PROMOTION: The Giveaways

The hottest form of advertising promotion is the giveaway. This year U.S. businesses will hand out $16 million worth of appliances, cars, cameras and bric-a-brac on 22 network shows seen by most of the nation's 43 million TV homes, and 250 local radio and TV programs. So popular are the shows that this week CBS and NBC each will add three new TV giveaway programs. NBC and ABC will start two more later in July.

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...

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