingare comparable even if the\*re done b) the same method. Readership and or ratings varj considerably l>\ producl more so than b) magazines or programs. 3. Don t accept glib generalizations. Make the researcher define ever] word. 4. find your customer, then learn , from him what medium he sees, reads, or listen to. Don't go to a medium to find out whom it reaches. Mam of them like to pretend the) are •"all things to all people.'" 5. Beware of the biased point of \ ieu. 6. Beware of a predisposition to de• ide on how a job i to be done. .. Spend adequate mone\ for the job and give your firm enough time to do it right. In brief. Manville says that in usin<_' research advertiser should beware of i 1 i an inadequate job. i2i an inaccurate job. (3) a biased job. and | fi too hurried a job. Manville made this chanre: "Mam exei uii\ es in Bgem ies are afraid "i outside media e\ alual ion tests I hej I want to 'rock the boat on a li-t thej ve alwa) had O.K.'d. Vdverti in man) was i -till in the dai k b Il a man showed up on an island ol savages with an anti-biotic thai killall germs, he d he pill to death b) the medicine man foi upsetting the Btatus quo. So do il,, advertising 1 1 atei nit) tieat anyone who challenges theii pel theories. Ih listed them a follow-: I . Ratings are a \ alid test ol -ale-. la i : "I here i no necessai \ coi relation between i al ings and -ale-, eithei in pi inted ad oi in < omnien iaU on the ,ii -. It i important to know the du pli< ation ol i in ula ion ol mag uines and stations in Belling a specifi* market. (Fact: "Two programs oi two izinea • an have a duplii ation ol \ percent <im<>nu the numerical audience; however, when you arid./' dupli* ation itinou^ tin prospet i • given produ< t. it varies widely from the so-called numerical duplication, depending entirel) on the producl and \ ai \ in 1 1 oin one prodm t to anothei . Duplication among prospects even va WDAYZ^y (FARGO, N. D.) '*/ IS ONE OF THE NATION'S MOST POPULAR STATIONS! Last year, WDAY was swamped with 145,659 letters and postcards from its listeners! This is the equivalent of a letter or card from over 70% of the 211.550 families who listen regularly to WDAY — an average of slightly over 399 letters per day, including Sundays and holidays! NBC • 5000 WATTS • 970 KILOCYCLES FREE & PETERS. INC., Exclusive National Representatives 27 JULY 1953 87