TO LORD

Dan Meyers Now Head
Of PlanPartners in KC
K VNS AS CITY—Motion picture exhibitors
attending the advertising seminar .it
Sinus -A-Rama 20 in Kansas City lasl month
were nol ass arc of it at the time, but while
thej were listening to marketing consultant
Dan Meyers discuss a study conducted on
UA's "Carrie" campaign, they were witnessing
the emergence of a new concept
in film advertising. According to Meyers,
the plan, which involves analysis of research
findings, will offer a much-needed
third alternative to advertising campaigns
currently designed cither on the East or
West coasts.
CALENDARofEVENTS
APRIL
Additional Choice Offered
"We feel our plan will provide an additional
choice, a middle ground if you will,
between the philosophies that exist in New
York and Los Angeles,"
Meyers explained.
Formerly associated with Galvin/Farris/
Ross here, where he specialized in film
marketing and advertising. Meyers now
heads his own agency, PlanPartners Advertising
& Public Relations, Inc. He told
Boxoffice recently that the idea behind his
approach to campaign strategy is based on
an analysis of questions answered by filmgoers,
which next are evaluated by a strategic
planning board. This committee is composed
of creative people from advertising,
psychologists, university cinema professors,
exhibitors and film producers. The group
will seek to isolate a "strategic selling concept"
unique to that particular film. This
is an exclusive technique developed by
PlanPartners. "The findings." Meyers explained,
"then will be used to help develop
new campaigns, as well as overhaul existing
ones that are not successful."
The questionnaire on "Carrie." submitted
to students in a film class at the University
of Kansas. Lawrence, and subsequently discussed
during the S-A-R advertising seminar,
is the prototype for Meyers' study
format. A number of illuminating points
pertinent to campaign planning emerged
from the study. Meyers stated.
Media Effectiveness
Noted
For example, 21 per cent of the respondents
heard about the film through media
advertising, and 27 per cent heard about it
via word-of-mouth. Sixty-five per cent said
they knew something about the film's story
before they saw it. "This certainly would
suggest." Meyers said, "that advertising and
resultant word-of-mouth must have been
contributing factors in encouraging them to
see the film." He also pointed out that
while 29 per cent of the students said they
generally were indifferent to advertising
claims, 36 per cent admitted that advertising,
in part, persuades them to see a film.
Regarding controversial aspects of "Carrie,"
which might tend to dissuade people
from seeing it, 27 per cent considered the
menstruation and matricide scenes controversial,
while 25 per cent thought religion
was depicted as repressive and tormenting.
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