Sponsor (Apr-June 1962)

s Spouse Kit "JSf fo« THE IITTU WOMAN WHO WANTS TO WSPIW Ht» MAN TO GdtATM HfKJNTS IN TMt WIP 5AU3 CONTIST' GEI OUT AND SELL! WIN THE WIP SALES CONTEST * < TOO « NO FOOD! UNTIL.. VOU WIN THE WIP SAUS contest: z^r wrn you wtfi the wrp sales contest/... N** PONT BE LEFT Aim POST! WIN THE WfP SALES CONTEST mHTNOWf iSot SALESMAN'S Spouse Kit was created by WIP, Philadelphia, tor Harbison's Dairies and was 'a most effective promotion' for the client, according to W. S. Roberts Advertising Agency tional endeavors in their behalf. It eites a fine job for book publishers in Class C time. "The response has been most enthusiastic on the part of the book stores in the local area," Lloyd W. Dennis, Jr.. v.p. and genjral manager of WTOP, told sponsor. "Nighttime radio we have al\ Ways felt to be a real 'sleeper' with mtapped sales value potential. In >ur 8 to 10 p.m. period Jaime Bragg offered, free, 12 volumes of 'CIA: The Inside Story.' All a listener had ;0 do was write in a card saying he ivould like to be in on the drawing. The promotion ran for a total of four (lights and drew in excess of 600 tntries; this at the so-called zenith if tv viewing." Dennis also told of itilizing the all-night program to ood advantage. He described a pronotion which the station calls OWLS bd LARKS. All a listener had to do as send in a card and state whether e was an owl or a lark. Each night le station drew suitable prizes for oth groups. All a listener had to do as have his name entered in one ategory or the other. The station veraged better than 100 entries per ight. It is Dennis' belief that radio m deliver respectable impressions nd responses in all time periods, but ie use of night radio combined with naginative selling "is achieving . . . surprising results." In the New York City area, where competition among radio stations is extraordinarily keen, there have been some outstanding examples of ingenuity in hypoing by means of exploitation the advertiser's message on the airlanes. One of many notable examples is that of WNEW, New York, which staged a "Good Grooming" project among high school seniors when Howard Clothes bought a parcel of spots on the station including time on Kyle Rote's program. With the approval of the N. Y. Board of Education, the station set out to find the 86 best-groomed students in New York. Each of the best-groomed were awarded certificates and, of course, complete Howard Clothes wardrobes. The sponsor was elated with the project which, among other things set out to "encourage good grooming habits among students and thus add another weapon to the campaign for juvenile decency." Not always is the consumer involved in the promotional endeavors engineered by radio stations working closely with agencies and their clients. In some instances, stations have come up with splendid examples of effective promotions involving product salesmen. A first-rate example was "The Salesman's Spouse Kit" staged by Harbison Milk Co., in cooperation with the W. W. Roberts Advertising Agency in Philadelphia, and Arnold H. Katinsky, promotion director of WIP, Metropolitan Broadcasting's Philadelphia outlet. Katinsky created the idea for the sponsor who had purchased a substantial schedule on WIP and wanted a merchandising plan to go with it. The station suggested the Spouse Kit sales contest to be held among driversalesmen of Harbison Dairies. Dick Reynolds, WIP's all-night man, launched the contest with an on-theair pep talk. The station also catered coffee and donuts at the company's garages while the salesmen were tuned to the pep talk. Harbison Dairies supplied WIP with names and addresses of the wives of the driver-salesmen and the station mailed the kits to the wives of the sales contestants. The promotion proved so successful that the station used this plan with its own sales force, as well as with other clients. In the case of Continental Baking Co., the client wanted to give its big store outlets a chance to win a prize during their combined radio/tv cam '/•7-n FLAG POLE sitter proved magnet for shopping center promo by WROK, Rocltford, III. 'ONSOR • 16 APRIL 1962 37