Sponsor (July-Dec 1954)

If you use TV film you need BONDED TV film service! Saves You Money, Worry and Mistakes! COMPLETE TV FILM SERVICE FOR PROGRAMS OR COMMERCIALS Shipping • Splicing • Routing, Scheduling, Print Control Records • Examination, Repair, Cleaning, Report on Print Condition • Storage Supplies, Equipment BROADCAST MUSIC, INC. NEW YORK • CHICAGO • HOLLYWOOD TORONTO • MONTREAL .i i ording t<> Hinman are: dealei meetings and luncheons with Btation men where the dealers are informed of the -how and jid to know the Btation people; dealei displays Eoi use in dealers windows; bus and taxi cards; billboards : Lett) rs to dealei ; ads in newspapei and local t\ publications. The effort pul behind 1 1 1 « spot show i-. in the eyes ol the agency, on<* "I the outstanding benefits ol this type of t\ broadcasting. f'lu» commercial pay-off: In the end -alt air tin pay-off. And to achieve volume it i not enough to reach an audience, you must hit them with a convincing sales message. Here . the Phillips approach to commercials: \ commercial should not attempl to compete with the show as entertainment, for this is rarel) done successfuLV) : il Bhould he informative and interesting; and it should he short, not more than a minute. The Phillips film commercials follow this prescription. \s run off for SPONSOR they showed demonstration techniques simply hut graphical!) employed to prove the superiority of Phillips 66 Trop-Arctic All-Weather Motor Oil. Strong-selling testimonial-type commercials push the new premium gasoline, Phillips 6(> Flight Fuel, which is said to utilize an exclusive ingredient developed by Phillips for aviation use during the war and only recenth released this year for commercial use 1>\ the government — it is called "diiosoprop) I." The new premium fuel has been on the market since spring and has been featured in the Phillips ad campaign. How well has the advertising worked? No precise figures are available at this time, hut the company reports that the premium fuel has caught on and that sales are mounting rapidly. Thv future: Will this successful spot pattern be retained for future use? Despite its proven success, do one can really tell. Client and agenc] are concerned, as mam are today, with mounting costs of t\ advertising. \s the Phillips" marketing area expands, it max prove too <o>tl\ to <o\er it via the present -\ stem. But this is for tin crystal hall experts to answer. As for Phillips and the Lambert and Feaslej agency, thev will simplj continue to watch trends i arefull) .\t\,\ to adjust their advertising thinking to the needs of the market a ihe\ emerge. * * * SARAN WRAP (Continued tram page 36 • silver from tarnishing. Saleswise, Saran Wrap has a 9.2 annual turnover, which is equal to all hut one of the established brand n of household wraps, according to a recent a<jen< \ presentation, i B\ turnover i meant the rate at which a retail store turns out it stock annually.) I he leading wax paper -how 17 "turns" Iturnoversi a year, while other papers turn an average of 9.2 times. The leading foil -how 9.2 turn-, all othei foils 6.4 a \ear. "Our goal i a turnover of IT times a \ear. " Ernie Jones. Saran Wrap retail for 33c a package in super markets, slighth higher in the independents. Since the air campaign started, NB( has extended merchandising support which lias j:i\eii Saran W rap a considerable additional boost, point out Jones. NBC's merchandising field men reinforced Dow's own food brokers in getting distribution. Du \pril and May of this year. NBC ran a special promotion. "Star \ alue Parade, for a selected group of clients including Saran Wrap. The extensive effort put point-of-sale displays in o\,-r 5.000 super markets throughout the country. Displays tied in with the i\ shows. It ma\ or may not have had anyth _ to do with this special push hut it wain the spring of 1954 that demand for Saran Wrap exceeded production quotas and the pipelines ran dr\ for two weeks. Dow's present sales objective with Saran W rap is to sell one-third of the families in the L'.S. — 20 million families— two or three boxes a year ea< h. Considering that sales ha\e alread\ hit the three-million-a-month mark and are steadih increasing, tin does not to be very far out of sight. Commercials for Saran W rap stll the versatility and the special features of the product. Except for Dave Gar roway's Live pitch on Today, they are all one-minute film plugs which point up one or more of the product's five main feature-: 1. Transparent 2. Self-clinging: no need to use rubber hand or string 3. Moisture-proof; food stay fresh for months 1. Odor-protecting 5. Re-usable; tough and washable 130 SPONSOR