Sponsor (July-Dec 1954)

KEDD WICHITA, KANSAS 101,292 SETSj Are Receiving KEDD s Increased Signal Strength of 0NE iQUARTERJ MILLION WATTS Now Saturating Wichita's Billion Dollar Market With Kansas' Highest Power! \\ t: V "7^" Ropr«itnitd by Edward Pelry & Co , Inc. been Belling in Bakerefield foi three years and had approximate!) To dealera. Then a t\ station came on tinair. \\ itliin ,i week after starting our commercials, we bad opened II new accounts, -nun <>[ which wed been hitting unsuccessfull) fo] three wars. "We made one Bale oi $160 to u -ingle independent gas station " he added. Anyone who has ever sold a Bpeciah) item direct to a service station realizes that $160 in one lump sum i n<> minor achievement." The Bardahl distributor in \lar\laiul allocated 00',' (,f bis own advertising budget to \\ MAR-TV. Baltimore. He started his t\ campaign two years ago through Marshall Hawkagency. Week!) time cost of the tv effort is onlj $183.60, jret the Bardahl distributor gets daily letters of congratulation like the following: "Last evening, while viewing television. I was attracted l>\ your clever commercial. I think that this commercial is entertaining as well as being informative. \ yet I have not had the experience to use your product. Bardahl. hut you may be sure that the next time I drive my car I will stop at a station that handles Bardahl and try it. 1 am sure that if the product is as good as its commercial says it is. I will not be disappointed. Again, let me congratulate you on your outstanding Bardahl commercial." Rises in sales up to 200' ( within the first four months after use of air advertising have become apparent in 1954 as Bardahl put its commercials into such towns as Chico, Cal.: Boise and Idaho Falls, Idaho; Reno and Las \ .L.t \ev.: Yuma. Ariz. \nd. strange but true: These commercials are reported to have made a surprising impact upon Europeans whenever the announcements were played before European movie audiences. Count Giorgio Geddes Da Filicaia and Kjell Stray. Bardahl distributors for Southern and Northern Europe, respectively, told the Seattle office that they're looking forward to the time when commercial t\ opens up in theil ana-. In the meantime the commercials have been shown in European movies with Norwegian, Spanish. Italian and Portuguese sound tracks. Some 1150,000 of Bardahl'a 1954 air budget goes into minute radio an DOUIK -ements that follow the same >toi \ line .mil use the same characters as the iv series. These announcements, generall) -potted during the heavj dri\ing hour i that is, early morning and late afternoon), are currently in o\er 50 radio-onl] as well as tv markets. In converting the tv announcementinto radio commercials Bardahl did an entire rerecording. Bill Bates, who'd done the sound tracks for the tv film--, produced the radio commercial as well. Total production cost per radio < ommercial was SI, 000. Bardahl uses radio in large doses. In a number of local market promolion the firm has bought scheduleranging from 300 to 1,000 annouiK ements. Bardahl usually arranges with the local station to add a dealer tag to the announcements. Here the -ort of arrangement Bardahl likes to make with its dealers: During a period of time, usuall\ 30 to 60 <la\-. all dealers are offered one free dealer tag per case of merchandise bought, five free tags for a four-case order. The local Bardahl representative notifies a dealer by card or phone -o he can listen to his own tag on the air. Bardahl restricts these proinotionto a maximum of two per market annualK to rotate them around the nation. Since an individual service station now rarelv gets a chance to hear it name on the air. he appreciate it all the more. Referring to the Bardahl tv commereial in this instance. Alf Warner, Bardahl distributor in Massachusetts wrote: "I have witnessed a miracle . . . we -howed the commercials at the \\ oi Id Motor Sports Show in Madison Square Garden in New ^ ork City . Believe me. it was absolutely fabulous. Whenever that theme sounded, adults came running like children to see it. 1 mean this . . . never, never has anything I've seen taken such a hold. They . ame back a second time (at $1.50 a head i and brought friends to see it. \ikI what about the leader of the Bardahl gang? Ole Bardahl came to Seattle from \orwa\ in 1922 with $45 capital. Of course, he didn't consider it entireb capital, since he planned to live on it till he got a job. BardahTs job dealt with machinery; his hobby was chemistry. The result: \n idea for Bardahl additive oil. which he began manufacturing in 1939. His formula is designed to give ordinar) oil a new affinit) for metal SPONSOR , NBC • ABC NETWORKS \