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What do they really want? Just a few trifles such as a top star who loves appearing in super markets, a machine that predicts ratings
SPONSORS DON
Show stars merchandising in every super market
^^ lirislinas is traditionally a jolly season. This is because there are so mam disappointments at Christmas that you have to be jolly to live through them. It is the season when needles drop prematurely from the tree, when expen-es go up and car batteries run down. For the sponsor of a tv or radio show, it is the season that finds him pretty well informed on how his program is going. If the Nielsens show it isn't clicking, then all the tinsel and sleigh hells in the world won't hrighten his Yule. A turkey at Christmas is only good if you're not sponsoring it.
What then does an advertising client reall) want for ( hristmas? SPONSOR decided to find out and got a few answers thai merit no furthei comment. I \ 65 Trendex; an ultra-sensitive stethoscope for Pulse reports; a 20-year contracl with Phil Silvers with a two-week cancellation clause: a marketing department equipped with -kin-diving outfits foi research in depth; a robot account man thai salutes automaticall) an) idea the client runs up the flagpole; a
barrel to shoot fish in.) Some of the othei answers are
treated in the adjoining three columns. The) are what the clients reall) want, hut their chances of getting them are slim indeed. The) ma) have to settle this Christmas for
lich run-of-the-mill [ool i \ij\Ic socks and a Jaguar.
AGENCY SERVICES
In the area of client-agencv relations, here are a number of things a sponsor would like to act this Christmas. \n\ one of them he would consider the Cift of The Magi: 111 A merchandising plan that would take top stars of his show right to the grass-roots of America for personal appearances. The grass-roots, of course. i another v\a\ of saying "to the point-of-sale. \\ ilh such a plan, the sponsor will know that at an) given hour his talent is out there in some super market or corner grocerv store autographing boxes of peanut-brittle mix. This would he a gift in the real spirit of giving, cspcciallv if the a<l agencv write it into the star's contract, and the star agent can't read. (2) An agencv presentation that gets right to the point and doesn't put the client to sleep would make another ideal gift. (3) \n alternate week co-sponsor i handled bv the same agencv i who never objects to anything, jusl quietl) picks up his share of the tab, (4) \n account exec who bases ever) estimate of what its going to cosl the client strictl) on calculations never on guesses. (5) \ time
huvci who gels spots next In Lm\ in ever) market.
let your agencv know thai these are whal vou want most. Drop hints, ll keeps them on their Iocs.
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SPONSOR
l)l( EMBER L956