Sponsor (1956)

RADIO RESULTS HOUSEHOLD Ktchcn Cabinets SPONSOR: Long Bell Lumber Co. AGENCY: Direct CAPSULE CASE HISTORY: For a period of one month the sponsor bought one noon-hour announcement six days a week in order to move a stock of fir and birch kitchen cabinets which it was offering at a 25% discount. The offer ivas made during a usually slow remodeling period but ivas nevertheless extremely successful. According to the sponsor over $2,400 north of business resulted. The owner told the station manager, "We feel this is a highly satisfactory return. Thank you very much for delivering the customers." The cost was $54. KMMO, Marshall, Missouri PROGRAM: Announcements HOUSEHOLD Sen a Then SPONSOR: Lawrence Appliance AGENCY: Givens & Davies CAPSULE CASE HISTORY: A 60-hour continuous Sell-AThon Broadcast directly from the advertiser's store resulted in the sale of about $9,000 worth of electrical appliances and television sets. During the remote broadcast, all regular advertisers were given time. Unsold time was devoted to promoting the special offers at Lawrence Appliance, with contests and free gifts as well as customer interviews featured. A highlight of the show was a breakfast of hotcakes and coffee served to those at the point of sale. Cost of the Sell-A-Thon was $600. KGEM, Boise, Idaho PROGRAM: Sell-A-Thon HOUSEHOLD Freeze rs SPONSOR: Christensen's Farm Machinery AGENCY: Direct CAPSULE CASE HISTORY: For a $994 ad outlay the sponsor sold ivell over $100,000 worth of freezers and refrigerators besides doing a larger than normal business on his regular lines. The occasion was the International I fun ester "crate sale" and the campaign used was "KLMS saturation' spots. During the six week period of the ad program the advertiser used 284, one minute, run of schedule spots. Crediting KLMS with the success of his sale, the sponsor said the cost of the campaign was u ell In l,,ii one pei rent of the total sales volume. Kl MS, Lincoln, Neb. Pl!l ii. I! \M : \nnoiini emcnls HOUSEHOLD/ Appl.nnces SPONSOR: Montgomery Ward \GE\GY: Direct i VPSUL1 < VS1 HISTORY: A recent sale of G. E. electrical appliances bj Montgomery Ward in Spokane was promoted by a run-of-schedule campaign featuring .'50 and 60-second announcements during <i three-da) A \/. 1 Sellathon. Cost of the campaign which ran L8, L9 and 20 Octobei was $1,000. KXIA promotion manager Robert Moore, whose sin/ion made announcements directly from stoic aisles, said the Sellathon increased appliance sales In 1 3 1.4%. KXLY, Spokane, Wash. PROGB \M: Ki incements HOUSEHOLD Vacuum Cleaners SPONSOR: United Vacuum Stores AGENCY: Direct CAPSULE CASE HISTORY: Originally, United Vacuum Stores planned to advertise their General Electric Vacuum Cleaners on a daily 15 minute program. The response was so great, however, that only three shows a week could be handled. The radio ads told prospective customers to phone the station and salesmen would visit their homes. Salesmen, each with a weekly quota of SI. 000 in sales, tlien followed up the radio lead. The campaign ran from 23 January to 29 February and cost the advertiser $300. ' Results are terrific," said the client. KNEB, ScottsblufI, Neb. PROGRAM: Mystery Tune HOUSEHOLD Scwms Machines SPONSOR: MarshallWells Stores AGENCY: Direct CAPSULE CASE HISTORY: To promote a one-day sale of sewing machines Marshall-Wells bought a saturation schedule of announcements on KFBB to run only on the day of sale. Schedule consisting of 26 50-word spots ran from 0:00 a.m. to 5:00 p.m. and cost $78. Lyle Monroe, owner of the store, reported that as a result of the KFBB 11 hour campaign 93 sating machines acre sold, many of them to residents of loans other than Great Falls. llso, scores of inquiries were received from people throughout the trading area. KFBB, Gnai Falls, Montana PROGRAM: Announcements HOUSEHOLD Ridio and Tv Sets SPONSOR: E.l.lmuth & Co. AGENCY: Direct CAPSULE CASE HISTORY: This dealer of Telefunl.cn Radio and Hallicrafter Tv sets used one-minute announcements for three-and-a-half months on the Pop and Candleliulit Concerts, also in some morning slious. After this period of time, company hud sold more sets than in three-and-a-half years. Consequently, neu contracts were signed for 1.200 one-minute announcements to highlight same products. Cost of the original Telefunken and Hallicrafter dine amounted to $1,5.00. WDOK, Cleveland, Ohio PROGRAM: Announcements HOUSEHOLD W.ndow Fans SPONSOR: Sears, Roebuck AGENCY: Direct CAPSULE CASE HISTORY: With summer temperature at 95 degrees, Sears, Roebuck of Omaha sponsored 12 one-minute announcements, all of which were aired within the 6:00-7:00 p.m. hour. All commercials stressed tfiat each $69.95 fan ordered would be delivered and installed that evening. In a short time, the 59 fans in stock were sold out. No other advertising medium was used by the company. The cost of the 12 announcements was $120 — or $10 per announcement. KOWH, Omaha, Nebr. PROGRAM: Announcements 50 SPONSOR 29 DECEMBER 1956