Sponsor (1956)

RADIO RESULTS SPECIALTIES Cameras SPONSOR: Drug Store AGENCY: Direci CAPSULE CASE HISTORY: A single one minute announcement over the Kitchen Club, a Monday through Friday morning show, sold seven dozen cameras within tivo hours and was repeated on a subsequent program with tin sale of six dozen more. The sale was one of a series the client used to test the pulling power of his $155 a month investment in the quarter hour show. The program, which has been running well over a year, was especially planned for the client who now spends 75% of his ad budget on this and other WKEY programs. WKEY, Covington, Va. PROGRAM: The Kitchen Club SPECIALTIES/Typewriters SPONSOR: Lee Brother* Stationery AGENCY: Direci CAPSUL] CASE HISTORY: In a 23-day period. Lee Brothers Stationery run a drive on KHOX for typewriter rental with option of purchase, with rental money going toward purchase. Only announcements were used over the 2'.'> days, at the end of which the company realized a gross volume of over $5,000. Advertiser slated that lie had sold more Remington portable typewriters than any other dealer in the state of California for the same period of time. Cost of the schedule amounted to $150. KBOX, Modesto, Cal. PROGRAM: Announcements SPECIALTIES Fabrics SPONSOR: Waverly Fabrics AGENCY: Lawrence Kane CAPSULE CASE HISTORY: In a recent campaign, Waverly Fabrics scheduled announcements on about 50 stations throughout the I . 5. All stations offered a ]Q-cent booklet on home decorating hints. In New England. Waverly placed its message on WBZ-WBZA, Boston, in Mildred Lail-nii's I Ionic Forum, Monday through Friday, 9 :'M)-') : 55 a.m. The In in-city Hoston-Springfield outlet produced 2,491 requests for the offer — at 41c per inquiry. Lou cost-per-result prompted advertiser to renew for following campaign. WBZ-WBZA, Boston and PROGRAM: Mildren Co/son's Springfield, Mass. Home Forum MUSICAL/L. P. Records SPO\-'i|; llcconl Shop AGENCY: Direct CAPSULE CASE HISTORY: A long-playing record, "The Investigator" had just arrived in Seattle when it was played on New Releases from the Record Shop. The next morning, the shop experienced its greatest "run" on a single recording in its history. Within a week, volume on the record had reached S.510. According to the llcconl Shop, the program is institutional in nature and not designed for immediate stiles, which made the merchandising results "reniat I, able." Cost: $21. kl>\\ l\l. Seattle, Y\ PROGRAM: New Releases MUSICAL Records SPONSOR: H. P. Wasson & Co. AGENCY: Direct CAPSULE CASE HISTORY: This department store selected the station's Easy Does It show in which to promote its record department. It set aside 500 records to be given away as souvenirs during the three-and-a-half -hour remote program. During the first 40 minutes of the shoiv. all 500 records had been given away. Wasson s added 200 records for the after-school rush. These were gone in a matter of minutes. As a result of this trial-run, a schedule of announcements in the above program, in addition to a schedule in a woman's show, was slated. W [BC, Indianapolis hid. PROGRAM: Participations MUSICAL Cutars SPONSOR: Summer's Music Store AGENCY: Direct CAPSULE CASE HISTORY: Early in 1956, Summer's scheduled 20 announcements for the following 10-day period, promoting Friday, the 13th, as black cat day at the store. Featured in the promotion were records and guitars. Early on the sale day, 600 record packages at $1.00 each had been sold — also, 18 guitars at $15.95 each. According to the sponsor, results were more than satisfactory, particularly since the 20 announcements represented a cost of $60, a sales gross of $887.10. WCHO, Wash. Court Hse., Ohio PROGRAM: Announcements SUPER MARKET Denver, Colo. SPONSOR: King Soopers AGENCY: Direct CAPSULE CASE HISTORY: When King Soopers open,;/ its newest branch -tore in Denver a special radio campaign uas purchased to promote opening day festivities. 100 chainbreak announcements ncrc broadcast over KLZ over and above King: Sooper usual ad schedule, before the first customer entered the ncic store. Cost of ad, led coverage was $480 and according to the store manager was responsible for lens of thousands of customers during first five opening days. M /■ Denvei PROGR AM: Announcements SUPER MARKET Sonora, Calif. s|'o\SOR: I'Vin Bmihers Super Markel AGENCY: Direci CAPSUL] CAS1 history: The Foster Brothers One Stop Super Market hurled a challenge at KROG with the selection of one item to test the effectiveness of radio. kl\()(, sold the super market w'v 20-SeCOnd announcements at a cost of $27.50 it Inch were run mcr a jour day period adjacent to morning and alia noon shows. II ithin the four du\ period oi ci (.(III lugs of pea, lies were sold and the stoic uas unable to meet the demand on the \i\tlt da) in spite <>! the fact that due to a pom season the peaches were ■•"1,1 mostly fot canning. K i;< H .. Soiioki i ii. I'liOOli \M: \m ncements 52 SPONSOR 29 IM ( EMBER 1956