U. S. Radio (Jan-Dec 1960)

time buys American Motors Corp., Kelvinator Div. Ageiicv: Geyer, Morey, Madden & Ballard Inc., New York Product: IL\NGES After a mid-winter cool-off, the kitchen division is putting its ranges on the air for two separate weeks in February. The campaign, a continuation of a pre-Christmas run, will be heard in 65 selected markets. Daytime minutes for the housewife are being aired during the weeks of February 8 and February 22. Timebuyer is Ed Richardson. American Tobacco Co. Agency: BBDO, Xen' York Product: LUCKY STRIKE CIGARETTES Currently lighting up Luckies in 70 markets across the nation, the company will soon be off on the second flight of its 26-week campaign. Five campaigns, each of five weeks duration, fill out the schedule. Frequencies will vary by market. Timebuyer is Hope Martinez. Arnold Bakers Inc. Agency: Kudner Agency Inc., New York Product: BREAD, ROLLS A tasty bit of radio time is now scheduled for the breadmakers. The second section of its radio schedule started this month, and will probably run for the rest of the year. One-minute musical spots can be heard all day long, 35 times a week. The music features the company's butter and eggs and loving care theme. Timebuyer is Mai Murray. Beech-Nut Life Savers Inc. .Agency: Charles ]]'. Hoyt Co. Inc. Neu' York Product: BEKC;H-XUT COFFEE Starting the last week in Jaiuiary and continuing Icjr 34 weeks, the curreiu campaign is on the air in many northeast markets. Frequencies will he heavy, ranging from 20 to 70 spots a market weekly. Timcl)uver is Dout; Humm. Commercial Solvents Corp. .Agency: Fuller ■l" Sinilh o Ross, New York Product: m-I) FERTILIZER In a bid to larnicrs to feed their soil, Hi-D has planted spots in 50 farm markets this month. The schedule calls for two to three 60-second announcements a week for the entire 13-week period. T'iinel)uyer is Bernic Rasnuissen. Dictograph Products Inc., Acousticon Div. .Agency: Wexton Co., Neu) York Product: HEARING AIDS A four week test of 10 Canadian markets will begin February 15 for this corrective hearing instrument. .Approximately five one-minute spots a week will be aired in news adjacencies, with extension of the campaign dependent upon results. Results of a recent one month test on the MBS network has led to additional buys. Timebuyer is Jean Boyde. E. I. du Pont de Nemours & Co., Inc. Agency: BBDO, New York Product: TEXTILE FIBERS The chemical giant will soon be saluting its man-made materials for men's wear in 20 to 40 markets across the nation. The schedule calls for one-week campaigns in each of tiic markets starting this month and going through April. Time has been bought in minutes. Timebuyer is Trow Ellinian. Eagle Pencil Company Agency: The Sluillcr-Rubin Co., Neio York Product: MIRADO-VERITHIN QUALITY CONTROL NUMBERS GAME CONTEST Coordinating with Eagle's national contest, the company has purchased 39 sjjots in the New York area. The promotion begins on February 1, and will continue through May 1, with minute spots announcing the grand prize — a one-week vacation in Las Vegas and .|2,500 in cash. Timebuyer is Jean Coury. J. A. Folger & Co. Agency: Cunningham ir Walsh, New York Product: COFFEE Brisk ads for Folger are currently livening up the airwaves in 35 markets covering 18 western states. Campaign will last a mininumi of four weeks. Frequencies are very heavy, and vary with market. Both minutes and 20's have been bought. Timebuyer is Frank Martin. Kiwi Polish Co. .Agency: Cohen, Dowd & Aleshire Inc., New York Product: KIWI SCUFF MAGIC Polishing up its debut, the new Kiwi product for children's shoes has extended the introductory cam (Cont'd on p. 12) 8 U. S. RADIO February 1960