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Key trends and developments in marketing and research
MARKETING WEEK
19 APRIL 1958 No matter what direction economic conditions go, spot tv and radio have noth
bponsor publications iNo. m» to f<*ar from the rise of the supermarket buying committees.
The committees are generally favorably disposed toward local media, anyway, because of their pinpointing power.
Said one agency president who has had extensive personal experience on the food brokerbuying committee level: "No. 1 promotional medium with buying committees is spot tv; No. 2 is spot radio."
Buying committees, a comparatively recent development in the supermarket chain field, represent a new client-agency problem in ad communications.
Core of the problem: Should the advertiser put on a slam-bang, four-color presentation with lights and music to get a new product listed or a new promotion okayed? Or should he present the facts briefly and unglamorously?
There appears, oddly enough, a strong leaning toward the latter. The thinking here is that the committees are burdened with evaluating so much product information, a one-page fact sheet will be welcomed.
True, there are occasionally requests for details, such as the consumer advertising proposed or already at work. One timebuyer reported a chain asking for data on a radio station purchase in one market. The chain wanted to know the station's call letters. name of show, time of day, number of announcements, name of program personality, length of campaign, etc. But, the buyer said, this is rare.
Tv's coverage among "buying" households is even greater than that indicated by the ARF figure showing that 83.2% of U.S. households own tv sets.
The ARF figures, gathered by the Census Bureau in January, also disclose that 88. 1 ' < of husband-wife households have tv. The percentage owning tv for "all other" households is 66.7. Conversely, the all-other group represent a substantial proportion of non-tv homes. Nearly half, as a matter of fact.
It may come as a surprise to some that nearly 20% of all U.S. households are not of the husband-and-wife type.
There's a growing interest in contests among manufacturers.
One indication is the rise in their number. It's estimated that the number of important contests rose about 5% in 1957 over the preceding year.
Another indication is the current Hit Parade Mystery Tune contest, first major cigarette contest run in many years. This is more complicated than most, requiring identification of a mystery tune on NBC TV's Hit Parade plus a 25-words-or-less sentence completion step.
Reason for this two-step device: Contests are basically sampling devices. American Tobacco takes care of the sampling end by requiring entrants to enclose an end panel from a carton of Hit Parade. Identification of the mystery tune serves the second-step purpose of building an audience for its commercials.
It couldn't be any more natural.
Sunkist Lemons and the Tea Council are joining forces to sell iced tea with lemon this summer via television, radio, magazines and newspapers.
SPONSOR • 19 APRIL 1958