Word: often
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Dates: during 1950-1959
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Giveaway games are probably the cheapest form of TV publicity, since the manufacturer swaps merchandise-often low-priced items-for screen time. Ohio's Tappan Co. gives away $230,000 worth of ranges yearly, figures a giveaway plug costs only .0042? per 1,000 viewers, far less than a regular TV commercial. But there is hot debate over how many sales are actually created by the giveaways. Says Bell & Howell, which passes out $17,000 worth of movie projectors a year, mostly on This Is Your Life: "We like the idea, but we find it hard to determine...
...free commercial." But Philco believes there is almost no value to lesser shows, in which the winner gets a staggering list of prizes, the product itself gets only a quickie mention, and the viewer gets only a flash look. Furthermore, to break onto one of these shows, a company often has to make an under-the-table payoff in cash or merchandise to the show's producer or to a middleman...
President Edouard Cournand holds that "if you give away too much too often, it loses its value." The Evans Case Co. recently scratched its giveaways of handbags, which had hit $25,000 a year on such matinee tearjerkers as Queen For a Day and The Big Payoff, because "we never traced a single sale to the TV giveaways." General Electric also is cool to giveaways. Reasons G.E.: "Viewers may be encouraged to try to win a product rather than...
Dauphinot sold a new American & Foreign Power issue, took on the job of selling stock of other companies. He found that often the trick was to get the most prominent citizen in a village to buy. For example, when the mayor in one town bought, 17 others lined up to buy. Soon Dauphinot branched out more, became Brazil's most active stock underwriter, was doing business in New York, Colombia and Venezuela. All told, Deltec has sold stock to some 50,000 Brazilians, 80% of whom, Dauphinot estimates, had never owned stock before. The buyers put their money into...
...foods such as frostings, sandwich spreads, sauces and syrups. Until now, aerosol foods have been slowed by the fact that the liquid gases used in nonfood products have been ruled out by the Food and Drug Administration. (Compressed gases are now in use in a few food products but often lose their pressure before the food is exhausted, though recently developed compressed nitrogen shows promise of whipping the problem...