Sponsor (Jan-June 1956)

Record Details:

Title:
Sponsor
Date:
Jan-June 1956
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Jan-June 1956)
Leaf #:
00035
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
March 28, 2024
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n rp 9 ANUARY 1956 PART FOUR Did high iv budgets force agency revolution? What lies behind addition of agency marketing services is covered here from two opposite points of view by Ben Bodec That sweeping changes in traditional functions are under way at major agencies has been the premise of this series. But what lies behind the change? Did the agencies act out of altruistic desire to expand the services furnished clients? Or were they pushed by the clients? And to what degree did television with its high costs create client pressure? There are some who say tv provides the main impetus for the broadening of services, that advertisers demand a greater variety of services when they use tv heavily because they feel agencies are making unusual profits from the medium. This point of view is presented on the following page. But it is only one side of the story. Along side you'll find the answering view of those who contend that many other factors are more basic in the agencies' responsiveness to the exigencies of the so-called marketing revolution. And that any opposing view reflects a narrow and extreme position. Also contained in this fourth part of sponsor's series on the Agency in Transition is a summary of the six prime ways that television has had a dynamically stimulating effect on marketing practices today. (Turn page for start of the debate.) ► ►►