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program avowedly selective in nature. I jkewise, a program designed to sell ideas lather than merchandise could not be successfully measured in terms of specific item sale. Thus the two timeworn tests of radio and retailing— program rating on I he one hand, and the volume of item sales on the other— proved to be of little \alue.
Other means of testing quickly became apparent. Traffic in the Home Advisory Bureau was increased several-fold, and sales, directly traceable to this increased traffic, provided something of a specific as well as a general measure. Home exhibits and the like which formed logical subjects for entire programs further gave rise to attendance traceable to this source alone.
Formula for Success
Kenneth Pelton, our advertising director, and Roderick Mays, of Mays & Bennett, our advertising agency, have worked out a formula based on this program, which may prove of interest to others. It ncludes the following points:
"(1) Think of what you want to say and to whom you want to say it, before you concern yourself with how it may best be said. Choose the program lastnot first.
"(2) Remember that merchandise selling is really idea selling in which certain ideas of style, quality, price and selection are presented in connection with a store. Effectiveness of this idea selling may be tested by the sale of specific merchandise, but the effective and continuous implanting of certain sales ideas is more important as a rule than the movement of advertised items. Radio in general is a ^ood sales medium for ideas less tangible than those connected with merchandise, and we feel that we should give careful thought to the presentation of such ideas before going into a radio promotion with the same approach used in newspaper adv^ertising.
"(3) Measurement of a radio program's effectiveness must be in terms of what it s attempting to accomplish. Quantitaive measurements will not help us measure our success in reaching a selective mdience, nor will merchandise adver
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lising test the slrength of a program designed to sell a different brand of ideas." One interesting observation may be made on our program, and that is that while it has been based entirely on an advertising theory of approach to radio, the result has been a program of some distinction, dealing with subjects not generally considered on the radio, and meeting with widespread approval of civic and cultural organizations.
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