U. S. Plywood Sponsors Jerry Lewis TV

United States Plywood Corporation will co-sponsor the new two-hour Jerry Lewis Show over ABC-TV Saturday nights during the'63:64 television season, the company has announced.

The company's Weldwood product line also will be advertised in expanded coverage on the Ron Cochran Evening Report over ABC-TV.

The Jerry l,ewis show, which debuts Sept. 2I, will be a completely "live" program broadcast from Hollywood and {eaturing personalities from all walks of life. On his infrequent television appearances, Lewis has scored extremely high ratings.

U.S. Plywood made its debut as a sponsor of prime time television last season with the Sam Benedict show on NBC-TV and the Cochran news show. This sponsorship was the first for any plywood company.

Before deciding to continue its sponsorship of national network television for the consumer market, the company assigned the Gallup organization to conduct a poll on the effectiveness of its TV advertisine.

"The results were highly impressive." says R. S. Lowell, advertising director.

"Major findings were that total consumers aware of the Weldwood brand of wall paneling increased by 75 per cent during the TV campaign. This was particularly significant in light of the fact that previous market research had shown Weldwood paneling to be by {ar the best known brand on the marketactually twice as wellknown as its nearest competitor."

"Other findings were that consumerrs with a favorable attitude toward the product increased by 50 per cent. Viewers of the two separate shows were much more aware of Weldwood as a trade name and had a much more favorable attitude toward the product than non-viewers."

An estimated 40 per cent of American households were exposed to one or more o{ the programs, the Gallup poll revealed.

'oThe clear conclusion is that our initial venture into TV was extremely successful in reaching consumers with our sales message," said Mr, lnwell.

Sitka spruce, one of the world's strongest woods, is widely used for piano sounding boards.

Species: redwood white fir ponderoso pine sugor pine engelmon spruce douglos fir