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John \Y. Ilitbbcll
V.p. in charge of merchandising and advertising The Simmons Co., New York
An energetic man with sait-and-pepper hair commands the Simmons Co.'s marketing and advertising strategy, and in the past year, has paid close heed to the firm's tv "Blitzkrieg'' and "holding actions." With the company as an adman for more than a quarter century, John Hubbell, v.p. of merchandising and advertising, has become a late, but enthusiastic convert to spot tv and radio both.
"We started our air media Blitzkrieg a year ago fall in three markets," he told sponsor, "Liked the results so well, we're using our Blitzkrieg technique in 15 markets this year, holding action in 10 more tv and five radio markets."
The distinction between the two plans essentially is this: magazine advertising is still the backbone of Simmons Co.'s national effort, both for Beautyrest Mattress and Hide-A-Bed. However, in 15 additional markets the firm is giving Beautyrest an extra push via saturation radio and an average of 15 announcements weekly on tv. The holding action refers to supplementary spot radio and tv in five and 10 magazine markets respectively, to "punch up any holes in our advertising umbrella."
Some 65 c/< of Simmons Co.'s total $3.5 million ad budget is spent on Beautyrest Mattresses.
"Actually, the role of advertising in a 'considered purchase item like mattresses is fundamentally different from its role in impulse buying." Hubbell explained. "I started out years ago as a salesman for Colgate, so I've been on both sides of the fence. For a product like mattresses, the advertising generally is only as effective as the point-of-sale carry-through. Store A and Store B across the street from each other, say, get the same push from us in the way of magazine and radio-tv advertising. But store A resists our advertising and pushes some private brand, while Store B takes advantage of our merchandising support and goes all out for Simmons. We might sell isolated units through Store A, while Store B sells hundreds."
To support this, Hubbell gave a virtually irresistible sales pitch, proving an adman is a salesman at heart.
"At home it's not so easy," he grinned. "There I'm outnumbered." He was referring to his wife. son. and three daughters in Rye, N. Y.
• • •
&
Independent in the nation's
Market. . .
The 50,000-watt "one-station network" places FIRST among all Los Angeles independent radio stations in the Pulse "Cumulative Pulse Audiences," Pulse Report for November. 1955. This Pulse Report shows KMPC leading all Los Angeles non-network stations in weekly total of homes reached . . .
Plus
MORE out-of-home" auto radio listeners than ANY other Southern California station including networks. And there are 3,199.000 cars in KMPC's area !
. . . If you want to SELL Southern California . . . BU\
KMPC
LOS ANGELES, CALIFORNIA
50,000 watts day 10.000 watts night
Cene Autry, President R. O. Reynolds, Vice-President & Cen. Mgr
REPRESENTED NATIONALLY BY A.M. RADIO SALES
•'The Pulse "Los Angeles Metropolitan Area Out-of-Home Radio Audience — Summer 1955"
9 JANUARY 1956
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