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.
of a single station. This ina\ be station saturation; hut it should not and cancot he equated with market penetration.
Complete market saturation can probabl) be secured via an) medium: the two determining factors in the final selection must he budget and the "time table." How fast must you acquaint the public with your story? \lu~t it be in one week? Or can you wait a month? The answer to this question may well determine whether tv. radio, newspapers or some other medium is chosen. And let s not foreget that while the broadcast media may be the most effective in one market, newspapers may be "top dog" in another. The more we learn through market research, the more amazed we become at the tremendous dissimilarity between one city and another.
Lastly, don't overlook creative approaches. Don't fall into the trap of "buying by the numbers," which, as Arthur Pardoll, our director of broadcast media, has pointed out time and again, may distort the objectives and fog the results. Creativity in media selection as well as in the copy itself iua\ well determine the degree of saturation. The Pepsodent "yellow" jingle or the Rheingold "Nature Boy" porody are examples of effective copy which enable the media to realize full mileage. A good commercial automatically puts you x per cent ahead toward reaching that elusive thing called saturation. * * •
mi iii!iiiiiiiiiiiiin|
flow powerful will tv be in the routing election?
For a roundup of opinion in I
I answer to the above question, be I
I sure to read "Sponsor Asks" in ]
I the next issue. At that time, 1
| specialists in public opinion from j
I the research and agency fields r
will tangle with the problem and \
| come up with their predictions |
I on the subject. Says one partici
I pant, "Roth parties would be [
well advised to think very care I
fully before they pre-empt time I
! . . .' The reasons behind this
and other statements of panel §
members will provide thought |
; provoking reading matter in the I
1 October 1956 issue of sponsor.
iiiiiini iiniiiiimiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiii i i iiiiiiiiiiiiiiiiiiiiiiuiiiiiiinii!
SPONSOR • 17 SEPTEMBER 1956
WHAT'S
MINN
WITHOUT
B-5 ? i
Larry Bentson means the big city half of Minnesota. You can woo the Minneapolis-St. Paul market with a million-and-a-half "please buy" letters. Or you can spread your budget thin on half a dozen runner-up stations. But for immediate sales impact, you've got to reach Minn where she listens — on WLOL.
WLOL's Big 5 disc jockeys give you the quickest, most responsive, block-by-block coverage in the big Twin Cities orbit. Add WLOL's unparalleled out-ofhome audience and you'll see why more advertisers sell more products on WLOL than on any other independent station in this market.
MINNEAPOLIS ST. PAUL 1330 on your dial 5000 watts
Larry Bentson, President Wayne "Red" Williams, Mgr. Joe Floyd, V.P.
PULSE PROVES IT
NO. 2 STATION IN THE TWIN CITIES
NO. 1 INDEPENDENT STATION IN THE NORTHWEST
represented by AM Radio Sales
67