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IP
he Radio Showmansh
How Do U. S. Furniture Stores Use Radio? How Dfj of Radio Showmanship Present the Facts Based u
So you're interested in buying radio time to sell furniture! A half-hour, 15 minutes, five minutes or spot announcements? It does make a difference! How long a campaign are you planning? How often will you be on
the air? What kind of commercial copy do
you in
tend to use? All of
these are important questions. You should know the answers before you spend one dollar on a radio broadcast. Too many of radio's 20 years have been devoted to proving why a businessman should advertise; too few to what methods he should employ when he does advertise.
Radio isn't hard to buy, but neither is a cake hard to bake. Still it is easier to follow a tested recipe than to try mixing the various ingredients on a hit and miss basis.
In an attempt to find out what makes one individual program succeed where another fails, the editors of Radio Showmanship Magazine in cooperation with the National Furniture Review and the National Retail Furniture Association queried over 2,000 furniture retailers throughout the country.
Replies were received from every section of the United States, from retailers with yearly sales volumes as high as $2,000,000 and as low as $14,000.
The facts and figures brought out in this research may well prove the first step towards a scientific approach to radio time-buying and a more productive use of the time bought. Certainly, for a man about to advertise on the air, there are no better methods to follow than those based on the experience of other radio time users in the same retail field.
Information gathered was classified according to: Type and length of program and/or spot announcements; the duration and frequency of broadcast; the choice of day and time; type of commercial message. We studied these factors objectively without attempting to draw a rigid conclusion. Our purpose was to determine which of these factors, when added to a radio campaign, made that campaign succeed and which made it fail. Replies were divided into three groups: 1) good, 2) fair, 3) poor. Conclusions are based on a comparison of these three groups as well as the total sample.
Summary of Results:
Of I • S. furniture retailers replying to the survey, the majority (77%) in radio station towns use radio advertising.
Thirty seven per cent of the retailers reported good returns on their radio expenditure; 37$ reported fair returns. Total: 74c'c satisfactory.
The length of a program is an impor taut factor in its success. Most productive time unit: The 15-minute program. Least productive time unit: The liveminute program.
The length of a spot announcement has little bearing <»n its effectiveness.
Consistent is | major factor in radio's RADIO SHOWMANSHIP