Sponsor (July-Dec 1954)

BLOCK DRUG I ( ontinued from /«/£<' 37 i ^nt the abilit) to reach that prosper t .it tli< psychological buying moment. \\ hj then should an) advertise] be a prophet of doom as far a radio is . on< .1 tied ' I . an tell 5 "ii we re not Last month we bought a network radio show. \ few months ago, as tin' John Blair Company will attest, we were the li ■ ~i ones t<> put thei] new pa< kage plan under the advertising microscope. \t <mi ■ own expense we took markets and set up Btore audits to determine 1 n » \\ effective these saturation plans were in Belling toothpaste. We've j u-i launched Bome new prodiii t~. Sunday supplements and tv played a major role. But radio was in there, too, as a Btrong and important part of our media Btrategy. \n we swinging the other wav'.' Are we forgetting other media in a hungry search for low-cost advertising on radio? Nothing could be furthei from the truth. 1^34 IN FILLING STATION SALES FILLING STATION SALES 32 33 LOUISVILLE DAYTON ■ PHOENIX 35 36 COLUMBUS Tampa — St. Petersburg Millions $36.5' $36.2 •' $35.8 'SRD Consumer Markets '54 Filling station sales are zooming because Phoenicians have the cars, the distances, the weather and the inclination to "go places." Are YOU cashing in on this profitable market? You will — when you tell your sales story over KPHO and KPHO-TV! They are the fast-action, "get-results" media favored by advertisers who have products or services to sell to the motoring public in Arizona. SOLD rqarhed most effectively through KPHO-TV KPHO Channel 5 • CBS Basic First in Arizona since '49 Dial 910 • ABC Basic Hi Fidelity Voice of Arizona NOW AFFILIATED WITH BETTER HOMES and GARDENS REPRESENTED BY KATZ \ a matter of fact, our utilization and employment of television to sell our products has been just as dynamic and just a resultful as our use of radio. But, we use television differently, because it is a different medium. 'I his fall we\e |ila< ed the largest concentrated spot campaign in dentifrice histon behind \mm-i-dent. In even major market in the I nited States we've placed as many as 25 announcements a week behind Amm-ident. And the results have been beautiful to see. Television can do tiling for us that no other medium can, just a radio has its distinctive qualities. For one thing, television can permit us to tell a dramatic storj of how \inm-i-dent reduces tooth decay. Our current t\ commercial shows, for the first time, a tooth actually decaying and deca\ being prevented by Amm-ident. Neither radio nor print nor posters could demonstrate bo effectivelj how \inm-i-dent protects teeth against cavities. So t\ steps into our advertising strategy to deliver a punch we can't get an) where else. You've probabh beard this value of demonstration over and over again. But believe me, it's not until \ou have a demonstration that you want the public to see and understand that the power of television to perform step up and delivers its one-two punch. But everything in advertising isn't demonstration, so where else do the values of tv lie for us? Well, there's one way that \ou might not think of right away. \nd that's the amazing fact that people respond to new products quickly in a new medium. How main products, not necessarily distinctive in form and not necessarily new have been made by tele\ ision? \\ i have a toothbrush called PyCo-Pay. It has been around for 40 \ears. yet until television came along, it sat in that class of product you buy onl\ if someone personally recommends it to you. A television announcement literally turned Py-Co-Pay overnight into one of the leading toothbrush brands in \ in. i i< a. In three \ears it tripled its sales. Ml as a result of television. Last year, we had to take Py-Co-Paj off our Danger show in order to give other products a hitchhike opportunity. A sales decline set in shortly af 70 SPONSOR