Sponsor (1956)

(roduct X is actually Tetley Tea Client* own agency. OHM, picked SPOT RADIO Tetley's actual campaign gives entire 8750.000 budget to spot radio. Radio in 65 markets, with greatest strength in New England, Northeast. Southeast, delivers potential reach of seven in 10 homes in week. Buying pattern is "flights." in three weeks, out two, in three, lor total of 26 weeks in course of year. Broadcast days are Thursday, Friday, Saturday. Cost: "considerably less than $1" per 1,000 per commercial minute. Frequency: 10 to 40 minutes per week, per market. Strategy in detail below UNIQUE SESSION above had three panelists outline media they'd choose for Product X. Chairman James J. McCaffrey at rostrum explains what *'X," Tetley Tea, actually buys. Leo Bogart (r. ), McC-E., presented critique of all lour plans WHY TETLEY TEA ( PRODUCT X ) SELECTED SPOT RADIO James J. McCaffrey, senior vice president and media director of Ogilvy, Benson and Mather, represents the agency which actually services Product X — Tetley Tea. The agency has handled the account since last spring. sponsor presents excerpts from his 4A speech, outlining how his agency made its decision to use spot radio. Has the campaign been successful? Yes, says McCaffrey, so much so that "we're sticking with it for the forseeable future." McCaffrey told his audience that the planning committee for the AAAA workshop originally had wished to present an imaginary problem to all three of the "guest expert" media directors scheduled to appear on the panel discussing "How to Plan Media Strategy." But this plan fell through, as he reports in the portion of his speech which follows immediately. * * * Of course one of the big objecthes in this whole thing was to have kept our panelists in the dark, not only about the identity of the account, but that it even was an actual case hi>tory. Ideally, they were supposed to have been surprised that all their planning and strategy development was not on behalf of a strict!) imaginary corporation and product. Unfortunately, this is not the case. Our three guests went at the problem, hammer and tongs, combining the shrewdness and tenacity of Sam Spade and Sherlock Holmes. Within 24 hours, each of them had identified the plan category and the actual account. Last spring, when Ogilvy, Benson & Mather was appointed advertising agent for this account, my agency and I faced very real problems when we were called upon to develop our first advertising plan for the Tetley Tea Co. Here are the ingredients of the actual Tetley advertising plan at present. The entire budget — $750,000 — is concentrated in locally bought spot radio in 65 originating markets within the distribution area. Roughly speaking, these 65 markets are the biggest and most important cities in the Eastern half of the U. S.. with a few notable exceptions such as Chicago. ARTICLE IN BRIEF Broadcast media came out on top in recommendations of three media directors for advertising of Product X, later revealed as Tetley Tea, in media "test" given by 4A's. In this issue, B&B and Tetley's agency, OBM, explain why their choice was spot radio The prospectus ion Product \ market data submitted to the panel I stated that the product was in distribution east of the Mississippi River, with its greatest strength in the New Kngland and Northeastern and Southeastern states. It should be noted, however, that the 05 markets selected are not all necessarily the most important cities in terms of sales for the brand or that of it competitors. Some lesser marketwere included in order to provide optimum potential radio coverage. On the matter of volume and frequenc) of advertising, it didn t take us long to discover that if we wished to provide coverage, even with a medium as economical as radio, in the entire Tetlej distribution area, we would -mm he forced to do some compromising on frequency and extent of schedule under a budget of $750,000 in the course of a full \ear. In dexeloping our plan, our first objecti\e was to provide an approximateK equivalent level ol coverage in the full Tetlej area. \\ e fell thai this was basically a sounder approach to the problem than would be any method of weighting co\erage b\ sale \olume. \ml sales potential by region was a bit obscure. We knew that approximately 98^5 i Please turn to page 1<> I SPOiNSOR 15 DECEMBER 1956 41