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325— at Lindsey & Kroehling, 6305 Rising Sun Ave.
Procedure: Mort Lawrence, who handles the program, sits in the front seat of a De Soto car. Paraded by him are the men and women to be questioned. For each question answered right the contestant receives from one to four silver dollars. When a query is answered wrong, Quizzer Lawrence punches the horn on his car and out comes a musical honk. But right or wrong, each contestant receives a lubrication certificate good for one complete standard grease job at any De Soto dealer garage.
Hung on the wall is a big map of Philadelphia. Each question answered correctly rates so many miles on the map. First contestant to reach goal designated at start of show receives grand prize. Progress of each participant is traced on map with small replica of a De Soto.
A warmup of about 15 minutes precedes show. Production man Don Martin introduces the announcer, the master of ceremonies, and explains the pattern of the show. Selection of quizzers and general glamorizing of the show completes the preliminaries.
Says De Soto dealer at Denston and Koegler, 8046 Frankford Ave., Holmsburg, Pa.
"I'm amazed at the fine reaction of this program. I think we should have started such a program long ago."
Program success is due directly to the showmanship tactics of the program, dealer cooperation, and the obvious and powerful traffic-building angle.
Preceding the program, the dealer, host for the occasion, has an added chance to put over some direct selling. Most dealers take advantage of this period by presenting carefully planned and interesting sales talks.
Conclusion: Radio can do tricks no other medium can. If employed properly, said tricks develop into down-to-earth, money-talks sales!
AIR FAX: Quizzer Mort Lawrence, a special WFIL aircaster, has nimble wit, uses it as quizees stumble on answers by bringing in laugh-getters built around De Soto's pick-up, no-stall, acceleration, etc. Production cost on entire program is low. Talent: $75. Prizes: $50. Time cost: $200. Split among all dealers, this comes down to pleasing particle. Broadcast Schedule: Friday, 8:00-8:30 P.M. Preceded By: The Lone Ranger (MBS dramatic serial).
Followed By: Death Valley Days (NBC drama). Competition: Cities Service Concert (NBC), Man About Hollywood (CBS). Sponsor: De Soto dealers of Philadelphia. Station: WFIL, Philadelphia. Power: 1,000 watts. Population: 1,935,086 (1940).
On opposite page . . . To build interest, each showroom window features a radio display the week before the broadcast.
Below . . . Quizzer Mort Lawrence enjoys the comfort of a De Soto car as he asks questions for the Quiz Caravan.
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