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MOVES MERCHANDISE
Capsule case histories proving TVs sales provoking abilities
Each case history tells a tv result story, one that may apply to your market in 1956. The success histories are categorized and contain pinpointed facts on objectives, costs, the results obtained and methods used.
HI
automotive
SPONSOR: Hermann & Wilton
AGENCY: Direct
CAPSULE CASE HISTORY: When station KZTV was
built one studio was especially designed as an auto display room. Hermann & Wihon, local auto dealers, helped sell the station on the idea. They have sponsored a five-minute show on Saturday evenings ever since the station first went on the air. After the first eight weeks they reported the following: of 16 cars shown during the two-month period, 11 had been sold by the following Sunday mornings. In fact, one successful lead came in while the show was still on the air.
KZTV, Reno
SHOW: Medallion Theatre
automotive
SPONSOR: Capitol Pontiac Co. AGENCY: Direct
CAPSULE CASE HISTORY: The Pontiac dealer fot Springfield, Capitol Pontiac, recently assumed sponsorship of a Saturday night feature film program. The Sunday morning following the first announcement (live commercials are used) over 300 people were in the car lot, although it did not open until Monday morning. The general sales manager reports the placement of 10 orders for new and used cars, a total sales volume of $20,000 and 19 prospects. The cost of llie show (no other advertising was used) was $450.
WICS, Springfield, 111. PROGRAM: Capitol Pontiac Pow Wow
automotive
SPONSOR: Weltner Pontiac
AGENCY: R. Meltzer Adv.
CAPSULE CASE HISTORY: Since car sales usually slump in the fall Weltner Pontiac decided this was the lime to try television. Company bought nine football games on station KSAN-TV (uhf) . Games were scheduled from 25 September to 20 November. Four games had been played by 18 October when Weltner reported it had sold its entire stock of 60 1954 Pontiacs and had orders for all of their first quota shipment of 1955 cars. Cost per game was $2,000. Average cost per car: $3,000. Cost of games: $8,000. Total sales: $180,000.
KSAN-TV, San Francisco
PROGRAM: Stanford, California football games
automotive
SPONSOR: Hardcastle Motor Co. AGENCY: Direct
CAPSULE CASE HISTORY: The Hardcastle Motor Co. bought the 12:15 p.m. news program one day a week for a trial period of four weeks. Owner-Manager Dock Hardcastle, in extending the contract indefinitely, said: "After just our first and second broadcasts we received calls, letters and showroom visits from people all over middle Tennessee and southern Kentucky. After the second broadcast our sales people were answering telephone calls for more than 30 minutes." Each program costs $85.
WSM-TV, Nashville
PROGRAM: Midday News
9 JANUARY 1956
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