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HOW COMPTON'S MARKETING-MEDIA TEAM LAUNCHED PRODUCT X
Case history of new household brand which us«*> television
exclusively shows how marketing helps shape the media strategy
i marketing service a high-domed frill which agencies trot out for presentations and then kick upstairs once there real advertising work to be done?
I it something to throw up to clients when agenc) compensation is questioned? Or is it a day-to-da) \ workhorse?
You can t tell from the outside look| i tiii in.
The best wa\ to get the feel of this thing railed marketing service is to trace it through the actual case histon
of a product, sponsor this week i hose Compton as the agenc) to work with for a closeup look at marketing services on one brand. I hi agency, with it $70 million billings «'<»' air media) i large enough to run with the leaders; l>ut it's not so large that what it does is atypical for all hut the top lew agencies.
i For a series on the agenc) marketing trend in broad perspective, is-ues id' sponsor 9 January-10 October 1956.)
The product whose case history
SPONSOR traced it Compton 'call it Product \ ti ew brand. \ it happens, it's i pi odu< t which has ie|e\ ision exclusive!) from it inl duction about a yeai a-i> through to todaj when Product \ ' .'ii several network t\ shows.
Here' hoW I OmptOn helped
this product from the laboratory to national distribution and how the cy's marketing, media .\n<\ radiot\ programing department worked as a team in developing and executing advertising strategy for I'p'dmt \.
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11 M\Y 19.S7
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