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HOMETOWN, U. S. A.
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A legend in his oivn time. A personality ivithout peer. Philosopher, story teller, neivs maker, catalyst, he brings to each listener an immediate sense of personal participation. As if that lueren't enough, he just happens to be the greatest salesman in broadcasting history. In all radio, Godfrey is the kind of company you keep . . .
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AIR COOLER
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Gough Industries, Los Angeles appliance distributors, ran campaign for Alpine air coolers on KBIG Los Angeles. Running from June through September, 10second time-and-temperature spots were aired hourly when predicted temperatures for the day were 85-degrees or higher. Although Gough sells other air coolers, according to the station, the Alpine unit advertised on KBIG showed a sales increase of 20 percent more than the other cooler lines.
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AUTO DEALERS
Seven members of the Virginia Chevrolet Dealers Association purchased a $2,500 one-day campaign on WAVY Portsmouth. According to the station, there were one-hour remotes from each of the seven showrooms, plus a saturation spot campaign, for a total of thirteen-and-one-half hours of air time. Objective of the air effort was to help introduce the 1961 line. All the participating dealers, the station reports, indicated they had their biggest opening in years.
' WOMEN'S FASHIONS
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Bonwit-Teller has been running a 52-week spot campaign for two years over WHLI Hempstead, Long Island, N. Y. Averaging 30 spots a week, the announcements are used to promote Bonwit's Manhasset branch, and highlight sales and special events. The first campaign featured a cashmere sweater clearance. The net result, according to the station, was a better than 45 percent increase in sales of this one item over the previous year. This summer, Bonwit's reported over $5,000 in fur sales to customers who mentioned hearing about the sale over WHLI, the station reports.
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SUPERMARKET
Food Fair Stores purchased a one-day grand opening campaign for its new outlet in Richmond, Va. , over WLEE. A station personality broadcast directly from the store. By the time the store was ready to open to the public, the station states, the large parking lot was nearly full. Other merchants in the shopping center also purchased an afternoon remote broadcast. As a result of the one-day effort. Food Fair signed a 13-week contract, WLEE reports.
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U. S. RADIO • November 1960