Sponsor (Jan-Apr 1958)

With talent costs on the rise, SPONSOR ASKS: How valuable is a star's name in a tv commercial? Two admen and a newspaper man tell how they feel the big-name stars can he used most effeetively in carrying the product message to the television audience. A. L. Hollender, vice president an director of radio-to, Grey Advertising [gem ». \ew York o upgrade product I he answer ranges from no value whatsoever to peak effectiveness. The yardstick we require to measure the extent of this value, is based on specific instances. Stars may be employed in commercials for spot use, or they may be engaged to present the commercial message for the sponsor of their show. Within bounds of this latter category, their participation may be confined to simple lead-ins and lead-outs, or they may be the pacesetter for the entire commercial. Values will vary in every instance, but there is one absolute common denominator: <r edibility. It's the old story of engaging Maril\ n Monroe or Sophia Loren to sell the nylon strength of tires. It just doesn't make sense. Hut let Perry Como do a commercial on Foamex Mattresses, and who'd doubt it? < redibility, therefore, is the key to all commercials, and copywriters are learning more and more, that it is a "must" in ilieir basic approach to the commen ial concept. Don't use a star merely for a star's sake, bul onlj when they can heighten commercial interest; upgrade the prod uct image, or strengthen the endorsement of the product. These are the real values. Under these conditions, the use of stars even on spot commercials can be quite effective. However, it is important to remember that intelligent use on their own programs is of even greater importance. The lesson that should have been learned by many during the early days of Jack Benny's "Jello Again," has apparently been forgotten by a large segment of the advertising fraternity. Watch television tonight and notice how many programs simply function as spot carriers. It makes very little sense to us to just scan ratings and forget all the other ways of using the show to heighten commercial effectiveness and increase its sales values. Effective use of the star, credible use of the star, enthusiastic use of the star, can give you twice the sales effectiveness with half the rating. But above all, make it credible; make it worthy of belief. Roger Pryor, vice president, radio and television. Foote, Cone & Belding, New York I know of no scientific study determining the precise value of the use of stars' names in tv commercials. But we have had sufficient evidence of the effective use of the technique to indicate that a tasteful tying of the proper personality with product does give added impact to the sales message. There is abundant evidence to prove that people in all walks of life are influenced by what others do. Little girls are forever found parading around the house in their mothers' clothes, boys can't wait to get into long pants, and, in the adult world, surely no one can deny that many a new automobile is purchased primarily to match that shiny new one standing in the nextdoor driveway. Take Arthur Godfrey, for example, or Garry Moore or Dave Garroway or any of the dozens of other personalities who have proved themselves to be extremely successful salesmen. Why are these programs generally considered to be good television buys? Audiences of comparable size can be bought elsewhere. Perhaps even at a lower cost. But it is the ability of these people to move the product. It is because who and what they are. While I can't hope to understand all the ramifications of consumer motivation, I do believe that the viewer's subconscious mind must play a large part in causing his hand to reach for the products which these and other people of similar importance are recommending. Surely somewhere along the way there must be some thought reaction which says to the consumer, "These people just wouldn't say that about a product unless they thought it was that good — and if it's good enough for them, it's good enough for me." So he buys it. William M. Freeman, Financial-Business News staff writer, The New York Times, New York, and author of "The Big Name." El tween star and product must be logical The use of a star as a salesman in television advertising can sell in (Please turn to page 48) SPONSOR • 19 APRIL 1958