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WSBT-TV
PRIMARY COVERAGE 748,800 TV VIEWERS IN PROSPEROUS MICHIANA*
• HOUSING CONSTRUCTION
Gains in 1957
• SAVINGS DEPOSITS
Hit record high in 1957
• SPENDING
Leads 7th Federal Reserve District for 1957
• HIGH SPOT CITY
For 4th consecutive month (Sales Management Magazine)
• DEPARTMENT STORE SALES
Showed up better than any other major Indiana city in 1957.
LOOK what's happening in South Bend . . . Indiana's 2nd Market
Business is good in South Bend, Indiana. The facts above attest to that. In addition, there are other signs such as: The South Bend-Mishawaka City Corporate Area is 1st in Indiana in Effective Buying Income per capita — 2nd in Indiana in total Effective Buying Income — 2nd in total Retail Sales — 2nd in Food Sales — 2nd in Drug Sales.
WSBT-TV dominates this great market. No other area station comes close to WSBT-TV in the number of top rated shows carried. Chicago and Michigan stations aren't even in the running. See your Raymer man or write us.
*U counties in Northern Indiana and
Southern Michigan. Set count, 208,000
3.6 persons per family.
SOUTH
BEND, IND.
ASK PAUL H. RAYMER COMPANY * NATIONAL REPRESENTATIVE
SPONSOR ASKS
(Cont'd from page 46)
\olume when the link between performer and product is logical.
There have been a number of costly fiascos over the years when an advertiser has not gone beyond linking an attractive product to an attractive personality. Such an advertiser, using a dancing star to sell a tractor or a rugged outdoor star to speak up for a cosmetic, makes the classic mistake of forgetting believability.
Ronald Reagan is a first-class example of how a name movie star can be used on tv to serve as a good-will ambassador and star salesman.
Mr. Reagan not only serves as host and occasional star of the General Electric Theatre, but tours the country for at least six weeks annually as a representative of the company to its employes, its neighbors and its customers. The star often plays the role of a man forced to fight against great odds, and this stereotype carries over to the in-person appearance for G.E. The company benefits by the image of the fighter-for-the-right that the public long has had of the actor.
This believable situation is quite a bit different from that in the late Twenties, when Constance Talmadge, then a reigning star of the silent screen, posed for 400 endorsement photographs in a single day. Her representatives sold the star's services as an endorser to whoever would pay the price. The advertising was a failure, and "Breakfast at Sunrise," the picture it was designed to help, was a failure, too.
Another more recent failure, is that of a well-known movie star who endorsed a leading brand of soap, then told an interviewer she never used it. This destroyed some expensive advertising.
It's good common sense for a personality to endorse a product appropriate to him on the television screen. When he enters a living room and speaks for something you belieye he would logically know about, you are inclined to go along with his suggestions.
All things being equal, however, the well-known star has the plus value of achieving more immediate recognition to the viewer than the regular announcer. ^
SPONSOR • 19 APRIL 1958