Radio showmanship (Jan-Dec 1946)

cd by the Hi Time cast, Bud and Pcgi^\ Donaldson, Jack Smight and Terry Moran, as well as by Joan 1 erry, alias, radio director Xan Kraehling. The combination adds up to 'iO minutes of fast moving entertainment, but Donaldson's also wanted a show thai would sell merchandise. This show A\as intended as a supplement to an aggressi\ e and consistent direct mail and newspaper campaign, and it was designed to appeal to a group that the other media did not entirely reach. Here was an age group whose parents gave them more freedom and personal choice than in any other pre\ious generation. Too, a great many of them were working, with money to spend ^vhich they had earned themselves. To influence the purchasing of the teen agers, it was necessary to appeal not to their mothers or fathers, but to the teen agers themselves. It represented a group that Donaldson's didn't want to overlook in its advertising efforts, but if the campaign were to be successful, it had to produce results in terms oi sales. JTRAiGHT commercial copy was one approach, and there are two conversational commercials on each broadcast. Example: "JACK: Speaking of fashions, you may have noticed that Terry and Peggy are all dressed up for a summer picnic . . . fishing, golf, tennis or a bicycle date . . . for they're wearing Pedal-Pushers from the Teenette Shop. They're mighty sharp, Peggy. TERRY: All the girls have been haunting the Donaldson Second Flood Teenette Shop, waiting for Pedal-Pushers to arrive . . . and now there they are. Easy and comfortable to wear, these kneehigh shorts in a cool fabric that resembles linen, are tailored with front crease. And if you've bargained to help with the family laundry this summer, you'll find Pedal-Pushers are easy to keep in condition. They come in sizes 10 through 16, and are priced at just four dollars. PEGGY : Besides the shocking pink pair that Terry is sporting, and these cocoa brown ones I have on . . . the Teenette Shop has Pedal-Pushers in aqua, black and brown. We've chosen these sanforized shrunk, tailored shirts to wear with them . . . also featured in sizes 10 through 16 and priced at $2.45. TERRY: The plump ceramic pigs we've perched on the pockets come from the Teenette Jewelry counter, and are brand new. For summer sportswear and accessories, shop now at the Donaldson Second Floor Teenette Shop." LoMMERCL\L.s deal entirelv with specific items of merchandise, and the type of merchandise featiued is varied. In some cases, merchandise is advertised only on the air series. In other cases, both news paper and radio are used U) jnish a specific iteuL On occasion, it's lujt cake merc hanclise that gets the limelight. Bin whatever the merchandise, there's one theory that Donaldson's never fails to put into practice in all radio advertising. It doesn't feature an item once, then drop the whole matter. All merchandisethat gets a place on the program is jnished for at least a week, and sometimes one item is pushed for as long as a mcMith. In addition to the two conunercials on each show, the format of the show gives plenty of opportunities for merchandising from the split second that the showgoes on the air with, "Hello, Joe . . . what do you know? I'm on my way to the Hi Time Show! Tell me, son . . . lots of fun? Lots of fun? . . . Get on the run. . . . It's Hi Time." to the sign-off 30 minutes later. Each time a prize is awarded, and there are prizes galore, the audience is told from what department in the store the prize came from, \\liile most of the prizes come from the Teenette Shop, this aspect of the merchandising plan also gives the store a chance to promote such departments as its Yoiuig Men's and Boys' Department, its Men's Square, Record Department, etc. And b\ the very fact that the studio audience has a chance to hear the broadcast foiu' days later, Donaldson's has two opportiniities to impress its sales message upon teen age participants. That's good merchandising, tool \\'ithout question, one factor in the immediate acceptance of the teen agers of the show was due to the all-oiu Donaldson build-up for the initial broadcast. A card went to every member of the Donaldson Teenette Club, as well as to everyone who auditioned for the original Hi Time show, inviting them to make a Hi Time Vacation Date and to listen to the broadcasts. Excelsior Park promoted hand-oius at the Excelsior Ballroom which gave complete information aboiu (Continued on page 322) SEPTEMBER, 1946 297