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The RS Furniture Survey
(Continued from Page 131)
4. Question: Hoiv long is your spot announcement?
Retailers reporting results good:
66% used one minute announcements. 20% used less than one minute announcements. 14% used more than one minute announcements.
Retailers reporting results poor:
66% used one minute announcements. 22% used less than one minute announcements. 12% used more than one minute announcements.
By comparing these figures, we can conclude that the length of a spot announcement has little effect on its pulling power. For the answer to what makes a good spot announcement, we must turn to other factors, such as : 1) consistency, 2) placement, 3) the message.
5. Question: How many weeks out of the year did you use radio?
Retailers reporting results good: Averaged 48 weeks on the air.
Retailers reporting results fair: Averaged 29 weeks on the air.
Retailers reporting results poor: Averaged 23 weeks on the air.
We cannot hastily conclude that if an advertiser stays on the air it will automatically assure a successful campaign. Consistency may he the result of a program's effectiveness, as well as the cause of that effectiveness. However, there is strong evidence that Consistency docs materially affect the pulling power of radio advertising, further proof: Of all retailers reporting results good, 82% were on the air S2 consecutive weeks'.
7. Question: IV hat times of the day do you use radio?
)uestion: HOW many days per week U you on tin air'
Of retailers repotting results good:
| used radio every day in the week.
Of retailers reporting results fair:
H' , used radio every d.iy m the week.
Of retailers reporting results poor:
V , used radio every day in the week.
More proof of the \ nine ot consistency in radio adv<
TIME O' DAY
GOOD RESULTS
FAIR RESULTS
POOR RESULTS
ue.o e 9 A.M.
15%
7%
10%
9 to 11
22%
24%
10%
11 to 1 P.M.
15%
24%
21%
1 to 5
15%
3%
29%
5 to 7
9%
28%
21%
7 to 10
24%
7%
9%
After 10 P.M.
0%
7%
0%
More women buy furniture than men; therefore, the most effective advertising is timed to their listening hours.
8. Question: What type of commercial copy (sales message) do you use?
68%
68%
35%
GOOD
FAIR
POOR
32 %
U<<
65«
KEY
INSTITUTIONAL ■ PRICE SELLING Q
The importance of using institutional copy to obtain best radio results is strongly indicated by these figures. Institutional copy builds sales volume as readily as price selling cop) does; it builds a day-by-day volume instead ot spasmodic splurges.
By comparing the answers to each question, you will have a basis tor determining the relative importance ot the factor discussed. It a certain question received the same answer in all three -roups (good, fair and poor). you cm assume that this question is not important in determining radio effectiveness. On the other hand, it marked differences in re suits aie apparent, then the factor being discussed ma\ be Said to mateiialU effect results.
154
RADIO SHOWMANSHIP