Sponsor (1956)

TETLEY'S OWN APPROACH (Continued from page 11 i cil all I . S. homes had one <>r more radio sets. \ normal coverage objective would he lo deliver I'll) rating point-, or week!) circulation impressions equal t" I nil' , ,,l the families in the radio signal areas. However, il v.. i obvious from preliminarj cost estimates that covering the required market ana at this level would require media expenditures ol almosl twice the currenl budget. \\ e then decided on a reduction in weight of approximatel) one-third, to an average of 70 rating points per market per week, based on average daytime local ratings. What this means i that, ignoring duplication, our potential reach in each of the advertising markets is approximate^ seven out of ever) 10 homes in the course of one week s broadcasting time. On the mattci of frequenc) . we compressed our radio schedules into 26 weeks during the course of a full \ear. hut put into effect the principle of flighting our spots in three weeks — Only ;LtJ^ ):sunshine reaches more homes in BILLION DOLLAR MARKET WBRZ © WBRZ-TV AUDIENCES «« MARKETS NIGHT from 5 p. m. to sign-off — Monday thru Friday WBRZ rated highest in 125 quarter hours out of a total of 149. . and . — I _ . v \._ from 1 2 noon to 3:30 p. m. — Monday thru Fri\ l/MI J~ ^y wbrz rating tops all others combined. / I from a study by American Research Bureau, Inc., encompassing 3 1 parishes and counties in Louisiana and Mississippi. WBR Channel 2 BATON ROUGE, L< Power: 100,000 watts Tower: 1001 ft. NBC-ABC Represented by Hollingbery out two— in three weeks. Research has shown that if an advertiser uses hea\ \ radio spot advertising for a period of time, advertising recall will staj high for a while after the spot campaign has ended. Many people think they hear a commercial on the air. even though the actual campaign has ahead) come to a close. \ Mm all undoubtedly know. spots can be purchased on a flight basis, although in some cases it is not probable that the identical time slots can be picked up again after a two or three-week hiatus. We concentrated our spots on Thursday, Friday and Saturday to coincide with the time most grocerj (tea) Inning is done. In summary, this approach called for between 10 and 40 one-minute commercials, primarily during the daytime hours, per market per week in the advertised area. So much for the actual plan. More important to \ou is the reasoning which led up to our decision to advertise in this wa\ . Lets look at the product First of all. let's look at the intrinsic chareteristies of the product itself — its physical attributes and the use to which it i put. Tea. either steaming hoi or ice cold, is drunk 1>\ a wide varietj of people. We found that it is bought more heavil) in the South during the warm weather months, and more hea\il\ in the North during the cold weather months. This led us to the conclusion that what we were looking for in an advertising medium was one in which we would have maximum scheduling flexibility, so that we could compensate for these apparent peaks and valleys in consumer demand. Spot radio and local new-papers olfer this to the advertiser to a greater degree than any other media. Next we considered the marketing characteristics ol the product. Our consumer profile told us thai the heaviest tea consumption is in larger urban families. Further, we learned that tea is drunk bj the entire Family, with emphasis on the adult female members. \nd we disco\ ered that the buj ing agent i primaril) the housewife. Additional digging revealed the fad thai th<' middle and lower middle socio-economic groups arc larger per i apita consumers of tea than are either the extremeh hiiih or exlremeb low 46 SPONSOR 15 DECEMBER 1956