Sponsor (Jan-June 1956)

Record Details:

Title:
Sponsor
Date:
Jan-June 1956
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Jan-June 1956)
Leaf #:
00044
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
Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

The diary of a tv commercial Day-by-day entries in this personal diary tell why it takes months, money and nearly 50 men to produce a one-minute tv announcement wW hy does it take from three to 10 weeks to make a commercial? Why does producing a few feet of film involve some 50 men, skilled in over a dozen different crafts? To provide perspective on these and similar questions, sponsor followed production of a series of Lucky Strike commercials through step by step from start to finish. The commercials are probably familiar to most readers. They are part of the current "It's light-up time" Lucky Strike campaign and have been appearing this season. SPONSOR chose a series of familiar commercials so readers could keep the end product in mind while following the day-by-day story below. The story is told in four stages: (1) planning, (2) pre-production, (3) production, (4) finishing. Scene from commercial below. /• planning 17 May A meeting takes place at American Tobacco involving the advertising department as well as Tax Cumings, account executive for Lucky Strike at BBDO and H. "Travie" Traviesas, tv account executive. These are the decisions which emerge: • In keeping with Luckies' successfully tested formula of using from 10 to 12 new and different commercial treatments each year, six are to be put into work now for use in the fall. Lucky commercials took four months to produce Much planning, more work goes into the production of a single minute tv commercial. Pre-planning pays off in lowered film costs. Note hoiv closely beach scene in story board cut, right, matches commercial tv print be'ow.