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Nefif Bottling Co,, Sauannah, Illustrates Value of Determining Course of Action, Sticking With It Until Sales Impact Produces
N. W. BRANDON, assistant manager, WSAV, Savannah, Ga,
griddle advertisers who continually hop from show to show. But it has also known an encouraging number who determine on a course of advertising action and stick with it luitil the 'arnmer, 'amrner, 'ammer of the sales impact has a chance to produce the sort of results which make sponsors happy and stations proud.
One such example has been the Nehi BoTixiNG Company, Savannah bottlers of Royal Crown Cola. On December 9, 1941, it signed a year's contract for a daily 15-minutes newscast, Monday through Saturday, to start the following Monday, at 12:15-12:30 (p.m.). Today the Nehi Bottling Company of Savannah is still sponsoring that same newscast at the same time and has sponsored it without interruption since 1941. And today Royal Crown Cola is almost as indispensable a part of the noontime news in Savannah as the news itself.
While radio can cite many examples of a sponsor's maintaining a continuous program for as long, or even longer period of time, (and WSAV itself has several advertisers with equally long or longer periods of sponsorship), it is believed that few, if any, local soft drink bottlers have more fully realized the wisdom of the 'ammer, 'ammer,' ammer impact of wellchosen, continuous radio than the Nehi Bottling Company.
KEEP AT IT
Perhaps no type of business has had greater temptation to let up on advertising during wartime than soft drinks. First of all, soft drink advertising has too long
been considered somewhat seasonal with promotional emphasis largely placed upon the warm months. Then, too, a combination of rationing and army consumption placed most soft drink bottlers in the luihappy position of having greater demand than supply, a condition which still exists. Faced with this combination of circumstances, the average bottler too often lets his advertising efforts decline or disappear, counting on a concentrated campaign to recapture his market when he could resume capacity production.
The reaction of the Nehi Bottling Company has been exactly opposite. Determined not to lose consumer acceptance by silence, equally determined to have a consumer demand waiting when full production could be resumed, this advertiser has used radio time wisely and consistently, keeping its product fresh and alive in the minds of its customers, encouraging them to shop when it was scarce, constantly hammering home the message that Royal Crown was "best by taste test."
YOU CANT MISS
Ihe sponsor cannot show a million bottle caps to indicate the pulling power of the WSAV noontime newscast. WSAV cannot cite any stampede to Joe Doak's Soft Drink Parlor as a result of any trick commercial or premium offer. Neither the newscast nor the commercial copy has been expected to produce such results. But the sponsors can point to a consumer acceptance which has amply justified almost five continuous years of intelligently planned radio effort.
OCTOBER, 1 946
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