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BROADCASTING ... the winnah
but look who came in SECOND
to: SPONSOR
from: FOSTER & DAVIES, INC.
for: Immediate release
Nearly nine thousand timebuyers, sponsors and agency men were questioned recently in a survey conducted by Foster & Davies, Inc., Cleveland advertising agency. The purpose ... to determine the effectiveness of a new trade character.
Adopted last year as a symbol for WJW, "Cleveland's Chief Station", the character appeared on varying schedules in nine trade publications during the ten-month period since its inception. Last month, to check recognition value and publication readership, client and agency sent out a return post card that asked:
"Have you ever seen this character before? Where? What does he symbolize?"
Cards piled in from everywhere in the United States. A few answers were deliberately humorous. Some agents and sponsors said they had seen the WJW character in front of cigar stores . . . others wrote that the "chief" looked as if he had a hangover. The writer of one card swore that he'd seen the character "in a pay toilet in Yucatan."
Yet . . . tabulation of the amazing 20 per cent return of the cards showed that 23 per cent of the advertisers and as much as 38 per cent of the time buyers and agency people had seen the advertising. Of these, 57 per cent recognized the character as the symbol of Cleveland's Chief Station— WJW.
Most of those who replied in both groups answered the "Where?" question with . . . "various trade publications." Broadcasting, Sponsor and Advertising Age, in that order, were most prominently named by those representing the sponsor group of respondents. Broadcasting magazine was mentioned most frequently by the agency men who named a specific publication. Sponsor, Advertising Age, Radio Daily and Standard Rate & Data also received major recognition from this group.
Convinced of the character's effectiveness, client and agency will retain the "Chief", with minor changes suggested by the survey, as the basic element in WJW's continuing trade campaign.
* SPONSOR . . . only 5 issues old when this WJW survey was made. We're 7 issues old now.