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year-old organi/alion has 15 dillcreiu (Icak'iships hanclling 15 makes ot United Slates and iorcign cars. Because ol this, Spitzer has had the problem ol dislinguisliing its indi\idual agenc ies in the public's mind.
Spitzer now relies on radio for 60 percent of its advertising, according to KYW, which says it receives fourfifths of this amount. I'he remainder of the budget is divided into 25 percent for newspapers and the rest for circulars, handouls and tv announcements.
Spitzer first began the disc jockey contest on KYW in 1957 between personalities Joe Finan and Wes Hopkins. That year Mr. Hopkins won a luxury trip to Miami Beach.
This year, as in 1957, the two disc jockeys carried on a campaign on behalf of their respective sponsors, Spitzer Ford (Finan) and Spitzer Dodge-Plymouth (Hopkins) . According to KYW, they coupled the standard on-the-air announcements with a constant flow "of repartee, kidding and brickbat tossing," and personal appearances on each other's programs in the studios and during remote broadcasts from the car dealers' showrooms.
The station points out that these remotes were begun in 1957 to aid Spitzer in identifying the various dealerships, and have now become a standby with at least one remote each weekend during the year. According to Harold Stann, Spitzer executive vice president and advertising manager, many customers are attracted to the showrooms because of the disc jockeys' presence. He states that salesmen make a point of introducing prospects to the personalities as part of the sales presentation.
Because July and August are considered slow months for new car sales, each of the two Spitzer agencies was given a quota, according to KYW. The disc jockey whose dealer sold the highest percentage of this quota received a $900 all-expense paid trip for two to Acapulco, Mex. With Spitzer Ford reaching 104.5 percent of its quota compared to Spitzer Dodge-Plymouth's 96.6 percent, disc jockey Finan won the prize.
lv\ W slates that ihe l-'oid agency's July s.iles were up percent over July l!)58. while Mr. Hopkins' dealer had an incieasc of 2.H percent. Duiing the ni(;nlh of August sales were up 19 percent and 2\ percent, respectively.
Irv Brown, accoinit executive of Spitzer's advertising agency, AxelIxurd-Brown & Associates of Cleveland, states that the key to the campaign's success was the tremendous interest instilled in listeners which
"caused a booming lialiu in tiic shcjwrcjciiris."
According lo Mr. Siann, "1 his year's contest was so successful, sales wc ic uppccl so dramatically, that we definitely intend to repeat it on KYW, jjossibly next year, instead of skipping a year. It will more or les.s cap our year-around advertising cam])aign (an average of 50 to 70 spot announcements per week c^ver KYW) and help boost sales in traditionally slow late summer." • • •
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WilliamV Stewart. PresidentADaren F McGavrenCorp Representatives
U. S. RADIO • November 1959
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