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old on Radio for Selling
Sewice Dominates Brown Dunkin Radio Plan Writes BEN A. JUMPER, Sales Promotion S^anager, Tulsa
V Some advertisers need to reach only a small segment ot the available radio audience, but the Brown-Dunkin Company, Tiilsa, Okla., department store, had a dilTerent problem. Ihat was to dominate the airwaves as it dominates the local retail scene. Accordingly, its radio schedule is designed to reach as large a percentage of all listener groups as possible.
Women and children rank high in the audience groups that BrovviN-Dunkin wants to reach, but the all-lamily circle is not ignored. To achieve the maximtnn penetration for its message, Brown-Dunkin selected not one program, but a series of programs, each designed to appeal to some one specific audience group.
However, the Brown-Dunkin plan for radio does not stop with the selection of the audience. Each program must carry a sales message which will make the use of radio time profitable. While BrownDunkin does not ignore the institiuional apj^roadi, it has iound that radio is an clledive sdlcs medium when the right (onnneicial approach is used. I'o that end, it doesn't attempt shotgun tactics. Instead, eadi program serves one partic iil.n j)iiij)os('. One program promotes iis iiiiiil ordc) (l(j)artmeiU, aiiollut the hihii(s (l(j);n tment. (>)n(htions determine ill (iu h (ase just whi( h (l(j)artment will he (■iii|)Ii;isi/((l, hiil il is done on a (onsisU 111 hiisis.
1 he Ujlal (lice! ol lliis \;ni((I s( lied ule creates ;i i;i(lio stoic personalil\ llial is as diaiii;iii( iiiid forceful as the sioic ilscll. It is si<'iiilic ;iiil , liowcxd, llial lliis
Glenn Hardmau Entertains for KTUL listeners, Tulsa, Okla.
personality was not built in a day. Neither was Rome. Brown-Dunkin was a pioneer in the use of radio time for department stores, and it has constantly ada])ted its radio schedule to meet current needs. I'his contintiance in time has won it new friends and held old customers through the years.
0 C^oupled with cuiisisttnicy as a pattern for radio success is the element of frrquency. The Brown-Dunkin message is heard not once a week, nor even once a day, but rather, two or three times daily, supplemeiUed with fre(|uent spot announcements.
Sj)ois. shows and strips, some of each;
1 hat's the comprehensive radio ])olicy of I he Ukown-Dunkin CoM^AN^. Tulsa, Okla.. depai tment store.
Sold on radio for selling, Buow n-DunKi\ lor (i\c' vears sj)onsoic'd The (Ihil(hcn's /loin oxer kTUL. The highly sue ccssliil, stoic -originated show, timed lo gel cusioiiuis into the store early, was scrapped only when late waitime ojjeniiig lioiiis eliminated the oidy morning liiiic a\ailal)Ic' oxer KTUL.
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RADIO SHOWMANSHIP