Radio showmanship (Jan-Dec 1944)

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Aggressive Advertising Part of Merchandising to Sell Retailers , \M •A V^ Oliver S Grant 9 Crk\vs-Bkggs Dry Goods Co. is ihc largest department store in Southern (Colorado. Its dominant position has been built and maintained not only by aggressive merchandising and service, but by aggressive advertising. We are heavy users ol disj^lay space, and ha\e been consistent radio advertisers lor many years. Dining the past two years, radio has steadily increased in importance to us. both lor the divert sellino; of mryi handisc and the hiiildiniy of good will (Did prestige. During the earlier years ol oin experience with ladio. we gave it very little thought. We ran a great many spot annoiuicements, for which copy was prepared very much like newspaper copy; in lact, much of it was taken in large part from our display ads. Some two years ago, the management of KGHF convinced us that there were untapjied possibilities for us in radio advertising. Arrangements were made for more carefid attention to this phase of our ])ublicitv, and residts have increased materially. Spot announcements have from the first been a good part of oiu radio activity, and still are. W^e use five announcements daily, the same copy being used all li\e times, but not re})eated on other days. Only one item is used in an announcement, and we find that this j^romotion of single items brings excclleiu lesults. We ha\e used many types of programs from time to time in the past, l)ut in this artide I shall desciibe onh such programs as we ha\t' sj)()ns()H'd during the past iavo WAYS. :...■ : ..^^■...^.^ ^^MmM I ., „ . ._ _., ii itjiiLtLtiiiyimkky t^. Largest department store in Southern Colorndo is the CREWSBEGGS DRY GOODS CO., Pueblo, Col. Aggressive merchandising plus aggressive advertising tell the story. Radio is used both for selling merchandise and building good will for the firm. 266 RADIO SHOWMANSHIP