Sponsor (Jan-June 1955)

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enough. Or. a> one research organization puts it. "Unless personalities can and will handle the commercial properly, it can be a negative rather than a positive influence." Meaning that \Miir famous salesman should sell the same copy line a straight announcer would follow. Capture the star st\le and personality in copy, yes but, if possible, he should demonstrate the product. He should offer the same proof of its superiorit) as that offered in other media. His presence in the commercial is no substitute for the allimportant campaign plan, but definite ly a healthy boost for the cause. The one or two famous names who still insist on spitting at what "the agency boys sent over" should soon awaken to the fact that their admitted success with this unusual twist on selling has been marred recently by competition. If Groucho can go on location for the purpose of making commercials, if Linkletter can stay after hours to make sample kines. then you are not asking too much of your star when you urge him to put his name and his force behind established selling methods. No tv personality is more impor IT'S "WINDY" IN CHICAGO, TOO! 1 es. Windy's just as welcome as could he on Michigan Vvenue! Ami this popularity is his just due — because as \\ i\i>y says. "Time buyers from far and near, now know — KTVH is the advertiser's delight." Let successful folks lead the way and KTVH will reach more people per TV dollar — for you! COVERS CENTRAL KAISSAS VHF 240,000 WATTS KTVH HUTCHINSON CBS BASIC DUMONT Represented Nationally by H-R Represcnlofivcj, Inc. CHANNEL 12 KTVH, pioneer Btation in rich Central Kansas, serves more than 1 I important communities besides Wichita. Main office ami studios in Hutchinson; office and studio in Wichita 'Hotel Lassen). Howard 0. Peterson, General Manager. tant to you than your product, and if it cannot be sold properly by the star, then it should he sold properly by a man or woman hired for the purpose. Talent selection for television commercials requires a rare combination of skills, and I admire those with the knack. For these are the questions which concern them: Will the announcer be accepted by the greatest number of viewers? Will he (or shel seem at home with the product? Will this person, without distracting by an overly-nice personal manner, demonstrate and register properly the main selling points of the product? Here are a few suggestions if you're starting from scratch to search for male or female talent for use in more than just an occasional spot. !• Look for a type who is personally likeable, even when he is not performing. Pick him like you were picking a son-in-law — and this time you have something to sav about it. 2. Beware of the smoothie. He is conning only himself. 3. Be sure the candidate has sufficient experience to insure vou against a nervous freeze-up. 4. Match his age bracket to the age appeal of your product. 5. Look for a type who can memorize speedily and whose eyesight is adequate to read a cue card in case of last-minute changes. (Am weeklj on-camera announcer who has to rel) completely on prompting devices for a one-minute commercial is just plain la/.y.» 6 Self-confidence is second in importance onl\ to humility . No announcer should talk down to a camera or it's bound to up-end him. 7. Encourage suggestions on the part of the talent as regards the commercial copj bul not to the extent where a seiiniis issue ma) delay a rehearsal. The copywriter working with the talent a da\ or two ahead is the best arrangement. The better the) get to know one another, the less frequent these meetings will have to be. 8. Beware of talent who t ry to direct their own rehearsals. The cornmenial director is constantly working againsl time and cannol be bothered 1>\ prima donnas. 9. Be certain this person is thoroughly familiar with \our product. By exposing him to the full story you'll find it eas) to lest his enthusiasm for wh al he i aboul to sell. And complete familiarity on his part helps him un 74 SPONSOR