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ments took up a specific item of merchandise, with particular emphasis on wellknown brand names long associated with the store; Hart, Schaffner, Sc Marx Clothes, Nunn-Bush Shoes, Stetson, Knox, and Lee hats, Botany robes, etc. Enthusiastic with the direct results, Mr. Orwell used the store's boy's department for experimental plugging and the business increase held good.
Personalized advertising
Proud of its experienced and trained staff of department heads, Rose & Sons decided to acquaint the public with these men by featuring their names on the broadcasts in connection with their respective departments. By taking advantage of this means of personalizing its advertising, the store made the public feel that it knew the men who waited upon them.
Nor was promotion over-looked. Attention was called to the broadcasts by a "memo-pad" advertisement above the Rose & Sons trade mark and placed in the local newspaper the afternoon before each game. Further promotion was used in the form of full game schedules furnished by the high school as well as by special window cards. In every case, merchandise featured on the broadcasts was prominently displayed in the show windows to take full advantage of both the visual and oral appeals in combination.
Year 'round coverage too
For year-round coverage the store has sponsored an across-the-board 15-minute sportscast with a local angle, and it has constantly maintained its original policy of using strategically placed spots on each day's schedule, with the idea in mind that
women are important buyers of men's clothing either directly or through suggestion.
In addition. Rose k Sons has maintained an important position in Warren's civic life by presenting special programs and devoting commercials to the Red Cross, War Bond, Community Chest and all other civic drives.
School authorities pleased
On the good will side, Mr. Orwell receives constant proof of audience appreciation of the sports broadcasts, and the increased interest in school athletics has convinced local school authorities of the wisdom of sports broadcasts from the site. On the business side, Mr. Orwell noted that the Saturday and Monday business following the Friday evening broadcasts under his sponsorship showed a consistent 25 per cent direct increase.
He gives this type of carefully managed radio time buying its full share of credit for helping to maintain the store's advertising slogan, "Rose & Sons, Warren's Leading Store For Men and Boys." Proof? Rose Sc Sons has the option on all 1947-1948 play-by-play sports broadcasts over WRRN.
JULY, 1947
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