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signed t" the introductorj campaign Producl \. !!<• then spelled oul the . r i — v^ li \ of l\ iii terms ol potential frequenc) of advertising message, relative cost-per-M f"r \ ar i< >u potential buys, four-week audience.
• \\ r usuall) consider ;i L 3week introductory campaign tin basic minimum," Kemp told ^n.\M>i{. "That th introdueton campaign seemed ni Product X's purchase pattern, tin average consumer buys such i product about once ,i week or every Had the new product been an ippliance, nr other infrequentl) pur■ I item, we'd have thought in of a nine-months 01 even \earintroducton campaign, >ince .in original campaign should span three or four cycles of buying for ii t." Producl \ s introductory campaign in make the brand which known i-t. "'One of the li»'-l ways to do this with 20-second chainbreaks where iir media are concerned," savs wemp. "But that's where the c<>]>\ t rat eg) comes in to guide us. If copy i ater length, we might as well et 20's, no matter how effective might be in just getting the brand ame known. Also, if we're talking demonstrable product advan as we were with Product X, we'll •infiltrate on tv. not radio." The budget for the introduction of roduct X nationally was $1.5 million. his meant that if tv was to be used. ntire budget would have to go into tedium to do an adequate job. "Since we were working out Prod\ media strategy about three or ur months before Product X was ady for test markets." Kemp told 'ONSOR, "this meant that the marketg department actually began work on oduct X close to six months before I W market time. We had a three-year ,-edia plan, since we consider three Jars the pay-out period in this case. tie client realized that he'd be spendjg more than expected revenue during r introductory period, but anticiites profits after the first three '\ears I e over."
Marketing men go i" work first on new i ml "i product, aftei briefing bom
a/eon client aims, profit expectant-). Hill Nevin (1.) v.p. charge of marketing, help* Larry Horner, one of 15 Compton mark, itives in mappi
Media executives base recommendatioiu on data: marketing ploj copj i
Manner S< ulfurt • r. > or another "( five associate media directors, i u Ben
product account group, responsible to Prank K> mp, media v. p., and t" accoun)
On the air: Once all the strategy
oposals — marketing, copy and media
were formulated, the account group
shed them out critically. The plans
ye also reviewed by the client brand
Programing decisions, made by Lewis Tittert"ii. v.p. of radio-tv (r.) and John Egan. executive producer, are also guided by client marketing aims