Sponsor (July-Dec 1955)

RADIO RESULTS amusements theotre SPONSOR: Martina's Waring Theatre AGENCY: Direct CAPSULE CASE HISTORY: To advertise Cinemascope and The Robe this theatre -unlike all others offering the same show at the time (February) — bought 10 announcements on WRNY and only a 1" newspaper ad. The sponsor says the picture was shown on Thursday night, downtown night in Rochester and a "very poor night for neighborhood theatres." Yet sponsor's theatre had standing room only and biggest box office receipts in Western New York while other neighborhood theatres played to only halffilled houses. Cost: $5.70 per announcement. WRNY-AM-FM, Rochester PROGRAM: Announcements amusements i ravel SPONSOR: Olsen Travel Organization AGENCY: Gencliff-Breslich, Chi. CAPSULE CASE HISTORY: Harvey Olsen, to boost his travel organization s all-expense tours to Europe, sponsored a 4:0-minute classical d.j. show. The show is m.c'd by Norman Ross Jr., who formerly conducted tours for Olsen, and is on Saturday mornings. This was Olsen s first venture in radio. During the first week, mail inquiries credited to the program brought in estimated business of over $84,000. The cost of the program is $350 per week. WMAQ, Chicago PROGRAM: Classical records automotive M automotive fuel SPONSOR: Bob Stacey's Fuel Service AGENCY: Direct CAPSULE CASE HISTORY: Al the Beachcomber presides over The Beach House, a program specifically designed for the advertiser with a small budget. Clients can buy from one to five announcements a week. This client bought one announcement weekly and used his first 15-second flash announcement to advertise two small unpainted boats he had for sale. He immediately sold both boats for $50 apiece. The flash announcement cost $2.50, and was the only advertising he used. CHUB, Nanaimo, B. C. PROGRAM: The Beach House, Announcements automotive new cars SPONSOR: Johnston Motors AGENCY: Direct CAPSULE CASE HISTORY: This Plymouth Dealer bought CKWX's "New Car Package" consisting of 21 one-minute announcements, 15 eight-second I.D's and a ■iO-minute "on the spot" broadcast from the dealer's showroom. The campaign ran one week. No other advertising was used. All the new cars in slock — 33 — were sold. Additional orders and an excellent list of future prospects was also gained. The total cost was $550; resulting sales volume about $83,000. CKWX, Vancouver PROGRAM: Announcement SPONSOR: Carlin Motor Co. AGENCY: Direct CAPSULE CASE HISTORY: The Carlin Motor Co. decided to spend $100 in one day on KTRI strictly as an experiment. The test day began quietly, but things got hectic quickly in the auto showroom. By late afternoon hundreds of people had come and gone. Fourteen cars were sold that day, and eight others in the following three days. Carlin found it didn't have enough sales help to handle the traffic. Impatient customers even wandered into competitors' lots. Commercials incorporated a straight sales approach. After using all media company feels no other $100 ever did as much for them. KTRI, Sioux City PROGRAM: Announcements automotive rebuilt tires SPONSOR: Central Tire Service AGENCY: Hopfer-Castleman CAPSULE CASE HISTORY: Without even displaying a sign at the point of sale, Central Tire Service sold out its \5-day stock of 600 rebuilt tires in only five days. The only advertising used was the company's five-minute daily program, Date Book, on KLX. The tires sold for $6.95, bringing in a total of $4,170 for an advertising cost of only $80. The sponsor had to change his announcement after five days because, after the 600 tires were gone, no more were available to the company. KLX, Oakland, Calif. PROGRAM: Date Book automotive u sed buses SPONSOR: Los Angeles City School AGENCY: Direct Bus System CAPSULE CASE HISTORY: The market for used school buses is slim, but KRKD sold 17 within two months for the sponsor. Copy stressed the do-it-yourself angle, suggested that anyone handy with a blowtorch, monkey wrench, and screwdriver could drive his bus to a site he selected and convert the bus into a hot house, work shop, boathouse, hot dog stand, or what have you. A total of 240 announcements were used, resulting in an average ad cost of $62 per bus. Buses sold for about $1,000 each. KRKD, Los Angeles PROGRAM: Announcements automotive used SPONSOR: Homer C. Thompson AGENCY: Direct CAPSULE CASE HISTORY: When Homer Thompson picked up 13 1953 Fords recently, he bought two announcements daily on Mutual' s Major League Game of the Day over KDB. (This is a network co-op show which is sold locally.) Game of the Day was the only advertising he bought. Furthermore, Thompson was not offering discounts as large as those given in nearby Los Angeles for the identical model. Yet in two weeks' time all 13 cars were sold. Cost: $100. KDB. Santa Barbara PROGRAM: Game of the Day 40 SPONSOR