U. S. Radio (Jan-Dec 1960)

Record Details:

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Radio On A Specialized Diet Dannon yogurt custom packages radio campaigns, as to copy and frequency, to meet demands of individual marketing areas Irwin ZIowe, president of the agency that has handled the Dannon account since 1942, pours over radio schedule with media director Pauline Mann. In buying time, they will concentrate on a fixed audience, vary the time of day and theme of the copy to fit the market. II there is such a thing as lormula advertising, Dannon yogurt and its agency, The Zlowe Co., New York, aren't aware of it. Last year the product was advertised in three different cities. And in each market, it was advertised a little bit differently. During that 12-month period, Zlowe placed 4,000 one-minute spots in three markets for Dannon. And, for the second year in a row, the yogurt company showed a 30 percent increase in sales. "Our advertising budget in all media will be up at least 20 percent in I960," states Irwin Zlowe, president of the agency. "While we may experiment with other media, radio will continue to be our basic medium. And we will continue to give each market the individual attention that has worked successfully for us during our 18 years with Dannon." Special Treatment There are a trio of reasons why Dannon's three markets, Boston, 32 U. S. RADIO February I960