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dition to a list of prizes to be awarded top salesmen.
Messages localized. As a consequence, the commercials were localized to push those Cadet features most timely and important in each station's area. Many stations used testimonial interviews from Cadet owners, and several dealers appeared on radio and tv programs.
Along with this 100% effort, radio farm directors and their company-sponsored personalities went to work in off-the-air promotion activities as a tie-in with the broadcast advertising. They also succeeded in carrying out many merchandising activities with dealers to build interest and to get exposure for the IH Cadet and matched equipment.
101 uses. Some of the promotion stunts were clever. One Cub was used for bull-pen transportation at Philadelphia baseball games; the first Cub buyer was permitted to dump an RFD Ero'm a trailer.
Today, dealers realize how main Cub Cadet uses were overlooked. Many suburbanites got on the Cub wagon for gardening and snow removal, but the dealers never expected that:
Malstrom AFB, Great Falls, Mont., would buy one to tow light planes: a Shelbv, Mont., beer distributor would buy one to haul his heavy barrels: golf course and cemetery groundkeepers would buv so many. &
GMA'S WILLIS
(Continued from page 28)
$1 billion advertising. Our manufacturers are highly promotionminded. In 1962, they will be investing: SI. 2 billion in advertising. A 1961 listing of the top 100 advertisers in seven media showed that 30 of the first 50 manufacturers belong to GMA, and 57 out of the top 100. In addition to media advertising, our GMA members spent manv millions of dollars in promotional material and in the marketing of their products.
This vear they will invest over $120 million in research for the creation of new products and the improvement of their old ones, and new uses for them.
IN INLAND CALIFORNIA FARMING IS
AND SO IS BEELINE RADIO
The 52 counties of Inland California (and Western Nevada) served by BEELINE RADIO are very big in agriculture. Three of the nation's top five agricultural counties are located here. Total value of 1961 crops was $1,600,000,000*.
* (Sales Management's 1962 Survey of Buying Power)
Best way to reach the people who are making and spending it all: the five BEELINE stations. Altogether, they deliver more radio homes in this region than any other combination of stations — at the lowest cost per thousand. (Nielsen Coverage Service 1961, SR&D) . Ask our reps, Paul H. Raymer Company.
O RENO
KFBK o sacra'
McCLATCHY
BROADCASTING
COMPANY
KBEE ° MODESTO KMJ O FRESNO>
KERN ° BAKERSHEID
SPONSOR 26 NOVEMBER 1962
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