Sponsor (1956)

All three media directors chose air media for Product X but each had different appro Benton & Bowles' Lee Rich picked SPOT RADIO 84' .. of budget, $628,000, goes to spol radio, with Sunday supplements, comics, getting remaining £122.000. Radio pattern: 52 weeks, daytime hours in 43 markets. Frequency: from 15 to 25 announcements weekly, depending on market size and sales potential. Facilities: split between power, smaller stations. Aim is for all-family audience in early morning, women — product's prime target — in later morning. Expected results: 80% coverage of all homes at 68£ cpm impressions. Strategy in detail below Grey's Larry Deckinger picked SPOT TV Spot gets entire budget, with daytime spot l\ the basic medium, supplemented with evening tv and radio "if there were extra money." Tv plan: 42 markets, four and one-half Class C and D announcements weekly for 52 week-. Estimated unduplicated coverage: 22. 5 million homes, 90% of tv homes in distribution area. Other estimates: four-week cumulative audience, 41%; cpm homes reached. 81.00. possibb as much as 25' < less, vv ith an average year round rating of 8% per commercial. Strategy in detail next issue JWT's Art Porter picked NET & SPOT RADIO 100% of budget goes to radio — $367,000 to network, $208,000 for supplementary spot drive. $176,000 for second step-up seasonal spot campaign. Network recommendation: five 7%minute segments of fi\e CBS programs weekly for 52 weeks. Spot: (1) five announcements weekly for 52 weeks on 102 stations, early morning time; (2) 10 commercials weekb for 22 weeks in same 102 markets, with early morning, late afternoon time periods, during peak consumption seasons. Strategy in detail next issue WHY B&B'S RICH CHOSE SPOT RADIO FOR PRODUCT X Lee VI. Rich, vice president and associate media director of Benton & Bowles, New ^l oik. recommended spot radio supplemented with print for Product \ in his presentation at the recent Eastern Regional conference of the American Association of Advertising Agencies. Details on his recommendation, with the reasoning, are presented in this condensed report on his talk. * * # Rich basic recommendation was: Air: Fifty-two weeks of daytime spot radio, concentrated in the brands primar) distribution area Last of the \li — sissippi. Ibis recommended spot campaign was to consist of from 15 to 25 announcements per week. The number ol radio ai mcements to be purchased in each of the markets was dependent upon the market si/e and the sales potential ol that particular market. The radio campaign, to be placed in 13 market-, would cost $628,000 :; I' . of the total available budget of $750,000. Print: Sunda) supplement and comic campaign in 24 market areas during the i Imt's peak selling season, in the Southeast during the summei months, in the Northeast during cold months. The schedule was to include eight half-pages, black and while, in local Sunday supplements and onethird pages in four-color in comic sections where rotogravure was not available. The cost of this supplementary print campaign would be SI 22,000, 1(V; of the total budget. The determination of a media plan is dependent upon main factors. savRich. "'Rather than list these factorin a verj matter-of-course way, I'd like to expand on them a little and show how each one had its own particular role in formulating our recommended media plan. "First, however, after evaluating the marketing slratcgv of this product and the Intrinsic characteristics of this product, we came to the conclusion thai almost all local media types available to an advertiser todav could do an adequate job for the brand. "It was our job to determine which of these media types would do the best possible job for the brand.' Rich noted thai two basic limitations iiitiitn.il ic 1 1 K excluded some media: i I i "the size of the budget, and the necessity to have oui broadcasting messages longer than in second-. ' and (2) "the necessit) ol purchasing rela li\el\ large -pace -i/e to en-ure ,\t\< quate presental ion "I the cop) stor) . I be agenc) 's major com ei n was getting maximum coverage with adequate frequency, and visual presentation of the product was of "secondary importance." \\ ith these marketing basics in mind, agency executives ruled out media other than spot radio and the supplementary print schedule for the following reasons. Television : "Although it offers coverage and frequency, the adequate use of tv on a sustaining basis was not within our budget level unless we used 10-second I.D.'s. This was rejected because this is not adequate time to tell our copy story effectively." Newspapers: "Although newspaper would provide adequate coverage, the size of the budget prevented US from delivering adequate frequency of messages against our prospects unless the size of space was greatly reduced. We felt that by any reduction of space our message could not be effect i\ el v and properl) told. National magazines: "Manj publications lodav oiler regional split runs. \ii publication or no combination of publications could be found to meet the brand's geographical need and to do an adequate coveiage job at the same time. Outdoor: "This offers the manj flex ibilities needed and also can do an adequate coverage job. However, as i Please tarn to pau,e 42) 40 SPONSOR I i m i i \im:n 1().">()