Sponsor (May-Aug 1957)

MARKETING 1 1 ontinued from /"',^'' 29 I .1 demonstrable feature t"i i\. says ( leorge Huntington, I \ l> direct I sales develoi int. "We went i" the glycerine manufacturers association i onvention .it the W aldoi I .i t <-w months ago and talked i" man) chemical engineers and research people inlormall) and the) Baid i li.it the 'foam or "Ii// thai gives .i producl action <<n television is consciousl) thought of ami developed in the laboratoi ies. In grocery-distributed products, ilii> applies, foi instance, I" the visible solubilit) ol instant beverages 'even though the actual film commercials ma) use chemical additives with 1 1 n • producl for better demonstrability). Pricing ami budget: It an <>l<l law of economics thai you can price lower when \<>u sell faster and t\ does turn over merchandise faster, according t" mam clients witli tv-advertised massappeal products. Bui prices arc affected 1»\ ><> mam other factors, 3uch as competition, cost of operation, margin of profit, that isolating one part <>f the cost of marketing .1 instrumental in determining price is unrealistic. T\ lias, however, been a factor in lowering prices in several producl categories from hair sprays to i\ sets to home permanent l>\ stimulating faster national distribution and bigger sales. While it would be impossible to make up a [nice scale correlated to t\ effort, market inn men. such as George Park, president of Market Planning, subsidiar) of McCann-Erickson, feel that there i a tie-in between pricing and t\ that is not to be ignored because of the -ale and distribution impact of the medium. " \\ has also upset the historic budget approval function in old-line companies," Park told SPONSOR. "To take advantage of network t\ time opening up, most companies have had to be more flexible with their budget procedure-. Main have established contingenc) funds or even monthl) budget sessions. It isn t unusual cither to have a midnight meeting of the board of directors for a sudden network t\ appropriation." \purt from the budget operation itm It. the process ol marketing products has become more complicated in some respects. For instance, the expansion of flavor, color, package and size lines has Keen an impetus to more promo tional ai In it \ in \ ii tliall) c\ .1 \ ph.i-i .it in. ii keting and hem e has taken up Borne ol the m< mies saved through i e dui ed ti ade < alls b) the -ale-men foi example. I \ itsell has made gi eatei demands upon client and theii trade Foi pi" motional tie-in and in-storc men han dising than am othei medium, parti) because the Btation people themselves are less willing to take ovei this ex pen-e to the same extent as the newspapers have been willing to. \t the -.line time, a client with a multi-million investment would not be likel) to allow it to go unmerchandised and un promoted. \n \ i \ ielsen stud) oi the .xl\ ei • i i-ui;.' ol 20 grocer) producl manu turers Bhows that network i\ rose from 26 I ol tli.it total 195 I bud •■ I I I..." I ..I ili. ii 1955 budg( i and kepi climbin Sayi I 0 Pe< kham, > • i live v.p. oi V < . Nielsen :**... Hiis adds up i" substantial!) incn i ompetitive pressure on food »tori pi ..dm i-. Iii the te, we believe tin pressure w ill be even g 1 1 atei in 1957." I In intensive i ompel ii i< »n has threi immediate effe< t: ( 1) pressure foi i ompetitive pi ii ing foi instant e zen foods, according l. • ampbell Soup i ■• exei utn es, adjusted theii pi FOR UNMATCHED COVERAGE OF STEUBEN VILLE-WHEELING™., 1 OHIO/W. VA. Steel center °f HERE ARE THE FACTS: STATION —Covers 320,957 TV homes in 30 counties of Ohio and W. Virginia. 62% more tower — 53,538 more TV homes than the Wheeling station. Lowest cost per thousand TV homes. Over 80 top-rated CBS and ABC Network shows. Total coverage of 1,125,500 TV homes, including Pittsburgh. MARKET —Center of U.S. steel, coal and pottery industries. Fastest growing industrial area in the world. 1,418,800 population. More than $2 billion yearly purchasing power. Center of the Upper Ohio River Valley, rich in natural resources. Includes the highest paid industrial workers in the world. Ask for (1) Showing of new color slide film, "How to Make Money in the Steel Market." (2) Chart, "How to Measure Your TV Results." (3) "Directory of Retailers and Wholesalers in Steubenville-Wheeling Market." ® WSTV-TV QSTEUBENVILLE, OHIO CHANNEL 9 234.500 WATTS Represented by Airerr-Knodel, John J Laui, Exec VP and Cenl Mjr . Rod Gibson. Nafl Sis Mgr . 52 Vanderb.lt A*e . NYC. Murray Hill 3-«977 » Member of the Friendly Croui WSTV. WSTV-TV, Steuben»ille: K0DE KOOE-TV. Jopl.n: WB0Y. WBOYTV. Clarksburg WPAR. Parliersburg WPIT. Pittsburgh SPONSOR 3 u t.i sr 1957 83