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HERE'S UNITED'S PRICE PROMOTION FORMULA
START EARLA. I nited found short-term promotion should get, early start, so specified early morning spots, even in run of schedule, also made sure entire day was covered adequately
TELL FULL STORY. Promotions, says I nited, need full 60 seconds to give price listings, comparisons, locution, phone number. Don't chisel on time for this kind of announcement
KEEP COPY RECOGNIZABLE. For short-term, price-type push, don't try to vary copy too much. I nited scored using just two different commercials. Family resemblance is important for impact
CHECK RESULTS BY MEDIA. United analyzed returns, found i 1 I 75' i of business came from radio. (2) radio pulled better credit-rating customers. Checks provide basis for future promos
What makes a price promotion go?
^ United Motors of Omaha did everything right in its 20-spot weekend push on low-cost transmission service
^ Results: it had to suspend 52-week schedule of 980 spots in order to catch up on orders from first weekend
#% couple of weeks ago, Jack Howard, KFAB sales manager in ( Imaha, Found a letter in Ins morning mail. This was the firsl sentem e:
"Dear Mi. Howard: Will vou please cancel our spot schedule dial we arranged with you lasl week . .
The writer of lids letter — Boh Hi iniilrv . ( Imaha manage] ol I nited Motor & Transmission Exchange was canceling a heft) 52-week schedule i ailing foi 980 minute annoum e
ments. Hi umlev and Ids bosses in
I ,in< "In. Nebi aska had counted on a continuous weekend radio promotion to 1 1 ieser and maintain a flow "I
customers to the new Omaha garage. What thej Found out provides some helpful clues In running a price promotion.
Iiriiiulex and K.IAB general manager Lyell Bremser had covered ever\ base in laying oul die plans lor the campaign :
• Frequency. Contract called For |o minute spois on Saturday, 1" on Sundaj at a cosl ol $10 apiece, runof-station scheduling with earl) morning coverage specified.
• Copy, [wo basic pieces "I cop) . 60 seconds in length, were recorded. One was a straight, unvarnished list
ing of prices following a business-like attention-getter: "Now . . . you can have your car put in top condition for little money.' Cop) wound up with opening, closing hours: reference to Saturda) and Sunday classified newspaper ads: address and phone number.
Second piece of cop) was a dramatic variation of the first. Bui the action was merelv a scene setter I honking horn, stalled engine, gruff voice) for the price-listing copy. Wind-up was light musical theme under quick reiteration of main points b) driver ol stalled car and announcer.
The firsl spot went on the air at 6:30 a.m. Saturdav morning. Brumlev woe-, a stated in hi letter, continue:
*'. . . We rented a building we
thought would he adequate . . . hut b) Saturdav night cars wanting the sel vice we advertised over KI'AB
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27 .ii m: 1959