Sponsor (Sept-Dec 1957)

Page scan 000327 from Sponsor

Record Details:

Title:
Sponsor
Date:
Sept-Dec 1957
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Sept-Dec 1957)
Leaf #:
000327
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
August 29, 2024
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^SPON SO R 28 SEPTEMBER 1037 THE MARKETING VEEP A growing power in more and more t> clienl organizations, he's not a mediaman, yel shapes ad and media policy both. Here's how he >\ork-«. whal he dot-. ^\ new figure lias been appearing at the head "I more and more clienl conference tables whenevei major advertising decisions are to be made: the marketing v.p. ^gencymen, media executives, station representatives have all become increasingl) aware ol his power. • He's the man who holds the purse ~t i i hl:~. gives the word on the amount of monej the company and each brand in the product lineup can spend foi its over-all selling effort. • He has to approve a major expenditure, like a network tv buy, and has the right to veto it even against tli< recommendations ol both the the admen within his own organization. • He sits in "ii ei er) majoi ag< ition and. in the last analysis, has the decisive voice even in the choice "I a new advertising agency. In short, he is todaj th<' i r i _: I . ■ most important advertising policy-shaper in man) major client orj tions. \\ In li.i~ -" much power been given to this executive in -<i main companies? What his background and how does he functi How direct is his influence on major advertising de SPONSOR 28 SEPTEMBER 1951 25