Sponsor (1956)

#1 SYNDICATED SHOW IN LOS ANGELES 16.9 RATING, 25.1% AUDIENCE SHARE and in San Diego: 27.4 rating, 47.8% audience share Highest rated in its time segment: Sacramento: 16.5 Portland: 17.8 Seattle-Tacoma: 22.7 San Francisco: 12.3 Several east coast and mid-west markets sold for fall start. Many good markets from coast to coast already bought. Yours still available? Rating source on request Write, wire, phone ABC FILM SYNDICATION, INC. 10 East 44th Street New York City OXford 7-5880 EASY CLAMUR {Continued from page 46) Glamur Products first major step towards expansion on a national level came just two years ago this November. At that time, a stock issue was sold over the counter for about $300,000. The purpose of the issue w as mainly to provide the comparrj with capital -d that it could expand its advertising. Following the stock issue, the first advertising embarked upon by Glamur was a spot t\ campaign and co-op advertising. The spot was purchased in the same markets that were later covered in the spring campaign earlier this year. They included upstate New York. \cu ^i oik Citv. Chicago. Minneapolis and St. Paul. Milwaukee and Madison, Spokane, Seattle and Portland. Glamur joined the Rockmore Agency in January of this year and at the same time added Easy to its name. As agency v.p. and director of radio and tv, Charles Lewin explained to sponsor, Rockmore's job was. of course, to create a campaign thai would sell Easy Glamur. But, in selling Easy Glamur the agency had to shape a campaign that would pinpoint their client's product and avoid sellin<> the competition's. Obviously the similarilv in names shared by Easy Glamur and Glamorene was an obstacle to be reckoned with. The solution to the problem came partially oul of Lewin's thinking on space media which involved leaving plenty of white space so that the ad\ertiser"s message stood out immediately for a quick, emphatic impression. How to transfer this concept of white >pace to radio was the riddle that the Rockmore copy staff set oul to solve. Adapted to radio, while space turned oul to be a calculated amount of "silent air.' I o recap the e\ olution ol the Easy Glamur commercial, it's fust neccssarv l«i lake a backward step. The init'al impetus for the Eas\ Glamur radio commercial came from a recollection the Rockmore people had of Disney's version i>l the Sorcerer's Apprentice in Fantasia in which a bewitched broom -weep endlessly to the accompanimenl ol a repetitive strain of music. From this germ <>l an idea the Easy Glamur radio commercial was developed and l.iiei translated into a t\ commercial. Ii was decided thai the Easy Glamur commercial -Imuld concentrate on two sales points: the name of the product, and the cost. A western-style singer. Ed McCurdy, was hired bv Rockmore to perform the commercial. His onlj ""lyrics" consisted of repeating the name. "Easy Glamur." to his own guitar accompaniment. The white space or silent air came after he'd sung the product's name. Norman Brokenshire broke the silence with tinspoken pitch for Easy Glamur in a controlled, low tone of voice. He emphasized onlv the price at 98#. The silence presented something of a problem because Rockmore was not sure jusi how much quiet the radio listener could take before turning to another station. The Rockmore people were by no means tr\ in» to discourage listening, though. Their intention was to focus it. The idea was to emphasize name and price as though they were buying a full page ad in the Times for a two-word message in 36 point type. Station managers weren't too receptive at first about the idea of a coinmenial that would momentarily give the impression that their transmitters had blown a fuse. The problem of the right amount of silent air was solved by experimenting with varying lapses of time. Each finished radio commercial, including the silent air. ran live or so seconds short of a full minute to allow local announcers to tell where Easy Glamur was available in their area. The first Easv Glamur campaign under the Rockmore wing commenced on 2 April of this year and wound up the last week in June. As planned at the outset it was devoted entirely to radio and newspapers. "About midway through the first 13 weeks, however," says Charles Lewin. "we found radio so much more effective than newspapers that we dropped a number of newspapers and expanded our radio coverage. While newspapers weren'l eliminated, larger unit ads at less frequency replaced the more frequent ! mailer unit ads. Some tv announcements were used to make up for the visual impact losl when the new-papers were cul dow n. "In New ^i oik we added a two week tv extension to the campaign using some live participations and a film we put togethei based on the jingle. Programs in which Easy Glamur participated in New ^ ork were Jinx's Diary. Richard Willis and Josie McCarthy on NBC, and The Ted Steele Show ovei WOR. I he tv commercial ran for just 20 102 snixsou 17 SEPTEMItr.H I <>.">(>