Radio showmanship (Jan-Dec 1943)

Record Details:

Title:
Radio showmanship
Date:
Jan-Dec 1943
Publisher:
Minneapolis : Showmanship Publications
Volume:
Radio showmanship (Jan-Dec 1943)
Leaf #:
000381
Language:
English
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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media. Together, they keep the name and the product before the public and pave the way lor actual selling. But behind all of our advertising there is one thing upon which we insist, namely, good taste. It must prevail in all Erin Brew advertising. To apply this principle to radio, not only the program itself but the commercials as well must reflect the quality of the product, and above all they must give offense to none. There have been many instances in seven years where we felt it best to forego our commercial mes sage, and on these occasions we have never hesitated to exclude advertising from our program. It is upon just such things that good will is l)iiih. To break down sales resistance and to establish our brand name, we avoid long commercial messages, and the longest we have e\er used did not rini beyond fortv seconds. What has proved successful has been the repetition of a few key points expressed in the fewest possible words. It is the application of this theory that has given Standard Brewing one of its most \aluable salesmen— radio. NOVEMBER, 1943 373