U. S. Radio (Jan-Dec 1961)

HOW we can offer you PROVEN RESULTS* with these TELE-BROADCASTER STATIONS *T0P RATINGS IN AUDIENCE * MORE LISTENERS PER DOLLAR * SPONSOR PREFERENCE AFTER TRYING "BOTH" STATIONS KUDL KALI KOFY BECAUSE WE PROGRAM TO PLEASE LISTENERS AND TO PROMOTE SALES For facts & figures CALL A TELE-BROADCASTER STATION Cuisine Exquise . . . Dans Une Atmosphere Elegante RESTAURANT VOmN 575 Park Avenue at 63rd St. NEW YORK Lunch and Dinner Reservations Michel : TEmpleton 8-64-30 WHY DETROIT LOVES RADIO Continued from page 27 Kester, "radio is the car dealer's biggesi friend. Radio will reach the people Lai more eflec livel) ihan newspapers or television, and it is certainl) more economical. In the small town, ihe dollar spent loi radio is the best dollar you can spend." He believes that identification with a single announcer as well .in .i station is vei v effe< tive, and thai public service, news and weather are the best programs for spot adjacent ies. And he notes that use of summei radio is good because "We <an hit them while they're driving." Foul Motoi has commissioned .1 lengthy study of media effectiveness which is expected to be completed in about one year. The research will examine comparative media values and is said to be the first such work undertaken by an automotive advertiser. It is being conducted undei the supervision of George H. Brown, marketing research manager, in cooperation w ith }. Waller Thompson. Radio spending for Chrysler Corp.'s Plymouth Division may have neared Chevrolet's output this yeai it production had remained steady. It was revealed by an agenc \ source that Plymouth radio spending for this year may hover around the $2 million mark and total advertising outlays will reach $11 million. Plymouth started at announcement time with intentions of carrying spot radio campaigns in about 65 markets for 52 weeks. Introduction started in 65 markets with frequencies ranging from 25 to 100 spots per week, the heavier amount going into Plymouth's top 10 or 15 markets. The goal of the campaign, according to Robert Rowen, media supervisor at N. W. Ayer & Son, was to reach as many radio homes as possible as often as possible. Another goal, Mr. Rowen explains, was to concentrate on reaching men through heavy spot buys during drive times. But if a station demonstrated a good male audience at other times of the day, Mr. Rowen recalls that he would place Plymouth spots there. The campaign used a variety of commercial lengths, but the main vehicles were minutes and 30s. Although the time purchased by Plymouth was split about 50-50 be tween the Plymouth and compact Valiant, Mr. Rowen maintains that the agency strives for individual entity for each car. "After four to six weeks our campaign tapered oil in all markets," Mr. Rowen admits. Bui other media were cut, too, he says, and Plymouth always spends a proportionate amount on radio. "Ol course, at announcement lime radio is a majoi ingredient in our plans. During the rest of the year we use it more as a supporting force, or as a major part ol the total effort during special promotions. But we would like to use more radio all year around, as was our intention this year." Plymouth, like Ford, this year observed and capitalized on radio's flexibility and ease of buying. A mechanic,il feature of the Plymouth and Valiant this year, first to appear in American-made cars, is an alternates instead of the conventional generator. The advantages of the alternator are especially felt in cold weather, which generally causes the generator to perform below standards. To promote this feature, Plymouth went to radio as the result of long-range weather forecasts received in mid-winter. A bad snow storm was predicted for the midwestern states. N. W. Ayer quickly whipped up ladio copy on the alternator vs. generator, wired the spots to stations in Detroit, Cleveland, Chicago and Pittsburgh for a major saturation on a weekend. "We were extremely impressed with the speed and efficiency with which we were able to get this special campiagn on the air," remarks Louis T. Hagopian, account supervisor for Plymouth at Ayer in Detroit. Mr. Hagopian is a client alumnus, formerly director of advertising and sales promotion for Plymouth-DeSoto-Valiant Division of Chrysler before joining the agency in the past year. Neither Plymouth nor Valiant participate in network radio sponsorship. But Plymouth-Valiant activity on the local scene is akin to Ford in its coordination by Ayer. Plymouth tots up 3,573 dealers this year. They are organized into 18 dealer associations, all of which work through N. W. Ayer in placing their time. Ac 52 U. S. RADIO/June 1961