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TV RESULTS
automotive
SPONSOR: Roy Stauffer Chevrolet AGENCY: Direct
CAPSULE CASE HISTORY: Three nights a week Roy Stauffer Chevrolet sponsors Life With Elizabeth on WARM-TV. On every program the sponsor shows a different car. At the end of the first three weeks of sponsorship, the sponsor reported that he had sold nine out of nine cars shown. In each case the buyer had asked to see — and bought — the car advertised on television. Program cost is $128 per half -hour shoiv.
WARM-TV, Scranton PROGRAM: Life With Elizabeth
automotive
garages
SPONSOR: Abrahamson Lumber Co. AGENCY: Direct
CAPSULE CASE HISTORY: Since KKTV went on the air in December 1952 this firm has sponsored three weather shows. Last fall Abrahamson s promoted garages and carports with FHA Title 1 financing. Response was so great that for the next two weeks the company bought every available weather show on the station. When the campaign ended Abrahamson" s had sold $26,500 in garages and carports — and it's still getting inquiries. The campaign cost $400. Live commercials with a cartoon panoramic strip were used for the weather shows.
KKTV, Colorado Springs PROGRAM: KKTV Weather
automotive
garage coors
SPONSOR: Wizard Manufacturing Co.
AGENCY: Direct
CAPSULE CASE HISTORY : As a result of a single announcement at 12:45 a.m. on Jackson's Theatre, the Wizard Manufacturing Co. sold 12 radio-controlled garage doors. The remote-operated doors can be opened and closed while the driver remains in his car. The announcement cost $150 and brought in $3,600 in orders. This meant $24 in sales for every dollar spent for advertising, a higher ratio than the company had gained when it had sponsored a 90-minute movie on another station.
KTTV. Los Vngeles
PROGRAM: Jackson's Theatre, announcements
automotive n<
SPONSOR: Universal Sales & Service
AGENCY: Direct
< A PSULE CASE HISTORY: One Sunday, tlis MeteorMercury -Lincoln dealer in Calgary, Alberta, ran three shared I.D.'s on CHCT-TV. The following Tuesday, the company reported to the station the sale of a new Lincoln which they attributed directly to the three I.D.'s. The announcements appeared in the afternoon and evening. Total cost: $69 plus art work. Universal was so pleased with this tv success that they have signed to sponsor a Sunday evening program, Madison Square Garden, for an entire year.
CHCT-TV, Calgary, Alberta PROGRAM: Shared I.D.'s
automotive o,
SPONSOR: Wynn Oil Distributors AGENCY: BBDO, L.A.
CAPSULE CASE HISTORY: For several years the Wynn Oil Distributors looked for a way to develop an effective advertising campaign in central California. After sponsoring Tabloid News on Tuesday, Wednesday and Friday from 6:55 to 7:00 p.m. for several weeks and then at 6:25-6:30 for a total of 13 weeks, sales increased 70%. The commercials were done live by the local Wynn sales manager. The 13-week schedule cost $2,730. KJEO-TV, Fresno, Cal. PROGRAM: Tabloid News
automotive
paint jobs
SPONSOR: B&H Automotive AGENCY: Direct
CAPSULE CASE HISTORY: The first of 52 one-minute Class A announcements costing $54 each produced seven automobile paint jobs for the sponsor — a firm specializing in this service for car owners. The announcement was telecast Sunday just before a local sports show. It used a locally produced film showing operations involved in painting a car while a booth announcer described the action. A slide with the firm's name, address and phone number was shown at the end of the film, and no special prices or inducements were offered.
WREX-TV, Rockford, El.
PROGRAM: Announcements
automotive
rubber
SPONSOR: OK Rubber Welders Store AGENCY: Direct
CAPSULE CASE HISTORY: Television forced this store out of business for 60 days — in order to remodel and expand! The sponsor wanted to reach farm and industrial workers and bought one one-minute participation announcement weekly on Saturday Jamboree, rotating between 7:00 and 10:00 p.m. At the end of the first month OK's business was up from $900 a month to $3,300 a month and has remained at this level ever since. Cost of the participations is $25.
WROM-TY. Rome, Ga. PROGRAM: Participations
aUtOmOtiVe seat covers
SPONSOR: Rayco Seat Cover Co. AGENCY: Direct
CAPSULE CASE HISTORY: When the sponsor tested Los Angeles air media, it spent money on three tv stations and one radio station. KTTV produced 51 sales for a weekly ad outlay of $500 — better than four times the sales produced by the next highest ranking station, and at only half the cost. Most of the announcements on KTTV were placed in Jackson's Theatre, which had lower ratings than the announcements offered by the other stations. Rayco dropped the rest of its tv advertising in the city and gave KTTV a 26-iveek contract.
KTTV. Lo> Angeles
PROGRAM: Jackson's Theatre, announcements
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SPONSOR