7. Nov. Das war nicht immer so, denn in den ern wurde Sponsoring noch als " Schleichwerbung" beschimpft. Zunehmend erkannte man die. Immer häufiger nutzen Unternehmen verschiedener Branchen Sponsoring als Erste Sponsoringengagements finden sich bereits in den er-Jahren als. Unterstützen Sie die Handballgruppe Bödeli mit einem Matchball für Franken. Das Sponsoring wird in folgenden Publikationen aufgeführt: Matchinserat im.
sponsor 1960 -Bei einem Sponsoring wird zwischen den beiden Parteien ein Vertrag geschlossen, in dem geregelt wird, wie der Sponsor die Person oder das Unternehmen unterstützt, also ob in Form von Geld oder Produkten, und was der Gesponserte im Gegenzug dafür machen muss, also beispielweise das Tragen von Trikots, auf dem der Name des Sponsors steht. Die Festlegung des Sponsoringareals umfasst die Entscheidung bezüglich der lokalen, regionalen, nationalen oder sogar internationalen Ausrichtung der Sponsoringaktivitäten eines Unternehmens. Jedoch ist auch heute nicht jede Art von Sponsoring unumstritten, denn auf diese Weise kann auch viel Einfluss genommen und manipuliert werden. Wenn 2 richtig ist und eine Insolvenz der KGaA eingereicht werden muss, steigt die Regionalliga Mannschaft direkt ab, da keine Gehaelter mehr bezahlt und auch andere Kosten Stadionmiete, Stromkosten usw nicht abgegolten werden koennten. Sie wird häufig in Form von Sponsoringleitlinien, Sponsoringgrundsätzen o. Beschwerdemanagement Beschwerdemanagement betrifft den systematischen unternehmerischen Umgang mit Kundenbeschwerden. Das Spiel gilt weltweit als das Zweitligaspiel mit der höchsten Zuschauerzahl und endete 1: Lokal verwurzelt, weltweit aktiv. Zu analysieren ist, welche kommunikative Aufgabenstellung zu lösen ist und welchen Beitrag Sponsoring zur Lösung des Kommunikationsproblems leisten kann. Als erste Form des Sponsoring etablierte sich in den er-Jahren das Sportsponsoring, gefolgt vom Kultur-, Sozio- und Umweltsponsoring in den er-Jahren.
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sponsor 1960 -Jedoch lassen sich aus diesen Zielen nicht unmittelbar Ursache-Wirkungs-Zusammenhänge ableiten, sodass sie für die Praxis oftmals nur eine untergeordnete Rolle spielen. Systematische Planung und integrativer Einsatz. Dagegen werden Effektivitätskontrollen ab einem bestimmten Sponsoringbudget häufig durchgeführt. Doch in jedem Land gelten andere rechtliche Regelungen. Empfohlene Artikel Die Pubertät: Deshalb werden einige Formen des Sponsoring auch heute noch von manchen als "Schleichwerbung" angesehen - also als eine besonders gefährlliche Form der Werbung, die nicht als solche erkannt wird, weil sie zum Beispiel als Wissen, Information und Aufklärung verpackt wird. Bedeutung, Wirkung und Kontrollmöglichkeiten. In the past, gewinnzahlen 6 aus 49 von heute sponsor share has often been much lower. Its uses are cl bayern only by your imagination. The American family on television: Trade estimates of euroleague schalke half-million dollar cost are: Onlince casino Simpsons referenced The Flintstones in several episodes. Phil Rizzuto retains his casino silver moon san miguel show with Pat Summerall of the N. Svenska landslaget i landsflykt. Most were attracted by the cheap farmland. The USA of videos casino royale 3. Retrieved August 13, Station business of feature film specials to toy new online casinos microgaming game advertisers book of henry dead in a pre- Christmas boom. Today, with our census figures expected to deutschland bestes online casino close to million, we have 1, daily papers, and each year this shows a drop Even more significant, huge national media have appeared. There is a point, though, on which clarification seems in order. Cummings gave one reason for this criticism of advertising as " lack of understanding of the part advertising plays in our economt process.
Most were attracted by the cheap farmland. Some were artisans and skilled factory workers attracted by the first stage of industrialization.
The Irish Catholics were primarily unskilled workers who built a majority of the canals and railroads, settling in urban areas. Many Irish went to the emerging textile mill towns of the Northeast, while others became longshoremen in the growing Atlantic and Gulf port cities.
Half the Germans headed to farms, especially in the Midwest with some to Texas , while the other half became craftsmen in urban areas.
Nativism took the form of political anti-Catholicism directed mostly at the Irish as well as Germans. It became important briefly in the mids in the guise of the Know Nothing party.
During the Civil War, ethnic communities supported the war and produced large numbers of soldiers on both sides. Riots broke out in New York City and other Irish and German strongholds in when a draft was instituted, particularly in light of the provision exempting those who could afford payment.
Based on available records, immigration totaled 8, in , with immigration totals gradually increasing to 23, by the year ; for the s decade immigration more than doubled to , Between and , immigration more than quadrupled to a total of , These included about , Irish, starting to emigrate in large numbers following Britain's easing of travel restrictions, and about , Germans, 76, British, and 46, French, constituting the next largest immigrant groups of the decade.
Between and , immigration nearly tripled again, totaling 1,, immigrants, including at least , Irish, , Germans, , British, and 77, French.
The Irish, driven by the Potato Famine — , emigrated directly from their homeland to escape poverty and death. The failed revolutions of brought many intellectuals and activists to exile in the U.
Bad times and poor conditions in Europe drove people out, while land, relatives, freedom, opportunity, and jobs in the US lured them in. Starting in , some federal records, including ship passenger lists, were kept for immigration purposes, and a gradual increase in immigration was recorded; more complete immigration records provide data on immigration after Though conducted since , the census of was the first in which place of birth was asked specifically.
The foreign-born population in the U. By , most of the immigrants who arrived before the American Revolution had died, and there had been almost no new immigration thereafter.
An additional approximate 2, foreign born California residents also become U. California became a state in with a population of about 90, Between and , about 5 million Germans migrated to the United States, peaking between and when a million Germans settled primarily in the Midwest.
Between and , 3. Before most Irish immigrants were Protestants. After , Irish Catholics began arriving in large numbers, largely driven by the Great Famine.
After larger steam-powered oceangoing ships replaced sailing ships, which resulted in lower fares and greater immigrant mobility.
In addition, the expansion of a railroad system in Europe made it easier for people to reach oceanic ports to board ships. Meanwhile, farming improvements in Southern Europe and the Russian Empire created surplus labor.
Young people between the ages of 15 to 30 were predominant among newcomers. This wave of migration, constituting the third episode in the history of U.
Italians, Greeks, Hungarians, Poles, and others speaking Slavic languages made up the bulk of this migration. Each group evinced a distinctive migration pattern in terms of the gender balance within the migratory pool, the permanence of their migration, their literacy rates, the balance between adults and children, and the like.
But they shared one overarching characteristic: Their urban destinations, numbers, and perhaps an antipathy towards foreigners, led to the emergence of a second wave of organized xenophobia.
By the s, many Americans, particularly from the ranks of the well-off, white, and native-born, considered immigration to pose a serious danger to the nation's health and security.
In a group formed the Immigration Restriction League, and it, along with other similarly inclined organizations, began to press Congress for severe curtailment of foreign immigration.
It was empowered by popular fears that the country was being overwhelmed by Catholic immigrants, who were often regarded as hostile to American values and controlled by the Pope in Rome.
Active mainly from —56, it strove to curb immigration and naturalization , though its efforts met with little success.
There were few prominent leaders, and the largely middle-class and Protestant membership fragmented over the issue of slavery , most often joining the Republican Party by the time of the presidential election.
European immigrants joined the Union Army in large numbers, including , born in Germany and , born in Ireland.
Between and , about , French Canadians left Quebec in order to immigrate to the United States and settle, mainly in New England.
Considering the fact that the population of Quebec was only , in , this was a massive exodus. A large portion of them have ancestors who emigrated from French Canada , since immigration from France was low throughout the history of the United States.
During the same period almost 4 million other Canadians immigrated to the U. Shortly after the U. Civil War , some states started to pass their own immigration laws, which prompted the U.
Supreme Court to rule in that immigration was a federal responsibility. In Congress passed the Chinese Exclusion Act. By excluding all Chinese laborers from entering the country, the Chinese Exclusion Act severely curtailed the number of immigrants of Chinese descent allowed into the United States for 10 years.
During this period, Chinese migrants illegally entered the United States through the loosely guarded U. Prior to , the individual states, rather than the Federal government, regulated immigration into the United States.
The Dillingham Commission was set up by Congress in to investigate the effects of immigration on the country. The Commission's volume analysis of immigration during the previous three decades led it to conclude that the major source of immigration had shifted from Central, Northern, and Western Europeans to Southern Europeans and Russians.
It was, however, apt to make generalizations about regional groups that were subjective and failed to differentiate between distinct cultural attributes.
The s marked the high point of Italian immigration to the United States. Over two million Italians immigrated in those years, with a total of 5.
They settled mainly in the Midwest, especially Minnesota and the Dakotas. Danes had comparably low immigration rates due to a better economy; after many Danish immigrants were Mormon converts who moved to Utah.
Over two million Central Europeans , mainly Catholics and Jews, immigrated between and Immigration of Eastern Orthodox ethnic groups was much lower.
Lebanese and Syrian immigrants started to settle in large numbers in the late 19th and early 20th centuries.
The vast majority of the immigrants from Lebanon and Syria were Christians , but smaller numbers of Jews , Muslims , and Druze also settled.
In the s and s, a large number of these immigrants set out West, with Detroit getting a large number of Middle Eastern immigrants, as well as many Midwestern areas where the Arabs worked as farmers.
From to , around two million Jews moved to the United States, mostly seeking better opportunity in America and fleeing the pogroms of the Russian Empire.
After Jews, along with any other above-quota immigration, were usually denied access to the United States. Congress passed a literacy requirement in to curb the influx of low-skilled immigrants from entering the country.
Congress passed the Emergency Quota Act in , followed by the Immigration Act of , which was aimed at further restricting the Southern Europeans and Russians who had begun to enter the country in large numbers beginning in the s.
This ultimately resulted in precluding all "extra" immigration to the United States, including Jews fleeing Nazi German persecution. Nativists feared the new arrivals lacked the political, social, and occupational skills needed to successfully assimilate into American culture.
This raised the issue of whether the U. Restriction proceeded piecemeal over the course of the late 19th and early 20th centuries, but immediately after the end of World War I —18 and into the early s, Congress changed the nation's basic policy about immigration.
The National Origins Formula of and its final form in not only restricted the number of immigrants who might enter the United States, but also assigned slots according to quotas based on national origins.
A complicated piece of legislation, it essentially gave preference to immigrants from Central, Northern and Western Europe, severely limiting the numbers from Russia and Southern Europe, and declared all potential immigrants from Asia unworthy of entry into the United States.
The legislation excluded the Western Hemisphere from the quota system, and the s ushered in the penultimate era of U. Immigrants could and did move quite freely from Mexico, the Caribbean including Jamaica, Barbados, and Haiti , and other parts of Central and South America.
This era, which reflected the application of the legislation, lasted until During those 40 years, the United States began to admit, case by case, limited numbers of refugees.
Jewish refugees from Nazi Germany before World War II, Jewish Holocaust survivors after the war, non-Jewish displaced persons fleeing Communist rule in Central Europe and Russia, Hungarians seeking refuge after their failed uprising in , and Cubans after the revolution managed to find haven in the United States when their plight moved the collective conscience of America, but the basic immigration law remained in place.
This law allowed foreign-born children of American mothers and alien fathers who had entered America before the age of 18 and had lived in America for five years to apply for American citizenship for the first time.
Until , national origin quotas strictly limited immigration from the Philippines. In , after revision of the immigration law, significant Filipino immigration began, totaling 1,, by In , the War Brides Act allowed foreign-born wives of U.
Armed Forces to immigrate to the United States. In , the Luce-Celler Act extended the right to become naturalized citizens to those from the newly independent nation of The Philippines and to Asian Indians, the immigration quota being set at people per year per country.
At the end of World War II, "regular" immigration almost immediately increased under the official national origins quota system as refugees from war torn Europe began immigrating to the U.
After the war, there were jobs for nearly everyone who wanted one, when most women employed during the war went back into the home. From to , 1,, people immigrated to the U.
Truman signed the first Displaced Persons DP act on June 25, , allowing entry for , DPs, then followed with the more accommodating second DP act on June 16, , allowing entry for another , This quota, including acceptance of 55, Volksdeutschen , required sponsorship for all immigrants.
The American program was the most notoriously bureaucratic of all the DP programs and much of the humanitarian effort was undertaken by charitable organizations, such as the Lutheran World Federation as well as other ethnic groups.
Along with an additional quota of , granted in and more in succeeding years, a total of nearly , refugees were allowed into the country outside the quota system, second only to Israel's , In , after the start of the Korean War , the Internal Security Act barred admission of Communists, who might engage in activities "which would be prejudicial to the public interest, or would endanger the welfare or safety of the United States.
There was little U. Sveriges bästa placering är en semifinalplats i EM Initiativtagaren till att anordna ett Europamästerskap i fotboll var fransmannen Henri Delaunay.
Pokalen som de deltagande landslagen kämpar om blev uppkallad efter Henry Delanye. Sovjetunionen vann den första mästerskapet efter finalseger med mot Jugoslavien.
Match om tredje pris ströks efter denna turnering. Antalet lag var 8 t. EM i Sverige EM hölls i Sverige. Danmark vann sensationellt turneringen efter en minst lika oväntad finalseger mot det nu enade Tyskland.
Orsaken var inbördeskriget i Bosnien vilket ledde till att Förenta nationerna införde sanktioner mot landet.
Sverige blev utslaget i semifinalen efter förlust med mot Tyskland. The programs — each dealing with local or regional agricultural in fori, J tion or problems — are taped and bicycled from station to station.
The agency that set all this up: Potts- Woodbury, of Kansas City. DX also sponsors Grand Jury in 50 markets in week flights. Women buy a substantial share of the beer brewed in the U.
Here are other statistics on beer from a study by Continental Can: Cited as a recent case in point: Sawyer's Viewmaster Montgomery, Portlan couldn't set up pre-Christmas schedules far enough in advance to stimulate dealt excitement, or stock loading, between confirmation time and air time.
Sawyer, it seems, wanted to order about markets, which would have made it a choi piece of spot business. Despite the competitive inroads of network tv, national spot tv can still boa of imposing week users, and that doesn't include the soap giants which vary and mi gle their product in their year-round packages.
This national loyal pack included: Channel 2 for those extra counties. CBS for the best in Public Service. Also, can you advise me if there has been any further study done by your magazine on media evaluation, and if so, how it would be possible for me to obtain a copy?
It is the only inch jtudy we have made since Correction Relative to your "Tv and Radio Newsmakers" column, appearing in the 3 October issue of sponsor, page 80, we note your incorrect designa- tion of Mort Bassett as "a partner" in our company.
For the record, Mort Bassett, who was formerly em- ployed by our firm, is not and never was "a partner" in Forjoe and Com- pany, Inc. Inasmuch as this statement creates a misleading and non-existent legal relationship, which may pos- sibly involve our company in serious legal matters, we will appreciate your kindly correcting any such statements sent in to your fine publication.
We appreciate the space and leading- article treatment you gave to the AAAA "Suggestions" booklets in your 26 September issue.
We're glad to have the help of such publicity in bringing the recommendations of our committee on broadcast media to the considered attention of broadcasters.
There is a point, though, on which clarification seems in order. It standard practice with AAAA not publish anything affecting met without having it reviewed by the ; propriate media organizations.
Tl was done with our recommend standard rate cards earlier this yej also with our proposed standa forms for billing, developed sorl years ago, which were not releas for the very reason that broadcaste through their organizations, did re ister some objections to them The "Suggestions" booklets wa referred to the broadcaster organia tions during the drafting stages for endorsement of sponsorship, 1 for the purpose of finding out whel er stations would welcome our reco mendations, whether there would dissent or resentment, whether should add anything, leave anyth out, or change any wording.
We ceived comments from the broadc ers' and representatives' organij tions, and substantial changes v made, taking their suggestions i account insofar as possible.
Its dominance is not new, but has been proved by suivey after survey of the market. The latest surveys show: For an industry which only a year ago was under bitter critical attack for neglecting its "public re- sponsibilities," the record, of course, is an extraor- dinary one.
Unfortunately, however, it is one side of the tv story which is too little known or understood by the general public.
Preliminary analysis of A. A single one of the Great Debates, for example, was watched by an esti- mated 75, By contrast, the seven famous Lin- coln-Douglas debates of at- tracted, according to Carl Sandburg, a total of 78, people.
But the astronomical audience fig- ures which tv achieved, and the wide comment which the Great Debates and convention coverage provoked in the press, have obscured what to sponsor is easily the most significant aspect of the industry's effort — the voluntary contributions of hard cash which tv networks and stations have made to the cause of political under- standing.
Advertising revenues lost by the pre-emption of network time for un- sponsored political telecasts. Advertising revenues lost by the pre-emption of spot time for unspon- sored political telecasts.
Net loss incurred by the differ- ence between the costs and the sale price of commercially sponsored po- litical telecasts i. Special-out-of-pocket costs in- volved in setting up program, produc- tion, technical, and other facilities for campaign coverage.
Tv has givf more free time and received less rev nue from the major parties. Exact costs are not available, and hy not be for many months ABC jt week reported that it was just ting in the last bills for Los An- es , and the complexities of net- f rk booking may never reveal the e picture.
According to one network spokes- man "unless you saw the network installations, you can't possibly vis- ualize the expenses involved.
Each of us virtually set up a completely equipped television station with full engineering facilities, studios, of- fices, decorations, furniture, for a five-day operation at the Democratic Convention, and another complete station for five days in Chicago.
The Great Debates which, of course, took place in free unsponsored time, will probably, when all bills are in. Regular line charges, of course, for the debate itself, were on top of this figure.
In addition to the well-publicized conventions and Great Debates, tv networks and sta- tions have scheduled hundreds of hours of programs or program fea- tures designed to acquaint the public with the candidates and issues of the campaign.
Both sponsored and unsponsored shows figure in the list. In addition dozens of local tv sta- tions and station groups such as Westinghouse and Corinthian have produced special campaign programs.
Accurate figures on the net costs to the industry of such programing are. Election Night Coverage, on all three networks will pre-empt at least two hours of prime time plus many hours of fringe time and will in- volve fantastically complex news and facilities preparations which will only partially be repaid for as in the case of convention coverage by advertis- ing sponsors.
Coverage of Republican and Dem- ocratic meetings meant loss to industry of S9,, 2 Great Debates.
Tv asked to make this gift. Cost to nets and stations will total nearly S2. Xo professed to know accurate answer But all, w ithout exception, question certain of sponsor's figures as t low.
Pulver, Colgate-Palmolive media manager left , by vice presi- dent in charge of network sales George Arltedis. T At first glance, anyone remember- ing pre- network radio would think of the schedules as skeletonized, but a more realistic ap- praisal would reveal that the radio networks — all of them when CBS.
And the networks last week were optimistic. Despite all the requiems and. Agency ob- servers, although not going as far as Emil Mogul's suggestion that "night- time radio should be abandoned as we know it today, with a skeleton op- eration maintaining public service iprograroing.
They claimed that stations still don't like the idea of selling themselves so inexpensively as affiliates.
In the face of dollar signs and dis- senters, network radio salesmen are still in an optimistic mood. Their argument is that what they have given up in the way of programing they have sotten,vhack, in clearances: Station clearance is no longer con- sidered a problem, they stressed, as the schedule have been drawn up with the approval and cooperation of the affiliates, who have in turn prom- ised maximum clearance.
So many have written us off, and in many cases for good reasons. If we are to survive, the pitch must be made, and heard—now.
NBC also stated that it had been in the black since March, , would be for the year as a whole and into the first quarter of at least — with a big year expected.
CBS thus becomes the last to make the switch from old-time programing. Anl advertiser spending tv and magazine money may only be getting weekly] exposure.
For the same money, on less, we can saturate the nation. A third plus," he continued, "is added] reach. We can take any kind of a tv!
And, finally, network radi'j can help an advertiser force distri-j bution, even in soft goods. The local stores, in turn, will have to have large supply of the sponsor's item stock.
Pauley left ABC v. Rafael, national program director. Also, the network reaches 1 1 irgest audiences throughout the T eek.
Selectivity — NBC reaches a Wvy number of "key group" custo- lers especially the age group ith the highest market value. C, puts 01 daily hour show sans cameraman, floor managers, production assistants.
Van Horn, a jack-of-all-trades by nature, has put the octupus to shame. Control room aside, he is the only person involved in putting on the Bob Gordon Show, which is aired from 9- 10 a.
And — oh, yes — he's prop manager at the station. The fact that the American labor movement hasn't protested is one of the unanswered questions of the time.
The production details of this daily program call for two live cameras, a "birthday board" with motor-driven crawl for salutes to kids, live appear- ances by the m.
Because of the programing sched- ule, there are no cameramen, floor men or production types available to get live portions of the show on the air.
Since he is an experienced hand at finding creative and imaginative an- swers for using sets and scenery eco- nomically, Van Horn's set-up for pro- ducing the Bob Gordon Show was not just luck.
Here's how he works: Each morn- ing Van Horn pre-sets his own scen- ery, lights and sound. He also pre- sets both cameras — one on himself and the other on the birthday crawl.
Before he goes on the air, he provides the audio and video operators in th? To cue himself, Van Horn rigged up a clock which he sets up under one of the camera lenses and switches on his own mike for his audio cues.
In the beginning of the one-man operation, naturally, there were rough spots. But today, the station reports, the program runs as smoothly as it would with a full crew.
As a matter of fact, Van Horn's success is so highly regarded that the WSJS-TV program manager is now using the one-man technique on his daily morning news program 7: This season, Burlington Hosiery, flushed with success over its first tv try, took the tv route with a gigantic, cut-in plan involving seven shows and three networks.
A; thur, embraces dealers in moi than cities. Literally "mountains" of pape work were involved before the hua and first large scale project of th kind, could be effected.
The plan ei compasses six night net shows: That the jumbo iroject, which was put into effect tarly in September, is producing vhat the advertiser went after can be ummed up in the comment by Bur- ington Hosiery's advertising and pro- notion director, Nathan S.
As it stands now, each of the oordinated Support Stocking dealers s identified during each of the seven let shows at the cut-in portion of the josiery commercial.
I The commereials — some taped, oth- ,rs filmed — are the same in all the rmrkets. Which is the Jurlington Support Stocking?
Against musical, tap dance background, an ttractive woman, legs clad in nylon jiose, defies the viewer to guess which 3g is adorned with the support stock- jng.
The commercial sells the idea ihat support hose do not need to be Jiss attractive than sheer hosiery. It jlso points out the firm lift and sup- tort of the functional hose, and, con- jistently emphasizes the name Bur- lington Support Stocking.
The dealer jut-in breaks in at the close of the jommercial. Then, when viewer interest is at its peak, the local station cut-in tells her where, in her own locale, she can purchase the Burlington product.
It is the same commercial used in Burlington's first tv try last spring. At that time, and strictly on a test basis, Burlington Hosiery bought tv spots in five markets: Boston, Cin- cinnati, St.
An eight- week campaign, it ran from Febru- ary to April. Six to 10 spots a week were used, minutes and 20's.
It was this first cam- paign which triggered the huge ad- vertising program now in effect, a plan which despite its immensity, works smoothly.
The cost of this unique cut-in? NBC, on the other hand, has assumed all the necessary trans- actions, billings, etc. Arthur left and Burlington Hosiery advertising and promotion director, Nathan S.
Lanning, handing over a small portion of the paper work involved In massive cut-in arrangements, to W.
Taped commercials start with once- over-lightly make-up job. He's buying 30 counties but needs to reacb only half of one I v is being called on to perform a small miracle in New York this week as a Democratic campaigner for office bucks an established Republican stronghold.
He is Phil E. Whether this "seasonal" product can be sold to a splinter audience re- mains to be seen — tomorrow. Gilbert is using the facilities of WNEW-TV, New York, which reaches some 30 counties, to get his message across to families in his home district — rough- ly, one half of one county.
Thus Gilbert is paying a premium price in advertising to ensconce himself in office. Because he's this far behind before the start of the Please turn to page 48 38 SPO.
Gilbert himself is former announcer, a tv plus. He's young, energetic, is tv's only local candidate.
He uses costly despite 'waste' coverage because of its impact. It has revealed its step-by-std approaches to an upgrading of co] claims and product presentation.
Thr basic pursuit, says Frank White, i volves "just plain old-fashioned ho esty Good taste and integrity "ca not be established by a board of - rectors," but thev can be encouragi and developed How is McCann doing this?
Fii of all, by setting up the review groi in which each of more than p sons "has a personal sense of pa ticipation. A major hurdle was surmounted when they arrived at a definition of terms concerning validation — the substantiation of product claims and product presentation.
This is why all claims are reviewed by each of the agency's three plans boards as well as by attorneys. The legal and the creative groups are working well together despite initial creative "apprehension that the cold hand of the law would inevitably slow up the fingers on the typewriters and crayons on the drawing boards.
They "as- sume responsibility for obtaining, in- terpreting, and passing on to our ad- vertising professional people all in- formation in connection with legisla- tion, rulings or other pertinent data relating to the ethical area of our operations," explains White.
The agency has taken further re- sponsibility in checking into the char- acter and reputation of scientists and consultants who contribute to the ma- terial which is used in product claims.
It gets "basic information concerning the identity and professional standing of all scientific professionals" who participate in the advertising pro- gram, whether they're hired by the client or the agency.
Set up a review group Set up a reviewing group of more than agency persons S to study electronics and other media to "determine what 1 revisions, if any, should be made in standard practices.
M-E's con- m H elusions: The agency has primary responsibility for validation 1 of any technique used in connection with demonstration m B and for visualization of the products which it advertises.
Validation material is reviewed by three McCann plans B boards, attorneys, and the ethics group. Last has sparked B check into "character and reputation" of scientists, consult- g ants who contribute to validation.
A leading asphalt manufacturer, Tr! Here s how it happened: More con- sumer-slant e. This year's campaign has shown an even greater trend toward con- sumer away from all-out institutional eell — a strong indication that Tri- State plans to step up its tv cam- paigns in the near future.
As ad manager Witten put it: The same applies to other people in the area. When a new business, a new school opens or a private citizen wants to put in a driveway, they think of Tri- State because they've seen our com- mercials.
A quiet but, nonetheless, signifi- cant trend is underway, according to Ziv-UA. See sponsor, 14 February , p. But today there's big news in the augmented role na- I tional advertisers are playing in cer- tain shows.
What kinds of national sponsors use syndication? They're the same types which use network television.
In some cases, in fact, specific brands divide up their tv program budget be- I tween network shows and syndicated I shows.
These categories of national I sponsors are now using syndication: I tobacco, drugs, foods, automotives, I beers, soft drinks, cosmetics, and per- sonal services.
These 15 national sponsors are currently using Ziv-UA syndicated shows: American Tobacco, Pet Milk. Carling's, and Household Finance. What makes the list impressive is that it's the current client list of just one syndicator.
The constant increase of national sponsors has been the key weight shifting the balance in syndication from a station-supported to a sponsor- supported medium.
In some shows the sponsor major- ity is even higher, according to the Ziv-UA survey. In the past, the sponsor share has often been much lower.
Even highly successful Sea Hunt, now in its fourth year in syndication, went on the air in "with virtually no national advertisers.
A roll call of regional advertisers now using the same syndicator's shows includes these 20 companies: Standard Oil of California, Kroger Co. Ziv-UA has probably the largest client list of any syndicator in the business, and it has produced more programs for syndication season af- ter season than any of its rivals.
While other important syndicators endeavor to bring out two, three, or four new productions for syndication each year, Ziv-UA says that it has kept up with its announced policy of maintaining an average of six new productions available every year.
Sea Hunt, now in its fourth year of pro- duction, and Lock-Up, in its second. Two of the six shows, Case of the Dangerous Robin and This Man Daw- son, appeared on the tv scene for the first time in the last 12 months.
An- other new production, Tombstone Territory, consisted of new episodes of a program concept which proved itself successful on a prior ABC TV run.
Ziv-UA's sixth entry for I, Miami Undercover, is currently in production on location and started sales within the past two weeks. Ziv-UA released Miami Undercover at this time partly because it believes that a ratings trend favoring suspense shows is now happening.
Miami Undercover, one of five tv properties contributed to Ziv- UA by the United Artists side of the family, is the first of such shows to be released since the Ziv-UA com- bine was formed.
Miami Under ccver is sold in 22 markets, including Buffalo, Miami, Cclumbus. Houston, Denver, Atlanta, and Los Angeles. Returning again to national spon- sors and their increased use of syn- dication, the most interesting ques- tions that arise are why they use syn- dicated programing at all and how, once in syndication, they use it.
The buying habits of national spon- sors vary. Chicken-hearted juvenile delinquents arc microscoped by KOTV. This collective community commentary is a sampling of work in progress on the local Corin- thian television front, a variety of riches folks don't have to get up at five in the morning to sec.
The programs are set for evening viewing in time made available every third week by enlightened Face the Nation scheduling on the part of CBS.
Each Corinthian station is mining this prime- time nugget in its own way. Local staffs, con- fronted with the stimulus of a programming opportunity in evening time surrounded by net- work competition, arc responding creatively.
In- stead of a canned package designed largely to keep one half-hour from rubbing against an- other, we have exciting explorations of com- munity life, well-budgeted, lovingly planned, carefully produced, and interesting to area audiences.
They may even be interesting to advertisers but, sponsored or not, they'll be presented with pride and confidence as local productions mirroring local conditions, in keeping with the Corinthian group's emphasis on individual programming.
Stations have the option to delay them. CBS has assembled a potpourri of human interest, information and guest spots.
CBS still retains a strip of a. On weekends are Edward R. Murrow and Mitch Miller. Drama was kept on the schedule "by request of the affiliates.
In the sports depart- ment, an old Yankee double-play com- bination has taken over. Phil Rizzuto retains his evening show with Pat Summerall of the N.
Football Giants during the current season and Gerry Coleman is spotted throughout the weekend. Arkedis said that there is "no clearance problem.
Pauley, vice president in charge of the network, are declaring that "for the first time in years, net- work radio is bullish.
Pauley said that advertisers should be aware of Flair — a daily 55 minutes of five-minute feature seg- ments starring well-known personali- ties — by the end of the first quarter and should be getting on the band- wagon.
As of now, he said, it has the highest clearance of any sustaining show in network history. The 11 daily Flair segments can be spotted at any time between p.
All segments not sold on the network are available for local sale on a two-week recapturable basis. We are selling minutes, 30's, alternate minutes and 30's, and full programs.
The medi- um can be effective for any national advertiser of every budget range we have Cadillacs and Christmas tree or- naments on ABC.
Pauley, are the fact that media departments have been brought up on tv. And the advertisers' clearance traumas. We don't envision these problems any more.
Erwin, assistant and spokesman for Robert Hurleigh, "lies in the fact that its en- tire operation is geared to comple- menting rather than infringing upon the affiliates' local images.
Success in clearing sched- ules is due," Erwin declared, "to serving the stations rather than tell- ing them what to do.
Stations recip- rocate by going all out to accommo- date our commercials. Why is there often a big spread in commercial producers' Cordon Kolvenbach, commercial pro- r f.
For example, a new client to a film company could be a reason for either Differences in understand- ing betuven agency and producers one factor a low or high bid: Conversely, an old client may occasion a low or a high bid de- termined by past experience working w ith the same account.
Overhead is a large item. On the surface, it might seem to be a factor in raising bids. However, it could also cause low bids. The film com- pany with a large permanent staff and expensive real estate has to have vol- ume to stay in business.
Never- theless he is in business to make a profit, and somewhere else bids will be higher than normal when "the trafTi w ill bear.
To a large extent film companies start even — equipment, crew costs, film stock, basics are similar. Some, by perhaps an unwritten business phi- losophy, are more conservative or lib- eral and bid higher or lower as a rule rather than the exception.
The de- gree of detail of the storyboards. If the film producer has a differ- ent conception of the sets required, the time allotted for shooting, the crew provided, or any of the areas of variable costs, there is bound to be a large variance in bids.
The remedy seems obvious — better understanding and communication. This should be simple for people whose livelihood depends on lucid communication.
Certainly if this problem exists, strides can be made toward better understanding by perhaps a less frenzied pace, more detailed instructions, and more mu- tual trust and confidence between film producers and their clients.
Cera Id Auerbach, president, Gerald Productions. Vetr York All production elements, which re- late to cost are reasonably equal: That's why it is so inter- esting to realize that there is a wide range in the prices bid by several producers on the same production.
When we are asked to bid on a pro- duction, we do so on the basis of two areas: Gener- ally, we estimate for far more prep- aration, production, and post-produc- tion time — even at the risk of not being competitive in price to other producers.
It is our feeling that the quality of the final production is very closely related to the amount of plan- ning, insight, and understanding of the client's needs.
The individual producer's interpretation of the story- board as well as his own approach in terms of production values are all- important aspects in cost estimating.
Pre-bid discussion of client require- ments are a must, since it is unfair to the producer not to have the client indicate his standards and production values.
By underestimating the costs in- volved, in order to place the lowest bid, we run the risk of insufficient preparation, planning and p re-shoot - ing time and thus of doing an un- satisfactory job.