Sponsor (July-Dec 1954)

mi media, e.g. iv alone, has been bo phenomenal within the pasl live oi i • years thai it's impossible for one man to digest .ill the infoi mation. "^ .iu'\ e gol to have Borne men in v .mi shop w ho're Bpe« ialists in the \.n ious media," -aid the media diro • i,, i of one of the top 20 agen< ies. "It's been tough enough l"i radio buyers ti> nilate tv buying, without adding media with an entirel) different i on-ii iii lion ami philosophy . Despite such skepticism, one othei majoi agency, Bryan Houston, has also ii i, grated the Inn ing functions t<> the point where a buyei on one .i« count buys all media. \ numbei "I othei top agencies have reorganized along more conservative lines with integration at ili. associate and assistant media directors' level. Several agencies are considering going to an all-media system. In the meantime Y&R's media brass feel that (lie integrated department has emerged from ii swaddling clothes and proved itself. The) feel the New Look i here In -lav . ... but 14,000 post card entries in Bob Trebor's recent Daybreaker's Jackpot convinced us! I hese 14,000 entrants not only represented all Rochescei hut ,ils<> 122 towns outside Roc luster BOB TREBOR Your prodt4t i meswill get J iCKPOl result) on ter'i result producing morning •■him , Bob Trebor'i Daybreakers. 5000 WATTS 280 KC. ABC IN ROCHESTER, N. Y. Represented Nationally by THE BOLLING COMPANY I ).in ei I itzgei aid-Sample i anothei agencj with a new media approach. I In agenc) I egan ii integration pro< ess in the media department in 1948. Says Dr. Lyndon 0. Brown, D-F-S \ ,p. in chai ge ol media research and marketing: "The process of training buyers in more than one medium has been gi .'dual in this -Imp. \\ ( suited the speed with which we plunged penpie into anothei medium to the personalis ol the individual. Today, however, well ovei half of our buyers are versed in print and broadcast media both. I d -av that we have no more than perhaps three or four specialists left." Thi approach does not apply to the assistant buyers who're generalh familiar with one medium nnl\ . However, as tin -how potentialities for buying on their own responsibility, these assistants ma> then be switched to an account grouo in which they will learn another medium. "We felt a long lime ago that a buyer would have a better grasp of the client" problem il he had the opportunity lo dev clou greater -cope of I now ledge . bout media," I >r. I'row n told SPONSOR. It wa with thi aim in mind that D-F-S under'oo1 a reorganization of it* media department -i\ years ago. However, though the pur] ose was to train buyers for more creative media planning, the actual budget and media planning it not done at the buyer level. Dr. I'row n. as v. p. of media research and mar' eting, devotes his time entirely to creative planning. I ndei him. • mi Fisher, rb'rec'or of media, is n -d v ith creative planning, th h his responsibilities are administrate as well. \ number of media din ors combine the functions ol supei v i 1 1 • • lip ing Eoi vai ious mil n I helping de^ elop media strafegv. for specific clients. In other words, though D-F-S has u i i ■(! the integration process nearh to the same level as Y&R, the responsibility oi media planning corresponds more rlosi I to that at Benton v\ Bow Ies. In the first article ol this sei ies I J<' lul) I >5 1, page 36 1, sponsor disii — I the semi-integra'ed -v stem as • i a 1 1 ed .u Benton & Bow Ies and better than h II of the lop 2il railio-iv ■cm, i . I ,,i an anal) -i of the traditional or separated media depart" enl see next issue. * * * SPOT RADIO (Continued from i><i{i< 33) 3. Spot radio can he promoted to the -ale force and dealer-, even though a -pot campaign maj mean .">() different things iii 50 markets. Industry efforts are making dealers, di-tributors and retailers aware of the power of spot radio, eliminating for advertisers somt of the hurdle* of dealer-level -pot radio education. \l-o spot radio offers an avenue wherehv the advertising opinionand counsel of regional and locaJ -ale personnel < an be sought, making them pari ol a firm's advertising plan-. The under-recognition of spot radio sometimes makes admen leery of promoting -pot radio widelv to dealerThere are many firms of course, where this in not the case. Firms like Colgate. Esso. Kirsch Beverages, Inhiston, Pe fex. Shell. Lincoln-Mercury and Bristol-Mvers — ju*t to name a few — stress their spot radio heavily in dealer promotions. But some executives think along the lines of this recent omment hv a policy-level adman of a major companv : "One of the biggest draw hack tfl spot radio is the lack of interest in the medium on the part of retailers. When one of our salesmen tells them, for example, that a product will he hacked local!) with big new-paper spreads or television, retailers know what wc mean. But if you mention spot radio campaigns, even big one-, they're generally not equally impressed." To some extent the problem of under-recognition exists for spot television as well a >pot radio. But because spot tv i pail ol the newness and glamor that i tv. and because spot rv -how-, especially on film, have developed -o many -tar and audience following^ tv does not -hare fullv the problems afflicting the older radio spot medium. Even so. the problems e\i-t lo some degree in -pot iv. Vnxious (• build spot tv identit) a a recognizable ad medium earlv in the game, lion and reps have a strong desire currently lo establish some form of television advertising bureau for -pot tv. But. as the soap firm's adman implied, it take extra effort to make dealers enthused over a spol radio campaign, \\ hat SPONSOR stated over two veaiago '-I March 1952) in a report titled "Top management probes air media 82 SFONSOR