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Ad'Vice to
Department Stores
To Help the Department Store Merchar)disers Set-Up a Successful Radio Campaign, Here's a Simplified Set of 14 Basic Principles
by MAXSON /. BEVENS, commercial manager, K6HF, Pueblo, Colo.
Advice to retailers here is based on 18 years of experience as a chain store manager and buyer, during five years of which radioman Bevens was a radio advertiser. With ten years as a radio station executive to his credit, he sees both sides of the picture. Currently he handles all radio advertising of the Crezvs-Beggs Dry Goods Co., Pueblo, Colo.
"S:
AY, Bill, whaddaya think we oughta Lin on the radio tomorrow?"
"Let's see . . . how about giving them a shot on those novelty pillows? We've got a lot of 'em, and I'd like to get rid of them."
Of course, that never happened in your store. But 1 know a fellow in whose store it did happen. Mine! Of course I'm in the broadcasting business now, but even before that I learned the folly of hit-or-miss methods in radio advertising.
Radio (an sell goods. It can sell a lot of ihcm, and do il (|ni( kly and at low cost. Nol, however, with hit-or-miss tactics. Yon have to Ihiii/i about yoiu ladio advertising. And \()u have to apply the knowledge any successlid merchant has. If you're already trying to do four things
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at once, perhaps we can figure out a way to get the job done without its taking too much of your time.
First, be sure that the person who han dies it knows merchandising. Then see j that he understands and follows all the j points on the check list below. Insist that you be furnished in advance with a list ol items to be run, and check the list againsi your own knowledge, which can, I hope , be freshened up with this check list.
Secondly, remember that the purpose of advertising is to create traffic. If you advertise a specific brand, it does not always follow that you care about selling that specific brand. You want to sell the item, and you use the brand to entice customers to your store. It is true that sales will increase in that item, biu that is incidental to the main pinpose.
RETAILER'S CHECK LIST
SELECT ITEMS THAT WILL BRING PEOPLE TO THE STORE.
Generally speaking, there are two types of goods thai are best. They are:
Cut Price Items. Usually, the price sells them, and little description is necessary. Usually, such items belong in the paper, not on the radio.
Items With Neuis Value. People wil come lo yoin store to see new designs new ways to fill a known need, items that have been scarce and are in stock new assort men ts of style items, unusu
RADIO SHOWMANSHIF!