Sponsor (Sept-Dec 1958)

RADIO RESULTS continued PERFUMES SPONSOR: Worth Parfums Corporation AGENCY: Direct Capsule case history: The day after Jean Shepherd of \\ OR. New York, delivered two commercials on behalf of Worth Parfums Corporation, importers of fine French perfumes, 400 people went to B. Altman & Co.'s perfume counter, and the stream of people kept on until a grand total of 1.200 people were drawn to the department store as a direct result of Shepherd's two sales messages. Worth Parfums is not a large company and has a modest ad budget. The firm turned to radio because of the necessity for a limited campaign to effectively sell a quality product. "We desired an honest presentation in a manner that was appropriate for our product," explained Donald F. Landsman. "We did not want a 'spot,' a flash, or a quick, hard garble of words. Radio has been the answer to our very specialized problem." This experience on WOR has proved to Worth Parfums that a mass-appeal radio station can really sell a class product. "The response was sensational," said Landsman. POULTRY WOR, \ew York PIANOS AND ORGANS Announcements AGENCY: Direct SPONSOR: Smyth Piano Company Capsule case history: The Smyth Piano Company of Des Moines, a medium-sized retailer of pianos and electric organs, used various media for the past several years, but enjoyed no notable success until it recently turned to radio. The company purchased a four-week schedule of half-minute announcements at the rate of 20 per week on KSO, Des Moines. The spots were fairly evenly distributed throughout the broadcast day — most were in daytime, some in driving time, and several during the evening and on Sunday. The total cost was only $165 per week. The results were astounding to the Smyth Piano Company. Not long after the schedule got under way, Smyth was literally sold out. Their entire stock was purchased and Smyth had to call for more instruments. It was by far the most sensational sales period in the history of the Smyth Piano Company. "For the first time, advertising has produced recognition of the company name," commented 0. B. Smyth. "I'm sold on KSO." KSO, Des Moines Announcements SPONSOR: Lancaster Farms Poultry AGENCY: Charles Ross Advertising Capsule case history: Chickens no longer take a back seat to gobblers when it comes to consumer advertising. Roosting very comfortably in 30-second announcemnts on KMPC, Los Angeles, since last January, the chickens of Victor Ryckebosch, Inc., (Lancaster Farms Poultry) increased their sales in supermarket chains by 150%. This was accomplished with a schedule of only fourteen 30-second announcements per week. The Charles Ross Advertising Agency, Los Angeles, points to a sales increase of 30,000 chickens a week, from 20,000 to 50,000, for a total business of $70,000 weekly. Main copy point: "One day fresh from the farm to you. six days fresher than those bought from out of state." Other points : "Fast grown, scientifically fed chickens are plumper : check tag on the chicken to find whether fresh or frozen and whether it meets U.S. Dept. of Agriculture Standards." The campaign for Victor Ryckebosh, Inc., on KMPC will continue indefinitely; no other advertising is being used. KMPC, Los Angeles Announcements RESTAURANT SPONSOR: Buck's Restaurant AGENCY: Direct Capsule case history: More than five years ago Buck's Restaurant of Asheville, N. C, purchased a five-minute segment in WWNC's Top 0' The Morning, featuring Read Wilson as host. At that time Buck's was just another drivein restaurant employing 20 people. The restaurant now boasts three large dining rooms as well as enlarged drive-in facilities including tele-tray service. Up to 3,000 meals a day are served in addition to a catering service specializing in picnics and banquets. Seventy-five regular employees comprise the staff plus 15 part-time people during the summer tourist season. In the five years Buck's has been advertising on WWNC, the restaurant has quadrupled its business. Up to 75% of the drive-in's advertising budget is devoted to radio. Only a small portion goes to newspapers, and the remaining to billboards and tv. "It is obvious that radio, WWNC radio, has been a major factor in bringing the customers to Bucks," said the owner of the restaurant. WWNC, Asheville PURCHASE: Part Sponsorship 27 DECEMBER 1958