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TURN PAGE FOR 6 TV CASE HISTORIES ►
PART TWO
OF A 2 PART SERIES
12 big spill rliriils: Imu
I hey use the medium
lli«' lv spol sponsor gets l'l«'\il»i!il \ plus I In* \isu;il imp.ui ol
\ iih'o. Industry estimates foresee SI 00.000.000 in hillings I his \car
*^pot television offers advertisers all the well-known Bexibilit) of spol plus the visual impacl "1 video. Ml thiwithout baving to dig deep in your jeans to pa) for an expensive showcase.
What Bexibilit] means bas alread) been covered in tintwo-part article (see previous article II December issue for a general discussion ol spol plus six spol radio • -• histories). What \i-ual Impact means, briefly, is this: The advertiser can not onlj show the consumer what bis product looks like but can show how it work*.
Industry estimates foresee ovei Hun million for spol t\ in L953, compared with 180 million lasl year (year-byyear charts for spol radio and t\ appeared last issue). The spot tv increase i« 1. _">(>', since 1949. Estimates for spot radio are $135 million this year, up about -I11 million over L952 and up almosl 50^i from 1947.
While the six spol t\ clients covered in this issui not necessarily average I who i an average i\ advertise] a summary of the characteristics of their Bpol i\ advertising ma\ prove interesting.
Five of the six are buyers of announcements. <>nl\ Pacific Coast Borax has a program. It i Death I <illr\ Days, the famous old radio series, which the firm con
certed to an expensive video show lasl fall.
I ive "i the six ke» p theii Bpol t\ pr< round. Vs fnr the sixth, Supei Vnahist, ai i cold re i natural!) pushed bardesl during the wintei [liere are summei promotions ol Supei Vnahisl an allerg) sufferers bul t\ i n<ii involved. Th<
advertising of the others is evidei I th< import
ot time f i ,i n< bises.
Vmong the announcement l>u\>i-. there it fur the shorter-length <iinnnriM.il. Nabisco, Bulova Ronson use the 20-second length. \\<<>>\ is now chai all it 20-se< ond i ommen iala i" 10-sei ond Vnahisl Co. uses a varietj of commercial lengths f^r -II
Super Vnahisl bul man) oi i; combination commercials with other Vnahisl products.
I In shorter commercials indicate thai even without the . ..-i uf a network show, spol tv i n\ < •! \ •■ a sizable outla) in cash. It i apparentl] -i/.iM> enough I t the
use of shorl i ommen iala bo the "I around
th. mi i \ . I '.ui the use ol Bhortei con iala ill
dicates thai advertisers find tv's power, lik> r .i ■ I i < > " ~ .
the wa) brand names can be imprinted on I
mind through i onstanl repetil * * *
.Spol air advertising means flexibility. Here are 10 reasons that slnnr irln/
1. Because thi
their cars and
tertiser u his audit
routine i shaving, driving, rel
2. Many produt t* must be pi
i'h come to all markets at I
• it advertising is afford a network sh able to arrange a client avoids the production
f. Sfiof has local appeal. ' can outpull national talent. U h local people or when the* art or weather report show. the.
."». <pot is an ex* It can back up a network shou client can come in. put on press network shous require stem:
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