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Zales Jewelry Stores Builds G. I. Morale with Quiz Show
SERVICE for THREE
Robert Enoch
by ELIZABETH GILES, promotion and publicity director, KTOK
EVER since the advertising medivim known as radio became a popular form of public entertainment and information, the organization known as the Zale's Jeweijry Stores, consisting of 12 stores located in Oklahoma, Texas, Missouri and Nebraska, has made use of the medium. And all the stores have prospered.
"Zale's as a corporation is 20 years old, and radio advertising has been used dur
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ing most of those 20 years," says friendh vice president, Moe Gimp.
Particularly in the last three years visual advertising has declined as far as Zale's is concerned, and auditory advertising has increased.
While Zale's is partial to question and answer shows, has sponsored them whenever possible in the past three years, Mr. Gimp considers the current Zale's offering the best cpiiz show sponsored to date by Zale's. It is an opinion which Vernon Steinmetz, Zale's manager in Oklahoma (^it), Okla., seconds enthusiastically.
Radio showmanship became the watchword when KTOK's general manager, Robert Enoch, Oklahoma City, Okla., called in his promotion staff to meet with Zale's Jewelry S roRE's executives. Zale's had just bought Kl'OK's line G.I. show, Passin' the Buck which was to be broadcast for l)<)lli Oklahoma City and 1 ulsa stores, origination points
• Knicee Frank Lynch passes the Passin' the Buck questions to a G.I. Joe at Tinker Field, Oklahoma City, Okla.
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RADIO SHOWMANSHIP