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Incentive Promotions Related To Product Induce Immediate Customer Purchases
With special Easter promotion on 42 stations in II western states, Fisher Flouring Mills Company uses premium offer to dramatize product increase sales
by TREVOR EVANS
Account Executive, Pacific National Advertising Agency, Seattle, Wash.
THE BACKBONE OF THE CURRENT radio promotion for the Fisher Flouring Mills Company, Seattle, Wash., is the commentary program, James Abbe Observes, broadcast Monday through Friday over 39 radio stations in the 1 1 Western states. This five-time-a-week network newscast is supplemented by 19 newscasts per week over KOMO, Seattle, and spot schedules in Missoula and Great Falls, Mont., with other cities added to the spot schedule as needed.
Series Promotes Entire Line
We feel that the five-time-a-week schedule, reaching as it docs both men and women just at or before breakfast time, represents an ideal opportunity to talk to the prospective piuchascrs ol Fisher's
products. Accordingly, while some products get more intensive campaigning at various seasons, the progiam is used to promote the entire line, including Fisher's Instant Hot Cereal, Zoom; Fisher's BisKiT Mix; Fisher's Wheat Germ; Fisher's Pancake Mix and Fisher's Cake Flour.
Dining the last two years most of our product messages have been straight exposition—straight-from-thc-shoidder selling from one adult to another, explaining the advantages and benefits of the product offered for sale.
Competitive Conditions Returning
Now, with more competitive conditions, it is expected that additional incentives will be offered to induce immediate purchases. For instance, in connection with Easter, a campaign was launched in I^ebruary to feature Fisher's BisKir Mix and a special Easter place card offer.
"Make your Easier brcakjast the big, happy fatnily gel -together it deserues to be! llave ham and eggs and hot cross muffins on the menu . . . and set the table witJi placards in keeping with the occa
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RADIO SHOWMANSHIP