Sponsor (July-Dec 1950)

VARIETY STORE AUTOMOBILES 1 SPONSOR: Watertown Variety Store AGENCY: Direct CAPSULE CASE HISTORY: One announcement at an approximate cost of $8 brought the following sales results within the next six hours: 152 Canasta trays sold at 29c: 74 decks of cards at 89c; 60 score pads at 10c. Thus, there was a total volume of $115.94, according to the manager of the store. The manager also notes that this one announcement brought at least 150 other customers into the store, adding greatly to usual traffic. W \\ NY, Watertown, N. Y. PROGRAM: Harriette Meets The Ladies SPONSOR: Ward Motors AGENCY: Direct CAPSULE CASE HISTORY: Between 28 March and 15 May, the above firm sold 20 Hillman-Minx cars. The gross take was over $35,000. The outlay for radio advertising was $159.80. A sidelight to the story is that the sponsor was a new account and skeptical. He had started his radio advertising on the recommendation of other local businessmen. He is continuing his radio advertising and is pleased ivith the results. CKX, Brandon, Manitoba PROGRAM: Announcements Co-sponsor of two sport broadcasts SAVINGS ASSOCIATION RADIO RESULTS SPONSOR: Central Federal Savings AGENCY: Direct CAPSULE CASE HISTORY: This savings and loan association had never used radio before. Then three daily announcements were bought at an approximate cost of $20. For the first three weeks of the campaign, savings accounts were emphasized, with a radio given to each new account of $20 or more. Original supply of radios was exhausted and two reorders cleaned out. Sponsor then plugged FHA loans. After two weeks, they were swamped with applications. No other media were used. WOHI, East Liverpool, O. PROGRAM: Announcements FOOD APPLIANCES j SPONSOR: Milani AGENCY: Jordan Co. CAPSULE CASE HISTORY: The company took on partial sponsorship of the Living Should Be Fun program ($250 cost). To test the pulling power of the program, they offered a free bottle of Milani s 1890 Salad Dressing. The offer was made for one week in January and approximately 20,000 letters and cards were received. In fact, as late as 28 March, letters were still coming in although offer was good for only one week. WMGM, New York PROGRAM: Living Should Be Fun SPONSOR: General Appliance Co. AGENCY: Direct CAPSULE CASE HISTORY: This advertiser used three 5-miniite programs daily at an approximate cost of $48. In one month, the sponsor sold 126 Apex washing machines; he gave merchandise certificates worth $25 toward purchase price for the correct identification of a mystery tune. In addition, the store sold Apex driers, vacuum cleaners, refrigerators, and ranges. The sponsor says it added up to the biggest sales month he ever had. KLX, Oakland PROGRAM: Music TREE NURSERY NOVELTIES SPONSOR: Sterns AGENCY: Kiesewetter, Wetterau, & Baker CAPSULE CASE HISTORY: This tree nursery firm in Geneva, N. Y., decided to plug their chestnut trees. They used seven, one-minute announcements on an early morning show, Chanticleer. The trees had to be ordered direct from the nursery with cash enclosed. The result was some $900 in sales with a total expenditure for radio advertising of only $148.75 or an investment of a trifle over 16% of the sales. WGY, Schenectady PROGRAM: Chanticleer SPONSOR: Save-ByMail Inc. AGENCY: Direct CAPSULE CASE HISTORY: An offer of five animal balloons for $1.00 was spread over seven programs during a two-week period. Ten one-minute announcements on Your Neighbor Lady; 18 announcements on Calling All Kids; announcements on one Saturday evening Missouri Valley Barn Dance and the Sunday Get-Together. Total number of orders sold: 6,049 — total sales $6,049. Cost to the advertiser $872.50. Cost per order 14.4c. WNAX, Yankton, S. D. PROGRAM: Various