Sponsor (June-Sept 1960)

Capsule case histories of successful local and regional television campaigi TV RESULTS FOREIGN CARS SPONSOR: i \(,l \< 5 : Direcl Capsule case history: "The most successful promotion I evei i. in." said Harold Loftus, owner-manager of Loftus Motoi ( ... ..I S< ranton, Pa., aftei In campaign in this area. "The Buccesa can onl) be atn il.uted to WDAU-TV." The campaign centered on the Goggomobil, introduced earlier tlii> year and considered bj most dealers as lacking conBumer appeal and unsaleable. Loftus decided upon a spot campaign on WDM T\ to promote the Goggomobil, and purchased a saturation schedule of 10 and 20-second anoouncements to run for seven days. The slide with voice ovei Bpots stressed the Iom price (S795) and the excellent ileage (60 mpg) of the Goggomobil. Within the first few days of the campaign, a total of 42 cars was sold to the WDAU-TV viewers. Other sales were made after the campaign, as a direct result of the advertising. In addition, main foreign car dealers in Pennsylvania contacted I. ..ftn through the spots and he sold them 172 cars. WD \l 1 \ . Scranton-^ ilkes Barre Announcements BANKS SPONSOR: St. Joseph's Bank X Trust Co. AGENCY: Direct Capsule case history: The St. Joseph's Bank & Trust Co. of South Bend, Indiana, has found what it terms to be a "natural" h program for its purposes. It needed a program thai would give its employees an opportunity to help pro'""'•• ili« bank more effectively, and found Manhunt, on W MM . was the answer. The show has the highest rating l'" its '""" Period ;' 31.8 from 9:30 to 10 p.m. Thursday m-llK ' "(l '■ Helman, president of the bank, said: WM)| '8 \fanhunt has certainly been a most successful vehicle foi the type of advertising we're trying to do. It has stimulated tremendous employee effort, and we have re••""I ' great deal of comment about the show and our ercials. We feel that we're getting across a good, solid image of what our Lank represents." WNDU-TV's general manager, Tom Hamilton, point,,! out that many locaUdverdsera •""' tested in the -institutional image" and find »wei of 0ff.beai syndicated (,1m. with high ratings. WNDl IN. South Bead rrogram CEREALS ^I'ONsOK: Kellogg Co. Agency: Leo Burnett C Capsule case history: Bob Simpson, the local Norfol sales manager for the Kellogg Co., working with Mik Schaffer, merchandising and promotion director of WAVY TV, set up a special merchandising campaign to supplemen an extensive tv spot schedule on that station. The schedul* consisted of sponsorship of three local kid shows: Quid Draw McGraw, Mondays, 5-5:30 p.m.; Woody Woodpecker Tuesdays, 5-5:30 p.m.; and Huckleberry Hound, Thursdays 5-5:30 p.m. Result: WAVY's efforts secured a major break through for distribution of Kellogg's cereals in the loca Belo Chain Stores, one of the largest chains in the area "We have had the best sales increase in the Norfolk market in many years," Simpson told WAVY. In a letter to Mike Schaffer, C. P. Davidson, division sales manager for Kellogg, wrote: "Business in the Norfolk market certainly shows the extra sales help we've been getting is definitely paying off. We hope to increase our programing on WAVY." WAVY-TV, Norfolk Programs FOOD PACKERS SPONSOR: Ventre Packing Co. AGENCY: Osborn & Probst Adv. Capsule case history: The Ventre Packaging Co. of Syracuse, manufacturers of Enrico's food products, found that new products were forcing their way into the Albany-TroySchenectady market and endangering a tremendous 90% distribution figure for its spaghetti sauce. Pressure was brought to bear by local distributors on both the manufacturer and its agency, Osborn & Probst of Syracuse. Ventre decided to sign a 52-week contract for the syndicated film Target, hosted by Adolph Menjou, and placed it on WAST, Albany, in the 10:30 p.m. slot. Results for Ventre Packaging after more than 40 weeks on the air in this market: a 23.3 Nielsen with a 44% share of the audience. This was 127c higher than the closest competitor. In terms of sales for Ventre, the show considerably strengthened its distribution pattern, returning the spaghetti sauce to the original 90% figure, and sales increased 25% since Target went on the air. Ventre plans on using the show for an indefinite period. WAST, Albany Programs SPONSOR • 11 JULY 1960