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they represent a cross-section of the broadest possible audience — anybody who might buy our equipment."
This reasoning was amplified by a spokesman for McCann-Erickson, B&H agency. "We based our choice of network tv, with its tremendous exposure, on recent studies that confirmed our suspicion that there are substantial markets for our products in almost all educational and income strata."
Wherever we can, the agency spokesman continued, "we are going for the male viewer, because in network tv at night you tend to get women anyway unless the program is something specifically for men, like sports. So we chose shows that might be considered more attractive to men.
Despite the foreshortening of last fall's tv campaign, it had an effect on this year's plans. "The success of the tv phase of that campaign, coupled with the need for fast, dramatic and comprehensive presentation of our new features, was behind our decision to expand the use of tv in this campaign," says ad manager Marshall.
A continuing program of research is carried on by both Bell & Howell and its agency. Here's how it's used to plan the commercials. Consumer attitude surveys reveal two common characteristics of a home movie shower. One is a sensitivity to audience attitudes, the other is a fear of boring the viewers. In most cases, the survey shows, the actual films are interesting to the audience, but the preliminaries, including threading the projector, can become tedious.
The commercials, then, will stress the fact that Auto Load, which requires less than a minute set-up time because it doesn't require threading.
Merchandising backing
Besides the network tv schedule, the company is planning ads in 10 cities in Sunday newspaper supplements, as well as regular newspaper insertions and a page in each of three photography magazines. Strong dealer merchandising, including counter cards and window displays, will add pointof-purchase emphasis to advertising.
Two contests are being run in conjunction with the campaign. One is for salesmen of the company's retail dealers, with prizewinners receiving shares of B&H stock. Another contest will be held for the company sales force. ^
N
WRAL-TV
The regional siation with the
regional personality
RALEIGH, NORTH CAROLINA
Dominant Share-of-Audience Sign-on to Sign-off
(FEBRUARY ARB)
And just look at the market WRAL-TV serves
From Greensboro
to the coast,
from Virginia to the
South Carolina line
— a total of more
than
2 million population
Put your sales messages on the most seen screen — ask about current availabilities, market data
FULL POWER CHANNEL 5 NBC AND LOCAL COLOR New Studios: Western Blvd. • Raleigh, North Carolina
REPRESENTED BY H-R, INC
19 april 1958