We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
TV RESULTS
automotive h.
SPONSOR: Fisk Tire Distributor
AGENCY: Direct
CAPSULE CASE HISTORY: ln an effort to boost sales in what ivas considered a slow market, the local Fisk Tire distributor decided to test a local tv program. The program selected was Tv Tune Shop, seen nightly over WMFD. Ttvo one-minute participations were bought. They were run on consecutive nights and consisted of live demonstrations showing the advantages oj Fisk Tires over other makes. Twenty-jour sales oj complete sets oj tires resulted — a healthy increase for only $70 invested.
WMFD. Wilmington, N. C.
PROGRAM: Tv Time Shop
automotive u
sed cars
SPONSOR: Cox Motor Co. AGENCY: Direct
CAPSULE CASE HISTORY: As an initial experiment with television, the Cox Motor Co., Tulsa, bought the second quarter of a national league pro football game, a regular Sunday afternoon feature on KCEB. During the program Cox Motors offered a used-car special on a 1953 Plymouth Sedan. Within a few minutes after the game the car was sold. Sponsor received numerous calls for many days after the program. Cox feels it made many potential customers from these late callers. Total cost for sponsorship was $155.
KCEB. Tulsa PROGRAM: National League pro football
automotive u
sed cars
SPONSOR: DeSoto-Plymouth Dealer AGENCY: Direct
CAPSULE CASE HISTORY: A DeSoto-Plymouth Dealer in Albany, N. Y., sold seven out of the 10 cars he showed on a "live" commercial over WTR1. The cars ranged in price from $169 to $2,200 and were shown in daily participations on the Forrest Willis Show, 3-4:30 p.m. every day. Willis hosts a movie with cutouts for commercials. The cost for 5 spots a week is $95. The success of this dealer has aroused the interest of other car dealers in the area, one of whom had insisted that there is no substitute for the real thing.
WTRI, Albany PROGRAM: Forrest Willis Show, participations
clothing
fur coats
SPONSOR: Littman Fur Factories
AGENCY: Direct
CAPSULE CASE HISTORY: /„ the midst of declining fur sales last spring, Arthur Littman, president of Littman fur factories, reported that his firm has been making gains. He believes that his semi-weekly 15-minute television program, Fur Goodness Sakes, is responsible. On the program Littman explains the construction of furs and constantly repeats that fur is more economical than cloth in the long run. The firm had its best November, December and January sales in its history last year. Many sales are traced to the program. Cost, $156 plus talent.
WXIX-TV, Milwaukee, Wise. PROGRAM: Fur Goodness Sakes
clothing
SPONSOR: Chet & Don's Style-Marl AGENCY: Direcl
CAPSULE CASE HISTORY: Chet & Don's Style-Mart, a men's clothing store, dropped its newspaper advertising to give tv a six-week trial. It scheduled three live announcements per week over WMBV-TV. After one Friday I.D., over 90 people in the store mentioned seeing it, the following day. The store credited many suit sales to its announcements. Chet & Don's plans another similar trial of television in the fall. Cost of the six-week announcement campaign: $600.
WMBV-TV, Green Bay, Wis.
PROGRAM: Announcements
clothing shirts
SPONSOR: Bond's Clothes AGENCY: Direct
CAPSULE CASE HISTORY: A new Bond's store in Minneapolis wanted to test the power of News with Sevareid over WTCN-TV. A dacron shirt which usually sells for $4.99 was offered at $2.75 or two for $5.00, but only if the customer told the clerk that he'd heard of the sale through Sevareid. Two announcements were made on the Friday evening program (10:30-10:45 p.m.) and four on Saturday morning. Two hours after the store opened Saturday morning all sizes were sold out. No other advertising was used. Campaign cost: $320. WTCN-TV, Minneapolis PROGRAM: News With Sevareid
clothing
trousers
SPONSOR : Bargain Barn A GENC Y : Bridges, Sharp & Associates CAPSULE CASE HISTORY: RUSS Helton, leader of The Trailhands (Western quartet), wears the pants in his outfit. In fact, on the 11 July program (show is aired Sundays at 11 a.m.) he wore some of the sponsor's pants and mentioned that they could be bought for $2 each. Only one of the program's four commercials was about the trousers, but 142 pairs of them were sold as a direct result. And the sponsor (which promises customers bargains from rattlers to tombstones I is beyond Dayton city limits. Cost of the hour show is $343.06 weekly. WLW-D, Dayton PROGRAM: Russ Helton's Trailhands
dept. store
SPONSOR: The Council Oak Stores
AGENCY: Direct
CAPSULE CASE HISTORY: After a recent promotion advertised over KVTV (at a cost of $270), the sponsor wrote to the station that "Our sales on promotional items which have been so well presented on your station fiave been exceptional. As an example we moved 9,600 of the tv tables, a complete sell-out in less than four weeks. We feel that the success of such promotions is in no small measure due to our use of 'spots' over KVTV. We will want to continue the use of 'spots' in addition to our regular advertising over your station."
KVTV, Sioux City
PROGRAM: Announcements
9 JANUARY 1956
43