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'OUR NEW FEATURES CRY OUT FOR TV
^ Fedders coolers take tv plunge to demonstrate timer, rapid installation; net tv spearheads $4 million push backed by spot tv, net-spot radio, print, outdoor
WT,
■ he biggest advertising campaign in the history of the industry."
That's how stock broker Merrill Lynch, Pierce, Fenner & Smith sizes up Fedders' current $4 million broadcast-heavy drive, in recommending purchase of that company's stock.
Network tv provides the main thrust for this unprecedented blockbuster of air conditioning promotion, supported by spot tv in about 50 markets. Further fire power comes from network and spot ra.dio plus magazines, newspapers, and outdoor.
In explaining his company's first sizable, national level tv venture. Fedders executive v. p. U. V. (Bing) Muscio states, "We have two new features that cry out for tv demonstration." Here. Musico refers to "77-second installation," made possible by "flippers" that extend from the conditioner's sides allowing for immediate placement on a window ledge, and the "Climatimer." by means of which the unit can be set to go on at a specified time, in advance of one's return home.
The net tv campaign, encompassing 34 participations, 16 April through August, takes in the following shows: Jack Paar, Michael Shayne, Shirley Temple, and The Americans, all NBCTV ; / Love Lucy, CBS Reports, Face
ON THE SET, Fedders exec. v.p. 'Bing' Muscio talks over commercial with Hugh Downs who delivers Fedders message live on the Paar show
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10 JULY 1961