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odern Bread Romance
by Norman Frankel. Radio Director. Freitag Advertising Agency
Radio Prop for Staff of Life in Double Harrel Ad Campaign for Columbia Raking Co.. Atlanta.Ga.
REAL success in the baking business is largely a matr ter of merchandising, since the baking industry itself is a relatively well exploited field. The'successful operator is the one who makes extraordinary efforts not onlv to get customers but to hold them.
To successfully achieve this two-fold aim, there is, first of all, the problem of retail distribution. The a\erage grocer handles more than one line of bread and pastry, and it is only through aggiessive merchandising that the grocer comes to pick up one brand rather than another when a customer simply asks for a loaf of bread. Coupled with this problem, is that of creating consumer preference. Good will culti\ation is the solution to both phases of the merchandising problem.
How then, can this retail and consumer good will be earned? One of the first rules of success in advertising is that you must have a good product. A big advertising campaign might get a lot of people to try something once, but all the advertising in the world won't bring them back a second time if the product itself doesn't have something on the ball. That's why the sales of Southern Bread have increased year after year. It has always been a topnotch product and it has always been a leader in making improvements. Quality of product, in other ^sords, is the plan behind its merchandising plan.
But the old saw to the contrary, the world does not beat a path to \our door if vou make a better mouse trap. The world has to know about that mouse trap. There's still the problem of consumer preference and retail distribution. To create good will among both groups, the Columbia Baking Co.. Atlanta, Ga., relies to a great extent upon radio, the nation's number one medium of entertainment.
\Vhile at the present time, the sale of bread does not present a problem, Columbia is a firm believer in radio, and a consistent user of the medium. And lodav. Columbia has a use for radio that is even more important than the sale of bread, namely, cooperation with our government.
To keep ci\ilians at the top level of efficiency, Southern Enriched Bread pledged itself to make its
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