Sponsor (1956)

come apparent recently in a case like Cleveland, where all newspapers went hi strike. There would be no problem to shift the ritone) from newspapers to radio, provided that there is an\ tiling decent lelt to purchase." initial it\ and prestige: "Everybody in the advertising business has heard about authority and prestige, and actual!) I don t know main people who have been able to define the words for nv as the) relate to .advertising. "I nquestionably, authority and prestige have some bearing on sales effec tiveness. This 1 believe, hut can't prove. Ever) salesman likes to be able to sa) This brand is advertised on the fatuous t\ ." This is important, but remember one thing. When a salesman goes into a store and says that "\1\ brand is on the X television show. \ou can be assured that within a week or 10 days there will be another salesman saving "M\ brand is on 1 television -bow. and this is the greatest. "\\c believe that adequate coverage and high frequency arc still more important than authoritv and prestige. To NBCHappy 30th Birthday! Gen. David Sarnoff lion. WFIH'-TV. **The Giant of Sou th em Sk ii>.% 9\ . . . and from WFBC-AM A IW "It's A Great Birthday! Were proud to have been affiliated with NBC for the past 20 of your 30 years. To you at NBC, and to your guiding genius, General David Sarnoff, we wish for you ' Many Happy Returns'." "The Giant of Southern Skies" WFBC RADIO l NBC'Af filiate) Represented Nationally by AVERY -KNODEL NBC NETWORK WFBC-TV Channel 4 Creenville, S. C. Represented Nationally by WEED TELEVISION CORP. and at no time should this coverage and frequency be sacrificed for the latter. "This is even more important for our product becau-c we must cover our prospects, and must cover them often enough. I am certain that many people in our industry believe that radio is still a ver\ saleable medium. Ratings: Referring to the continual trade ruckus about ratings. Rich predicted "the controversy on this matter doesn't give any indication of being solved permanently. Clients and agencies give a great deal of importance to ratings, and whether vse like it or not we believe we should touch on this in relation to our product. "The seasonal rating variations of local spot radio are so minimal that they can be regarded as practicall) non-existent. Radio ratings less seasonal "The 35% rating loss in tv, between summer and winter months, doc not exist in radio. This is of particular importance for us relative to our efforts in the Southeast where, if tv were used, our sets-in-use would suffer their sharpest drop during the brand' peak selling season. "The same holds true for print \ arious studies have been made to determine whether the level of readership varies season by season. To the best of our knowledge, none of them has revealed anv conclusive evidence that this is the case. It is true that supplements as well as some of the weeklv magazines earrv less advertising during the summer than dm in the winter, but we believe that this reflects more the seasonal pattern of many consumer items rather than the fear of lower readership timing the summer. If all this is so, we have no qualms whatsoever of running a seasonal heavv-up print campaign in the Southeast during the summer." / isualization of product: "This is a \.i\ important ingredient of main advertising plan-, but this is of secondary, importance I u product. "Radio will not permit the visualization of our product. But, ha\ ing ever) confidence in the abilities ol creative people, we believe that the) should be able to develop a radio commercial which can create in the minds of li-teners a picture image representing the pleasurable values of our product. Our marketing strateg) stresses thai SPONSOR L5 DECEMBER 1(^")(>