U. S. Radio (Jan-Dec 1960)

dannon and women. Prime neus-time spots and neus adjacencies are used in morning, evening and traffic time. And, as in all markets, the agency insists on fidl minutes. New York is also allocated ihc largest share of the budget, which last year amoimted to an estimated $275,000. This permits a heavier use of air time in the spring and sununer months, when yogurt is most in demand . The spring budget, in fact, is double that used in winter, the agency says. The result is a pattern of seasonal advertising in which "the I)udget follows the sales curve." Budget Concentrated In line with this reasoning, Dannon carries eighteen GO-second announcements on two stations in New York through the middle of February. The larger share of the Ijudgct is spent between mid-February and mid-June. At the peak of the season, Dannon carries about ,50 spots over at least six stations in the New York area. "However, tiiere is not a week in the year," Mr. Zlowe says, "that we're off the air. While our New York budget allows us to increase our advertising when s|)ring comes, we do not consider an increase at the sacrifice of consistency. It is to this facet of our advertising policy that we attribute a rounding off of the peaks and valleys in Dannon's sales charts that we've seen occurring. People are buying more yogurt all year roimd. Wc feel this is a direct result of our 52-weeks a year advertising policy. It is one of the most satisfying developm'^nts in Dannon's sales pattern." Constant Copy Factors Two copy factors remain constant in all markets, Mr. Zlowe savs. "The first is the quality story Dannon has to sell. Only pure concentrates are used in Dannon flavored vosfurts. Only pure tiuit preserves are used in the fruit yogurts. This is one example of the care and considerations thai go into Dannon products." Secondly, Dannon is sold as a delicious fooc! staple. ".\t one time, Dainion was advertised as a health food, ' Milton Sutton, vice president and creative director at Zlowe, says. "Now the copy emphasizes the dietary advantages of yogint, its use as a food staple and its flavor. (There are now six — plain, orange, strawbcrrv, vanilla, pineapple, and prune whip.) "The amount ol interest in diets, from doctors' conventions to women's bridge games, is phenomenal. The theme is a natural for our product. .So emphasis on the diet is a key point in our copy." The copy approach, however, is also affected by market conditions. Mr. Zlowe declares, "We write oin ccjmmercials with our audience in mind. This means accommodation lo fit the sophistication of the market. In addition, there may be differences in the different cities. Bostonians and Phiiadelphians tend to be more conservative than New Yorkers. We take this into consideration, too. " The variations can be seen l)y comparing the commercials in the three cities. "In Boston," says Mr. Sutton, "the copy is very basic. We use a question and answer commercial, since it is a tec hnique that most easily lends itself to basic explanation." Typical Commercial A typical commercial nms like this: Here's your one-minute Pannon quiz : Question: What's the best way to stick to a diet? Answer: The Dannon Yogurt way. Question: Just what is Dannon Yogurt? Answer: It's a cultured milk food that's smooth as custard. Made from fresh homogenized cow's milk — but half the butterfat is removed, and famous Dannon cultures added... In Philadelphia, a glamour approach is used . . . "it's the best way to foil the hungry feeling that creeps up on you between meals." The theme is carried out in the following messiige: Here's your one-minute Dannon quiz : Question: What are the three things you need to follow a diet successfully? Answer :To follow a diet successfully, you need first — a scale, second — willpower. And third — is knowledge of the facts. Now if you have the scale, Dannon Yogurt can help you with the willpower and the facts. Dannon, you know, is the thing for dieting. Gives you the benefits of milk, but far less calories. Yes, it has far less calories than milk — but is much more satisfying . . . it's the best way to foil the hungry feeling that creeps up on you between meals. And those famous Dannon Yogurt cultures really do wonders for you. You'll find a smart new way to slim down in Dannon's new 44-page booklet called "Dieting to Reduce. " Brings you the latest facts now accepted by medical authorities — It's scientific, but simple and sensible. Now this 44-page booklet is your free_j_ compliments of Dannon Yogurt. 34 U. S. RADIO February 19fi0