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Sponsor's Wife, Mrs. Frank Yeakel, emcees Rocket to Stardom which also rocketed Oldsmobile sales. Tv score for one weekend: 166 cars
AN TV SELL AFTER MIDNIGHT?
Top-selling Oldsmobile dealer in U. S. hiked his sales from $100,000 to $10 million in 8 years with tv. A political unknown, tv gave him chance in race for mayor of L. A.
jj LOS ANGELES
■ ■ ■ I accept the decision in the spirit of the American way of election."
This statement, conceding the race for the office of mayor to incumbent Norris Poulson, was carried by Los Angeles papers on 3 April, 1957.
It was issued by Poulson's nearest rival, Bob Yeakel. who polled 142.000 votes I more than the combined totals of the other three challengers ) . Yeakel had no elaborate campaign machinery, no political support — only a marathon tv show which had made him the largest-selling Oldsmobile dealer in the country and quite a phenomenon, even in Los Angeles.
The day Bob Yeakel gave his advertising account to Bill Hunter and Earl
Willhite of Hunter \ V\ illhite was the day he opened the doors of Bob Yeakel \*» ilshire Oldsmobile. taking over a dealership that had been racking up about 25 sales in a good month.
The Yeakel brothers Bob. Phil. Harry. Frank, Jack. Eddie, Warren, Bill. Ken. Jack Jr. — had been using ft for five vears to sell used Cadillacs.
Calling themselves "Cadillac specialists," they delivered their own pitches with more sincerity than technique, used no newspaper display ads I they still don't), and along the way developed the idea of the "uninterrupted feature*" (pitches at beginning and end of a 30-minute or 90-minute film, with periodic reminders about the brothers at the bottom of the picture).
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SPONSOR
31 august 1957