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78 markets snapped up in first six weeks! Coca-Cola in Atlanta! NBC 0-&-0 in Los Angeles! Dixie Beer! Bowman Biscuit! Prescription 1500 in 10 markets! J. Carrol Naish, the NEW Charlie Chan, "the best ever to do the role." See it today, and you'll have to agree the new CHARLIE CHAN sells!
Hurry! Marketsare being reserved today! Wire or phone for private screening!
Television Programs of America, Inc. 488 Madison Ave., N. Y. 22 • PLaza 5-2100
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I Timebuyers at work
Bill Bushway, MacManus, John & Adams. Bloomfield Hills. Mich., reports that the agency recently bought a short-term saturation schedule for the Saran Wrap division of the Dow Chemical Co. and decided to measure its effectiveness. "With the cooperation of the stations and their reps, we were able to conduct an interview survev at chain stores," Bill says. "Over 2.000 returns were received from 39 marketing areas. The survey showed the powerful impact of television even with a short-term schedule. Over 50ft of the persons interviewed were aware of the new Saran Wrap package and approximately I5fc actually purchased this new package during the campaign. Television created substantial public recognition as well as demand for the product.
Both the client and the agency were satisfied with the results. Bill is also timebuyer for the Agricultural Division of Dow. He'd like stations and reps to provide more facts on concentrated farming areas — accurate county figures and specific farm population data. "The only statistics now available are from the 1954 Agricultural Census and these are outdated and inadequate for present buying."
Ed Tashjian, Emil Mogul Co.. New York, timebuyer for Tintex Dyes and Esquire Shoe Polish, wonders how many timebuyers can answer these questions affirmativelv. "How many times have you visited markets, stations, retail and wholesale outlets even on a vacation trip?" Ed asks. "Have you heard and viewed the gamut of the
radio and television programing on stations in your own market? Do you studv the complexit\ of a market and endeavor to discern its basic character and personalis? Have you used, or at least familiarized yourself with, the products and services you represent? Have you tried to visualize the amount of money you spend though not a penny of it passes through yow hands? Have you placed schedules without the exclusive use of ratings and slide-rule computations? Have you attended and participated in meetings with clients and account men? Have you read the fine print on a standard AAAA contract form?" Ed feels that the answers to questions like these are a measure of a buyer's effectiveness and of his imagination as well. *'Bu\ers. too," he says, "must use 'depth" to complete their evaluation of stations and market-.
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21 SEPTEMBER 1957