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SPOT BUYS
TV BUYS
Lever Bros. Co., Pepsodenl div., New 1 « . i k . i using markets in ih'South For its Dove tojlel soap campaign, sponsor understands, file 25 Vugusl schedule will run foi -i\ weeks. Minute announcements, with some 20's, will be placed during daytime hours; average irequency: I _' pei week in each market. Buying has begun. Buyer: X r i r i Janowicz. Agency: Ogilvy, Benson & Mather, New i"ik. i Vgenc) declined to comment, i
RADIO and TV BUYS
Ford Motor Car Co., Dearborn, for its Ford Institutional, is purchasing time in radio and t\ to promte its cai line with emphasis on the new Edsel model. Campaign will begin 29 August. In radio, minute e.t.'s will be aired in about !<•<• markets during traffic hours, for an indefinite period. In l\. nighttime 20's will be Blotted in about ."id markets for five weeks. Frequencj will varj from market to market in both radio and tv. Buying is not completed. Buyei George Simko. Vgency: Kenyon & Eckhardt New York.
RADIO BUYS
Warner-Lambert Pharmaceutical Co., Morris Plains, N. I is
going into the top 50 market-, with a few exceptions, to advertise its Beautv Curl. Schedule will start shortb Foi eight weeks. Minnie e.t.'s will be spotted in daytime; average frequency : fi\e to eighl per week in each market. Buyer: Fred Spruytenburg. Agency: SSI B,
New York.
Equitable Life Assurance Society of the U.S., New York, is entering markets throughout the country. Campaign will kick-off 31 August for >i\ week-. Fight-second announcements will be scheduled during morning hours, with some afternoon periods; saturation frequency will range from 15 t<> 50 -pots per week in each market. Buying has just begun. Buyer: Luc\ Kerwin. Agency: Kenyon S Eckhardt, New i ork.
Melville Shoe Corp., New York, is going into top market to push its Tom McAn shoe line among teen-agers. Short-term campaign starts 19 Augn-t. Advertiser is seeking minute participations on d.j. shows which feature Rock *\ Roll. Buyer: Frank Gianattasio. Agency: Ogilvy, Benson & Mather. New York. General Foods Corp., White Plain-. N. i ., is preparing a campaign
for it Birds Eye frosted f Is, sponsob beheves. Daytime minutes
and 10-second announcements will be used 7 00 a.m. to 6 p.m. from Mondav to Friday; frequency will \ar\ from market to market. Buyer: Lorraine Ruggiero. Vgency: Young & Rubicam, New York. i Agency declined to comment >
Bristol-Myers Co., New York, is initiating a campaign f<>r its Ban Fotion Deodorant, sponsoh hears. Schedules kick-off shortly, ransin^ from -i\ weeks to five months. Daytime minute announcements, with some ln's and 20's, will be used; average frequency: 12 per week. Buyer: Elenore Scanlan. Vgency: BBDO, New i.>rk. Vgency could not be reached for comment)
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