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KNIFE OFFER
SPONSOR: Roma Macaroni AGENCY: Richard Meltzer
CAPSULE CASE HISTORY: Roma Macaroni bought
eight participations on the Chef Cardini Show for $560. W ith these eight announcements they hoped to win new housewife customers by offering a special knife premium for iO0 and a Roma label. From these eight announcements on the Monday through Friday. 1:00 to 2:00 p.m. program. Roma received 5.976 requests for the knife sets. Cost was only 9.4£ per response.
KGO-TV, San Francisco PROGRAM: Chef Cardini Show
TV
results
PEN PREMIUM
SPONSOR: Peter Paul Inc. AGENCY: Maxon
CAPSULE CASE HISTORY: This candy maker offered a three-color pen premium on the Thursday night Gabbv Hayes Show, once a week for six weeks. Show costs about $1,300 a program. J iewers were asked to send in 250 and one candy wrapper for each pen requested. Over the six-week period, 253.649 orders were received; that is, 253.649 candy bar sales for Peter Paul, in addition to $63,412.25 in quarters being mailed in.
NBC TV, New York
PROGRAM: Gabby Hayes Show
ROSE BUSHES
SPONSOR: Jack-on & Perkins Co.
AGENCY: Huber Hogc
CAPSULE CASE HISTORY: This plant nursery company specializes in mail order garden items like rose bushes. During a single garden film program on a weekday evening they offered rose bushes at $4 each. From this single 9:45 to 10:00 p.m. show costing $540 they pulled in 2.200 orders for rose bushes — a sales gross of $8,800 for their $540 TV investment.
WW. I TV. Detroit
PROGRAM: Garden Fi
DOG-CAT FOOD
SPONSOR: Calo Dog Food Co. AGENCY: Frank Wright
CAPSULE CASE HISTORY: Calo advertised dog and
cat food on five weekly Ghost Rider {half-hour film I participations at about $199.50 per participation. At the end of less than two months Calo reported this sales-distribution progress: an average 50% retail sales increase in all Philadelphia grocery outlets handling the products, or thousands of dollars worth of new business. Also, because of stimulated demand, they got distribution in one of the city's largest chain stores.
WCAU-TV, Philadelphia
PROGRAM: Ghost Rider
VACATION GUIDE BOOK
s|'()\S()H \. V Stale Dept. of C
UlimiTce
AGENCY: ISBDO
CAPSULE CASK HISTORY: With vacation time ap
proaching, the A. Y. Stale Department of Commerce scheduled afternoon participations on the Ted Steele show to promote New York resorts. As an interest-stimulator people ucre ashed to write in for a free vacation guide book. A weekly two-announcement schedule for $300 was run from 7 April to 9 June. At the end of this period, the department reported 7.000 guide book requests.
\\ PIX, New 'o.rk
PROGRAM: Ted Steele
SHAMPOO
SPONSOR: Hartmann Co. AGENCY: Direct
CAPSULE CASE HISTORY: Lano-Curl is a shampoo
distributed by the Hartmann Co. To show its uses, Hartmann sponsored series of 10-minule demonstration programs at 11:30 p.m. Friday and midnight Saturday. The first program produced 180 orders with the majority of them for $3 items, some double orders. During the entire six-week campaign, every $90 shoiv produced in excess of 100 orders or a minimum of well over $300 in sales per program.
WDSU-TV, New Orleans
PROGRAM: Demonstrations
EXERCISE MACHINE
SPONSOR: Exercyde of Los Angeles AGENCY: Dean Simmons
CAPSULE CASK HISTOID : Exercyde placed a single one-minute announcement on Bill Stulla's Parlor Party. Within 30 minutes of this Wednesday afternoon commercial, more than 40 phone calls were received by the station from interested viewers, all of them inquiring about the $325 Exercyde. hi less than 30 minutes, at a cost of $100. Exercyde netted more than $13,000 in sales leads.
KNBH, Los Angeles
PROGRAM: Bill Stulla's Parlor Part)