![]() ![]() The following are major components in the C.B.S. “Our approach is to consider that, while the opportunity for advertising expossure is vast, each advertising impression is of significance only where the TV, radio or printed ad really becomse useful, interesting and compelling in the minds of prospective viewers:” In providing the advertising elements, he noted, the network fosters a uniform ad style and quality for all stations, also giving them “the opportunity to put maximum force into local promotion with minimum duplication of effort.”Īs to the available free air time and space, in cases where stations are affiliated with local newspapers, Mr. Thus, ,he added, while the network's budget is sizable for such a relatively shortterm campaign, it “completely fails to indicate the scope of the advertising that it will generate.” Another substantial part goes for making films, ads, slides and other advertising elements that are multiplied in value by repeated station use.” Part of the network budget goes into cooperative advertising, and is matched dollar fordollar by the stations. “About two‐thirds of the more‐than‐$1 million is seed money,” being matched, or more than matched, by the funds and program ad efforts of the network's 190 stations. For the first time at N.B.C., the executive said, the stations also will be provided with radio commercials plugging the new TV season.Īs to the new‐season ad budget at C.B.S.‐TV, George Bristol, advertising and sales promotion director, said: stations will be conducting broadcast and print cam paigns, using ads and films sent to them from New York headquarters. The volume of space advertising, he added, will “fair exceed anything we have carried in past years.” The pre‐season drive will stop for the Democratic convention late next month, and then resume, continuing until all fall programs, new and old, have begun.Īs these shows make their debuts, ads will appear in newspapers that “reach an estimated 70 per cent of the nation's TV‐viewing homes,” ,Mr. ![]() ![]() Grossman, a million copies of a similar magazine, N.B.C. The album, a 96‐page magazine offered to the public for 25 cents a copy, contains portraits of the network's stars and fall‐programing details. It also began filling unsold commercial air time with film “trailers,” or commercials, promoting the new programs and an advertising publication, the N.B.C. Last week, immediately after the Republican convention adjourned, the network began using “on‐air availabilities,” such as the fivesecond and 10‐second network identification spots each half hour, to herald its fall season. as an entity that spans this spectrum must be communicated, too.” And, not so incidentally, the idea of N.B.C. The audience for the Olympics must be reached at the same time as the audience for political analysis, Alfred Hitchcock's following at the same time as Walt Disney's. ![]() “The programing and service, that is, is widely variegated. Grossman, N.B.C.'s advertising vice president, said last week, “is more nearly comparable to advertising, say, all the magazines in America simultaneously, each to its potential audience. “Advertising a new TV season,” Lawrence K. The network is very closemouthed about its fall ad plans and budget. In the case of its TV network, the agency is C. The American Broadcasting Company relies primarily on its ad agencies. ![]()
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