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OR BUT — ®* I f $J ®
BES
WRNL
the
1 -ONLY
RICHMOND, VA. STATION THAT
G,VK COMPLETE
IN THE
RICH-RICHMOND
TRADING AREA HERE'S WHY:
There are 5 Radio Stations in Richmond, Virginia.
50,000 WATT
1,40 KC— DIRECTIONAL
5000 WATT
1380 KC— DIRECTIONAL
250 WATT
1450 KC— LOCAL
1000 WATT
950 KC— DAYTIME
and the "I and ONLY
UJRI1L
5000 WATTS NON-DIRECTIONAL
910 KC AFMUATE
1.
2. 3. 4.
This is a new SPONSOR department, featuring capsulec reports of broadcast advertising significance culled from all segments of the industry. Contributions are welcomed.
l»itiotitit*(*r Is Important cog in radio sales pitch
Sponsors worry about getting the proper time slots, commercials that sell, and good coverage. Thev often
buildup through a public address system 30 minutes before the promotion. Then came the audience building device. One hundred balloons were filled with certificates entitling the bearer to
forget an important element in their jackpot prizes, throwaways with pro
sales pitch — the man who delivers their message.
WAEB. Allentown's, traffic manager. Martin Muskat. warns that on some stations sponsors lose out when :
a I the announcer fails to look over the commercial copy and product names and slogans are mangled or mispronounced.
b I a celebrity shows up unexpectedly in the middle of a disk jockey show. The announcer may be so impressed at this opportunity to interview the star he forgets to read the spot for Whoozis Soap.
Mr. Muskal adds it may not be a life or death matter to stick grimly to a split-second timetable but it makes for better production and happier sponsors to have a staff man read a 25-second chain break in 25 seconds instead of drawling lazily through and fading clumsily into the next net program.
$2.50 promotion sparks mail pall of WSTC program
WSTC, Stamford, wanted to develop a write-in audience for jackpot con
EDWARD PETRY & CO. INC.. NATIONAL REPRESENTATIVES
$2.50 for balloons helped build up audience
tests on their Mr. Tall & Mr. Small show and they did for $2.50.
Spot promotion was run on WSTC for a week in addition to a broadcast
gram information, and theatre passes as consolation awards.
The balloon barrage attracted a crowd of several hundred in front of the studio, causing police to halt traffic. Now, Mr. Tall & Mr. Small is well established on the 7:30 p.m. time slot three times a week with a good dailv contest mail pull.
That promotional cost again — $2.50 for the balloons.
"Sell it'" Campaign alerts (RV staff
Promotional procedure was reversed
recently at CKX in Brandon. Manitoba.
A "Sell It"' campaign was directed
Sponsor products remind staff to sell hard
to the station staff instead of a sales pitch aimed at the buyer. Its main point was to show the station staff that CKX was in the selling business.
One night after sign-off time. Promotion Director Archie Olson took boxes full of merchandise to the CKX building. He displayed the goods on studio walls, offices and desks. In the merchandise was pinned "Sell It" signs.
It came as a big surprise to station employees the next morning but drove home an important fact: behind each program and announcement was real merchandise thai retailers were selling. with the help of station personnel.
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SPONSOR