Sponsor (Jan-June 1953)

WASHING MACHINES SPONSOR: Wealherlj Vppliance Co. VGENCY: Direct I \P-l I I i W. HISTORY: Small rural appliance dealer used a homey, personalized disk jockey approach on U I iS for the full year of 1952 to promote the sales of Speed Queen Washing Machines. No other advertising was used, yet the store sold more Speed Queen machines than an-) oilier dealer in Georgia. After using this exclusive radio campaign in L952, his sales for that year showed an increase of 2. \\W< over the previous year's sales mark, a new sales high. WEAS, Atlanta PROGRAM: Lunchtime Hillbilly Parade results AUTOMOBILE TIRES KBIF, Fn 'ROCR \M: Western music BANK OPENING SPONSOR: O.K. Rubber Welders AGENCY: Direct i \PSI II I Wl HISTORY: Although this store owner hud been in business for 15 years he had never used radio before. II hen he opened a new store in Fresno he was persuaded to sponsor two hours of Western music on KBIF. The store owner reported. ". . . to my surprise we had people telephoning us before the first announcement was finished . . . counted above 1.000 people at the store . . . sold 107 tires in one day . . . we now know the value of radio advertising and where to gel the I est coverage for Inline promotion." HOME IMPROVEMENTS SPONSOR: Bonafule Construction I o. AGENCY: Direct 1 \l'-! I I ( ^SE HISTORY: Construction company was out to get leads for its home-repair service. The husbandwife audience was desired because it was felt that both must act on average home-repair decisions. Firm has just completed its fourth year as sponsor of WIP'l Bulldog Edition newscasts three times a week. Bonafidt receives an average of 20 leads per week, converts 50^3 of them into sales, with each sale averaging $600. New business for the year: $300,000. WIP, Philadelphia PROGRAM: Bulldog Edition HAND CREAM SPONSOR \ irk < heniical ( ... \U' MCI : Morse [nternationJ CAPSULE CASE HISTORY: This firm used station breaks as well as 60-second announcements on early morning shotvs and on Mildred Carlson s Home Forum over Boston's WBZ, to advertise its So f skin Creme. Testing the pull of this announcement campaign, Vicks aired a write-in offer of a sample jar of Sofskin Creme. From just one announcement on Home Forum, Vick received 2.479 requests not only from every state in New England, but from points west, too, surprisingly enough. WBZ. Boston PROGRAM: Home Form: MODEL HOME SPONSOR: Anchor Homes, Inc. AGENCY: Direct CAPSll.K CASE HISTORY: House builder up in Anchorage. Alaska had just about completed construction oj 252 homes and had a model home ready for inspection. The realtor was a little doubtful of radio's pull but was persuaded to lake a schedule oj announcements on KFQD. On the following Sunday more than 1,000 people turnet up to inspect the protect. Just to be sure, the sponsor asked many of the visitors how they happened to come out to the site, and teas pleasantly surprised to have a higl percentage attribute their visit to radio. KFQD, Anchorage PROGRAM: Announc PLANTING CALENDAR SPONSOR: Bel] Savings & Loan Wn. AGENCY: Direct i VPS1 II I VSI HISTORY: The Philadelphia Bell Savings and Loan Issociation announced that local air personalis Im I. Pyle would appear in person at the opening of its nen (.oilman Slice/ office. Jack Pyle is a popular radio personality, stars in KYW's Musical Clock show. According to Herbert I-. Gross, Bell's executive v.p.. "The experts predicted that we would open beta ecu 300 and 500 nen savings accounts. But they figured without Pyle. II hen word got around that he mis in the neighborhood, crowds flocked over to take a look. The nen banh (hulled up over 2.500 accounts in jusl one day. SPONSOR: WEE! Farm Journal AGENCY: Direct < \r-l I I I VSE HISTORY: Those people "down East" not only get up early in the morning but they pay attention to the radio programs that come up with the daw II EEI's Farm Journal is broadcast Monday through .v iiii/m from 5:30-6:00 a.m. I.ou II ebster, its editor, mac one announcement during this program for three days in succession concerning his "Planting Calendar." a packet oj seeds, and a packet of food seasoning, telling listener!, that the station would send the items free on request \eu knglandcrs thawed their fingers long enough to send in 1.700 requests for the items in a week. k > \\. Philadelphia PROGR \M: Bank opening \\ II I. Bosti PROGRAM: Pan., Journal