Sponsor (May-Aug 1957)

A lot of factors may have changed the Motor City's mind about tv, a medium it once regarded as "fine for selling soap — but not autos" ride and the sense of master) thai comes with a car responding to the slightest touch. It has found tv the effective \\a\ t<> dramatize such appeals; it can virtually give the viewer at home a demonstration ride. Detroit has also turned to styling cars for the feminine taste, and television has proved to be the medium that reaches more women than any other. All of the following have played a role in making 1957 the biggest automotive year in air media: Auto design: An increasing emphasis is placed on stvle instead of consumer need. The passenger car industry thrives on creating "obsolescence" through design rather than through motor wear. Its economy depends on car owners trading in every year or two regardless of how many thousand miles are left in their "old crates." There is little doubt that Chrysler Corp., which only a few seasons ago was in real trouble, has roared back through this year's ultramodern styling. Smallest of the Big Three, it has scored the most striking gains in 1957. with first quarter sales of $1.1 billion, a high-water mark in its corporate history and a 55% gain over the same period a year ago. There also is little doubt that Chrysler's hea\y use of tv ( Lawrence Welk, Shoiver of Stars, Groucho Marx, etc.) played a major role in getting its styling message through to the public. The American woman: Increasing emphasis on high-fashion advertising. This trend goes hand-in-hand with auto design, since much of the design is aimed at the distaff side. In a speech he will make on 7 May to the Kansas Cit\ Women's Chamber of Commerce, George W. Walker, vice president and director of styling for Ford, will reveal the woman's influence on auto styling and sales. "Their decision is paramount in selection of a car's color," Walker told sponsor. Automotive colors often reflect trends in fashions and home decorating. The "jeweled" look of instrument panels are slanted at the ladies; power seats, power brakes and power steering are all adaptable to the "feminine touch." Even power windows have been designed so the woman operator won't damage her fingernail. Todav, woman's role in bu\ ing has changed to the point where it is common practice for auto salesmen to take their own wives along on demonstrations. While the salesman talks to the prospect, his wife talks to the prospect's wife. Compare this technique with the auto television commercial of today and how effectively it uses the female personality — Lincoln-Mercury's Julia Meade. Chrysler's Mar\ Costa. Chevrolet's Dinah Shore. They are not the "Jayne Mansfield types"' with appeal for men only, but rather high-fashion "ladies' ladies." Women listen when the) talk. But women are not the sole key to car sales. "More and more, children are influencing automobile purchases," says Ernest Dichter, Ph.D., president of Institute for Motivational Research. "We have noticed, in the course of testing television commercials for J. Walter Thompson, the importance that children attach to vitality and drama in commercials for new autos. Ford's retractable hard top is a good example of this vitality and dramatic appeal. Children's reactions to this kind of thing move upward in the family hier WHO'S WHO IN AUTOMOTIVE TV/RADIO BUYINi CAR BRAND Plymouth De Soto Dodge Dodge Trucks Chrysler Chevrolet Pontiac Bukk Oldsmobile Cadillac CMC Trucks ■ Ford (cars and trucks) Mercury Lincoln Edsel Nash & Hudsoi Studebaker Packard COMPANY AD L. T. Hagopian dir. adv. & sain prom. 6334 Lynch K 1 Detroit 3 James L. Wichert dir. adv. & sales mgr. 6000 Wyoming, Detroit 3 A. C. Thomson adv. mgr Wendell D. (Pete) Moon dir. adv. & sales prom. 7900 Joseph Campau Ave. Detroit 11 W. D. Moore dir. adv.-mer A. C. Thomson adv. mgr. W. L. Kessinger asst. 21500 Mound Rd.. Detroit 31 Burton R. Durkee dir. ad & sales prom. & H. L Ault adv. mgr. 12,200 E Jefferson Ave., Detroit W. G. (Bill) Power GM Bldg., Detroit 2 B. B. Kimball Pontiac 11, Mich. Paul Holt Hamilton Ave., Flint 2 Mich. L. F. Carlson dir. of sdv Townsend St., Lansing 21 Mich. W. T. LaRue merch. mgr, 2860 Clark Ave., Detro 32 H. T. DeHart 660 South Blvd.. East Pontiac, Mich. Henry M. Jackson v. p. & supv. Ford car W. G. Moore v. p. & supv. Ford truck 3000 Schaefer Rd., Dear born, Mich. R. J. Fisher, adv. & sales prom. mgr. 3000 Schaefer Rd„ Dearborn, Mich. J. J. Seregny 3000 Schaefer Rd.. Dearborn, Mich. E. E. Foi adv. mgr. 3000 Schaefer Rd., Dear born, Mich. Fred W. Adams dir. ad & roerch., 14250 Plymouth Rd., Detxoit 32. E. B. Bro gan, adv. mgr. Rambler A. D. Gage adv. mgr Nash. Hudson & Met ropolitan S. A. Skillman gen. sal< mgr.. 635 So. Main, South Bend. Ind. ■■ ■ AGENCY N. W. Ayer & Son 4)00 I'm. . I.-. ..i Bldg. Detroit 26, Mich. BBOO 1800 Penobscot Bldg., Detroit Crant Adv., Inc. 2900 Guardian Bldg., Detroit Ross Roy, Inc. 2751 E. Jefferson Ave., Detroit 7. Mich. McCann-Erickson 3546 Penobscot Bldg., De troll. Campbell-Ewald Co CM Bldg., Detroit MacManus, John & Adams, Inc. Bloomfield Hills Mich. Kudner Agency, Inc. 575 Madison Ave., New York City D. P. Brother & Co. CM Bldg., Detroit MacManus, John & Adams, Inc. Bloomfield Hills. Mich Kudner Agency, Inc. 575 Madison Ave., New York City | Walter Thompson 2130 Buhl Bldg.. Detroit Kenyon & Eckhardt 1500 Penobscot Bldg., Detroit Young & Rubicam 1600 Penobscot Bldg., Detroit Foote, Cone & Belding 1060 National Bank Bldg Detroit Ceyer Adv., Inc. 14250 Plvmouth Rd., Del roil Benton & Bowles 444 Madison Ave, New York Chv ACCOUNT EXECUTIVE w'm. T. Lowe supv. ser. warren Abrams radio & I' -erv. rep., Detroit R. E. Anderson gen. mgr. John McKee acct. supv. M. B. Calher a.e. W. A. Hammond media dir. W. H. Cerstenberger v.p & acct. supv. Robt. C. Lyon a.e. F. W. Ovcresch.. v.p. & acct. group head Robt. M. Ellis a.e. Colin Campbell -r. v.p. & gen. a.e., Philip L. McHugh v.p. radio & tv Hovey Hagerman sr. v.p. Neve Richards Sheldon Moyer v p. & ass't. mgr. \ . L. Corradi. a.e. Chas. F. Adams v.p. J. w. Millard Donaldson B. Thorburn v.p. & supv. radio & tv D. J. Cillespie. v.p. ( acct. -upv . Richard T. O'Riley v.p. & sr. a.e. W. C. Martin vp. & a.e. A. P. Butler v.p. & acct. sup*.. H. E. Beard a.e.. J R. Bracken. Jr. a.e.. T. R Mavnard. Jr. it. Bruce Miller Albert Remington J. F. Henry v.p. & a.e. E. J. Rogers a-M. a.e. TIMEBUVER I New York I Helen Hartwig & Richard Biinbury L. \veinrich media Mipv W. B. Cruuse James A. Brown Carl E. Ha-sel v p. I media dir Kelso Taeger media dir. w m. J. Davis ass't. media dir. Carl Georgi v.p. & media dir. ( ha-. N. Campbell media dir. John Mar-ich. Ann Gardiner. Marge Scanlon Uatts U acker media dir. Jack waUh Elmer H . Frorhlich v.p. dir. of media John Marsich. Ann Gardiner Ralph Bachman media dir. i Detroit 1. Tom Glynn. Dorolhv Thornton > \e York l Brendan Baldwin media -up. i\r» York I. Don C Miller sr. v.p.. I. Ken nedv C. V Nnon R. C Holbrook Robt. Hussey. media dir. Genevieve Lemper cnief limebuver (Chicago) J. R. Ti-livk) Detroit media dir. Janir^ Black accl. supv Frank Slephan a.e. Richard McCo<*y SOURCE: Tills di lied for 8PONBOB by William II. CartHTight. manager of Edward Petry &■