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o
ne Thing at a Time
by G. B. CULBERTSON, Milton Weinberg Adoertising Company
BOTH immediate and long-range resides are achieved by an unusual type of one-item radio advertising developed by the Pep Boys of California, automobile supply chain. The company has used radio to build store traffic to an all-time peak; to create an unprecedented demand for hundreds of specialty items, and to sell thousands of customers on completeness and variety of stocks.
The company decided that because in radio the appeal is to the ear rather than to the eye, a different technique must be applied than with newspaper advertising. Executives reasoned that whereas a newspaper reader will examine a list of merchandise and decide what he wants, mere mention of a variety of items on the air is a waste of money. Pep Boys contends that by the time a radio listener has heard six items mentioned he will have forgotten at least five of them and may not be vitally interested in the sixth.
On the other hand, Pep Boys found that so-called straight institutional messages neither produced immediate traffic nor created long-range acceptance. Vague descriptions of service and (juality failed to create a compulsion for visiting tlie stores.
Ihe customer-building, long-range purpose would be served best by creating an immediate and compelling desire to buy something that could be foiuid in a Pep Boys store, executives reason ed. Once at the point of sale, the customer would leain for liimself about variety, service and quality.
Pep Boys began devoting its ladio conmiercials to mouth-watering descriptions of carefully selected single items. Merchandise to be described is select
ed for mass appeal, timeliness and value. Radio features are never slow movers; they are the most popular items in stock.
Weather figures importantly in selection of current offerings. Rainy day commercials are written in advance and are filed with the radio stations for use whenever needed. They feature items such as top dressings, raincoats and ignition covers.
Pep Boys also cashes in on events of the day. The national safety compaign sponsored by chiefs of police throughout the nation was the occasion for advertising brake lining, sealed beam headlights and similar goods.
Whatever the item, it is analyzed carefully by company executives and copy-writers for determination of selling features. ''Why should people want to buy this?" the writers ask themselves.
Copy is written in a friendly conversational vein, usually starting oiu with an expression such as "Noiv folks." All commercials are read and criticized .several times before they go on the air.
Placement on the programs is also important. The commercial is spotted at the middle of the broadcast rather than at the beginning.
Great care is taken to see that all stores are well-stocked with advertised items and weekly bidletins keep employees posted on what is advertised and the correct prices. If the supply of a previously advertised item runs out unexpectedly, customers are advised over the air so they will not be disappointed. If jjossible, substitiues are suggested.
(Coverage is consistent and thorough, the year around in Los /Vngeles alone. Pep Boys sponsors five daily news broadcasts through its agency, the Mii.ton
WeINKERC; .\1)\1 RIISING Cx)MPANY.
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RADIO SHOWMANSHIP