We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
upper end of its consumer products line. There was a six-minute total of commercial time. The "What If?" documentary was repeated, and two 90-second pitches — one stressing the reliability of Motorola consumer products and how they are constructed to minimize service calls. The other dealt with Drexel cabinet craftsmanship, along with Motorola technical know-how, and showed the full line of tv and stereo models. In a one-minute commercial Motorola plugged its latest all-transistor car radios. It was apparent that although Motorola has come a long way since the days when road signs spread the word of its car radios, the company was not forgetting its 30-year leadership in this field.
Sponsorship of The Power and the Glory — dealing with an ethical controversy — brought both bouqets and brickbats from the public, Farris reports.
On 1 1 December, Motorola presented its tour de force — The Bing Crosby Christmas Special (ABC TV) , splitting the tab with Timex. This was the blockbuster to hypo
Christmas sales, and in the threeMotorola's promotion and merchandising efforts had gained momonth span since the first special, mentum, but were now accelerated. In audience-building, for instance, in addition to tv page newspaper ads, ads ran in Tv Guide. Newspaper ads were run, too, on the day after this special.
A tv receiver was designed especially for the occasion, tagged The Bing Crosby Christmas Special. It featured a four-function remote control unit and was priced at $229 competing with prices of portables. Enhancing the deal was a free rollabout cart, a $19.95 value, included with purchase.
Dealer windows featured the Christmas motif, with a head of Crosby wearing a Santa hat. Window banners read, "Merry Christmas from Bing and Motorola."
Motorola used the Christmas Special to show every item in its line as gift suggestions — from transistor and clock radios, portable tv receivers, and portable stereos to high-styled cabinet models and consoles. But the major push was
for The Bing Crosby Christmas Special — and in this commercial, which featured a comic Santa demonstrating the model, its price was flashed twice, as opposed to the one time flash for The Carnegie Hall Salute model on the first show.
An informal telephone survey conducted by Motorola in 50 cities prior to the beginning of the tv campaign indicated a serious lack of consumer awareness on brand name. A similar survey conducted following the Crosby Special showed a noticeable difference in response, according to Farris. He believes that the specials played a significant role in up-grading the Motorola brand name.
At sponsor press time, nothing had appeared on the horizon comparable to what they had last year, according to Farris, who maintains that Motorola is seeking something really spectacular. The Telstar debut, he maintains, would have been an outstanding opportunity for an advertiser to gain real prominence — but it happened too fast, he says, and there was no advance notice of the event. ^
~^«_. ~ *+.— *.,—*. KANSAS
$24,000,000,000
■VlOrlCGf OKLAHOMA
OVERNIGHT FROM
JACKSON,
MISSISSIPPI
70,000 retail establishments with total sales of 11 billion dollars Jackson is halfway between Dallas-Atlanta and New Orleans-Memphis.
WLBT
channel
54
NEW ORLEANS
GULF OF MEXICO
HOLLINGBERY ■ W JT W channel 12 KATZ
SPONSOR/ 1 October 1962