Masonry Magazine March 1975 Page. 17
NBC-TV, NEWSWEEK HIGHLIGHT
'75 IMI CAMPAIGN
The International Masonry Institute, the industry's rapidly growing promotion organization, has launched the most ambitious advertising and promotion campaign in its existence. The 1975 IMI program includes first-time breakthroughs into national television and national consumer magazine advertising, as well as a streamlined new campaign aimed directly at the building and design professional.
20 Million Viewers
Millions of Americans and Canadians will be tuned in this Spring as IMI airs its first nationwide television commercials on NBC-TV's NHL Stanley Cup Playoffs, the "world series" of professional ice hockey. The IMI commercial, which will be aired once during each of seven consecutive playoff games, has been created to promote the excellence of masonry craftsmanship to an average of more than 20 million households. The commercials will be telecast beginning on Sunday, April 13, 1975, and will continue each Sunday through May 25. Air-time for the NBC-sponsored Stanley Cup has been scheduled for 3:30 or 4:00 p.m.
According to IMI chairman David B. Soloff, "This spring marks a milestone in the progress of masonry promotion. Through the valuable contributions of our membership, IMI is now able to drive home the advantages of masonry craftsmanship to a huge audience across North America. About 20 million viewers will be watching each weekend this spring and, thanks to you, they'll be learning about the finest craft in the world."
Newsweek Magazine
The second major phase of 1975 IMI promotion will appear only one day after the first telecast of the industry's national TV commercial when IMI unveils its new advertising campaign in Newsweek magazine (April 14).
Newsweek offers IMI a new avenue to reach the elusive "decision-maker." The April 14th issue of Newsweek's national edition, with a circulation of more than 2½ million readers, will feature an all-new ad designed specifically for this audience. The ad, using the theme, "When you build with masonry, you build for keeps," will be repeated seven more times over the next six months in Newsweek E, a special edition of the magazine which reaches a carefully selected audience of business and professional leaders.
Industry Ads Continue
In addition to the national TV and consumer magazine ad sechedule, IMI has selected nine top building industry trade magazines to carry new masonry ads to builder/developers, design professionals and investors. The industry advertising campaign for design professionals includes: Architectural Record and AIA Journal, featuring a full-color single or two-page ad every month in each publication; Construction Specifier and Canadian Architect, each with six full-color ads this year, and Engineering News-Record, which will include three two-page ads in ENR's special editions.
Advertising to builders/developers, owners and investors for 1975 includes: Professional Builder and Professional Builder's Apartment Business Edition, both to have six full-page color ads during the year; and Buildings magazine, which will include six color advertisements from IMI.
To serve the masonry industry, the IMI campaign will include a new advertisement every month in both Masonry magazine and the BM&PIU Journal.
The entire program for 1975 also features increased efforts in the production of literature and audio-visual aids for IMI members and local masonry promotion groups around the nation. Included on the expanded list of materials are several new slide presentations (including one on all-weather construction) and several booklets and brochures on subjects ranging from loadbearing design to the role of the mason contractor.