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-Ihe Open Mike
Increased Application of Beamed Technique Significant Trend
J. W. KENNEDY. JR.. commercial manager, WHAM, Rochester, N. V.
Q. Did the war have any significant effect 0)i broadcast advertising techniques?
A. In my opinion, it did, in that it brought about a practical ehmination of price appeal, and in its place, there is more emphasis on quality, value and service.
Q. What current tendencies in the use of broadcast advertising by local and regional sponsors do you consider most significant?
A. From the standpoint of increased effectiveness of broadcast advertising, 1 consider the increased use and application of the "beamed" technique to reach a specific and selected audience, rather than a general audience, with definite items or departments advertised, a very significant trend.
A native of Rochester, N. Y.. J. W. Kennedy, Jr., has spent 21 of his 43 years with StrombergCarlson — WHAM, serving successively as salesman, merchandise manager and sales promotion manager. For the past nine years he has filled the post of commercial manager.
Among his extra-curricular activities: secretary and director of the University Club of Rochester; director, Rochester Sales Executive Club, and member of the Sales Managers Executive Committee, National Association oj Broadcasters.
,80 OH NOW 0*^^
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Q. In evaluating the success of a radio campaign, what factors do you consider most important?
A. There are three yardsticks, and each is a factor in the determination of the effectiveness of a campaign: (1) salesi results in terms of particular items or departments, overall store sales or measured floor traffic; (2) share ol audience, and (3) rating.
Do you think that local and regional advertisers zvill continue to get prop er service from radio?
Definitely! Any future nraterial in crease in broadcast advertising musi come from local and regional advertisers, rather than from national ac (ounts. Radio will cultivate and })ro irrote this \aluable potential nrarket.
RADIO SHOWMANSHIP