We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
NATIONAL BPOAOCASTING COMPANYJue.
11^ ytr.'ERAL LIBRARY \ A ^
t's IVIaster's Voice/
Radio Creates Consumer Acceptance, Giues Zinsmaster Dealer. Maximum Support Says AARON J. PETERSEN, Advertising K\anage\
MASTER is good bread. And its advertising tactics which convey this message in its two markets are plenty good. too. Newspaper display space, billboards, point-of-sale material, and participation in direct consumer services, food demonstration services and a new resident service are all a part of its consistent campaign to maintain its relative position in the Minneapolis-St. Paul, Minn., and Duliuh, Minn.-Superior, Wis., markets. But the keystone of the ZiNSMASTER Bakixg Compaxy's advertising campaign is radio.
The main problem, according to Aaron J. Petersen, advertising manager of the bakery, is to find the media that best fit the Zixsmaster distribution. That isn't a simple problem, since it involves two different markets. The first trading area is pretty much limited to a 40-mile area aroiuid Minneapolis-St. Paul. The second is a split-up territory in the northern part of the state, with Duluth-Superior as a nucletis. Including jobbing routes out of Duluth, almost 4,000 dealers distribute the five bread loaves and the Zixsmaster doughnuts which the hrm offers the public in the two markets.
The search for the most effective media led Zinsmamir lo ladio. ^V^hile
the bakery feels that each medimr serves a specific purpose, it is significan that about 50 per cent of Zixsmaster': advertising budget in the Twin Cit\ area goes to broadcast ad\ ertising. In the Dtiluth-Superior market, radio claim* 66 2/3 per cent.
Radio hasn't always had the lion share of the Zixsmaster advertising dol lar. True, the bakery has made some ust\ of broadcast facilities ever since radio'.' early days, btu its increased use of tht medium has been gradual. It's jtist tht application of a basic advertising prin ciple: getting the jjiost for the least, in terms of advertising dollar invested. ^
A\4ien Zixsmaster buys time on sta tions whose coverage coincides with its market, there's little waste circulation. The bakery isn't paying for co\erage in a market where it has no distribiuion. and it is getting concentrated coverage within its trading area. That makes good sense to Mr. Petersen and to the bakery's advertising agency, the \V. E. LoxG CoMPAXY, Chicago, 111.
However, the selection of the most el I fective media brings up a second pro!) lem. 1 hat, according to Mr. Petersen, i^ to determine how to make the most ef fecti\e use possible of the media select cd.
No rollinir stoyie is Aarofi J. (Pete) Peterseit. advertisiug manager of the Zitismaster Bakifig C.otnfjany. Back in 1929 ivlieti the Miuiieajyolis plant first lighted its ovens, Pete was on the job as cashier bookkeeper for the neiv phuit. He had just left his first job as night auditor for a Jackson, Midi., hotel lehen he cast his lot u'ith the bakery, atui he zvas out to make good. He has. A family nuui, he's also active in civic affairs.
• 402
RADIO SHOWMANSHIP