Sponsor (July-Dec 1951)
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At KQV, it's a 24-hour-a-day job aggressively promoting in the right places for its advertisers. Carefully planned promotion — newspaper, dealer contests and special theater tie-ins — is one reason why our rating and our local and national billing are consistently high. Spot revenue-wise, KQV is among the top five Mutual stations of the nation.
PITTSBURGH'S AGGRESSIVE RADIO STATION
Basic Mutual Network • Natl. Reps. WEED & CO.
A value . . . PLUS in "BRUSH CREEK FOLLIES"
with
HIRAM HIGSBY
on
KMBC KFRM
PLUS ONE-"Brush Creek Follies" is in its fourteenth successful season! PLUS TWO— Playing again to a live audience from the stage of the huge new KMBC studio playhouse! PLUS THREE— A great new arrangement on commercials for advertisers! PLUS FOUR — An outstanding new promotion and merchandising plan! PLUS A DOZEN-Write, wire or phone KMBC-KFRM or your nearest Free and Peters colonel!
KMBC
of Kansas City
KFRM
for Rural Kansas
• • • 6th oldest CBS Affiliate • • •
WILLA MONROE
"A GREAT BUY",
SAYS OUR COMPETITION!
The five Memphis stations that split up the Memphis white audience will admit that WDIA completely dominates in selling the 44% Negro segment ot Memphis' 394,000 total population. And. with a total BMB county-count ot 489.000 Negroes. WDIA thus offers you a truly great market that cannot be as effectively sold any other way!
Hoopers* prove the listenership, aid the case histories of such QUALITY advertisers as Camels Cigarettes. Super Suds. Frostee. Arrld. Lipton Tea, Purex and Old Judge Coffee prove results. Write for full details.
HOOPER RADIO AUDIENCE INDEX City: Memphis. Tcnn. Months: April-May 1951
Sets WDIA B
MF IIAM-BPM 14.5 24.1 25.4 19.9 11.6 9.2 6.7 2.5
Radio Station WDIA, Memphis, Tenn.
John E. Pearson Co., Representative
fall's crop of premium offers. Availability of desirable, reasonably-priced items for premium use is the limiting factor. Practically all premium offers are self-liquidating, stimulate bargainhunting by sponsors to keep cost down.
Q. What is the tally on the number of contests and premium offers run recently?
A. Here's a breakdown of recent contests and offers by networks. All except Mutual combine both AM and TV.
ABC
CBS Mutual
SBC
January
1
9
16
17
February
8
10
22
10
March
6
10
20
6
April
8
8
24
4
May
10
8
25
8
Q. What kind of advertiser is using contests and premiums?
A. Although users of contests and premiums run the gamut of manufacturers, most come from the small-item, big turn-over category. For example, 65% of the 10,000 firms who promoted premium offers last year were food producers and processors.
Just a few examples of the kinds of firms who used these promotion gimmicks recently: Beltone, Colgate-Palmolive-Peet, Noxzema. General Foods, General Mills, Hudson Paper Napkins, Lever Bros., Lipton Tea, Procter & Gamble, Philip Morris, LonginesWittnauer, Chesebrough Manufacturing, Pillsbury Mills, Sterling Drug.
Q. Is there any difference in the handling of contests and premiums on TV and on radio?
A. Yes. TV's demonstrating power permits the sponsor to show off his premium or picture the prizes in his contest. Agencymen who've tried premium offers on both AM and TV report that TV brings in "satisfactory" returns, but not necessarily spectacular ones, as compared with radio. Picturing a premium or prize can conceivably boomerang, too. if goods are not up to expectations. Most premiums present no demonstration problem on TV, others are handled better on radio. Example: needle threader, which "gets lost between the lines" of a TV receiver.
Q. What are the outstanding contests and premium offers made recently?
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SPONSOR