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SGT. PRESTON: Yes— in any pioneer country, guns of all kinds are a vital need — both for protection and food. A collection of old guns can teach a person a great deal about the history of his country.
2ND AN NCR: And say, fellas and girls, you are lucky because right now you can get a Scale Model WESTERN GUN COLLECTION!
1ST AN NCR: Six authentic miniatures of famous old-time western guns — plus a special gun rack — for only one dollar and a box top from delicious Quaker Puffed Wheat or Quaker Puffed Rice!
The closing commercial promotes the product's virtues to each member of the family:
2ND AN NCR: Yes— the cereal that's sure to win your whole family's favor these summer mornings is refreshing, nourishing Quaker Puffed Wheat and Quaker Puffed Rice!
1ST AN NCR: They're in first place with Mom, because they're quick — ready-to-serve . . . save time in the morning.
2ND AN NCR: They're the winner every time with the youngsters, because they're the ones — Shot from Guns ! Actually exploded up to eight times normal size to make them extra crisp and tender!
1ST AN NCR: And Dad picks Quaker Puffed Rice and Quaker Puffed Wheat — because you can sweeten them to suit your own special taste! You enjoy the full, natural, nut-like flavor of the choice premium grains!
A concluding tag on the end sells Quaker's Pack-O-Ten package :
JAY: {slight echo) Only Quaker PAAC-O-TEN has 'Wheat and Rice shot from guns'!
JAY: [off echo) That's QUAKER PACK-O-TEN has 'Wheat and Rice try! Six different delicious ready-toserve cereals! Ten crisp, fresh individual servings!
On TV, Quaker uses every visual trick possible to sell its goods. Robert G. Everett (who with J. Edward Coombes. John F. Price, Stuart Rae and William R. Stuhler. at Price, Robinson & Frank, handle the Quaker segment of the Garry Moore Show), told sponsor:
"Due to Garry Moore's personal selling, and the utilization of our living trademark. Aunt Jemima, there is no question about the effectiveness of our selling messages."
A typical TV commercial shows
DOLLAR FOR DOLLAR THE XL STATIONS DELIVER THE BIGGER MARKET
Markets
THE 'BIRTH OF THE SWOON' PROVES THIS . . . Yes.
even in the tempestuous Twenties there were 'Them WHAT HEARD' and Them WHAT SAW and we suspected even then that the listeners were in the majority . . . NOW WE KNOW THEY ARE! In a recent, thorough investigation, Advertising Research Bureau (ARBI) interviewed scores of persons who shopped in ADVERTISED stores, LEARNED that 54.5% get their information exclusively by listening to the RADIO.
54.5% radio
12.3% BOTH
33*2% hewspaper
LET US PROVE IT!
Clip this coupon and receive the "Proof of Puffing"
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Eastern Sales Manager Wythe Walker New York Western Sales Manager Tracy Moore Los Angeles
SERVING THE PACIFIC NORTHWEST
24 SEPTEMBER 1951
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