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CASE HISTORY-AUTOMOBILES
ALL DAY is
Automotive Traffic Time in Southern California
Here s proof .... the K-BIG success story of Avalon Motors, Buick Dealer in Wilmington, California, as told by Jack Frost of HunterWillhite & DeSantis Advertising Agency.
"We can show a positive increase in volume of new Buicks sold at Avalon Motors; from 30 cars per month to 60 cars per month, in a period of approximately eight weeks. We and the dealer are very pleased, inasmuch as KBIG produced this 100% increase with a KBIG budget of only $1,200 per month, (100 spots). No other radio station was used, and the spots were placed with only small regard for strict automotive hours."
And the buyers came from the mountains, deserts, orange belt as well as Los Angeles and San Diego.
"Well, that's it . . . another smash success for KBIG. . ."
In Southern California, you are "IN" when you are "ON" KBIG.
For more proof of KBIG successes, ask your KBIG representative or Robert Meeker man.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd., Hollywood 28, California Telephone: Hollywood 3-3205
Nat. Rep. Robert Meeker & Assoc. Inc
7<c«</uWiii<' (Jackie) >fori»taro. media director, Anderson-McConnell ad agency, Los Angeles, thinks it most important for stations to establish a single rate structure. "It's my responsibility" she told SPONSOR, "to buy economically lor clients and I lace the question ol recommending schedules at national rates when the client might be able to buy directly at the loner local rate. In the latter case the agency commission is not paid and the whole basis of national advertising is undermined.' She feels that in her buying throughout the country a trend in that direction seems to be apparent. She'd also like to see the ado]>tion ol standardized availability and confirmation forms to help buyers.
Joe Knap Jr., Wesley Associates. Yew York, speaks dispassionate!) about daytime tv. since his clients generally don't require it except during one particular season. "However. I feel that the most interesting time period in terms of shifts of emphasis in ]9r>6 may well be the afternoon. There's a good chance that with strengthened and revamped programing, afternoon could take the play away from morning tv. despite the strength of such poj>tilar personalities as Godfrey and Garroway. The psychology of the housewife seems to favor afternoon viewing, since a ivoman generally relaxes better Umd not-so-incidentally. views a commercial more favorably I if she doesn't hate unfinished housework hanging over her head. Another ]>oint is that housewives like movies."
James If. Kelly. Fleti her I). Richards, \ew ) ork. looks ahead into 19o6 and sees daytime li progressing. "IT ith the anticipated continued tightness of nighttime tv for a year or more in lulling multistation markets iand despite new Stations on the air\. business will inevitably si>iJI over into daytime. So far as programing is concerned, just look at the J. Arthur Rank films between 3:00 and 5:00 p.m. on ABC TV. They're shown in their entirety because the industry has i nine to realize that cutting a feature can totally ruin it." His concluding comment: "Although the increased number of stations in isolated markets may cause certain rate adjustments. ]y.i6 will be a year of expansions.'
SPONSOR