Sponsor (1956)

groups in this connection. And ethnic and racial considerations were probed. We found that families primaril) of Anglo-Saxon origin were heavier than average consumers. In summary, although certain marketing characteristics of the product taken individualK made it appear that a specialized approach was called for, the aggregate of these characteristics indicated to us that we were dealing with a product with mass appeal. Rememher that tea is consumed at a rate of better than one-half pound per person per annum. And six out of every 10 U.S. families use the product regularly. And tea is bought about <mce a month by consuming families. We derived one key conclusion from the merchandising characteristics of the product. Tea is available for sale in a really vast number of retail outlets. As a result, although the company maintains a large and excellent sales force and, in addition, sells through wholesalers and chain warehouses, advertising media with broad and effective reach, both urban and rural, are essential. We could not afford the gaping holes left by the strictly urbanized media, nor the weakness in metropolitan coverage offered by media which spread impressions thinly. Budget determining factor The actual size of the basic advering budget— $750,000— had a lot to do with our decision to concentrate in spot radio. The initial cost of certain other media would have forced us to cut frequency drastically, to eliminate markets, to sacrifice size or length of advertisement, or to have some combination of these. Quick calculations seemed to be most compatible with our budget and marketing needs. We were looking for a medium, at the outset, which would provide us with flexibility in both budgeting and message length — and in the matter of actual scheduling. We had to be in a position of spending our money in bursts, heavying up in certain areas at those times of the year when increased competitive activity and consumer desires appeared to call for extra selling on our part. In addition, although our basic selling story could be best gotten across in a one-minute commercial, we did not wish to cut ourselves off from the possible use of the shorter length commercials. This latter fact became increasing!) important as we moved into actual buying, and the question of spot packages arose. By being abb to deal with stations with commercials ol various lengths, we put ourselves in the position of being able to work out main more attractive bu\s than if we had been restricted to one standard commercial treatment. Obviously, economy bad considerabl) to do with our selection of radio as the exclusive medium for Tetley Tea advertising in 1956. We were faced with reaching effec tivel) an enormous number of people over a long pei iod ol time. In such a situation, relative unit cosl has to plaj an important pari. \ml. ol eour>e. tbiis one ol radio long -uit-. f ew media, with the exception of outdoor and transportation advertising, and occasional small -pare newspaper campaigns, can touch radio in tbi respect. Our current spol radio campaign is delivering homes for n at a cost of i onsiderabb less than S I per 1 .0(1(1 I ei commercial minute. {Please turn to page 50) POWER WIBW-TV is now operating on the top limits of power allowed by the FCC — a smashing 316,000 watts. MAXIMUM If EIGHT Already WIBW-TVs antenna is at its limit of height — 1010 feet above the rolling Kansas prairie. COVERAGE WIBW-TV absolutely dominates 20 Kansas counties. We lay down a clear picture far beyond Kansas Citv and St. Joseph, Mo., into a total of 586,022 TV homes. Check the new A.R.B. for the TopekAREA. See the across-the-board preference for WIBW-TV. TOPEKA, KANSAS Ben Ludy, Gen. Mgr. WIBW & WIBW-TV in Topeka Rep. Capper Publications, Inc. CBS ABC The Kansas View ftjint SPONSOR 15 DECEMBER 1956 47