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counter, hence the institutional format.
Solomon states that the best measurement of his radio advertising's success is the many favorable comments that he receives daily. While he finds it difficult to attribute a specific part of his sales increase to his use of radio, his customers continually encourage him to continue his public service sponsorship. Solomon believes that with so many people favorably commenting, the radio announcements must lead substantial numbers of potential customers to his store.
The other half of the station's news-specials sponsor "team," Calhoun Life Insurance, has been sponsoring emergency weather coverage for the past five years. During that time, it has brought news reports of four hurricanes to listeners.
As soon as WCSC learns of extreme weather forecasts for the area, it notifies Calhoun Life. Prepared copy is ready at all times, and the conditions of the contract go into effect immediately when dangerous weather conditions appear imminent.
Calhoun Life is billed on a flat daily rate, since there are often more than 150 weather bulletins broadcast each day. In order to insure complete coverage during such times, the sponsor pays the operational costs of the station from 12 midnight to 5 a.m., and the radio facility stays on the air until the danger of the hurricane has passed.
Commercial messages depend upon the length of the weather bulletins. In-depth reports carry oneminute institutional spots, while shorter reports mention only the Calhoun Life name.
The president of the insurance firm, Robert Lovvorn, is "very pleased" with the results of his organization's sponsorship. Based in Columbia, S.C., the life-insurer reports much appreciative comment from residents in its Charleston sales area who have responded to the company's commercial slogan of "Insure with us, because we invest with you."
Calhoun Life, along with the Solomon company, have both found that an institutional sponsorship of intangibles can have tangible results. Each is an example of how public service serves not only the public, but sponsors as well. ♦
October 12, 1964
Radlio/tv:
a bargain buy for bargain sell
Local retail merchants find broadcast promotion increases Winston-Salem bargain-day business 50 percent
■ Over the past few years printoriented retail sales outlets have been discovering that tv is an effective sales medium. While there has long been a number of staunch retail supporters of radio, there are now a growing number of tv enthusiasts among retailers. Some have entered tv to fill particular selling needs — to advertise sales, fashion shows and new seasonal
lines; others to promote their stores on a regular basis.
One of the latest groups to find proof of tv's sales power is the Winston-Salem Retail Merchants Assn. for whom tv brought a solution to "bargain days fatigue."
For the past several years these retailers had been faced with such public indifference to their semi-annual "Bargain Days" sales that they
What's a BDACTW-S? That was the big question posed to promote interest in Retail Merchants Assn. "Bargain Days." Here AAayor M. C. Bention of Winston-Salem officially opens sale.
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