Sponsor (July-Dec 1954)

a. i .Hid how the) can be used. I hej don't have i" be persuaded to trv macaroni foi the first lime bul rathei to Bwitch to Ronzoni." ( opj on the Italian-language Bhow represents an adroit use "I Bpecialappeal advertising to broaden Ronzoni's market. "We realized a long time ago," Milton Guttenplan, account executive, says, "thai first-generation Italian would become less and less "I .1 i.n tor in <>in total sales as time went on. The second generation horn to immigranl parents rapidly assimilate American customs, language, ideas. Bul the first generation still exert a i influent e over the \ oungsters. Mothei teaches daughter how to cook and passes along recipes to daughterin-law . \nd so on. "In our Italian-language commercials we ask the native Italian housewife to give her American friends and young daughters the benefit of her km experience with macaroni. Although the Italian population is a minority in the cities in which our show is broadcast, it exerts an influence wav beyond what the foreign population figures indicate. They are. in a way, our 'ambassadors'." No wonder she's SO POPULAR Who wouldn't be with Sioux City Sue-Land's proportions — effective coverage wholesale market retail sales 33 counties, 589,800 people 34th in the U.S. 2nd in Iowa Your K.iti man can arrange a date. Sioux City, Iowa CBS. ABC b DuMONT A Cowlcs Station Here a translated portion from a typical Italian-language commercial which illustrates tlii> technique: "Ladies, how man) time ha one ol youi American friend asked you, Mow Ion do you cook spaghetti?' 1 am -uic tliat you prohahlv could not give an exact time. Hut you must have suggested that the) taste the spaghetti "in <• in a while, while it i boiling, depending on their taste. Because naturallv there are those who like the spaghetti 'al dente' and those who like it 'well done." Let \our friends decide when to drain it. What i most important is to let \our American friends know that your preferred brand is Ronzoni. . . ." Italian-language commercials, like the English ones, also stress the nutritive value of Ronzoni products as -well as their low calorie content, economy and high qualitv . The television film commercials with Arlyne Grev are basicall) simple, but effective cooking lessons reminiscent of the well-lit, appetizing Kraft food demonstrations. Most Ronzoni commercials show Arlyne preparing simple dishes, include closeups of the finished product ready for serving. Arlyne is also used to demonstrate the "clear water test." On television, the test involves two clear Pyrex jars set on a stove. Ronzoni spaghetti is placed in one jar, another brand in the second jor. While the water is boiling the liquid containing Ronzoni spaghetti remains clear, the water in the other jar i cloudy. Copy theme: "This means that all the protein, minerals, vitamins with which Ronzoni macaroni is enriched do not boil away hut remain in the product." .Slogan builds recognition: All radio and tv commercials include the Ronzoni slogan, "Ronzoni sono buoni I "Ronzoni is so good.") The slogan is enlarged to jingle form for radio, and the jingle is also used for a full-length television film commercial which employs the teacher-and-classroom theme. I In film show children seated in a • lassroom while the teacher writes the words to the jingle on a blackboard. I In children sing; in unison: Ronzoni sono buoni It is clearly understood Means Ronzoni Is so good ) es, Ronzoni is so good. h or macaroni and spaghetti Heller Inn Ronzoni More protein and less calories Ronzoni sono buoni Sono buoni — it's so good Sono buoni — it's so good! The use of Italian words in the Ronzoni slogan and jingle reiterates that Ronzoni i the brand preferred by Italian-Americans. "We underscore, rather than plav down, the company's Italian name." -avs Angelo Ronzoni. rice president in charge of production. "We want people to feel our products are the authentic ones used by the he-t judge of macaroni quality." Commercials on the children's televi-ion -how are aimed at a dual audience: the voung viewers and their parents. Although they include the basic cop) points on nutrition and economy, the message is geared to catch the interest of the youngsters. Example: Slides showing various -port activities may be used to introduce the theme of energy-building ingredients. A 1" ond film clip of a professional hockey game leads into this message: "Roy, that is a fast game. A game that takes lots of pep and energy as well as strong bones and muscles. The same kind of strength and energv you need when you're out playing — and the same kind of strength and energv \ou get in every delicious howl of Ronzoni enriched Pastina. . . ." To spot check the effectiveness of its air vehicles Ronzoni often devises premium offers like its Talisman Cook Book. Ronzoni has been offering the hook for SI now for over three \ears. It makes the offer during a four to five-week period, then withdraws it and counts results. "The hook is now in its eleventh edition." A E Milton Guttenplan sa\s. "This gives \ou some idea of how successful it's been for us. \nd its also an excellent way to encourage wider use of our products in varied dishes." On the children's program, premiums like a "Captain Space" compass have been used successfully. Ronzoni is actually one of the air media pioneers in the macaroni field. Its Italian-language radio show has been running without interruption now for 23 \ears. Its first television effort. hack in 1950, was an Italian family situation-comedy, similar in type to The Goldbergs. The live week!) half-hour -eric ran for three years under different titles each year: Leave it to Papa. \\ PIX, 1950; Actors Hotel. W ARC-TV (then WJZ-T\ I, 1951; Papa Cellini, 106 SPONSOR