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.
25% of Ad Budget Into Radio
52-Week-A-Year Radio Campaign
1,000 Stations in 400 Marl(ets
Soft Drinks
its kind of product. In every area radio plays a role of major importance. Starting in 1960, we now have 25 'push markets' in operation and expect to more than double this figure by 1962." Included among the markets now active in the program are New York, Philadelphia, Tampa, Miami, Salt Lake City and Grand Rapids.
Since customs and conditions vary in each locale, custom-tailored advertising designed to accomplish specific objectives in the selected territories is developed by the company and its agency, Maxon, Inc., in conjunction with the local bottler. "In all cases," states T. W. Prescott, the Hires director of mar
keting, "the approach upholds the firm's philosophy of sustained media activity throughout the year coupled with continuous activity at the point of sale. In this connection, we feel the flexibility of local radio speaks for itself. Within the framework of the economics involved," he continues, "we see the medium as ideal for reaching potential customers at the optimunr moments for turning advertising into sales."
Going into some detail on the merchandising approach, Mr. Finnie points out that root beer is an outdoor drink, and in this context has been merchandised heavily as a refreshing, natural complement to picnics, barbecues, etc. "I needn't go
into the auto listening statistics since these are familiar to most of us," Mr. Finnie comments. "But we were interested to discover that some 70 percent of the nation's seven million pleasure boats have radio sets. The seagoing radio audience is estimated at some 37 million people. This kind of tie-in is a natural for the Florida and West Coast markets where year-round cruise weather makes this activity a popular vocation."
Similarly, Mr. Finnie says, climate and tradition in the northern and mid-western markets combine to make late spring and summer ideal times to reach out for new root beer customers by means of the typical merchandising appeal of something extra for their money.
Key Promotions
How strongly Hires believes in keying its radio promotions to merchandising operations is demonstrated by the copy used in this spot:
ANNCR: Free from Hires! Buy six bottles, get two extra ones free in the special eight bottle bonus pack. It's your chance to stock up on lighter, drier brighter Hires with the more delicious taste that picks you up quicker, keeps you
V. s. RADIO
September 1960
25