Sponsor (Oct-Dec 1959)

TOYS SPONSOR: Bostwick-Braun AGENCY: Direct Capsule case history: Three Lucas County deputy sheriffs rode to the aid of besieged Westgate Shopping Center in Toledo, when WTOL-TV's Romper Room host Miss Judy made a personal appearance at a Bostwick-Braun outlet, the Lion Store. The shopping center's 5,000-car parking lot was filled to capacity and other parking lots were hard-pressed to accoiiiniodate the hundreds of others that had come to see Miss Judy. Bob Faver, Lion Store manager, reports that, "The Lion's Store toyland was swamped by 3,000 parents and youngsters when the event got underway officially." Max Davis, president of the Westgate's Merchant Assn., reported that this was one of the biggest Saturdays the shopping center had ever experienced. The Lion Store toy department manager and buyer said, "Sales were up 75% for the day. This tremendous sales increase was unexpected by store personnel, as they did not anticipate parents buying toys with children in tow. Romper Room really sold for us." WTOL-TV, Toledo Announcements Capsule case histories of successful local and regional television campaigns I NEW CARS SPONSOR: C. Weaver Chevrolet, Inc. AGENCY: Direct Capsule case history: C. Weaver Chevrolet, Inc., is totally sold on the effectiveness and selling power of television as a result of his advertising campaign of WKTV, Utica-Rome, N. Y. Weaver, a new car dealer, scheduled two flights of eight-second announcements to run four days each with an 11-day hiatus. Weaver used 47 eight-seconds during the first flight, scattered throughout the broadcast day, from the early morning Today show until sign-off. Immediately he sold 17 new Chevys and "that Saturday was the best Saturday, saleswise. we have had in two years," Lloyd Ellsworth, general manager, reported. The 74 eight-second spots used in the next flight were spread throughout the day as before and again Weaver experienced tremendous sales. This time a total of 43 cars were purchased by WKTV viewers — seven on Saturday. 21 on Monday and 15 on Tuesday. What really concerned Ellsworth was Monday's sale. "Imagine, 21 cars on a Monday! We are absolutely sold on WKTV." WKTV, Utica-Rome Announcements MOBILE HOMES SPON.SOR: Blue Ridfie Mobile Homes. Inc. AGENCY: Direct Capsule case history: The Blue Ridge Mobile Homes, Inc., (jf Crimora, Va., purchased a special spot campaign on WSVA-TV to announce the grand opening of its new mobile homes court, sales and parking. Blue Ridge's sole aim, when it purchased the spot schedule, was to draw a crowd. The complete attendance for the three-day event was conservatively placed at 8,000 people. "In my experience, this was the largest number of people that have turned out for any private showing," said Charles Bishop, sales and court manager. On each day's showing customers were asked to fille out a card giving their name, address and if they were interested in purchasing a mobile home. On one day 170 people stated they wanted to buy a mobile home immediately; another 300 indicated they wanted to purchase a trailer in the near future. "I want to say, 'WSVA-TV's command as a complete advertising medium in the Shenandoah Valley, suited itself emphatically to our need'," Bishop remarked. WSVA-TV, Harrisonburg, Va. Announcements 42 BANKING SPONSOR: Silver Gate Savings AGENCY: Don Larson Advertising & Loan Assn. Agency Capsule case history: Silver Gate Savings & Loan Assn. in San Diego, through the Don Larson Advertising Agency, sponsored a live hour spectacular on KFMB-TV, San Diego, starring Academy Award winner Andre Previn. The program. An Hour with Andre, was the nucleus of its campaign to announce its newly increased dividend rate. Cost, including everything from time, talent, set design, to coffee breaks, was under $5,000. Over a month and a half later, the promotional effect was still quite evident, and Robert D. Aston, assn. advertising manager, reported: "The business produced by the Previn show contributed to a highly successful transfer period. There were between S6V2 and $7 million worth of new deposits alone the first four weeks after the show. This is an unprecedented transfer period in the history of the organization. Not only that, but the voluminous mail indicated that we received invaluable goodwill." KFMB-TV, San Diego SPONSOR Program 5 DECEMBER 1959 Kfi