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,i 111 Don-irritating cigarettes. \ passing swipe .it treatment. "Story" oi Mjoke" commercials are usual!) first over the ;i m n< >\ .iini threshold into obli\ ion.
rouching mi other germane issues: relationship of basic theme i" print media, local vs. network, live vs, film. If we're going t<> phvj actuary, the) musl figure in the life span, too. I bat also goes for the ugl) sub-subject >>f production cost, i How long do we have («' run it in ;iiiu>iii/r respectabl) mi I In estimate sheets? •
In all this quicksand, one foothold is sure. Vgenc) people ^<'t -iek ti> death of a commercial long before the viewer is even aware that it playing.
1 low long should .i T\ commercial run? \\ rite if you get word.
Dr. George H. Gallup, Gallup & Robinson, Inc., Princeton, V. /.
A realistic determination < » f how long to run an) given t\ commercial calls for a systematic check of buying behavior under competitive conditions.
One of the most -triking findings emerging from Gallup and Robinson's
Activation Research in which actual purchases, mea-uied l>\ in-tbe-bome in\cntories. arc traced to their source in advertising is that '/ good campaign
"good campaign starts to sell immediately "
starts to sell immediately, and ma) continue its selling effectiveness far longer than man) advertising people suspect. Conversely, a campaign or commercial which does not ver) quickly produce sales will probabh never be an efficient selling instrument, no matter bow long it is repeated. For this reason, in determining bow long a commercial should be run — or even, whether it should be repeated at all — it is necessax) to first evaluate the commercial in term of its effect on bu) ing beha\ ior.
Obviously, a commercial change is often called for when the activities of competing brands change the competitive situation. A powerful selling theme may lose some of its effective(Please turn to page 75)
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Sure we're proud! For over 10 years, clients have heen telling us we make the best TV commercial in the whole wide world. ..the) there's no substitute for experience!
We take our pride in stride. After all. we do have the facilities of an entire movie-making city behind us — plus a complete staff that's skilled in the very special requirements of television.
For high professional quality, for technical excellence and the m->-t on the screen for your dollar, check with L"ni\rr-al International.
UNIVERSAL PICTURES TELEVISION DEPARTMENT
New York Office — 445 Park Avenue Telephone: PLaza 9 S000
Hollywood Office— I'niversal Studio. Universal City George Bole in Charge oj Production Telephone: STanley 7-1211
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