Sponsor (Nov 1947-Oct 1948)

Record Details:

Title:
Sponsor
Date:
Nov 1947-Oct 1948
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Nov 1947-Oct 1948)
Leaf #:
000585
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
September 28, 2023
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*■ TEEX-AOE FASIIIOX!ii A|TTOM4»KILES SPONSOR: Jay-Jay Junior, Inc. PRODUCT: Dresses CAPSULE CASE HISTORY: Sponsor, to check viewing of its eivnin^ dramatic program, offered women a novelty poeketbook mirror free on request. Provision uas made for 400 requests uitli hope that 200 would write. 8,600 requests were received — or response from over 10% of total sets installed in metropolitan area at time offer was made. STATION: WARD, N. Y. PROGRAM: "Mary, Kay & Johnny" SPONSOR: Ford Motor Company PRODUCT: Trucks \ CAPSULE CASE HISTORY: During Dodger baseball tele ' cast Ford scanned some rough-road and high-speed deepwater tests. President of Adam Groll & Son, truckers, was so impressed by truck performance that he ordered his first Ford truck without further demonstration. Groll saluted the commercials and Dodger telecasts with, "/ purchased my first Ford because your programs convinced me you made a good car." STATION: WCBS-TV, N. Y. PROGRAM: Brooklyn Baseball ^ REAL ESTATE PICTURE MAGNIFIERS « SPONSOR: Previews, Inc. PRODUCT: Homes CAPSULE CASE HISTORY: Broker sponsored a 15-minute skit including three minutes of pictures of homes for sale. Price range $24,000 to $200,000. Viewers were invited to phone for inspection. By noon next day, 21 prospects had called, ten wanting to discuss purchase of homes and 11 desiring services of Previews, Inc., as brokers. Copies (agency) claim TV produced lowest cost-per -inquiry in client'' s history. STATION: WARD, N. Y. PROGRAM: Comedy drama SPONSOR: Jerry Costigan PRODUCT: Walco Giant Lens CAPSULE CASE HISTORY: On December 28 Costigan bought a one-minute spot over this station for his Walco detachable magnifier for television. He had 100 lenses at $70 available. Over 2,000 telephone calls regarding the lenses were received in 48 hours, selling the $7,000 in lenses. Cost to sponsor was $50. One week later calls were still coming in at rate of 150 a day. Two spots over WBKB in Chicago in November did the same kind of job. STATION: KTLA, Los Angeles PROGRAM: One spot 1 MEX'S CLOTHIXCi FOOD SPONSOR: Knox Hats PRODUCT: Men's $35 slacks CAPSULE CASE HISTORY: During a January sportscast from Madison Square Garden, Knox offered 50 pairs of men''s $35 slacks at half price. Within next two days, 106 phone calls were received, $750 worth of slacks sold. This was a controlled test tvith no counter displays or any point-of-sale advertising. Knox points out that quality slacks are not generally in demand in January. STATION: WCBS-TV, N. Y. PROGRAM: Sports SPONSOR: Kraft Foods Co. PRODUCT: McLaren Cheese CAPSULE CASE HISTORY: Kraft has been presenting program for 50 weeks (as of April 28, 1948) and towards the end of 1947 devoted commercials to a cheese not advertised in any other medium. The commercials uvre shifted to Kitchen-Fresh Mayonnaise when it developed that after two weeks dealers had none of this expensive Kraft cheese left. (No material on this ha^ been released by sponsor, agency, or NBC.) STATION: WNBT, N. Y. PROGRAM: Kraft Theater | ' PLUMBIXG XOVELTY i ... TOYS SPONSOR: Arbee Food Products PRODUCT: Scrap Trap : CAPSULE CASE HISTORY: Arbee participated in one program of series sponsored by The Fair Store of Chicago. It demonstrated its disposal device. Scrap Trap, on the program, and offered one-month^s supply of paper bags for the gadget as premium for orders telephoned to station at conclusion of the telecast. Stvitchboard urns swamped. Over 200 traps were sold at $2.19. STATION: WBKB, Chi. PROGRAM: "Ride a Hobby Horse" SPONSOR: Lionel Corporation PRODUCT: Toy trains CAPSULE CASE HISTORY: Demonstration of model trains was part of a General Foods commercial telecast. A representative of Lionel was on the program as guest of Harriet Van Horn (N. Y. World -Telegram radio editor), star of show. During and follotving the scanning 600 telephone calls re the trains came into NBC. Over 265 direct sales of trains were traced to the demonstration. STATION: WNBT, N. Y. PROGRAM: "Open House"