Sponsor (Nov 1948-June 1949)

ME.VK HATS AIIO ACCESSORIES SPONSOR: John David, Inc. VGENCY: Grey i VPSUL1 i ASE HISTORY: Disne} Hat Company has been using a l\ network newsreel to advertise its line of men's hats, and ha been strengthening name identification through a distinctive trademark at the program beginning and end. Retailers in each city to which the shovt is beamed have been encouraged to tie in with local announcements following the program. During three months last winter, with a general decline in hat sales, John David, New York dealer, upped its Disney sales V>' i via such tie-ins. WNBT, New York PROGRAM: Announcements SPONSOR: B. F. Goodrich Co. AGENCY: Placed direct CAPSULE* \SK HISTORY: Vfter three telecasts of the Salt Lake City Goodrich store's "Sports Window." store manager reported TV's al>ilit\ to sell all kinds of automotive and household goods at "an unprecedented rate." Following item demonstrations on first three shows, stock of auto trouble lights was 100% cleaned out by 11 a.m. of morning after the initial telecast, alarm clock radios were 100' < sold out 1>\ mid-afternoon after second show. and dashboard Kleenex holders were 80% gone within 24 hours of the third program. KDYL. Salt Lake City PROGRAM: 'Sports Window" TV results iaji.'iL. DEPARTMENT STORE CHILDREN'S SHOES SPONSOR: Tots N Teens Shoes AGENCY: Placed direct CAPSULE CASE HISTORY: On this shoe-store sponsor's first telecast of a weekly five-minute series, "Tots N Teens Television Birthdav Party.'' an offer of a gift was made to each child who came into the store during the following week and mentioned seeing the program. In addition, the opportunity to appear on the show in succeeding weeks was offered to the children. One hundred and three kids responded, with a return for the sponsor of at least 10% in direct sales of children's shoes to accompanying parents. WICU. Erie. Pa. PROGRAM: "Birthday Party" CANDY BARS SPONSOR: W. T. Grant AGENCY: Placed direct I \I'M IK CASE HISTORY: Grant sponsors a weekly 20minute I \ program, and recently, to test video's selling power on high-unit-cost merchandising, displayed a refrigerator during a one-minute commercial. Used once during onl) one program, commercial consisted of focusing the camera on the refrigerator while the announcer pointed out its various features. Within two days, four refrigerator^ representing SI. 156 in sales — were sold to customers who referred to the TV-displayed model and asked to >cc thai one first. WICU, Erie, Pa. PROGR \M: "Dude Ranch Party" i i:ri:visio\ sets SPONSOR: Mason Candy Co. AGENCY: Moore & Hamm CAPSULE CASE HISTORY: To introduce a new coconut candy bar in the New York market. Mason sponsored a quarter-hour segment of "Howdy Doody" for a 13-week period. Offer was made on the program of a lariat for every two wrappers of the candy received. During the 13 weeks 1211.000 wrappers were sent in, and the number of New York dealers carrying the bar rose from a handful to 9.V , of all metropolitan candy retailers. Outlets asked Mason to handle the candy, because of the numerous requests for it from kids. WNBT. New York PROGRAM "llowd\ D ly" HEM* WANTED SPONSOR : Television Co. of Md. ^GENCi : Dun, lo„ cV Rosenbush l VPS1 ii ( W. HISTORY: Milton Rabovsky, of the Television Companj ol Maryland, reports 1 1 i firm's successful use of TV as follow-: "We firmlj believe thai the growth ol our company has been materiall) assisted b\ thi advertising we carrj on WMAR-TV. Results have been amazing . . . as high as eighl customers in one daj as the results ol a single announcement carried on ihi1 station is just one ol pleasant experiences. I < 1 « vision advertising has definitel) sold television sets Eoi ii since w< began using the medium." WMAR-TV, Baltimore, Md. PROGRAM: Announcements SPONSOR: Com Exchange Rank M.I \< A : Placed dire< I CAPSULE CASE HISTORY: Corn Exchange Hank of Philadelphia sponsors a T\ show called "Open House which hosts different guests weekly. Recently, a representative of the Bechtel International Corporation talked on the -how about the difficult] his firm was having in finding skilled craftsmen to help in the construction of ;i pipe line in Saudi Arabia, due to the intense heal of the locale and the necessit) to sign up for a year-and-ahalf. Within two days after the -how. 21!! artisans had applied for the job. WIT/. Philadelphia PROGRAM: "Open House"