Sponsor (1956)

Digest of the week's developments in advertising and the air media WRAP-UP ADVERTISERS Advertiser finds farm tv information lacking Dr. \. I.. Andrews, advertising manage) l"i Hess & Clark, in an address before the National Association of relevision and Radio Farm Directors, pointed to the lack of information available <>n the farm tv audience. In a recent attempt to explore this field Hess Si Clark along with its agency, Klau-Van Pietersom-Dunlap, found little O] no information on farm buying lial»its. success stories or proof of farm viewership. The agency, a leader in the farm field, reports only four i\ station reps have approached them to sell a farm tv show . Believing in farm t\. Iles> & ('lark conducted a test in two Midwest dairy markets. On one station they used spots at 10 p.m. and on the other during the noon farm show. A free offei brought 837 requests from the nighttime spots and 485 from those given in the noon show. A follow-up questionnaire brought out these facts: 1. While farm viewers watch l\ for entertainment (like everyone else), they have a high interest in news and weather. 2. The) also have a high interest in farm programing when provided, and there is as high a listenership for the noon farm programs as for the peak evening hours. 3. There is a high recognition of farm personality (tv-radio farm director.) 4. Use of tv makes a definite impression on dealer-. Another highlight of the NATRFD meet was election of officers. Jack Tin ns. K.WK.II. Shreveport. new president; Wes Sevier. WIBW, Topeka. v.p.; and Don Tuttle, WGY, ^cheneciadv . secretary -treasurer. Philip Morris to send out country music road show Philip Morris will cover the South with a traveling country music show after the first of the year. The musical caravan will have a network radio show s<nd-off and then weekly regional broadcasts are planned to supplement the road show. The country music caravan plans to visit a differenl city each day. No admission will be charged. Before and during the war CocaCola used traveling bands at various factories and installations and followed up with network radio pick-ups. The American Toy Promotion will increase its ad program for 1957 with the addition of five new Iv markets. . . . Revlon will launch a line of men's toiletries in 1957. George .1. Abrams. v.p., also announced that Kev Ion's expected 1956 volume would be $85,000,000, or 63$ above lasl year. He credits new products, packaging and broadening of markets. . . . AGENCIES Eight new account assignments at BBDO \\ ith eight new account assignments announced at BBDO, the line-up now reads like this: Nelson Gross, new account supervisor for Revlon Satin Set and Touch and Glow powder and liquid makeup. Martin S. Fliesler, account executive lor Revlon Nail Enamel. Sanford Buchsbaum. account executive for Revlon Satin Set. Harvey Comita, assistant account executive, marketing and research for Revlon. Stanlev A. Bogan. account executive for Penick & Ford. Martin Devine. account executive for Bristol-Myers. Paul Smith, account executive on the "'Live Belter Electrically" campaign. Grey stages tv party for new Dan River fabric following its practice of unusual product promotions for its clients, Crev recent l\ staged a luncheon on DuMont's Virginia Graham Shoiv to introduce Dan Rivei Mills' new Twin Wonder cottons. Precedent was established lasl veai with a similar intro AGENCIES: < ■<■ , \dvertisir tagi a t\ pai i\ in trod in ing n< I Ian Rivei I w in W on dei r.iiic.n on I irginia Graham Show, W VBD RADIO STATIONS: Boston's W 111)11 has hotel suite number mati fiinj Frequency Foi N.Y. promotion (Sei 10-Second Spots, p. 72) TV STATION: \\ l< I l\ and WIKK (radio) of Erie, Penna. combined foi '>n the-spol coveragi ol recenl stoi m emi i gene] nev ■ 1 SPONSOR 8 DECEMBER 1 ')."><•