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Worth Parfums Corporation
Airdate:
Last Update: 05-17-2020
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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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None Listed
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| Engineer and others in Booth
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