Sponsor (Oct-Dec 1960)

■ Capsule case histories of successful local and regional television campaigns TV RESULTS CANNING JARS SPONSOR: K. .1. Korvett AGENCY: Direct Capsule case history: A special sale promotion on WHNBTV. New Britain-Hartford. Conn., showed E. J. Korvett the \alue of tv throughout the year. Previously this pioneer discount chain, based in New York, had been strictly a print advertiser in this area. For the promotion, it used saturation daytime I.D.'s to push one or two items each day, for sales impact the following dav. According to Earl Perlov, store manager, and Mrs. E. Nelson, promotion manager for the chain, most of the goods sold out the same day advertised. But what impressed Korvett most was the sustained response for weeks after the schedule. The advertiser quicklyplaced a series of schedules w ith WHNB-TV on a year-round basis, in an over-all campaign to promote the store itself, rather than specific items. Result has been an all-time high in store traffic in all departments. E. J. Korvett Co.'s usual schedule with WHNB-TV that has proved to be successful: Twenty-five I.D.'s throughout the day, Wednesday. Friday. BEVERAGES SPONSOR: Squirt (Varietj Club) VGENCY: Hadley Miller Adv. Capsule case history: As part of a new consumer campaign to attract those who had never used its soft drink Squirt as a mixer with beverages, the Hadley A. Miller Advertising Agency of Toledo decided to try local spots within the confines of The Jack Paar Show on WTOL-TV. The 12week campaign consisted of one 60-second spot, Monday through Friday, for six weeks. This was alternated with a 20-second "reminder" spot each Thursday night every second i week. WTOL-TV coupled this campaign with a good merchandising campaign to back it up. and covered the Toledo area with clever cards sent to retail outlets and taverns. Results: a 100% increase in sales since 1 May. In addition.! the advertiser reported that Squirt distribution tripled August, compared to the same period in 1959. Squirt uses only WTOL-TV. and the Hadley A. Miller Advertising Agency has now issued a contract renewal for 39 more weeks.l WHNB-TV. New Britain-Hartford Announcements WTOL-TV. Toledo DEPARTMENT STORES SPONSOR: Robert 0. Hess Co. AGENCY: Direct Capsule case history: Robert 0. Hess, food broker in Wheeling, had never used tv before, and his five-week campaign on WTRF-TV to promote his "Ball" canning jars was strictly an experiment. The second day of his campaign he made a visit to some of the supermarkets distributing his products to make a pitch for carrying the jars. In each place the manager had already seen his spots and wanted to know when the jars could be delivered. By the end of the week he had contacted most of the stores and found that the jars had been pre-sold to the managers in 90r> of the outlets by the advertising, e\en though he hadn't sent them an information bulletin to back it up. But the spots were equally successful in -tiling the consumer. Thousands of housewives in the Wheeling area who had never done their own canning were induced to try it after Beeing the commercial. It'll be a record year for Hess, and now he is planning to use WTRFTV for other products he distributes in the Wheeling area. WTRF-TV. Wheeling, Weal Va. tanooncementa i;; AUTOMOBILES SPONSOR: Don Watson Pontiac AGENCY: Direct] Capsule case history: Walt Casteletti, general manager ofl Don Watson Pontiac of Clinton, New York, reports that PonJ tiac sales are soaring in this area of the state since 14 Marclu when Watson started using, as its main advertising medil urn. WKTV. Casteletti himself goes on the air nightly, shovl ing either a new or used car in a one-minute live announce! ment. "It doesn't necessarily sell the car we're advertising."] he says, "but it has built up more floor traffic than we've ev« r known before. The big trick is keeping enough stock on hanJ to sell." Using a late evening schedule, the dealer usuall; gets immediate response, and has received calls within two minutes after the finish of a commerci though Don Watson Pontiac is located nine miles from Utic the biggest percentage of customers drive in from Utic; Cooperstown. Syracuse, and Rome. ''Our WKTV campaig has been so successful we've sold out all our popular mode and now have difficulty getting a new supply from factory WKTV, Utica-Rome, Y Y. Announcemeii SPONSOR • 3 OCTOBER 196" Her usualil at WKtJ . tercial. Al ;