Broadcasting (Jan - Dec 1935)

Cigarette Advertiser Thanks Radio ITS A LONG, LONG WAY TO TIPPERARY (OR TEXAS!) V „«t to "cover *° 8ir' ^ ^exa 'andTimbuctoo, TipperaryandTexaBation9t you need 1U« ' diately around cover isthe area *m make Louisville . • • »»* either! mi8takes the o*er or There arent any f f ug -n Texan stations that^ean OUR baili-ickl That sj ^ why NBC nation^ advertnthugia8 using ' tic way WAVE in **c\an„ Want the facts.' National R-P^"'"!"^ FREE & SLEIMNGER, WC. petitive brands, it is perfectly obvious that our advertising had an uphill race to win. The fact that our sales record has been so uniquely impressive, therefore, speaks volumes for radio's selling power. The general growth of our network radio advertising also is highly significant when reviewing our advertising budget. With the possible exception of "the very beginning of our radio campaign, this budget has always represented a relatively low percentage of our sales volume When we decided to do the natural thing— put the breath of life into Johnny, the page boy trademark of Philip Morris cigarettes — we of course had an eye to the publicity, sampling, and all 'round merchandising possibilities which this long-established trademark would afford us in the new medium. Johnny's record in establishing the "Call for Philip Morris" slogan throughout the country has been amazing. As a "by-product," if I may call it that, his work in personal appearances and sampling has enhanced his direct contribution to Philip Morris' air advertising. Johnny's development on the air has created nationwide demands to meet the diminutive walking trademark. In his street clothes Johnny is simply a little boy. When dressed in the uniform (and he is never out on business unless he is thus attired) he is a living trademark, a nationally famous radio figure. In other words, radio has made more famous an already famous slogan and uniform. (Continued from page 9) A year ago sales of Philip Morris cigarettes were almost negligible in comparison with the 15 cent leaders. Today, however, Philip Morris is the fifth largest selling brand and continues to show substantial gains each month over the preceding month. Since the first of January, 1933, this cigarette has shown a substantial increase ranging from 10 per cent to 25 per cent over the immediately preceding month. Some months have run as high as 60 per cent increase. By May, 1934, for instance, 1934 sales had exceeded those for all of 1933. The fact that this increase was steady from month to month probably establishes some kind of record for it indicates an amazing and immediate reaction that is most unusual in the marketing of any cigarette. Comparatively speaking, getting dealers to stock a new brand is not difficult. Initial sales on a newly introduced cigarette might look rather high on the books, whereas consumer sales might be far from rosy. For a more accurate picture, the manufacturer would have to wait a period of months to see how his dealers reorder. Thus it is particularly impressive when dealers' sales figures are enlarged immediately in the following months. This indicates that the dealers are selling their original stock and are reordering. In other words, the sales curve of even a successful cigarette usually shows a dip at the beginning. The significant part of the Philip Morris experience therefore is the fact that the sales curve steadily increased from the start. Checking at all strategic points has not indicated to us any signs of saturation or anything near it. Secrets of Success TO WHAT do I attribute Philip Morris' success? There are half a dozen or more definite reasons. Our product is basically sound. We launched the new price at a perfectly timed moment in cigarette history. And our advertising contains unusual naturalness, featuring, as it does now, the living, breathing, speaking trademark of Johnny, the page boy. The sales organization has broad acquaintanceship in the tobacco industry. Each salesman brings a tremendous amount of good will to the sale of the new Philip Morris. Each is well versed in cigarette selling technique and throws every ounce of additional assistance behind the brand. Could we have accomplished what we have, with or without radio, had our product not been of proven quality and possessing an established name? My answer is NO. Our radio campaign made an already-established quality product more quickly known to more smokers. No other advertising medium costing the same, in my opinion, could possibly have accom RADIO STATION EPRESENTATIVES WALTER BIDDICK CO. 568 Chamber of Commerce Bldg., Los Angeles 601 Kuss Bldg., San Francisco 3326 Siuarl Bldg., Seattle 619 Charles Bldg., Denver plished this for us in the shoij space of time we have been usm network radio advertising. The Power of Radio I SUPPOSE that my reasons fo Philip Morris' success, in the fina analysis, can be boiled down fc three basic ones: Our foreseeini the need of a 15 cent cigarette tha gives the retailer a real profit anr at the same time protects him a this price against the price cutter establishing this protection by lead ing customers into retailers' shop: to ask for Philip Morris cigarette; by name, and our use of radio t< furnish this brand with a vibrant 1 living trademark. Beyond the talking trademark angle which radio afforded us, 1 personally consider radio an advertising medium of major power All I have to do is to recall other phenomenal successes than our own. Radio has enabled us to bring our printed message to life. Not foi a minute, however, do I want to forget what our printed advertising has accomplished before we introduced Philip Morris to its comparatively new, audible advertising cousin. Radio's power is comparable to color pages versus black-and-white. We prefer "color" — or every plus we can secure for the Philip Morris story. Radio has demonstrated its power to us by delivering every one of our messages to millions of listeners who will some day (if they already have not) become Philip Morris smokers. The final point I'm going to mention is vital to us because of our policy of moderate advertising appropriations: Radio has demonstrated an economy in cost unequalled by any other major advertising medium — and, we have used them all. Philip Morris Technique (Continued from page 9) unusually high. The announcements were designed originally to be used in the breaks during the Dance Parade of WNEW, Newark, and since their extension to other stations as a result of New York success, they have been placed from two to six times nightly. Dancing time has been deliberately chosen by the sponsors for these anouncements, as it is felt that cigarette consumption is heaviest late at night in recreation spots throughout the nation. In New York only, these announcements are carried into the early hours of the morning. Both Men and Women THERE is no deliberate attempt to cater to either masculine or feminine smokers, since it is felt that the best way to achieve an all-around increase in sales is to have presentations with a wide appeal. The average audience is a family "caucus," so the broadcasts are addressed to the family. A striking feature of the breadth of the program's appeal is attested by the fact that an unusually high percentage of fan letters are from men who like the program, and a similar percentage of requests for pictures of Leo Reisman and of Johnny are also from men. : I -J LC jii: t ■:s. I n ft-: n i£ ■ Btl jonnny are aiso irom men. BROADCASTING • January I, 1935 Y © IT CANNOT GET ADEQUATE COVERAGE in the Nation's 13th Retail Market WITHOUT WKBF Indiana's Only NBC Outlet D. E. "Plug" Kendrick, Vice President and General Manager