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TIMEBUYS
AMERICAN HOME FOODS
Agency: Young 6 Rubicam Inc. New York
Product: CHEF BOY-AR-DEE ITALIAN FOODS
Lack of available funds forced the agency to switch part of its advertising budget from television to radio for Chef Boy-ar-dee Italian foods. Schedules, which began in late July, have been placed in several major markets scattered throughout the country. Some will run through Septmber and the remainder will continue until the end of the year. Frequencies range from 10 to 15 per week for the minute and 30-second announcements. Housewife times — late morning and early afternoon — carry the bulk of the commercials. Timebuyer is Tom Viscardi.
AZCO
Agency: McCann-Marschalk, Cleveland
Product: MANURE SPREADERS
A one-month campaign beginning in the middle of August opens for the New Idea Farm Equipment division's line of manure spreaders. The drive will saturate rural markets, rimebuyer is Rosaly Goudek.
(For further information on farm market buys see Hess & Clark and J. I. Case Co.)
BURLINGTON INDUSTRIES INC.
Agency: Donahue & Coe Inc., New York
Product: SUPPORT HOSE
The textile manufacturer is expected to launch a 57-market campaign in early September for its Support
Hose line. The drive will probably run for about nine weeks. TimeInner is Gerald Melum.
J. I. CASE CO.
Agency: Western Advertising, Racine, Wise.
Product: FARM IMPLEMENTS
A seven-week campaign that began in early August is grinding out for the manufacturer of farm equipment. The announcements concentrate on selling the company's line of tractors. Frequencies run about 10 commercials per week with rural markets getting all the business. Charles Wright is the timebuyer.
CREAM OF WHEAT CORP.
Agency: BBDO, Minneapolis
Product: CEREAL
In preparation for a full-scale campaign in the fall, the cereal maker has purchased short schedules for Tuly and August in about 50 markets. The schedules run from Monday to Friday at the rate of about five per week. Two to three stations per market are broadcasting the 20s and 30s during the day and traffic times. Timebuyer is Betty Hitch.
J. H. FILBERT, INC.
Agency: Young ir Rubicam, New York
Product: MRS. filbert's margarine
A 12-market campaign along the eastern seaboard was launched for Mrs. Filbert's Margarine in mid-July. The drive will continue for about six weeks, using minutes during daytime hours. Timebuyer is Gene Camoosa.
HESS & CLARK
Agency: Klati-von Pielersom-Dunlap , Milwaukee
Product: poultry and swine feed
ADDITIVE
Schedules running through the summer and fall were placed by the animal products company for its nf-180 feed additive for poultry and swine. Rural areas with large concentration of those animals have received the schedules. Timebuyer is Ed Rit7.
NATIONWIDE INSURANCE CO.
Agency: Ben Sackheim, New York
Product: AUTOMOBILE INSURANCE
The insurance company has moved full force into radio to push its auto insurance with the bulk of a $350,000 advertising budget earmarked for 237 stations throughout the country. The campaign began in late July and will run for about two months. The commercials will stress the results of a recent survey which showed that 90 per cent of Nationwide's more than two million policy-holders renew their coverage with the company. Dick Goldsmith is the timebuyer.
REXALL DRUG CO.
Agency: BBDO, Los Angeles
More than 100 markets on the ABC, CBS, MBS, NBC and Keystone networks will carry commercials this fall as part of Rexall's "one-cent sale" promotion. One of the largest single promotions in the company's history, the "one-cent sale" is one of five major campaigns planned by Rexall for the latter half of this year. No word yet on the company's radio plans for the other campaigns.
Continued on page 11
U. S. RADIO/August 1961
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