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.
PART 1
OF TWO PARTS
Which Media Would You Pick
WERE YOUR CLIENT?
This is the question posed to three agency media directors hy the American Association of Advertising Agencies at its Eastern Regional conference. The men were hriefed on Product X with the facts listed helow. For their final media selections, strategy and reasoning, see next page W r r r r r V
Product description: \ potable, consumed at the rate of about .(> pounds per \ear per person. However. onl\ 60$ of total U. S. families use the product regularly. Total annual industry volume is approximately 100 million pounds. This product's share of the market is about 20% in its sales area. It is relatively high in appetite appeal. Its packaging, while distinctive, is not particularly adaptable to visual presentation.
Consumer profile: Primarily urban and in the middle and lower-middle socio-economic groups. It is bought more heavily in the South in the warm weather months, more hea\il\ in the North in the cold weather months. Its heaviest consumption is in Larger families and it is consumed by the entire famih. with emphasis on adult females. The "buying agent" is the housewife. Certain ethnic groups, particularly those of Anglo-Saxon origin, are heavier than average consumers. Item purchases are higher Thursday, Friday, Saturday.
Price and distribution: Price varies by unit size, and largest selling size costs about <> '■'>< . It's competitively priced with other major national brands, but private label and price brands sell at from 53^ to 59^. Distribution is regional, East of the Mississippi, with the greatest strength in New England, Northeastern and Southeastern states. This area represents two-thirds of total industry sales. Distribution is good. Brand i ll(> years old.
Advertising budget: S750.000 annuallx. which covers all time and or space ad\erti~in-. This does not include preparation charges for broadcast or print commercials. The ad budget was arrived at 1>\ applying a rate per unit based on estimated -ales lm coining scar.
Competition: The product is in second place nationally, and in fir^t or second in it distribution area in virtually ever) important market. There are no plan at llii time to market the product nationally. Because of this, the basic advertising objective for the short-term future is to increase share in the present distribution area, particularly insofar as this involves cutting into the present share of its immediate competition. It is a growing brand, in contrast to all but one of it three principal competitors.
Illlllllllllllllllllllllllllllllllll
SPONSOR • 15 DECEMBER 1956 39