Sponsor (Jan-June 1954)

I I 1 • AIRS 13 NEWSCASTS DAILY Mond.iy thru Saturday News on the hour, every hour • KWBB NEWS BUREAU Assisted by 5 KWBB staff cars equipped wi . h short wave transmitters and receivers • KANSAS ASSOCIATED PRESS NEWS COVERAGE AWARD An award each month for the last 6 months First place three of these months. 2nd and 3rd place two other months • UNPARALLED LOCAL NEWS COVERAGE I I i tefeBtl' "I &1VE 'EM M0STE9T OF TnE BEST EST!" * LISTENERS I iic three i ommittei an-: i I i .1 planning and organizing committee, which is expected to meet this week. 1 2 1 a membership committee, < on■ i-i mil. i,i i mil se, h itli the all-import.uii task of getting more stations to Bign up and < 3 I a » reening committee. I he la~i committee w ill examine names <>l nun suggested f<u the position "f executive head ol the bureau. I In group will probabl) redu< e the numbei "I suggested names to two <>r three, "in o\ w hich h ill I" named b) tin Hoard <il Directors. Member stations have been invited in Bubmil names <»l eligible directors. \ nominating committee will choose a slate from among these names and a ballot l>\ mail will In conducted b) a certified public accountant. All Malumwho air members a ul 30 June will he eligible to vote. The -lair will he chosen so as to assure representation from cities of various sizes. The 15 directors to be elected will be distributed as follow-: five from stations in cities of more than 500.000 population, five from station* in cities of 150,000 to 500,000 population and five from stations in cities of less than 150,000 population. Dohert) said a skeleton staff is expected to be operating by the middle of July. The ultimate size depends, of course, on the number of members and the mone) collected for running the organization. The hope is that b) the end of the year, the organization will he spending money at the rate of $500,000 a \ear. The present plan is for dues based on the station's highest Class " \ quarter hour rate in the regular edition of SRDS. There has been some talk, however, of basing dues on station income. • • • 49th b MADISON (Continued from page 12 i ADMENS MOTIVATIONS The article, "HI. Psychology of media: \\ li\ admen buy what the) do" 3 \la\ 1954, page 34], wa both provocative and much-ado-about-nothing. It was provocative in that it remindcopywriters and researchers to pa\ attention to the message. It is this advertising message that fathers "the psychological!) evoked reactions of the reader or listener." These reactionresult in the sale. It is provocative, furthermore, in emphasizing that choice of media ba-ed on coverage alone, or budget alone, and so on, ignores the best medium for the correct message. I find Dr. Dichter's analysis muchado in the following quotation: The average adman "tends to neglect the deeper appeals of his product and the real need of hi customers, 'data' which no statistics and no conventional tests can reveal." Here is the crux. The advertiser has endeavored to junk such intangible methods as "let's just be creative in this next campaign." But have Dr. Dichter's "deeper appeals of the product " and customers' needs been susceptible to indisputable investigation.' Dr. Dichter would admonish the adman to relv on depth psychological lesearch. I am sure no alert adman is anti-depth research. But how precise, how practical is depth research at this point? The whole article was somewhat overstated. Anv cop) or media person who follows one or two mechanical rules-of-thumb — and is blissfull) satisfied— is obtuse. On the other hand, one cannot eliminate cost-per1.000. experience of competitors, and so on becau-e ol some extreme examples of SWITCH FROM STILL SLIDES! Start V-iinf SLIDES FILM FULL OF ACTION! THEY ZOOM, FLASH, SPIN. ROLL and BURST! FILMACK STUDIOS 13 31 So. Wabash Chicago, III. 6. ., SKV" US A TRIAL Ofilippi i 112 SPONSOR