Sponsor (July-Dec 1955)

pared with 1,518 dozen last year in t h«same period. \\ bile the percent mcrease 98 i not high < ompared h iili othei pei iods this year in w bi< li percentage :,nn have exceeded 100 the total "i 1,009 i ana probabl) i ••[ > i «• -<ni ~ i h< largest half-month sales in the area in IUWI histoi j . rhe fact thai last year's first-hall Jul) Bales were definitel) inflated bj the 504 pei '.i-' deduction in price is indicated l>\ what happened to ll\\l Bales during the s» ond hall ni Jul) last year. ITiej pra< ii' .ills liit zero, showing thai grocers had purposelj Btocked up t" • over future needs rather than because ol current sales expectancy, fnus it's apparent that without the allowance, sales l"i the li r>t 1. ill "I Jul) 1954 would have been substantiall) lower than 1,518 dozen. I hat tlii i the case is further documented b) the fact that it's the 27-oz. size of bean (on which the allowance was granted) which accounts toi most ol tlic 1,518 (In/en cans sold isee chart i. In other periods last year it was tlic 18-oz. bean which was the l>Lr seller. 2. TOTAL SALES: For the entire 25-week | >«• i i « >» 1 of television advertising, B&M Bales arc ahead O.'V ; . based on tabulations t < » date, i It i believed, however, that when rapid tabulations made to meet sponsor's deadlines are rechecked at the conclusion of the tesl more complete figures will show an even greater increase.) The sales after 25 week of television in IT).! total 1').,",;;.'. do/en can-. Tor the comparable period in 1954, the total is 10,318 dozen. This includes three products, the 18-oz. bean; the 27-oz. bean: and BXM brown bread. These products received no national advertising support in the Green Ba) area last scar. The present tesl is therefore ideall) suited to measuring television impact. It's virtually a laboratory situation with the onl\ new marketing factor introduced into the area being the 20-week television effort. And to add to the clean-cut nature of the test, no merchandising or point-ofsale activity of am organized nature has been introduced. The station used is WBAY-TV, ii Bay, a Channel 2 CBS TV affiliate. The announcements for B&M have been placed in a variety of davtime slots, including a children's show and more recentl) a telephone show in 25 JULY 1955 morning hours < ailed I'm m Line picture) . Hm I I II lil PI UMS: The televi Bion tesl ua scheduled to end on 22 Jul) . sponsor's next issui 8 Au ust I h ill carr) results i"i the fin d week "I the test plus a rex ap "I the entire progress "I the i ampaign. H\ \1 has not made a final dc i-ion on it fiituic television plan in the Green Ba) area and elsewhere. But ii is seriousl) considering entr) into television dining the coming \ eai in a number ol markets. Sales of B&M products in the < Ireen Ba) area w ill be watched i losel) immediatel) following the last week "I telei i-ion tn see w hether there is a carry-ovej effect from the campaign. \ researi h firm, in fact, has i ome forward with a suggestion for a follow-up stud) in determine whether customers will continue to repeat -ale of the product, among other fa< tors. \n<l in a future issue -nine tune this fall SPONSOR will report on what happened to sales alter television campaigning came to a halt. Wholesalers in the Green Ba\ area were quel ied as to h hat th<-s tho WOuId happen In the |{\\1 sales ■ aftei the 22 luK i lose •'! the t\ i paign. Most of tho* ted fell there w mild be < ontinued -ti dining warm weathei months with a drop-ofl in fall < ompared m iili noi 1) highei sumn • \ll w i -.dei i niii.n ted fell that the big r ise in l!\\l sales during the past months w ill hai e a health) eff« i on the product next fall even without advertising. But most fell the comp would be making a mistake if ii did imt continue aome advertising aftei the build-up of the pasl -i\ months. \ new agenc) w ill take ovei the • ount effe< tive I Septerabei \i sponsor presstime, ( !hai les S. Moi i ill. I!,\\l president, announ ed appoint rnenl "I the John C. Dowd agen< ies, Boston and New i "r k. replai I'.l'.Di >. Boston. John Dowd told sponsor: "\\ e are stud) ing results ol the B&M t « — t as ie« Hided in sponsor i arefully." No basic change in thinking underlies the agenc) shift, sponsor believes, and new plans will nol be Bel foi several weeks. * * • B&M SALES FIRST HALF OF JULY 1954 vs. L955 Sales by dOKni >t B&M beans and brown bread at nlmlesale levelt 1954 vs. 1955 27 m. brran bread 1954 vs 1955 1954 vs. 1955 AREA A (50-mile railiu of Gre«-n llav) /. MANITOWOC, WIS. 20 70 70 25 0 0 2. OSHKOSH, WIS. 0 150 0 69 0 30 3. APPLETON, ins. 100 350 300 210 0 60 4. G1LLETT, WIS. 0 110 0 75 0 0 S. GREEh BAY, WIS. 120 500 130 450 0 110 6. MENOMINEE, MICH. 50 50 0 0 0 0 TOTALS A 290 1.230 S00 829 0 200 AREA B (50-100 mile radius of Green Bay) 7. FOND Dl LAC, WIS. 8. STEl ENS POINT, WIS. 9. WAX SAV, WIS. 10. NORWAY, MICH. 11. SHEBOYGAN, iris. 12. WISt ONSIN RAPIDS, WIS. 0 50 50 50 0 80 15 1 35 20 100 10 62 100 0 350 0 50 120 98 90 20 30 15 3 n 0 0 0 0 0 6 0 0 30 n 0 TOTALS B 190 380 538 340 H 1.169 0 30 TOTALS A & B 480 1.610 0 230 Grand total first half July 1954: 1.518 DOZEN < W> Grand total first half July 1955: 3.009 DOZEN < AIMS tTtlcvlslon campaign began 21 January 1955 33