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Worth Parfums Corporation

Last Update: 05-17-2020

Show Description
The day after Jean Shepherd of WOR, New York, delivered two commercials on behalf of Worth Parfums Corporation, importers of fine French perfumes, 100 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 Parfumes is not a large company and have 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 heen 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.
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December 04,1958

Courtesy: Steve Glazer

Airdate History ' - Original' date is earliest known broadcast)
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