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Volume, Saturation Radio Advertising Achieves Top Brand Identification
duality volume radio which caters to every listener taste uccessful formula for Jackson Brewing Co., New Orleans, )hose heavy schedule is beamed to a comparatively ondensed territory
t's fun to read radio survey results when they show that your product lame and your slogans are achieving top espouse — top brand identification — at ohn Q. Listener's loud speaker.
But R. G. "Dick" Jones, vice president nd general manager of the Jacksox ►REWiNG Company, New Orleans, will sadily expound that the path to such
happy situation is not all roses. Jax EER enjoys that kind of brand consciousess, but only as the result of constant nd careful planning and hard work to eep Jax radio advertising in the best of iste.
The Jax formula: VOLUME, SATU
ATION RADIO ADVERTISING, ept always on a plane of top quality en^rtainment.
The heavy Jax schedule is beamed to comparatively condensed territory. The isponsibilities attendant to this highowered schedule are those faced by 11 heavy advertisers. With the frequency lat Jax messages ride the air waves, iatant claims, offensive commercials, listakes of any kind would jeopardize le entire effort. And somehow )ou just in't keep listeners from turning off a rogram that fails to measure-up in enrtainment value.
In New Orleans alone, Jax airs 14
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shows, each broadcast from 1 to 6 times a week, or a total of 49 weekly broadcasts.
Out-of-New-Orleans Jax listeners hear 12 shows each week, presented for a total of 72 listenings.
To save you the bother, that's a total of 121 airings of 26 programs per week, all aimed at wanning friendship for the same sponsor, and forced, by sheer volume presentation, to maintain unassailable quality standards. These programs currently are on the air 33 3/5 hours every wTek over stations in the Jax territory of distribution! That's more than 5 hours per day six days a week. Are the results worth the effort? Tremendous coverage in the Jax area, and brand identification on a scale enjoyed by few products anywhere, leave no doubt.
General Jax policy is to employ worthwhile commercials that don't have to apologize for their existence, and for commercial messages that perform some sort of service for Mr. and Mrs. Listener.
In that vein, for example, are the rapidfire Tempera-Tune spot announcements -which Jax recently premiered. Announcing the correct temperature has always been a necessary service rendered by radio stations— but now it has donned the robes of radio showmanship.
Tempera-Tunes were created by col
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