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Kool Vent Metal Awning Co. opens Pittsburgh market with "Housewives Holiday" give-away show
CBS producers Mark Goodson and Bill Todman corral own give-aways for "Winner Take All"
the-mili give-aways, and $40-$250 for special offerings. They work on a straight contractual arrangement with shows such as Give and Take, Win at Home (regional), and Tell Your Neighbor, plus several local stations which carry their package, Cinderella Weekend. The basis on which they sell a manufacturer is that he will receive valuable promotion in return for giving free merchandise, but VIP's William J. Murphy admits that no manufacturer has ever given him any tangible evidence of sales successes as a result of planting prizes on the air. Murphy adds that nearly 90% of the manufacturers and businessmen he deals with themselves promote the fact that their products are used as give-aways, usually by sending broadsides and displays to dealers, or running ads to the trade featuring the show on which their product is given away. This, he claims, is where the pay-off comes in, and the value to a manufacturer of his give-away operation is in direct proportion to the amount of promotion he does, as well as the amount of straight advertising he does in other media. One cigarette lighter firm, Zippo, which had been supplying VIP with lighters for a year, found their give-away operation proving so successful with their dealers and distributors that they scheduled a series of paid radio spot campaigns.
Unlike its carbon-copy competitors, John Wylie (Hollywood), and Prizes Inc., VIP is shooting mainly today to extend its give-away package operation. Cinder' ella Weekend, at the local level in major markets. Prizes Inc. works mainly with small stations, and makes its money out of volume trade. While the prizes are not as elaborate as those of the give-away shows on the networks, the Prizes, Inc., programs do well for stations, since they are within the range ofmost program budgets.
George Kamen, on the other hand, confines his operation to a contractual arrangement with network shows. He works both ends against the middle, usually charging a manufacturer $50-$l(X) per plug (one show is considered one plug) and the producer 10% of the retail value of the merchandise he comes up with. Kamen maintains offices both in New York and Hollywood to handle the three shows Queen for a Day, Heart's Desire, and RFD America for which he is the contract "merchandising counsel." Heart's Desire gives away, as part of the program gimmick, the object that listeners say they want most, but with a set of prizes built around it, which include the items made bv Kamen's clients. The other two
Give-aways en masse have pushed "Truth or Consequences" to the topmost Hooper slot 34
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