Advertising on Television

ADVERTISING ON TELEVISION Volume 4 (approx. 50 min.)

WHY SHOULDN’T I STICK WITH NEWSPAPERS? - A fascinating film by the Television Bureau of Advertising that explains why many advertisers should and must look beyond newspapers.

Using the results of many complex surveys of the buying public, coupled with common sense and an understanding of modern sales techniques, the producers make the case that television is the only medium that effectively allows for the use of the same techniques that a salesman might use on a customer in a store.

Additionally, using the Montgomery, Alabama-based Montgomery Advertiser-Journal as a jumping off point, the producers cite the paper’s best penetration into the marketplace as 41%, whereas television’s penetration in the same market is never less than 67%.

Viewing statistics support the use of television throughout the year, as audience size doesn’t alter but viewing hours get extended in the summer months.

From its beginning as a medium with few sets and lots of viewers per set, television’s growth into a near-saturation medium, with multiple sets per family is profiled, along with the viewer habits that are established, turning television into a personal medium in a way that newspapers never can be.

Television’s emotional involvement is spotlighted, along with its ability to deliver messages on levels infinitely more sophisticated and powerful than newspapers.

Finally, the development of new markets and television’s ability to reach them is analyzed, along with some of the success stories of the late 1960’s and early 1970’s, including Westinghouse and Hallmark.

TELEVISION ADVERTISING: PROLOGUE: A dazzling documentary on the way that television has affected the marketplace for advertisers and sellers, and the manner in which the viewer has been affected.

Viewer habits are analyzed along with the way that television - in contrast with all other media - is perceived by the audiences that the advertiser seeks.

Breakdowns include the level of television penetration into each segment of the marketplace, and the way that new developments, including color and the integration of music, affect what viewers perceive about products and the medium.

Numerous commercials from the 1950’s are shown for contrast and to illustrate the way in which audiences have changed with television.

ADVERTISING ON TELEVISION Volume 5 (approx. 55 min.)

CEREAL HEROES: SUPERMAN AND SPACE PATROL BREAKFAST COMMERCIALS A panorama of breakfast food and toy TV tie-ins from the early and mid-1950’s, beginning with Kellogg’s 1950’s advertising campaigns built around THE ADVENTURES OF SUPERMAN.

With star George Reeves appearing as Clark Kent (when Superman shows up, it’s in the form of stock footage from the show of him flying), sometimes with Jack Larson’s Jimmy Olsen and John Hamilton’s Perry White, all about to enjoy Kelloggs’ Sugar Smacks, Corn Flakes, or another of the company’s cereals.

Reeves is introduced by Tony the Tiger and Katy the Kangaroo (a now-forgotten animal that also appeared on boxes of Frosted Flakes), and plugs Sugar Frosted Flakes.

Included are ads for the Flying Superman toy, and the Superman t-shirt.

Old-time Hollywood actors Zazu Pitts and Donald McBride also appear in commercials for Kelloggs’ Corn Flakes featuring Superman stock footage.

Also, there are promotions for cereals involving free miniature Superman comic books inside. More familiar Kelloggs cartoon spokespersons Snap, Crackle and Pop (and their buddy “Pow” for Power).

Additionally, this tape presents a series of commercials derived from the SPACE PATROL, starring Edward Kemmer as Buzz Corey--Kemmer appears along with Jack Narz as Cadet Happy, promoting Ralston Purina cereal Wheat Chex and Rice Chex, and such toy tie-ins as a set of space binoculars.

Finally, Ronald and Nancy Reagan (and their daughter Patti) are seen plugging General Electric lighting fixtures and other products.

ADVERTISING ON TELEVISION Volume 6 (approx 60 min)

TELEMPATHY: THE LANGUAGE OF INVOLVEMENT: A late 1960's Television Bureau of Advertising documentary about television as a medium, giving the reasons for television's growth as an advertising medium.

Providing concrete examples from television ads dating from the 1950's to the end of the 1960's, the film explains how the medium has evolved, and the manner in which messages are much more sophisticated and, thus, far more effective.

The major changes in television, as delineated in this film, include showing rather than telling, and replacing narration with commentary.

Ironically, the reason that television became the main outlet of advertising is closely related to the way in which it had become the major source of news as well.

WHY BECOME A TELEVISION SALESMAN: A Television Bureau of Advertising film taking a look at the careers of five salesmen from five different stations from different parts of the country.

Each one tells how long he has worked in the area, and what the demands of his job are, and what the rewards are.

The requirements and the opportunities compared and contrasted in the different cities and regions, along with the different challenges.

Additionally, we get a look at the role that each man plays within his respective community.

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