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time buys
John Morrell & Co.
Agency: John W. Shaw Advertising
Inc., Chicago Product: RED HEART DOG FOOD
Fido will be given a thorough airing with a heavy national spot campaign which will run through October 1960. A total of 50 markets will be the targets of the program, with approximately 62 stations carrying the messages. Utilizing musical jingles, the announcements are in oneminute and 10-second lengths. Schedules call for 15 spots a week in some markets, and 25 weekly exposures in heavier markets. June Nelson is timebuyer.
Motion Picture Association of America
Product: MOTION PICTURES
Riclin<^ ihe wave ol opt iiiiisin brought on by increased box oHuc action, the motion picture inthistry expects to spend more than §70 million on advertising and promotion budgets during 1960. Linked to moviemakers' increased use of radio in 1959, it is expected that radio will be given serious consideration when specific picture budgets are formalized.
The Nestle Co., Inc.
Agency: William Esty Inc., New York
Product: NESCAFE
Set to sell a lot of coffee, the firm has purchased time in 100 markets throughout the coiuitry, using 20and 60-second spots. Length of the
(ampai^ii is iciiialixc, possilily lioiii luo to loiii months. Frequency tallies from 20 to 120 times a week. .\l)()iit 10 markets are set for a heavy sc hedule of weekly spots; 60 markets will not Im' continur)us, ijut will be run in fliglits. I iiiiebuyer is Phil McGibbons.
Richfield Oil Corp.
Agency: Hixsun ir Jorgensen Inc., Los Angeles
Product: RICHFIELD OIL
For the 28th year, Richfield Oil will present its news program, the Ricli field Reporter, beginning in January. The show will be heard on about 30 stations of the CBS Radio Pacific Network.
(Cont'd on p. 16)
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