U. S. Radio (Jan-Dec 1960)

hamilton we were on the right track," says Mr. Means. "As a result, Hamilton has turned almost completely to good music programming. The only markets in which \ve no\^' use early morning news spots are those which do not have 'good music stations' on either fm or am." About 80 percent of Hamilton's radio schedule is on fm stations. Mr. Jones explains that thev will buy an fm station if it can offer good music and if at least 25 percent of the radio homes in the market are able to receive fm. Fm Market "We have found," he says, "that fm is a medium that most closely parallels our market. Hamilton's greatest sales are in the $60 and up price range. This represents about 15 percent of the entire watch market. The profile we have developed has shown us that the most likely Hamilton prospect is a man in his late thirties or older. He has a reasonably good income, is married and has at least a high school education. "These, \\e decided, are the same people who listen to good nuisic fm in the evening. Hamilton, therefore, schedules most of its commercials during the 6 to 10 p.m. prime evening period. "Not only does good nuisic jjrogramming offer Hamilton the audience it wants, it also provides the soft, sincere atmosphere desired for the Hamilton commercials," Mr. Jones savs. "Ihe music that surrountls our commercials is very important," says Walter Avis, plans-marketing supervisor at Ayer. "It sets the mood for the dignified message that we strive for in our copy. We want the program to create an atmosphere for our commercials and our (onierciak to sustain the same musical mood. "We created special nmsic lor for each of the four announcement series we use, to be aired on other types of programs. (Hamilton has comcrcials for its electric watches, its WeatlK"r])roof watches, its diamond watches, and for the special gift seasons.) The music attempts to set a pertinent mood for each watch. For instance, the short, staccato sharps and Hats in our electric commercial were created to convey an electric watch sound. The harj) and French iiorn in the Weatherproof commercials are designed to evoke a sound of stormy weather." Help Sef Mood Kenneth Banghart is another important elcinent in creating the Hamilton mood. Actually, he was first used by the company to introduce its electric watch. The company looked on the development of its electric watch as a news item — it called it the first major change in watchmaking in nearly 500 years — and employed Mr. Banghart because he is a well known and respected newscaster. And, as a news announcer, he was able to report the development in an authoritative annoiMucment like this: This is Kenneth Banghart, iiiiiiiiiimii Mood to Match the Message Hamilton pays much attention to the material surrounding its commercials. The mood and atmosphere, it feels, must flow easily into the message. One example of the care it gives to the transition is the way the Hamilton Weatherproof was introduced last fall. Every attempt was made to place the Weatherproof commercials next to weather reports. The musical theme for the Weatherproof, by utilizing a harp and a French horn, was a stormy bit of music. And the transition copy that Hamilton provided for local announcers effectively related the commercial to any kind of weather that could be reported. If bad weather was anticipated, the announcer was provided with this copy: Sounds like it's going to be good weather for hardy ducks and for the Hamilton Weatherproof Watch. I lere's what I mean. Or, if the weather was good that day, the announcer would say: We hope this good weather continues, of course, but one of these days the weatherman is going to wake up in a different mood. That's why this message from the Hamilton Watch Company will interest you. Then, the masculine, stormy elements combine in the commercial: The Hamilton Weatherproof is the watch that can brave any extreme of climate. Cloudburst, blizzard, duststorm, even a hurricane. Wherever a man of action will venture his Hamilton Weatherproof will perform faithfully and accurately, when its seal is intact. . . pniiiiiiiiiiui: 38 OllUlllllllllllllllllllllilllil iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiim^ U. S. RADIO • March 1960