Sponsor (July-Dec 1951)

BALLOONS SPONSOR: Weston Bis< u \(.l M 1 : (lark & Rickerd l \l'-i I I l VSE HISTORY: // eston, in a twice-weekly participation on the early morning Laughing \< adcim show, offered a "Punch l-Bag" balloon for Banana ('.rente boy tops. Immediately box tops poured in. 1 hen a bakery strike in the Detroit area forced the agency to suspend the II schedule but mail continued to come in for free balloons. \ow li eston is back on a Ine-pcrweek schedule 111 $95 per participation and they average 127 requests daih ■ tt.llik l\. Detroit PROGRAM: Laughing Academy TV results BOTTLE HOLDER SPONSOR: Johnnie & Mack AGENCY: Direct i VPSULE CASE HISTORY: This auto painting and repair concern celebrated its 11th anniversary by offering an inexpensive bottle holder for use in automobiles. Art Green made a two-minute mention of it on his afternoon show; a five-minute pitch on his evening show. It wasn't mentioned again. But the two participations pulled 1,858 requests for the free gift at an ad cost of $77.50. Firm now spends about $2,000 monthly on WTVJ. WTVJ, Miami PROGRAM: Art Green Show BIRTHDAY CARD OFFER SPONSOR: Kendall Mfg. Co. AGENCY: Bennett, Walther & Menadier CAPSULE CASE HISTORY: Viewers who mailed in a box top from a Soapine granulated soap package would receive a set of six birthday cards free. This offer was made four times on the early afternoon Shopping Vues program; participations, $115. Since the last offer, Kendall has pulled in well over 1,000 requests. Dealers report a sizable increase in Soapine purchases since the Shopping Vues participations began. WNAC-TV, Boston PROGRAM: Shopping Vues PLANT NURSERIES SALTED CRACKERS | SPONSOR: Lymburner Nurseries AGENCY: Direcl ' M'-lll 1 \H HISTORY: Lymburner Nurseries run very limited newspapei space. Instead they rely on participations to achieve two ml aims: i 1 ) to advertise the nurseries' neu location; and (2) t<> stimulate week-end business. This has been accomplished in a short time with week-end business on the upsurge. Lymburner adds that customers coming out during the week also mentmii the 1 1 m/i ertisin WSB-TV, Vtlanta PROGB VM: Strictlj foi the Girls SPONSOR: Strietmann Biscuit Co. AGENCY: H. M. Miller CAPSULE CASE HISTORY: The Strietmann Story Theatre is aired every Tuesday from 7:00 to 7:30 p.m. It was inaugurated on 2 October to increase sales and further product distribution. This is the report of the division manager after six weeks. "Our sales of Zesta saltine crackers have steadily increased and last month we went well over any of our previous sales records." WTVR, Richmond, Va. PROGRAM: Strietmann Story Theatre CONFEDERATE-UNION HAT GLASS CLEANER | SPONSOR: 1 evj B Inc. \U-.\< 'i ; Direcl I VPS1 I 1 I w HISTORY: Lev) regularly runs a oneminute announcement following the Howdj Doodj Shov featuring special sale ,,i novelt) items. One time, to capitalize on a current fad, the) featured Confederate and 1 nion tyli arm) huts. 11 ithin three days aftei the announcement 1 •< . old 163 hats, with orders continuing to come in following the three-da) period. The minimum talet i ro 131 7.!!.">. WAVE-T\ Lou .11. PROGRAM: \nnouncemenl SPONSOR: Tommy Greenhow AGENCY: Anastasion < M'SULE CASE HISTORY: Formula-X-1 eliminates fogging-up of windshields, windows, mirrors. To introduce and push sales of this product, Greenhow ran a single two-minute anouncement at 2:30 p.m. Thanksgiving Day. The immediate result: 153 cash sales of this motoristhousehold aid. The advertising agency figures that each sale made from this commercial cost its client well under 21 cents. KSL-TV, Salt Lake < it) PROGRAM: Announcement