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BERNADETTE CASTRO HA3 BEEN OPENING CONVERTIBLE SOFAS ON TV SCREENS SINCE 1948. SHE PUT HER DAD'S FIRM ON MAP
How ('astro "converted" one store
into 1 via T!
In 4 years TV demonstration plus radio jingles nnt firm in 810 million class
C an a local retail store fit television into its advertising budget?
Castro Convertibles, until 1948 a single store with a handful of salesmen, found that the small advertiser can afford television, and. furthermore, that clever use of air media can be the skyrocket to success.
Today. Castro Convertible sofas are manufactured in several plants, are sold in seven stores in the New York metropolitan area. Until his debut in television in 1948. Bernard Castro, president of Castro Convertibles, never sold more than 100 units a week in his small 21st Street and Sixth Avenue store. A SPONSOR guesstimate places Castro's 1952 sales volume in the vicinity of $10 million.
case history
Known since 1948 for his memora vertising formula that helped him to ble TV commercial, Castro began us success within four short Years, liming radio in October 1950 to get fre it is in a few words: quency of impact. With plans for fur 1. Television: Use TV for producl ther expansion already made, Castro demonstration, and to identify copy intends to stay faithful to the air ad [Please turn to page 93)
On radio since 1950, Castro developed successful formula: (I) catchy jingle sung to Italian tune; (2) radio personality to give pitch. Below: Mr. and Mrs. Castro, Skitch Henderson, wife
18 MAY 1953
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