Sponsor (1956)

RADIO RESULTS FOOD/Biscuits SPONSOR : B & B Biscuit Co. Al,l \CY: Brad-Wri-ht-Sm ll CAPSULE CASE HISTORY: The client regularly spansors two five-minute Beat The Weatherman shows daily, one at 8:20 a.m. and the other at 3:00 p.m. A disk jockey telephones listeners at home to have them guess the exact temperature at the moment of the call. To test the shows, the client offered a premium in cookies for every label sent in by a deadline. Though 239 labels arrived in time, a flood of later labels followed, all of which received the premium. This caused the sponsor to recommend an increased ad budget to the manufacturer. Weekly cost: $195. WDOK. Cleveland PROGRAM: Beat The Weatherman FOOD/Bread SPONSOR: Homekraft Bread AGENCY: Merle Blair CAPSULE CASE HISTORY: Homekraft scheduled a single one-minute announcement per day through a sixday period, offering a pamphlet of holiday bread recipes. Subsequently, 1,008 requests were received. In addition, many of HomekrafCs stores had a demand heavy enough to warrant reprinting the pampfilets. Because of the results, the sponsor purchased a year-long campaign adjacent to a k/.\ newscast. Only medium used by Homekraft Bread was radio. Cost of the original announcements was $60 or $10 per announcement. KLX, Oakland, Cal. PROGRAM: Announcements FOOD/ Potatoes SPONSOR: Jobbers Outlet Food Store AGENCY: Direct CAPSULE CASE HISTORY: With a special purchase of Michigan potatoes on hand and a weekend coming up, Harold Dalman, manager of Jobbers Outlet, called the station to find out if he could sell the potatoes before they became a storage problem. He ordered 15 30-word lime signals for Friday and Saturday, offering the product at 39<? a peck. He cleared the entire stock of over 300 pecks by mid-Saturday. Cost of schedule: $26. He grossed 4.5 times his advertising investment. WHTC, Holland, Midi. PROOR AM : Announcements FOOD/Mcats SPONSOR: The Food Fair AGENCY: Direct CAPSULI CASI HISTORY: Mr. Hob Vaughn, owner and manager of the Food Fair called It lll'E recently to sa\ he'd purchased 2,000 pounds of beef he wanted to sell oiei (i particular weekend, lie purchased 5 one minute announcements dail-) <>n a Thursday, Friday and Saturday. The copy read "One ton of beef to be sold this week-end." By Saturday night over 4,500 pounds of meat had been disposed of ui <i gross take of $2,025. No othei advertising medium was used for the three day campaign. The cost of the announcements was $22.15. Wlll'l . High Point, V C. PROGF \ M Vim. .mi, . in, ni FOOD/Canned Coods SPONSOR: Stokes Canned Foods AGENCY: Direct. CAPSULE CASE HISTORY: Radio was used exclusively to introduce four food lines put out by four independent firms. All four lines were completely unheard of in Grand Island when the campaign was started on 1 February with a five minute, twice daily, telephone quiz program. The program ran six days a week until 10 February. On the last day one of the product salesmen and a market operator checked grocery carts in one market as they passed a cheeking point. Of 23 carts, 19 carried one or more items advertised. Cost of air time was $201.60. KRGI, Grand Island, Neb. PROGRAM : Call for Cash. FOOD/Sardines AGENCY: BBD&O SPONSOR: Maine Sardine Industry CAPSULE CASE HISTORY: Early last summer the Ramirez Brokerage Co., of Chattanooga started to feel results of a radio campaign on behalf of Maine sardines aired in Chattanooga by BBD&O for the Maine Sardine Industry between 10 July and 5 October. Ramirez reported that the demand created by radio forced a reorder of three carloads of sardines to satisfy customers' needs. Exclusive radio campaign of 12 announcements a week cost $1,146.60. WMFS, Chattanooga, Tenn. PROGRAM: Announcements AGENCY: Direct FOOD/Fish >P()NSOR: Mr. Main < U'SULE CASE HISTORY: Mr. Main, skipper of the fish boat. "Seeltle." decided to sell his catch of herring to \nnaimo homemakers from his boat. He placed a $3.00 spot announcement on the air at 10:30 a.m.. following a quiz show. The announcement stressed that herring was for sale at $.50 per bucket so long as buyers brought their own containers. Mr. Main sold his entire hall-Ion catch in one day. netting $45.(10. lie repealed this for tiro more dins. Total expenditure was SO. DO; profit. $135.00. I III B, Nanai.no. B.C., Canada PROGRAM: Announcements FOOD/ Beer SPONSOR: F. E. B. Distributing Co. \U Nl i : Fitzgerald < \l">ULE CASK HISTORY: In order to bring lax Beer to the alien/ion of consumers along the Mississippi Gulf coast I. I . H. Distributing Co. placed a Y0-week announcement schedule on the station. Commercials high' lighted a "pick the winner" football contest in which seen weekly prizes were given out. The schedule, which was highly successful, ran six days a week with messages aired from 6:30-6:45 \>m. Radio time -and -talent amounted to $66.00, cost oj entry blanks was $00.00: prizes were supplied by station. Total: $156.00. \\(.< M. Gulfport, Miss. PROGRAM: Announcements li. SPONSOR 20 DIXKMHKH 1050