Sponsor (1956)

covered there ran be. in the importance and public endorsement of a program, a reflected glow that is of positive benefit to the sponsor in furthering hi over-all reputation with the < onsumer and the trade." Similar glows were reflected in Campbell direction by other radio and tv luminaries. Burns & Allen were on the air for Campbell's for two years, Imos V ln</\ for five, l.anm Ross lor three, Jack (',11-nii lor lour. Boh Croshv and a variet) ol other music stars on Club I ') lor >i\ \ in -. \\ altei 1 1 Keefe in Double or \othing quiz for six \ear-. But "Campbell really hit a winner when it grabbed Lassie back in 1954. '"It had a very important plus, in addition to its rating. You might almost call it a 'kidulf show. It appeals In and provides entertainment for all kinds and ages of people. It reaches the famih when the) gather as a group, in much the same way the Jack Bennj Sunday evening radio show be• .line an \merican institution. "It's no over-statement to place Lassie in the same category." Ratine analyses indicate that of An $899,481,000 Buying Power Market! y MORE AUDIENCE than any other TV station in the rich heart off Louisiana FROM 5:00 P. M. to SIGN OFF (Monday thru Friday) WBRZ rated highest in 125 quarter hours out of 149. FROM 12 NOON to 3:30 P. M. (Monday thru Friday) WBRZ rating Tops All Others Combined! from a study by American Research Bureau, Inc., encompassing 31 counties and parishes in Louisiana and Mississippi. WBRZ 2 BATON ROUGE, LOUISIANA Power: 100,000 watts Tower: 1001 ft. NBC-ABC Represented by Hollingbery Lassie's 31 million weekl) viewers. 11 million are women, nine million, men: eight million, youngsters: three million teenagers. The Campbell ad executive reports that Lassie has been awarded "five i nl-landing television honors" in tin past year. "We're going to continue a top-flight campaign of publicity to keep Lassie and Campbell in the national spotlight." . . The search ami appraisal of neu talent is never ending, and requires swift action. It was in V)'M\ when Campbell learned this lesson for the first time. Because it was that year when Orson Welles set the nation agog with his radio report of an invasion b\ men from Mars. "It was so realistic it had people believing the end of the world was working out in contradiction to the Good Book! "\\ e learned there is a value in moving quickrj to investigate producers who ma\ bring a new concept and power to the medium. We contacted Welle the daj after his Martian broadcast, and he produced a successful series of unusual dramatic programs under our sponsor-hip." The series, Campbell Playhouse, took the air late in 1938 with Welles. He remained with the -how a year, but it staved on the air another two. Campbell found and re-found a lot of talent in the earh da\s of radio and tv. Its faith and in\ estment — in man) performers has been well justified li\ the fad that they are still stars of the entertainment business: Burns & Allen and ken \lurrav in the mid thirties, Milton Berle and Robert Trout in the mid-forties, Henry Morgan and Bert I'arks in the early-fifties. 8. Great selling power rests in warm, honest personalities. Campbell picked up the time and talent tab on Amos V Andy in 1938. ""We learned from them." reports the compan) s advertising manager, "thai the transfer of a ureal program into another commodity field i from drugs to food i can deliver a powerful selling impact oxer an entireK different set ot retail counters. "'We experienced the ureal selling power which belongs to a warm and trusted personalis. \nd we discovered also thai in the merchandising of a program to the trade, there is no substitute for proven sales results. In., Sl'ONSOU 2D \igust 1956