Sponsor (1956)

search. And it also makes us conscious of the challenge that we musl leave nothing undone to produce commercials which will stand out for their < reativeness and possess the all-important ingredient of imparl against the listener and \ieuer. Even this type of commercial material, because of the improved level of commercial competition, is becoming more elusive. Discussing the creativit) required b) television, Hudd said one of the biggest reasons Campbell is going into the On Trial series is because it is based on authentic court trials, and a ready Buppl) of basic stor\ material is available. ' "Shows requiring original stories, week in and week out, are bound to hoi; down, despite all the creative genilis and ability of the t\ w liters. They're feeding material into a hungry hull. maybe as many as 25 to 35 original dramatic shows. I'm afraid there's just DOl that much material around. Campbell's predicts success for On Trial on two counts. The first is the fact that the material is based on actual events, and "this has indicated its great appeal to the American public." The second is that "people want to know what kind of stories they are going to see before they tune in.'' Dramatic anthologies, for example, range from Western to romance to farce to mysterj in the same series. Camphell thinks it will attract a large audience to begin with, and a repeat audience, because viewers will know every week the type of show to be featured. Joseph Cotten will star in one-third of the weekh shows, hut will act as V^W ■\ *-" ^r-=—" f^3&\ &mn " "When KRIZ Phoenix plays those hot tunes, Officer, I prefer to play safe!" host-narrator on all these programs. BHUO's Brown, who will supers i-c production on this new feature as well as on the other t\ programs, says ( ampbell w ill talk to < )n Trial \ iewers 'a little differently" than it does to the Lassie audience. "We want to reach adult with our new show, and we're pari iculark interested in having the stories appeal in women. \\ omen do the actual shopping, but men influence the buying decision. That' wh\ we want holh of them to he watching the -how together. "Our biggest commercial theme will be 'Soup once a day, even da\. We approach Campbell advertising with cue hash thought in mind: thai Campbell, despite its 58 years of advertising and its leadership in the food field, istill a growth company . "Campbell's qualih is tops, and it s operating in an expanding market. Tv, we think, is the expanding medium. With the limited amount of Class "A" time available, it's imperative we I uild up some ("ampbell Soup time periods-" The SPONSOR-estimated $20 mill inn now spent in advertising include all space and time production charges. In the case of Campbell, these are unusually heavy. It spends about $6.3 million annuall) on national magazines. for example, and most of its food ads are in four-colors. Campbell has long relied on national consumer magazine advertising and on four-color spreads to visualize appetizing food combinations and to establish its familiar red and white label. The company s second largesl single media expenditure is on network tv time, for which it allotted almost $ 1 million last year. Here again, production charges are high. Network radio allocations are minimal this year, as they were last year, but the company is buy ing about $1.5 million worth of spot radio and spot television in L956. Publishers' Information Bureau figures for 1955 show the relative stress given each major advertising medium by Campbell's Soups: national magazines, $6,343. L90; network television, $3,885,385; daily newspapers. $1,929,428; newspaper supplements, $415,275; network radio. $5,442. There is no detailed analysis available on how much Campbell Soup Co. spent on spot radio last \ear. Tele\ ision Bureau of Advertising, however, has fourth quarter t\ spol -pending figures. Campbell during the last three nths ol L955 spent 876 [,100 on lclc\ i-ion. 1 1 thi pel iod wen t\ pical, the annual l\ -pot expenditure might have ranged from $2.5 to $3 million. The products which jet most of Campbell's advertising allocation are the heat-processed soups. The allowance for them i i-ti mated at about $9 million annually, with radio and tele\ ision allotted about $ 1 million of this amount. The other $5 million — or approximate! i of the total advertising budget goes to the other Campbell products, to the I i anco American line, Swanson line, and new product-. Even though the broadcast shift in recent years has been from radio to t\. ([ampbell is still watching radio closeh for programing and time periods which will meet ii advertising objei live-. It s watching the development of color iele\ ision. too. "We're in no burrs about color, however," says Budd. "What we'll do will depend on what happens in the next 12 months. We know all about making color movies, and we've worked with color in print for a long time. I'echniques arc changing all the time, but it wouldn't take us vers long to gear up, from an advertiser" point YOU'LL SELL MORE ON CHANNEL 4 in the El Paso Southwest! • KROD-TV dominates £1 fo.o County* • KROD-TV is the only station to reach Alamogordo (set penetration 80 i and Silver City (61). • 98rr reported Excellent or good reception for KRODTV in Las Cruces (81.3 penetration) while only lOTc reported the same for station "B" •March MM. Telepulse and Teleoulse ict ™-ni>nhln. I KROD-TV CHANNEL 4 C^ EL PASO texaSi > CBS ABC AFFILIATED with KROD-600 kc (5000w.J Owned 6 Operated by El Paso Times, Inc Rep. Nationally by the BRANHAM COMPANY sponsor • 20 u (. i st 1956 109