Sponsor (Jan-June 1953)

POWER LAWN MOWERS SPONSOR: Mien llar.lv. VG1 Nl ,» Direi I i \r-i I 1 t W HISTORY : To promote its power lawn mowers, Allen Hardware, using radio on a saturation basis lor the first time, bought 2<> announcements oici k(, \l . all to run on a Friday. The "special" allowed a substantial trade-in on old handmoners. During the day, lour powei mowers were sold; that evening sau six more sold. On Saturday, the stoic racked up 17 additional sales. This made n total of 27 sales at a gross 790 from the one-da) campaign. Cost: 840. KCAE, Salem. 0 PROGRAM: Vnnounrrments results LOANS Kl V Oakland, Cal. PROGR KM: Vnnoi merits COOKBOOK OFFER SPONSOR ■ Illuminating ' o. VCENI 'I : Mllrnm & Fewsmith ( VPSI M I \SE HISTORY This public utility company sponsors a light-pop music program, Im O'Clock Tunes, on H G II! daily 10:00-10:30 am. The show's announce! anil limt ( harlie Roberts, offered free to listeners u cook booklet stressing recipes particularly smicd foi cooking on electric ranges, lie made the <>(]ei mi 10 programs during a period <>l ino weeks. Postcards and la/as from mote than 27<l cities in Ohio se\en Othei states and Canada inundated the U C \l\ mail room. Total "•i/uesis numbered 8,921 1 \W.\H. ( Irvcland \'U(H.H \M: Ten 0'< lock Tun J SPONSOR Signature Loan G \CENCY: World Syndicate I VPS1 II I W. HISTORY: This sponsor bought an announcement schedule on KLX to tell people about the loan services of its neu Oakland office. During the second week of the campaign, the company received 70 applications for loans, tin largest number received since the Opening of the office and all directly traceable to the air advertising. Since the sponsor uas pining $150 a week ho the announcement schedule, his <<ist-per-application uas approximately 9-2. \'x. The sponsor uas so pleased he extended his contiact jot another 2<> ueel.s. USED CARS SPONSOR: Weave, Motor, AGENCY: Direct ( ^psi | i; CASE HISTORY : " eaver Motors, a San LuisObis no car dealer, sponsors the 10:00-10:30 a.m. seg mcn'i of k ID 's Ranch House Jamboree program heard on Sunday mornings. The sponsor regularly sells from three to Hie of the cars he advertises on every program. One Sunday, the 11 caver air copy described the merits of 10 used cars he had for sale. Within a few days. eight of the 10 autos had been sold. The sales gross totaled $11,000; the advertising investment: $19.80. KATY, San Luis Obispo, Cal. PROGRAM: Ranch Hous. Jamboret PAINT AGENCY: Direct When Blumberg's, Ports SPONSOR: Glidden Co. i VPS1 II CASE HISTORY: mouth. I a.'s largest department store, decided to add a Glidden Paint department. l\ illiam Johnson, Glidden division head for the area, scheduled a three-day promotion on WWW , Norfolk. A total of 10 announcements and three 15-minute programs were used, with the shows originating from the store. During the three days, Blumberg's neu paint department {located on the third floor) sold $3,500 worth of paint, despite the fact that the store had never sold paint before. Advertising cost: $185. \\l OW, Norfolk, Va. PROGRAM: Announcements; pointof-sale programs MOVIES SPONSOR: Bailey Theatres AGENCY: Direct CAPSUL1 CASE HISTORY: Bailey Theatres is a na tional chain of some 300 movie houses. Six of these are in Atlanta, Ga. Audiences were filling the Atlanta houses to only about 40% or 509J of capacity. Dissatisfied, Bailey's decided to try to hypo attendance by use of radio. It purchased 12 one-minute announcements on 11 I IxD for each new showing at each of the six theatres (at a cost of $60 for each series of 12 announcements) . After four months, Bailey's reported that each theatre was consistently enjoying an 80% house or over. \\ I Kl), \tlanta. Ga. PROGRAM: Announcements HOME FURNISHINGS SPONSOR: N. Horowitz & Sons AGENCY: Samuel A. Foster CAPS1 I 1 ( VSE HISTORY: Aiming to increase store traffic, develop and expand its trading area and attract a better quality of customer, this home furnishing store bought six dux time musical programs {Eddie Fisher) weekly, Monday through Saturday, on WIP. A few months after the start of this schedule, the sponsor ran a "Mystery I one" contest on the program, giving away $25 discount certificates to winners. The contest pulled ova Kill phoned replies weekly, and the sponsor realized a id*, return on all discount certificates issued. In less than eight months, business increased 110%. WIP, Philadelphia PROGRAM: Eddie Fisher Show