Sponsor (Jan-Apr 1958)

TV RESULTS Capsule case histories of successful local and regional television campaigns MOVIE SPONSOR: Stale Theatre AGENCY: Direct Capsule case history: I sing local tv as a major portion of their budget to advertise Hollywood productions has been proving verj successful to movie houses throughout the country. A new attendance record was set by the State Theatre of Omaha, Nebraska, after they had purchased a saturation campaign on KETV, Omaha, to publicize their upcoming I)isne\ production "Ole Yeller." State bought ten 10-second announcements which were run for a six-day period prior to the showing of the film. No other television station was used for this campaign. The day the movie opened, State broke an all-time attendance record for the theatre. "We have never had a more successful tv promotion than the one enjoyed on KETV," said John Mattis, manager of the State. "We had youngsters standing in line for well over a block to see the picture." In the past the movie house has used radio and television in the area, but "none of the results equalled these 10 announcements." KETV, Omaha PURCHASE: Announcements MOVIE SPONSOR: Howco Exchange AGENCY: Direct Capsule case history: "Rodan," a recent fiction release, was advertised on WSOC-TV, Charlotte, N. C, by Howco Exchange, a regional film distributor. At the suggestion of WSOC-TV, Howco purchased a tv schedule on the station's 25-plan. Howco had used television in other areas of the South but only WSOC-TV was bought in Charlotte. The local theater which carried the film did heavy business. The movie house drew an almost capacity crowd each time the picture ran. Movie houses in Gastonia, Monroe, Albermarle, Salisbury and Rock Hill, all within the station's coverage area, which also showed the film, had similar successes. In fact, every theater running the film within a 75-mile area of Charlotte met with surprising box office receipts. Theaters playing the picture outside of WSOC-TV's coverage pattern did not do nearly as well as those in the Charlotte coverage area. "You can be assured we will use tv on our next campaign," stated Scott Lett, the branch manager of Howco. WSOC-TV, Charlotte PURCHASE: Announcements SPORT GOODS & EQUIPMENT SPONSORS: Local Wholesaler and Dealers AGENCY: Direct Capsule case history: A little short of a year ago, George A. Grenholm, manager of V. Tausche Hardware Co., a wholesale sports store of LaCrosse, Wis., conceived a plan whereby four local sports good stores, each in a different community of the LaCrosse trading area, would sponsor a show each Friday called Fite Nite Sport Nite, on WKBT, LaCrosse. The cost per telecast, $100, was divided proportionately among the sports outlets and Tausche Co. After launching the program, the sponsors found that in almost every case, items advertised on their show resulted in near, or complete, sellouts. The long-range sales potential of the show is demonstrated by the fact that from 70% to 90% of their advertising is devoted to this particular program. Sales figures have climbed consistently since its beginning. The first contract was Bigned for an eight-week test campaign. It was immediately renewed for an additional 26week flight and again this past March for another 26 weeks. WKBT, LaCrosse PURCHASE: Programs AUTO SUPPLIES SPONSOR: Economy Auto Stores, Inc. AGENCY: Direct Capsule case history: Economy Auto Stores, Inc. has been a steady advertiser in Chattanooga since they opened an outlet in this city. The company had used television but had never advertised on WRGP-TV, Chattanooga. After spending considerable sums on every medium available in Hamilton County, they decided to try WRGP-TV. Working in cooperation with the copy and advertising departments of the station, the auto store prepared an effective tv campaign. "The results received from the announcements were nothing short of perfection", stated Economy's executive, Earl E. Tennyson, Jr. Tire sales alone for the month of February exceeded any other February in the store's preceding 11 years of operation. This was by far the most successful advertising campaign the auto accessory store had ever experienced. Other tv campaigns also have met with outstanding success. "In addition, we have gained customers who keep returning for additional items," said Tennyson, Jr. WRGP-TV, Chattanooga PURCHASE: Announcements SPONSOR • 19 APRIL 1958