Sponsor (1956)

ever foil Alcoa Wrap, and Kaiser Aluminum is considering national distribution of a household foil wrap for the first time. Dow Chemical and its transparent Saran Wrap, started out with network television as a participation sponsor in WW. T\ s Toi/ny. It now buvs participation in Queen for a Day on NBC TV. Another consumer product line (nines under the use classification of Do It Yourself. Reynolds makes aluminum sheets, rods, angles and other components of various shapes and widths for use by householders in their home repair work. This do-ityourself aluminum combines a special alloy so that the material can be cut b\ ordinary woodworking tools. The parts division, under the direction of William G. Reynolds, is subdivided into two operating divisions. The first, building products, manufactures, distributes and sells such items as windows, nails, gutters and downspots, reflective insulation, aluminum tile, etc. The second, industrial parts division, manufactures aluminum components for other industries, such as aluminum grills and trim for automobiles, washtubs for electric washing machines, deep fryers and other utensils. Reynolds also sells what can best be described as intangibles. It uses its television commercial time to accomplish these various objectives: 1. To foster the knowledge of aluminum, its properties and its applications, and an understanding of how it can be used; 2. To back-up the product innovations of aluminum fabricators; 3. To establish its own "seal of quality" as a quality emblem in the industrial field (it is available to all fabricators who buy Reynolds aluminum) ; 4. To gain acceptance for its packaging seal I similar to the Good Housekeeping seal) which appears on foilwrapped consumer products manufactured by Reynolds' customers and is designed as an identifying mark for the consumer. This packaging seal now appears on more than 800 products made by the leading food manufacturers of the country. The list includes such bluechip accounts as Lever Bros., Kellogg, Kraft Foods. Such a complexity of specific advertising mentions on a single showrequires an unusually cohesive relationship between administration and advertising. Boyle, as radio and tv advertising manager, works with all administrative and manufacturing dh isions of the company to pre-set what the commercial content of the tv show will be. lie works about two months in advance, so that as the commercial is developed for a product, service or concept, the merchandising strategy can be laid at the same time. Here's how he works to coordinate copy objectives: The company, to begin with, has many operational facets. Its $400 million annual sales gross comes from the output of several divisions. Three priman divisions are the parts division, under the direction of W. G. Reynolds, and the consumer, industrial and packaging divisions which come under the direct jurisdiction of David P. Reynolds, vice president in charge of sales and advertising. (David is one of four sons of R. S. Reynolds, founder of the company. Richard S. is president, J. Louis is executive vice president, and W. G. is vice president in charge of parts and building products). Tv commercials are rotated among the two phases of consumer production, Reynalds Wrap and Do It Yourself, the packaging division and among 13 sub-divisions within the industrial division. Among these 13 which come in for tv mention at one time or another are appliances, chemical, truck and trailer, aviation and railroads, irrigation, automation and architectural. Boyle's practice is to circle the sales and advertising headquarters in Louisville, check key persons in the executive offices at Richmond, Va., and find out what's happening at the 34 Reynolds plants and in its 69 sales offices. (The company also has four foreign subsidiaries in Mexico, Canada, the Philippines and Cuba.) By talking with these people, Boyle learns of new developments, new applications of aluminum, new features which will combine human interest as well as a pro-aluminum sell for the tv viewing audience. Here's the kind of tv commercial he ends up with: To demonstrate the heat conductivity of the metal, and to point up its superiority for cooking utensiU. Reynolds used a rectangular aluminum plate. One half of it rested on top of a stove burner; the other half on blocks far in front of the stove. The tv demonstrator turned on the gas underneath one end and put a shelled raw WANTED PUBLICITY MAN to grow into expanding position in New York office of well-known, reputable organization. Must have professional competence in factual publicity writing and solid familiarity with New York trade press, based on several years of productive work on receiving or sending end. Highly desirable to have knowledge of media and working knowledge of media research. Heavy emphasis on ability to generate effective publicity and maintain good press relations. Be prepared to submit and discuss work-exhibits during interview after forwarding professional resume, salary bracket, age, etc.: BOX 724 SPONSOR 40 EAST 49TH STREET NEW YORK 17, N. Y. 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