Sponsor (July-Dec 1955)

YOU'LL SELL MORE BREAD with these $60,000* Animated Cartoon TV BREAD COMMERCIALS ^^ Original production cost. This has already been paid by one of the country's largest bakers. This is what it cost to produce these films from the start, but you can get them for a tiny fraction of the original cost. Here's what you'll get: FULLY ANIMATED FILMS -Animated cartoons are top salesmen on TV. You get full, not partial, animation. SHOWS YOUR WRAPPER OVER AND OVER-Your wrapper appears in the animated cartoon sequences. It's also shown full screen size repeatedly. YOUR BRAND NAME REPEATED OFTEN Your brand name, slogan and the sales slant you are now using are made part of each commercial. Entire sound track is made to your order. FAST-MOVING ACTION THAT PACKS A SELLING WALLOP!— This series was created by baking industry' people to fill the need for top flight television film commercials for bread. It's tested and proved — is now doing an outstanding job of increasing bread sales for bakers in onefifth of the country. EXCLUSIVE USE — No one else can use it in your market— ever! Extra prints guaranteed available up to three years. POINT-OF-SALE TIE-IN— Attractive cartoon youngsters (named for your bread in the film) offer many possibilities for merchandising. USE AS TV SPOTS AND IN PROGRAMS-Strong appeal to both children and adults makes these commercials appropriate for use at any time during the television day — as spots, in programs, or within participating shows. TAILORED TO YOUR BRAND-You get strong identification of your brand name throughout, in both sight and sound. These films look as though they were specially made for you— top quality production puts your commercials up with those of America's biggest television advertisers. LOW COST — Because original production costs have been paid, this series is practical for even LIMITED ADVERTISING BUDGETS. AVAILABLE QUICKLY Prints will be delivered ready for use within 35 days. DON'T DELAY! This series is available to only one baker in a market. TELEVISION DIVISION 203 Alexander Bldg. , Colorado Springs, Colo. Mail the coupon now for full details no obligation Television Division, ALEXANDER FILM CO. 203 Alexander Bldg., Colorado Springs, Colo. Send detailed description of Animated Cartoon TV Film Commercials for bread. NAME. FIRM. ADDRESS. CITY 92 "Once we jumped the gun on giving a sale price on meat for a sponsor whose frozen steaks were trying to get distribution. That one error brought shoppers into markets demanding the steaks before the show was completed! The sponsor was so shocked he tripled bis appropriation on our programs. "Another time, we demonstrated a steam iron — and oversold the quota for the city by several thousand. We selected a certain pattern in wallpaper for redecorating the Charm Kitchen, and showed the selection to the tv audience. The wallpaper was sold out so much that we were unable to get enough to do the kitchen three days after it was shown, even though the sponsor was carrying it in wholesale lots and had eight stores plus a warehouse to draw upon. "Last week, we offered designs for making sofa pillows. The fabrics sold like hot cakes; we had to call New York for more design leaflets. We went to Hawaii for a vacation. Came home, prepared Cantonese dishes, and the whole city ran out of soy sauce! Couldn't even buy a bottle for the show." •*-*-*■ STATE. CANT SHOW PACKAGE? I Continued from page 47) New York's WRCA-TV, for example, offered one week's use of its lighted moving sign on Times Square to plug Japanese King Crabmeat and also a plug in a trade magazine, GrocerGraphic. Boston's WBZ-TV sent letters to 800 grocers in the area telling about the campaign. Philadelphia's WPTZ offered a free ad in Food Trade News, and Baltimore's WBAL-TV offered to conduct the entire contest itself, including cost of premiums, plus a grand prize of a Meadowbrook Tappan Range for the best crabmeat recipe and several GE electric skillets as runner-up prizes. In Chicago, WBKB arranged a personal appearance by Francis Pope, star of the show, demonstrating the client's product for two hours at one of the leading supermarkets. The commercials were planned to take advantage of live participations, with fact sheets supplied to the tv personalities who could word the actual pitch to suit themselves. One of the main points of the commercials was the contest, of course. The agency supplied some sample commercials just to insure that all copy points would get across. Within less than three weeks after being appointed the client's agency, Gotham-Vladimir had the campaign on the air. Scheduled for a 13-week run, the participations expired during the first week of September. While it is impossible to chart results precisely because of the large number of different sales organizations I mainly food brokers), involved, reports from leading food brokers in the U.S. showed the following sales increases since the start of the campaign: 30-40% in Boston; 20', in Chicago; 10-20% in New York. There are still no figures available for Baltimore and Philadelphia. "But the mail response from viewers in all our tv markets has been very large," Andy Vladimir told SPONSOR. In fact, the tremendous selling power of video was the cause for an un • ••••••• "It appears now that our bulky picture tube . . . will give way, in the future, to a thin layer of electroluminescent material within which the same functions are performed. This development, together with the miniaturization of other elements in our receiving circuits, will give us mural television. Its form will be that of a thin screen decorating a wall and controlled remotely from a small box beside the viewer elsewhere in the room." DR. E. W. ENGSTROM Executive V.P., Research & Engineering RCA • ••••••* fortunate number of letters of complaint, saying in essence: ". . . but I can't get Japanese King Crabmeat in any of the stores. . . ." The cause for these letters seems to have been the relative impact of video DR. M0ULAH Psythiatrisf " — and just because KRIZ Phoenix listener, sisted I see you." I'm not a my wife in SP0NS0R