Sponsor (Jan-June 1953)

gS— 2?*0 presents THE GREATEST DAYTIME TELEVISION SHOW IN HISTORY :M i( KATE SMITH SHOW ON THE ENTIRE N.B.C. NETWORK STARTING THURSDAY, FEBRUARY 19th, 1953 SO POWIKFUI...U BEATS DAVE GARROWAY! sown*mic...n out-pulls arthur Godfrey i SO Iff term. . . IT ACTUALLY "MAKES YOUR SALE"! i ...me sunsT 'saw m* or Mien I Ammna "UflA1' THAT nobody but NOBODY in THi TIDE FREEZER INDUSTRY CAN MATCH' TMISKIVXI, fUU FUMIIY SIZl CHEST FREEZER $279.50 ?&... FAMILIES C0*SI-T0-C0ASI win k*s.. hiax.. .set... AND BUY THE Amana STORY EVERY MONTH OF THE YEARI NOW IS THE TIME... YOU CAM GET THE BENEFIT OF THIS TREMEMDry* PROMOTION! /HAH THIS CARD TODAY, AND YOU'RE ON YOUR WAY • SUP-UP um H,sxepnnan>Mftw liri AMANA REFRIGERATION. INC. (ToitWi laipwf /:"«/iis/>v Mmufacbmr of Food l:rce:c-r.< AMANA. IOWA Merchandising: Amana air shows are thoroughly promoted via mailings, window stickers, counter cards and the like. Object is to impress new dealer prospects with size of Amana advertising campaigns, aid present 7,000 dealers in localizing impact of big radio and TV names (Kate Smith, Art Linkletter), cash in on consumer loyalty to Amana air stars, sell more Amana freezers l\ year's end, \mana executives estimate, the outpul of the Amana freezer Factor) — one of the mosl modern in the world — w ill hi tripled, and the size <>l the factor) doubled. • I ii less than a decade, \inana has franchised some 7,000 dealers in all part of the I .S. Now, with production being stepped u|> and the advertising program pulling in the customer. Sale Manager E. I.. Ilinchliff expects to line up 8,000 more dealers in the near future. Parti) because the dealers have played a major role in building the firm's sales and partly because Amana led il ha reached onl\ I lie hall-ua\ mark in building its ultimate dealer organization, Amana thinks primaril) of the dealers when planning any moves in broadcast advertising. Here's how Agencyman Bergman and Radio-TV Director Charles Ripin summed up Amana's air advertising philosophy to sponsor: Basic approach : "An ordinary electrical appliance, like a toaster or an electric clock," Bergman stated, "can do about as well in newspapers as in radio and TV. But home freezers — even though there are 5,000,000 of them in the country — are still a specialty item. You have to explain to housewives what a freezer can do for them, not give them a mechanical lecture. That means your advertising must hit a wide market and produce plenty of leads for your dealers. So far, radio and TV have proved to be our most successful media in producing leads at low cost." Talent policy: Up to the present — end there's little likelihood of change — Amana's air vehicles fall into the hitch -your wagon -to-a believable -star category. Amana's first national air venture was Mutual's The Paula Stone Show, a three-rimes-weekly mid-afternoon program in which the comely Miss Stone interviews famous celebrities. The program ran from 9 June to 5 December 1952, at which time Amana canceled out in order to sponsor Kate Smith. Amana's preference for shows featuring star performers is reflected in the present lineup. Both Kate Smith and Art Linkletter are, as Amana puts it. "household personalities around which we can build promotions to both the public and our 7.000 dealers.'" Food plans : The "food plan," whereby a dealer makes a tie-up with a supplier of frozen foods in order to service his freezer customers, did wonders in gaining initial urban acceptance for Amana. The freezer firm encouraged dealers to start such plans and to promote them widely in dealer co-op advertising. However, since some freezer food plan deals have been strictly flyby-night. Amana insists on checking over any dealer co-op air copy which {Please turn to page 110) III ffoic other freezer firms sell oti flic* air No other line of freezers among 50-odd brands on the market is as widely air-sold as Amana. Industry leaders in appliance ■field, like General Electric, Westinghouse, Philco, Admiral. Crosley plug their freezer lines occasionally on big radio and TV shows like "Studio One" and "Philco Playhouse." Deepfreeze Products (first home freezer) has had portion of "Gabriel Heatter" recently on Mutual. Jordon Freezers, relative newcomer to consumer field, are being promoted via Tl spot campaign in 30 markets. 1/n.s/ freezei firms include radio and TV in their list of approved co-op media for dealer use, as does Amana. 32 SPONSOR