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$950,000
Estimated Radio Budget
700 STATIONS
— On Three Networks Will Carry Fritos Story
21,000 SPOT ANNOUNCEMENTS
Each Week
— Average 30 per
Week per Station —
Take a snack product that has the ability to keep taste buds tingling coasl-lo-coast; add an effective network of national distribution; mix in a consistent program o£ advertising and sales promotion, topped ofT with generous portions ol radio. This is the recipe which has made it possible for The Frito Company, Dallas, Tex., to boost the sales of its corn chip and potato chip products from $18 million in 19")} to alinost $60 million in 1959.
A consistent user of radio since the firm was organized in 1932, Frito is using the sound medium to spearhead its advertising and promotional efforts in 19()(). It is estimated that $950,()()(), representing 35 percent of the total budget, will lie spent in almost ecpial parts over the facilities of NHC, CMS and AlU! to tell the story of Frito corn chips.
'This is the largest network buy the com|)any has ever made," says 1 homas K. Denton, vice president of Dancer-Fit/gerald-Sample in Chicago, the Frito agency. "With the campaign under way, the announcements are schedidcd to run in staggered flights through the end of the year. After checking the coverage maps and the number ol stations that will carry the Frito story (over 700) , we have determined that this campaign will penetrate every county in the United States except one."
U. S. RADIO
April 1960