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time buys
( Cont'd from p. II)
the firm is currently advertising in six markets throughout the covmtry. These are Oklahoma City, Atlanta, Memphis, Syracuse, Seattle and Birmingham. Ten-second spots are scheduled throughout the day for several weeks. Frequency is fairly heavy. If results are satisfying, there's a possibility that other markets will be tapped. Donald Proctor is the timebuyer.
Lanvin Parfums Inc.
Agency: Coke?!, Dowd & Aleshire Inc., New York
Product: LANVIN PERFUME
In a move which may have significance in reference to future radio plans, a test campaign on two San Francisco stations is now underway. Schedided for a four-week run, the
schedule calls lor the use of 20 to 30 spots a week. The announcements are divided between 20-second, 30second and one-minute lengths. Les Blumenthal is the account executive; Walter Reed is the timebuyer.
Thomas J. Lipton Inc.
Agency: Sullivan, Staufjer, Colwell ir Bayles Inc., New York
Product: LIPTON TEA
A southern exposure for this product is brewing up interest in hot and iced tea both, as a winter beverage. An aerial campaign now underway will run for 17 weeks in 15 markets, covering Louisiana, Alabama, Mississippi and Florida. From 20 to 75 minutes and 20's are being used per market in time periods between 6:30
a.m. and 6:30 p.m. Bob Anderson is timebuyer.
Liggett & Myers Tobacco Co.
Agency: McCann-Erickson Inc., New York
Product: DUKE CIGARETTES
Now at full strength. Duke's radio campaign has expanded to another 30 markets to bring its total roster to 75 markets. Since the product launched its sound barrage in September, it has been adding 10 to 12 additional markets per week on the average. Schedules continue for four weeks in each market, using minutes primarily, as well as 20's and ID's. Gini Conway is timebuyer. In addition to Duke cigarettes' use of spot radio, most tobacco brands are currently using radio heavily.
Selling the San Diego radio market