Identity Crisis

just purchase an old tackle box at a sale for 5 bucks and this was the reason I bought it. Everything else was rusted and rubbish. It was all old so I'm thinking this is as well. This one has me stumped thou. The shaft can be unscrewed and one of the three different heads can be put on. It looks like there is a diver, a shallow diver, and a popper nose with the lure. There is also a bunch of double sided inserts with awesome patterns on them. Not sure about the steel rod that came with it but it was in the box with the lure. Any help identifying would be great. Thanks for the look and your time.