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10,000
POWERFUL WAHS
reaching 5,500,000 people . . . of an AMAZINGLY LOW, LOW COST-PER-THOUSAND!
DELIVERS THE
2nd LARGEST MARKET
IN NEW YORK STATE...
GREATER LONG ISLAND
(NASSAU-SUFFOLK)
EFFECTIVE BUYING
INCOME
$4,138,212,000
"PULSE" proves WHLI HAS THE LARGEST DAYTIME AUDIENCE IN THE MAJOR LONG ISLAND MARKET.
--> 10,000 WATTS
WHLI
HEMPSTEAD lONC ISLAND. N T
Represented by Gill-Perna
Timebuyers at work
I
1-1
Lydia Reeve, media supervisor for Foote, Cone & Belding, Los Angeles, thinks station representatives should attempt to know the accounts they solicit as well as they know the stations they represent. "It's perhaps audacious to suggest that the reps be more intelligent in their approach to accounts," Lydia says, "but today, with time as valuable as it is, the representative who couples his pitch with * j knowledge of the account stands a better chance of being heard — and being bought. There is, of course, equal responsibility on the shoulders of the media person involved. A part of the media buyer's job is to help provide this knowledge of the agency's accounts and reasons behind the media selection. But the task goes much deeper than picking the brains of the media personnel. Maybe the crux of the problem is the lack of understanding of the various media forms and what each delivers — this includes the broadcast field as well. Mass audience and low cost-per-1,000 is not the be-all and end-all of media buying — nor of media representation."
Roy Carn, Roy Garn Co., New York, feels that timebuyers' schedules are often more effective than the commercial message they are placing and it is a difficult problem to overcome. "Too many commercials are examples of sponsors talking to themselves rather than the customer," Roy says. "The difference between trying to sell and selling successfully is the right
n emotional appeal. This appeal is
the emotional tie-in between subject and audience — the real reason why people listen. Today, products are essentially the same. They compete for the right to do one thing . — enter the listener's mind. This
mind — individually and collectively— is preoccupied. To break thi: « preoccupation, it is important to
uncover the listener's emotional needs. This is an essential of a successful campaign." In this area, Roy Garn has developed an Emotional Appeal Technique underscoring the basic appeals of succussful advertising. "All advertising functions are interdependent," Roy says. "Both commercial and schedule must be equally effective.'
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SPONSOR • 13 DECEMBER 1958