We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
I
SPONSOR-SCOPE C0miimu«t,,
Impulse buying has reached the point where less than 10% of Bupermarket shopping is done from prepared lists.
Marketing men attribute this primarily to Iv, which — by its lavish product displays and demonstrations — has created in the shopper an almost automatic tendency to try the new and the different.
Madison Avenue can look to an invasion in June of presentation-pitching spokesmen for the National Assn. of Tv & Radio Farm Directors.
The idea was triggered by Bob Palmer, of Cunningham & Walsh, when he told the NATRFD convention in Chicago this week that the farm fellows don't bring themselves to Madison Avenue's attention forcibly enough.
Other high points of the gathering:
• Even though their main target remains the farmer, the conventioneers showed they were becoming more and more eager to gain the attention of suburban audiences.
• Rep people on hand urged the farm directors to work more closely with their reps and make a point of inviting more of them to their next annual meet.
Big business in its product and market planning is moving out of a self-imposed vacuum.
Instead of confining its planning and strategy to its own four walls on the premise that each company is a world by itself, it's spending more on researching what the competition is doing.
The new theory:
Yon can't meet and defeat the competition unless you find out what's going on behind his front line.
NBC TV this week took inventory on where it stood billings-wise on the Today and .Tack Paar shows compared to a year a'xo.
TTie rundown resulted in these statistical observations:
1) Billings in the final quarter of 1958 will be 40% ahead of 1957.
2) The two shows will be doing about SI M-m>Uion a month the first quarter of 1959, topping the first three months of 1958 by 50%.
3) Total number of advertisers that used Today and Paar during 1958 was 106; for about 25% of them, it was their first use of tv.
It may be nothing but wishful thinking, but more and more admen on Madison Avenue have lately been voicing this hope:
The time is near when the business wll stop making a fetish of numbers and start buying tv and radio on the basis of qualitative audiences and their educated grasp of the media.
Note these admen: Out of srowtng competition will come a new set of ground rules— the most important of which will be acceptance of the need for quality buying.
In their opinion, once their own associates exercise enough boldness to impress this concept upon clients thev'll gain more respect for their function and do a far more effective job with tv in particular.
The response of a top-ranking network oflBcial to all this: "Let them try to sell that idea to Cincinnati and White Plains and se« what happens !" (Nonetheless, drastic changes in the concept of selling network tv already are under way as noted on page 17.)
For othar n«ws coverage I" *hl» issue, see Newsmaker of the Week, page 6; Spot Buys, page 52; News and Idea Wrap-Up, page 62; Washington Week, page 59; SPONSOR Hears, page 60; Tv and Radio Newsmakers, page 74; and Film-Scope, page 57.
6 DECEMBER 1958