Sponsor (Oct-Dec 1960)

RADIO RESULTS FOOD PRODUCTS SPONSOR: Weldon Farm Producers, Inc. AGENCY: Direct Capsule case history: Recently Weldon Farm Products, Inc., was able to measure results of print and radio campaigns, and radio was the most effective. Campaign was a Bpecial two-week promotion for Alba nonfat milk, and since the newspaper advertising featured a coupon, it was assumed that print would outdraw. Newspaper advertising, in one of New York's leading morning papers, brought 7,522 responses. Radio schedule, on Dr. Carlton Fredericks' Living Should Be Fun program on WOR, New York, brought 8,019 responses when the advertiser had to cancel the promotion at that point because it was unable to handle the volume. Had it continued, the radio schedule would undoubtedly have pulled several thousand more, based on the daily response to each announcement. The advertiser carefully studied the results of the campaign. Placements in print and radio were comparable, in cost and exposure, and proved to Weldon that broadcast was the better medium for advertising. WOR, New York Announcements HARDWARE & APPLIANCES SPONSOR: Vaughn's, Inc. (55 stores of all types) AGENCY: Direct Capsule case history: Vaughn's, Inc.. dealer in hardware, washers, ranges, televisions, air-conditioners, home freezers, and refrigerators, decided to stimulate business with a saturation schedule on KXYZ, Houston. Vaughn's purchased a two-week schedule during the month of May, which was "the most effective advertising that we have ever done," said Claude Vaughn, its president. "Within this two-week period we actually received more results per dollar spent than ever before." Following the dealer's two-week concentrated effort, the company took a hiatus and purchased four newspaper ads spread over a two-week period, but did not get the results that it received on KXYZ. In fact, Vaughn's was still making sales as a result of its KXYZ advertising during the newspaper campaign. "Needless to say, this was a very happy experience," Vaughn said. "We will certainly continue to / in all future advertising campaigns. No other advertising has ever given us these kind of solid results." KXYZ, Houston Announcements HOME PRODUCTS SPONSOR: Culligan Water Conditioning Co. AGENCY: Direct Capsule case history: Radio has proven it can sell for any product, and for the Culligan Water Conditioning Co. of Chinchille, Pa., radio has really paid off. The water conditioning company is currently running a spot announcement campaign on WGBI, Scranton-Wilkes Barre, Pa., to promote the Culligan automatic water softener. In view of the fact that the product has a limited market, since it is only useful to residents of hard water areas, Culligan was skeptical as to radio's effectiveness. Shortly after the schedule got underway, Ed Smallacombe, owner of Culligan Water Softener Co., told WGBI, "I have sold a large number of water conditioning units and am convinced of WGBI's pulling power. I did not anticipate such results, but now intend to stay with my radio campaign." As a direct result of the campaign he has renewed his present schedule on WGBI and is now a regular radio user. "Radio today can effectively market a great range of products." WGBI, Scranton-Wilkes Barre Announcements HOME PRODUCTS SPONSOR: Scheurer Engineering AGENCY: Direct Capsule case history: Selling air-conditioners and heat pumps to the modern farmer is not as hard as it seems, as Scheurer Engineering of Wichita Falls, Texas, proved with a heavy radio schedule throughout the winter. Scheurer is the local distributor and wholesaler for Carrier air-conditioners and heat pumps. Because of the firm's large distribution area, which is predominantly rural, Scheurer needed area coverage to reach the farm audience. It decided to place a schedule on KWFT using Roddy Peoples' Farm Reports, 7:15-7:30 a.m., Tuesdays and Thursdays beginning 5 January of this year. Advertising was calculated to promote mail from rural areas and rural heat pump dealers. Results were almost immediate: Carrier room air-conditioner sales jumped 30% over the same period the previous year and its summer-winter combination units increased 30% to 40%. Scheurer Engineering is well satisfied with results and renewed its schedule this month on the Farm Reports show. KWFT, Wichita Falls Programs SPONSOR • 26 DECEMBER 1960