Sponsor (1956)

IAT THE TOP IN ILLINOIS! HOTTEST CITY IN AMERICA TODAY Labor department statistics just in, prove more people are working . . . making more money . . . creating more sales in Winnebago county than in an.\ other county in Illinois (outside Cook). WROK No. 1 For Ov < o\ ers this great market full time . . . at lowest cost per 1,000. KMBC -KFRM ■ I radio is the 1 M in K PR vi By complete ing old programmin K \l in K KRM ha I iced a new typo "' radii tailored to I a ietj new pei hi '■ all P'l I combined with thi i from I'eti I [ward, [nc. ind ol KM»( KFRM. KMBC <U Kansas City KFRM^t the State of Kansas in the Heart of America OP "The response of the public to Amos 'n Indy's appeal to bu) chicken noodle soup was the most outstanding evidence we have ever seen of the power of the broadcast media. Our problems thereafter in getting the trade to stock and feature products to be ad\ertised on Amos 'n \ml\ were reduced." This year. Campbell figures it has a full measure of warm selling personalities in Garr\ Moore. \rt Link letter, the featured cast of Lassie and. later this season. Joseph Cotten. 9. Opportunities exist for multiple product advertisers in adjacencies to their own programs. Campbell discovered this 17 vears ago, in 1939. when it sponsored a fivea-week quarter-hour davtime show with singer Lannv Ross. It was broadcast immediately after Amos 'n Andy. "From this we learned the great help given by one strong program to build another. We also had demonstrated the great economj and attractiveness in the contiguous rate!" Through the vears. Campbell has also learned adeptness in juggling its own products for commercial mentions on its programs. I bis upcoming fall season shows this type of product pattern on the four network tv shows. These groupings have not been finalized, however. Campbell's beat processed soups. through BBDO, and Franco-American spaghetti, through Leo Burnett, share costs on Garry Moore. Houseparty is sponsored b\ the heat-processed soups and b\ the frozen soups, the latter also handled b\ Burnett. BBDO and NL&B service the Lassie show, with commercials divided among V-8 vegetable juice, baked beans and heat-processed soups. \l this point. Campbell s plan is to promote onlj heat-processed soups via its co-sponsorship of On 7 rial. Campbell has learned to juggle commercials with products made 1>\ othei companies, too. Lasl year, during the second season of Lassie, il shared sponsorship with Kellogg. This \ear. however, it resume'lull sponsorship of the show. It new Frida) nighl On Trial scries. however, will be shared equall) with Lever, with one account cross-plugging the Other ever\ l'i iilav . lit. The advertiser must clearly define the hind ni material foi which he will accept editorial responsibility. I'm. I, I explain hi point this wa\ : "In the selection of broadcast me dia. the advertiser obviously faces the responsibility for editorial choice— th< program material designed to win an audience. \\ ith magazines, the editors bandlye it for him. He buys, or does not buy, an editorial 'association" for his advertising. "\\ ith the warm intimacy of the radio or tv set, and the assumption of editorial responsibilitv b\ the advertiser, he must come to some very cleantut conclusions as to the t\pe of editorial matter he wants associated w ith his company and with its advertising. Campbell s first requirement in terms of program content continues to be qualitv . 11. Increasing competition for audience attention demands the practical use of audience research and the utmost in commercial creatireness and show promotion. As competition develops among stations and among advertisers, Budd notes, "We are all conscious of the diffusion of the consumer's attention. And with it comes greater competition for good programs. "It makes us more sensitive than ever to the value of >rood audience re Hovv Warm is Denver In December? wBk i n ASK YOUR COLONEL The weather in Denver (or Des m Moines or Davenport) ran mean ■ dollars or deficits to the advertisers of a great many product-. Your Colonel has a month by month picture of the weather in 24 markets. PGW TELEVISION SALES 108 SPONSOR 20 august 1956