Sponsor (May-Aug 1957)

, Capsule case histories of successful local and regional television campaigns TV RESULTS CLEANSER SPONSOR: Vdell Chemical VGEN< i : Direcl Capsule Case History: Moving into the consumer tnarkel in addition to the industrial in a highh competitive field lias been successfully carried off 1>\ this firm through t\ advertising. Vdell Chemicals product, Lestoil, a liquid all-purpose detergent, had been tried and proven in the commercial laundn and cleaning business. In January 1955 this firm decided to branch into the consumer market. It chose \\ Ml KT\ (whose signal extends into the Boston area). It bought a heav) pattern of minute and 20-second spots in "B" and "C" time on a 52-week basis. Immediate product interest and distribution demand occurred. Since then. Lestoil has increased its WMUR-TV expenditure almost 100% and has moved into other Eastern markets. Today, Lestoil is giving keen competition to Procter & Gamble's Spic & Span and is now the 36th largest user of spot television with a first quarter I 1957 1 tv budget of $640,000. WMUR-TV, Manchestei PI RCHASE: Minute & 20-second spots USED CARS SPONSOR: Right Motors VGENCY: Direct Capsule Case History: Television advertising has given this Cleveland used car dealer two straight months of sellout and the biggest sales month in its history. In May, Right Motors started sponsorship of Jungle. 11:20-11 :30 p.m.. a Monday-through-Frida) wildlife action film series on lOWI \ . Car sales rose and in June an all-time high was reached in turnover. Buddy Carter. President of the firm, reports a 44'/t increase from the ahead) augmented sales of Ma\ to June. He reports: "To meet the demand our t\ advertising produced, we increased our front line and garage facilities, but even this was not enough. From 174 cars in Ma\. we sold 250 in June and could have sold more if we had had them. He added: "We are now doing about four times the business we did before we started using t\ . At this rate Right Motors will soon make auto sales history." Pitchman for Jungle commercials is a radio-tv veteran. Joe Finan. KVW-TV, Cleveland PLRCH VSE: Jungle LADIES READY-TO-WEAR SPONSOR: King's Department Store VGENO. : Direct Capsule Case History: Ladies readv-to-wear companies do not usualh employ television advertising to promote sales, ^sor do discount houses use tv in am substantial amount. This firm is both and recently used the visual medium with success. King's Department Store of West Palm Beach. Florida, bought an announcement on Starlight Theatre (a nightly feature starting as 10:00 p.m. I on WEAT-TV, for one night onl\ on 2 May. The announcement was a oneminute live promotion delivered bv one of the show s Feminine hostesses. The sale-feature items — ladies ready-to-wear dresses at $2.67 — were displa\ed on a rack. Within three Ja\s of the one announcement, King s Department Store had -..Id ()ii(i dresses. This was a gross product turnover of $2,403.00 ..I merchandise. Cost of the single announcement $43.20. Fdward J. Hennessv. General Sales Manager nf WEAT-TV reports that ao other advertising was used. WEAT-TV, West 1'aln, Beach PI R< II VSE: Announcement TV REPAIR SERVICE SPONSOR: Bob Reed T\ Service Co. U.I \< \ : Direct Capsule Case History: From a one-man, one-truck concern to a 13-staff. eight-truck business is the success storv of this firm, built through tv advertising. In October 1055. Boh Reed opened his t\ repair shop. He tried newspaper and radio promotion but results proved unsatisfactory. In December he started a campaign on \\ ICS which he has maintained to the present day, with approximately the same advertising budget of $67.50 per week. He bought a "five-forone-plan" on Weather Briefs, a Monday-through-Friday, 0:55-7:00 p.m. show. The plan provides for sponsoring the program one daj a week, with one 10-second announcement on each of the four other days. I sing a repetitive-type message, this client finds that as soon as a viewer's set goes out of order. Reed's commercial is called to mind and he gets the call for repairs. Just recently, this still fast growing business has moved to a new location with three times the area. WICS. Sprinufi.'l.l PI RCHASE: Program & Announcements 88 SPONSOR 24 \i gist 1957