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cry operates on ihe theory that if the housewife hears the brand name frequently enough, it becomes famiHar to her, and therefore acceptable. To achieve this consumer acceptance, Zixsmaster coordinates all its advertising aroimd this slogan which is so familiar to radio listeners. On the air, in the newspapers, on billboards or in point-of-sale display, the ZiNSMASTER gimmick is what ties all consumer impressions into one.
Copy about the bread stresses flavor and taste, with the phrase, ''Well Baked by Zinsmaster" used in much of the commercial copy. While surveys indicate that the public wants jresh bread above everything else, Zinsmaster operates on the theory that freshness can be detected at the point of purchase. Therefore, little emphasis is piu on freshness. Instead, the bakery hammers away on the eating quality of its bread.
Of the three commercials used on each radio program, the opening and closing commercials usually stress the Zinsmaster white bread. The middle commer
FOR many years, 1 urco Products, Inc., manufacturers of chemical cleaning compounds, has chosen radio for promotion of its all-}Jurpose household cleaner. Housewi\es ihroughoiu the country remember the cheery \oice of Mark Breneman in the TiiRCxy sponsored program On the Sunny Side of the Street. In 1945, Turco lainuhcd its first post-war promoiioii of a new and im
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cial highlights some other Zinsmasmk item in most cases.
Zinsmaster has found that as a check on results that promoting a specific item in one particular mediiun over a period of one or two -weeks, or even for a month, provides significant data. Sales men are not told in advance of the sales drive. The last time that Zinsmaster ran such a check, Sturdiwheat Bread was pushed on a morning T^vin City broadcast for three weeks. This radio emphasis, in combination with point-of-sale displays, restdted in a sales increase.
In all its advertising, Zinsmaster has its sights on its dealers, and it regards its radio schedule in large measure as backing for dealer outlets. Most of the promotion which Zinsmaster originates in connection with its radio acti\ities is directed at the dealers. As the occasion warrants, Zinsmaster uses dealer letters, bulletins and strips attached to bread racks at point-of-sale. Almost all of it is intended as a means of acquainting the dealer with Zinsmaster efforts for him.
bings a Song O' Washday
Singing Commercials Aired On Spot Sclnedules and Programs Ups Demand for All-Purpose Household Cleaner
by HARRY RORICK
proM'd all pinposc (leaner, 1\irco Tay, rephuing ihe product promoted earlier l)y the Mark Breneman program. Again, 1 URCO turned to radio, using a spot campaign to accjuaint lic^usewives with
RADIO SHOWMANSHIP