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An instructive treatise on ad vt. -writing,
wittily annotated.
When you can't think of anything else, fall back on a success story.
Rhetorical questions are nice, especially if a guy can't fight back.
Throw in a foreign phrase. This impresses copy chiefs and takes only an instant.
Bury the sig. if you must but don't forget the reps. (Nothing strains relations with clients more.)
Howdy Roberts winds a musical clock on your favorite radio station in Eastern Iowa. Part of his morning chore involves a quarter-hour arabesque for a drug chain. (Ed.: Why not name it? Ted: Okay. Ford Hopkins.) During seven fateful days recently . . .
. . . Howdy mumbled some off-hand nothings about a coffee special for three days running (one to a customer to make it harder — handicaps like this don't faze our Mister Roberts). Coffee sales perked, dripped, and boiled over at 634. (Par was 633.)
Next three days Howdy got around to napkins. Paper napkins. Ford Hopkins sold all they had — 526 packages. Why don't people learn they gotta back up radio commercials with mdse.? Anyway, radio commercials on this station have to be backed up with mdse. period.
But the real coup de maitre (F.) came on the seventh day. F. H. sold 300 dishclouts by 1 :30 p.m. after Howdy let go with 60 seconds worth of clean diction in the a.m. Voila !
It seems hardly necessary to state that all this mdse.-moving took place on WMT, the CBS station for Eastern Iowa, mail address Cedar Rapids, 600 kc (good!), national sales representatives, The Katz Agency.
Page 30 • January 30, 1956
Broadcasting
Telecasting