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/ANT CADILLACS FOR CHRISTMAS
Discovering another Elvis in a hot dog stand A machine that forecasts how the show will do
PROGRAMING
When it conies to programing, a sponsors hopes are higher than the angel on top of the Christinas tree. Here are onl) a few visions of sugar-plums that dance in his head: (1) Show stars who never get sick or pull a disappearing act. (2) Discovery — hv the client — of another Eh is Presle) behind the griddle of a hot-dog stand on Route 222. (3) A show budget that never gets overextended no matter how main extras go into the program, i li T\ directors who create exact!) to client needs, listen to client ideas, and don't go around in berets and dark glasses. (5) A Padd\ Cha\evsk\ who li\cs out in Whist lestop, Wyoming, and writes purely for the fun of seeing how you revise his scripts on tv. Sometimes he suggests ma\ be you're overpaying him. id) Tv critics who don't subscribe to the idea that their reputations depend on how cleverl) the) teat a show to shreds. i7i Fifty thousand fan-letters reading: "'We wouldn't be caught dead with an) other brand of ski wax but yours because we enjoy your commercials just as much as your shows."
If this seems like an excessive list of desires, remember that it is no longer than an average small boy's letter to Santa. And a sponsors stocking can bold an awful lot.
RATINGS & RESEARCH
\\ ben a sponsor buys a show, there are three things he wants to know: ill What do I get? (2) \\ bat will it cost? (3) What will it do for me? The firsl two can prett) well be determined. But the third i in tbc lap of the gods. So what better gift could a client hope for than a rating-and-sales predetermining machine lli.il calculates with ')')'< accurac) bow a show will do at the moment it i purchased? I ntil delivers of such a unit, however, he will be reasonabh pleased with am of the following: (1) \ rapid rating service that gives nationwide coverage reports within minutes alter a program ends. (2) An absolute. guaranteed proof of sales forecast from the agency. (3) Vn accurate tv set count. (4) For the multiple-program sponsor, a gadget that shows exactl) bow much in -ales can be direct!) attributed to each of the programs, i ."> i Complete figures on what competitors are doing and spending. (6) A slide rule that estimates in less than a minute the cost of a spot campaign in 50 markets. (7) \ motivational research machine that selects in advance the correct commercial cop) theme to sell a specific product.
In short, what sponsors real!) want for Christmas is the Millennium instead of the Cadillac with biu fins. ^
SPONSOR
15 DECEMBER 1956
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