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id tv impact
mifaciurer ups air budget
ket, eight in another — 10, 12, 15 — any number needed to total 100 points. Why 100 points? Neither client nor agency will reveal the reasoning hehind this formula, but it is believed that they have been able to obtain highly satisfactory results with it in most markets where this rating goal has been achieved.
In addition to this year-'round strategy, a heavy schedule is added during the Christmas. Mother's Day and Father's Day buying seasons.
To date, the agency has been successful in getting most of the time slots it wants. And now that Max Factor has been a regular tv customer for a full year, it is felt that stations will be even more co-operative.
Likewise Factor's dealers. In the billion-dollar cosmetics and toiletries industry, Factor is thiid in sales of cosmetics alone, ranking behind Avon and Revlon. In the make-up department, Factor is way out front, with 50r/ more sales volume than its nearest competitor. It distributes through 15,000 of the nation's 50,000 drug stores and through 3.500 department stores. Last year these stores shared heavily in the company's co-operative advertising plan. This year in view of the stepped up competition throughout the entire industry. Factor expects them to take an even more active part. A large crew of salesmen will be on the local scene pushing this effort.
One of the oldest manufacturers in the business, Max Factor has long had a good reputation among dealers and consumers. But loyalty?
"'Hardly,"' says Doyle. "Few products have such disloyal customers as cosmetics and make-up simply because {Please turn to page 951
Storyboard, right, outlines minute tv commercial for exotic Electrique line of cologne and gift sets. Created on basis of original newspaper and magazine ads, it heightens mood by adding impact of sound
9 JANUARY 1956
French "Electrique" song provides background for romantic garden scene.
Flash of lightning frightens girl* She grabs man.
Lightning continues..
...as product appears.