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.
visual presentation of the product is not a must.
"On top of this, we do give our creative people the opportunity to displ.i\ their artistic talents by our use of print. During the brand's prime selling season, graphic presentation of the product, the package, and illustrations of the advantages and uses of this type of product will certainly greatly contribute to increased impact and consumer awareness. Unquestionably, this factor pla\ed a great role in our selecting a medium to carry our seasonal effort."
Rich, after outlining the media answers to the marketing problems and backgrounding some of the thinking behind formulation of media decisions, summarized his approach to the Tetley Tea campaign.
"The most important single factor in developing this media plan was our desire to find one basic medium through which we could achieve a better than adequate coverage level at a relatively high degree of message frequency against all potential users.
"We looked for a medium that, in addition to these characteristics, is flexible enough to be geared according to the brand's geographical and seasonal pattern within the budget.
Both media meet requirements
"Both media selected — continuing radio as well as the seasonal print — meet these requirements ideally. With physical presentation of the product and package being of secondary importance, we do not think any other factor comes close in importance to these primary considerations.
"Once we had decided to utilize spot radio as a major media type for this campaign, a schedule was divided in varying degrees of frequency, depending upon the size and importance of the market. The reason for this is the larger number of originating stations in big markets with a resulting rating split among all stations. The recommended frequency would provide in each market the number of spots we believe to be necessary to develop a comfortable degree of reach and frequency over a 12-month period."
The supplemental print campaign "will deliver a high degree of frequency and coverage during the peak selling season, one insertion every
other week for 1(> weeks. It will also aid impact through physical presentation of the package when this impact is most needed."
Recognizing the fact that man\ prisons in his 4A audience might disagree with his media recommendations, Rich concluded by saying:
"There are many different ways of designing a media plan for any given product. There is no sure and tried method. Each brand, each conipam has different problems, and each media plan must be designed to meet these problems. In many instances, it is
difficult to tell which media plan is the best, which will do the most for the product, which will sell the most merchandise.
"It isn'l important whether you agree or disagree, as long as you keep in mind the marketing strategy of a product and all the basic characteristics of that product and then tr\. within the dollars available, to get two dollars of value out of each spent.
"No matter how good a media plan ma) seem to anyone, if it does not aid in the selling of merchandise it is useess. ^
WAVE
and
WAVE-TV
Salute
On 30 years of service to the public
May this record be a continuing means of preserving freedom of the air-waves.
WAVE 970 KC WAVE-TV CHANNEL 3 LOUISVILLE, KY.
SPONSOR • 15 DECEMBER 1956
45