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WAYS TO MAKE RADIO WORK
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( apaule tasr historie* proving radio's ability to nunc prtfduct$
Each case history tells a radio i • ~ i j 1 1 stoi j . one thai w ill apply to your
in. 1 1 kel in tin coming j eai . I he results arc categoi i/'-d and contain -.ili<-nt Facts on objecl h es, costs and tin' results obtained.
SPONSOR next iuue mil
provide a similar li^liti^ for fr
amusements cruises
SPONSOR: Geyelin, Inc. AGEV Y; Ecoff & James, Phila.
I APSUL1 CASE HISTORY: The client believed the
tourist and travel section of the Sunday papers was the accepted medium for selling ocean cruises. With considerable skepticism he agreed to a campaign of six announcements a week on WCAU. The client's problem teas to round up 2,000 \mssengers for five Bermuda cruises sailing late in the summer season. II ithin tuo weeks 1.000 inquiries were received as a result of this advertising. I he\ were amazed by their radio advertising results. The cost: $300 per week.
WCAU, Philadelphia PROGRAM: Announcements
amusements
dancing
SPONSOR: Fred Astaire Dance Studio AGENl 1 : Direcl
CAPSULE CASE HISTORY: When a new Fred Astaire Dance Studio opened in Dayton, the main advertising effort uas not made with radio. Despite the fact that onlytwo one-minute \Hirticipations were used on the Betty Ann Horstman show 'Saturdays from 5:00 to 7:00 p.m. i. the dance studio noted that "results were tremendous.*' For the $25 the sponsor sj>ent on WING radio advertising, the sponsor credited the station with producing 75' < of the studio's initial business.
WING. Dayton
PROORVM: Betty Ann Horstman,
Participation-;
amusements
restaurant
SPONSOR: Island Tug & Barge Co. AGENCY: Direct
CAPSULE CASE HISTORY: 50 //,„/ //,,•„ emp would have a handy place to eat, the Island Tug & Barge Co. built a distinctive restaurant from a con in led ship v galley and superstructure. But the restaurant lost money because of Ion volume. Then the turn bought two announcements daily for a month on (II I. In '■pile of the location — across a bridge, under two railroad tracks, amid shipyards— the restaurant got so much business the announcements hail to he discontinued. Daily cost of the short-lived campaign: $9.50. CJVI, Victoria, R. C. PROGRAM: Announcement
amusements
sightseeing
SPONSOR: Crystal Cave Co. AGENCY: Ad-Ari A-.c-iation
CAPSULE CASK HISTORY To promote tourist interest
in this natural wonder, the cave company bought one participation weekly for 13 weeks on the Hi Neighbor shou with Ralph Collier, a daily program aired at 1:00 p.m. In the first announcement, which cost $45, the company offered listeners a folder describing the and featuring a map showing the different routes to the attraction. More than 200 ri'ipiests for the folder*, acre received from the single announcement and requests continue to come in.
WCAU, Philadelphia PROGRAM: Hi Neighbor
26 DECEMBER 1955
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