U. S. Radio (Jan-Dec 1961)

time buys Aluminum Corp. of America Agency: Fuller & Smith & Ross Inc., Pittsburgh Product: ALUMINUM GOODS Alcoa is turning its money to spot this year alter a season on NBC's Monitor in I960. The top 20 markets, except New York, were pinpointed by Alcoa for the campaign which runs in five phases. Start date was March 14; end date is set for December 19 with a hiatus in August. As a merchandising effort, spots in the Alcoa campaign will tie in with local dealers. The first flight runs eight weeks and will advertise boats in cooperation with marine dealers. Another flight emphasizing leisure living products (outdoor furniture) begins April 18, overlapping with the boat flight through May 6. Frequencies will vary from 25 to 50 spots per week, both minutes and 20's. Daytime and evening times are preferred. Agency is not buying drive times because it doesn't believe the advantages justify a higher rate. One station will be used in each market. The timebuyer is Lou Stearn. Braniff International Airways Agency: Cunningham & Walsh Inc., New York Product: AIR TRAVEL Rush orders went out this month for time in 10 top Braniff markets. First schedule to break started March 4. Others were reported to start at various dates, but campaigns in all markets will run for four weks. Braniff frequencies appear to be heaviest among the month's buys — 100 to 300 spots per week in each market. More than one station is being used in each city. Commercials, combinations of live and ET, come in all lengths — 10's, 20's, 30's and 60's. Agency purchased what it calls "men's times" for the campaign, hoping to reach U. S. RADIO • March 1961 1 1 io businessman who navels. Drive periods and weekends are dominant. Timebuyer is Frank Vernon. Falstaff Brewing Corp. Agency: Dancer-Fitzgerald-Sample Inc., New York Product: BEER Falstaff's annual spring entry into radio baseball is underway in Los Angeles, where the company is sponsoring 15 pre-season games of the Los Angeles Dodgers. With the official season start Falstaff will sponsor both the Dodgers and San Francisco Giants radio broadcasts. Falstaff owns exclusive rights to the broadcast and uses from one-fourth to onehalf of commercial time. General Foods Corp. Agency: Foote, Cone, Belding Inc., New York Product: D-ZERTA In its first extensive spot radio venture, D-Zerta will go on the air for several months in April. The campaign was charted after "test" campaigns showed sufficiently good response. D-Zerta has used and will continue network radio participations in ABC's Breakfast Club and CBS' Arthur Godfrey Shoiv. Spot radio commercials will be delivered live, primarily on women's programs. Radio is the only medium used by General Foods for this product. Pete Scott is timebuyer. King's Wine Agency: Wermen if Schorr Inc., Philadelphia Product: TABLE WINES A special campaign to promote wines before the Easter holiday opened up in mid-March. Frequencies vary from 15 to 20 spots per week in each of the six markets chosen for the drive. Approximately 13 stations in Trenton, Camden, N. J., Philadelphia, York, Harrisburg and Pittsburgh, Pa., are carrying the schedule for six to eight weeks. Traffic hours were the favored times. Commercials feature the lively commentary of a personality known as "the Frenchman." It is reported that King invested $40,000 in this campaign. Timebuyer is Mary Ellen Vosberg. Lanolin Plus Inc. A.gency: Daniel & Charles Inc., New York Product: COLOR PLUS A heavy radio blitz in the top 50 markets introduces Color Plus, a new nail enamel and a strengthener available in 17 colors. The campaign started this month and will run indefinitely. In New York, the two stations selected are carrying 50 spots each per week. In Los Angeles, two stations share 100 spots per week and in San Francisco, 150 spots are split between three stations. The client reports it has found "radio to be a dynamic medium for this product." Radio response has already been so good that Lanolin has dropped television schedules in two markets in favor of radio. Commercials are minute ETs. Doris Gould is the timebuyer. Murray Corp. of America, Eljer Div. Agency: Fuller & Smith & Ross Inc., Pittsburgh Product: PLUMBING EQUIPMENT Eljer is going into radio again this year (1960 marked the company's (Cont'd on next paqe) 7