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the woman power behind the man behind the gun. You can cover yourself with honor and glory by taking on a job left open by a man in uniform. However, go no farther than your own home town; that m,eans you can still take care of your responsibilities as a housewife and mother. Accept a job now; in that way, you are truly doing your share to win this war."
The entire closing commercial of this particular broadcast was devoted to an appeal for women war workers, with only a brief credit line for Marty's.
"This broadcast has been a contribution to our war effort by Marty's Clothing Mart, Rhode Island's favorite clothing store for men and boys. Marty's Clothing Mart is opposite Wilson's Chief Market on Eddy Street, in Providence, and is open every evening for your convenience." To build interest in the program before it went on the air, we used a series of spot announcements on WFCI, Pawtucket, R. L, plus newspaper advertisements. A life-size portrait of Martin Agronsky was incorporated into a display sign hung in Marty's Clothing Mart.
With this new approach, we maintain sales and build good will which will develop into greater sales as time goes by. It also gives Marty's the prestige it needs for the development of future business, and keeps its name out in front as one of the leading men's clothiers in Rhode Island. And at the same time, Marty's has an oportunity to perform a public service.
Ihrough the commercials we can achieve all these objectives. Here arc a few examples:
(1) Sales
"Graduation and confirmation days are here. And of course you want that young man of yours to look his best on the important occasion. May we suggest, then, that you take him to Marty's for his clothes."
(2) Prestige
"Gentlemen, when it comes to clothes, then it's time for you to come to Marty's. And there are many reasons for this. First, at Marty's you get fine quality clothes made by Americans from world-famous fabrics to suit American tastes. Second, in Marty's large assortments you find the clothes you want, the styles most becoming to you, all expertly tailored to fit perfectly. Third, at Marty's you save from 21 to 40 per cent on every suit, topcoat, sportcoat and even slacks."
(3) Public Service
"What are you doing to speed the United Nations along the road to victory? How are you going to help your husband, your son, or your friends in uniform bomb Berlin or bayonet a Jap?
Marty's reminds you that as these early morning minutes go by, thousands of men are fighting for you. You can do your part by digging out the scrap in your house, by accepting rationing with a smile, by squelching rumors, by putting at least ten per cent of your pay into war bonds, by getting to your job on tifne, by writing a letter to someone somewhere in the service."
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