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THE RADIO DEALER'S
ADVERTISING DOLLAR
No advertising formula fits all dealers, for location and area served bring their own problems in deciding advertising expenditure. The dealer should estimate his gross sales in order to advertise throughout the year intelligently. Three to five per cent, of gross should be spent among all forms
iOw should the dealer expend his precious advertising dollar? Should the local newspaper receive the greatest share? Is direct mail a force that should be more widely used in helping dealers to ring dollars up on the cash register? How do the advertising problems of the rural dealer differ from those of the large city dealer? And, finally, arc all large city dealers alike? Up to the present these important questions have been answered, if, indeed, they have been answered at all, by each dealer in his own way, and if the truth be told, manufacturers themselves have not had much really dependable information on which to base their plans for advertising help to the dealer.
Some real answers to these questions have been obtained from a survey in which more than 15,000 dealers were asked to state their experience. The dealers from whom this information was secured represented all classes, handled a wide variety of lines, and their replies were made without the knowledge that any one company was interested in whatever they might say. For the results of the survey and the information in this article, we are indebted to the Radio-Victor Corporation of America, for whom the survey was made.
The results of this tabulation of representative dealerexperience indicate the very important fact that the useful
ness of various forms of advertising in producing returns depends on whether the dealer is a large one or a small one, and whether he is operating in a large city, small city, or in rural or suburban territory.
In using the information summarized here, the dealer must first decide into which of these classes his store fits. Having decided this, the pie charts on these pages show him at once what percentage of his total advertising expenditure should be allocated in the different classes of productive dealer advertising mediums.
How many different productive mediums are there? The
1/VIAJ
Large dealers located in strategic positions in large cities favor newspaper advertising.
This chart indicates how dealers in small and suburban cities spen€l their advertising appropriation.
paragraph above suggests how the dealer's dollar should be divided, and five classes are mentioned. Let us review the purpose and value of each of these groups.
Advertising that dealers use falls into certain definite classifications as follows:
1. Newspaper advertising.
2. Billboard poster advertising. .'5. Window displays.
4, Direct mail.
5. Supplementary advertising (folders, lantern slides, novelties, etc.)
The amount of money set aside for advertising should depend upon the estimated gross sales volume for the coming
:S3 2 •
• OCTOBER 1929 •