U. S. Radio (Oct 1957-Dec 1958)

"1 -1>:J^' Small, Compact Cartridges Of Recorded Commercials ''Sell Sound With Sound" But Are Almost As Small As A Cigarette Pack his woik. Typical is this excerpt from a message by J. Clark Mattimore, vice president of Kenyon and Eckhardt, on the "Pepsi Please" campaign: "On the basis of our success let me assure you that I, for one, am convinced that radio lends itself to the type of merchandising that can create fabtdous excitement both among consumers and among people in the trade." Airline Success And an airline contemplating a switch to radio could hear John Keavey, former domestic advertising director of TWA, saying: "Generally speaking, our reason for wanting to invest in radio is that w^e feel it is the all-persuasive medium which is with its audience day in ;ind day out." Accompanying the Message Re peater in many cases is a Vue-Graph slide projector which adds a picture presentation to the tapes. The VueGraphs are also used in regidar RAB "radio basics" talks and special 45minute special suV)jects presentations. • • • '^iiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ Some categories and advertisers with commercials in the RAB's library APPLIANCES Wearever Aluminum Hallite Caloric General Electric Maytag Motorola Westinghouse Phiico Electric Institute AUTOMOTIVE Dodge Ford Nash Plymouth FOOD CHAINS Acme Bohack First National Food Fair Atlantic & Pacific Clover Farm National Tea Kroger I. G. A. Safeway Colonial Thrlftway ZInks O. K. Fairbanks Barber Handy Piggly Wiggly AIRLINES Eastern TWA United Air France KLM American Western Northwest Orient BOAC Lufthansa Pan-American CIGARETTES Camel Cavalier Chesterfeid L& M Taroyton Hit Parade Kool Viceroy Regent Parliament Old Gold Lucky Strike Pall Mall Philip Morris Winston Spud Oasis Newport Salem Marlboro Kent FOODS Arnold Keebler Sara Lee Pepperidqe Farm Beech-Nut Coffee Old Judge Coffee Nescafe Levy's Bread Spry Diamond Salt Franco-American Spaghetti Sterling Salt Cadet Dog Food Chiqulta Banana (United Frui LaRosa Pizia Pie Easy Glamor Cleaner Cut-Rite Wax Paper Waldorf Tissues Scott Paper Products Super Suds Chock Full'O'Nuts George Washington Coffee Hills Bros. Coffee Wilkins Coffee Birds-Eye Foods Merkle Meat Products Sunshine Bakeries Hydrox Cookies HI Ho Crackers Good Humor Ice Cream Hagan Ice Cream RAILROADS Southern Pacific BEER Rheingold Schaeffer Krueger Falstaff Knickerbocker Jax Pearl Olympia Hensler Bavarian Miller's Hamm Goebel Stroh Burgermeister Blati Pffeifer's Piel's Rainier Budwelser Schlltz Ballantlne Pabst National Bohemian Drewery's DRUG CHAINS Walgreen Peoples Owl Cohen CIGARS Dutch Master White Owl DRUGS & COSMETICS Ben Gay Listerine Paquins Pepsodent Barbasol Johnson's Baby Oil Colgate Noxiema Bronztan Old Spice Coty SOFT DRINKS Canada Dry Squirt Cott's Beverages Grapette Good Humor Beverages Hires Root Beer Schweppes Coca-Cola Pepsi Cola Royal Crown Cola 7-Up Sparklets GASOLINE Gulf Mobilgas Tydol Sinclair Texaco ^rlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllinilllllllllllll^ U.S. RADIO November 1957 31