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Reprinted with permission of the editor from Infants*
and Children's Review, January, February,
March, April and May, 1947 issues.
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Kadio Advertises
Children's Wear
How spec\a\t\^ shops and department stores use broadcast adoertising to promote sales for infants', children's and teen-age wearing apparel
By MARIE FORD
SINCE THE OBJECTIVE behind all advertising effort is to establish a priority rating with the public, broadcast advertising is no different from other media. But as the youngest member of the advertising family, it is the least understood. When an advertiser buys space in a newspaper, he has a pretty clear-cut idea of what he wants to put in that space. The same should be true of radio. Only when a campaign is carefully planned can there be any great measure of success.
As George W. Walker, designer and merchandising consultant for the Baby Bassineite, Peoria, Illinois, points out, "The retailer should determine in advance just what audience it is he wants to reach, then select the program that will appeal to that audience, and finally, give that program the same backing he gives to all his other promotional efforts."
It is interesting to note that the Baby Bassinette began using radio time on WMBD three-and-a-half months after it first opened its doors. The management
wrote its own programs and broadcast them from the store itself. At no time was price advertised; emphasis was entirely on quality of service and merchandise. Sixty days from the first broadcast, Baby Bassinette records showed a 30 per cent increase in the number of daily sales, and in dollar and cents sales. At least 40 per cent came from rural sections, and most of these customers mentioned the Baby Chatter program which was broadcast three times a week.
In Mr. Walker's opinion, very often a radio program is a failure because the retailer expects the radio to do the job he has failed to do in the beginning, which is to perfect a plan.
While radio can and does perform a variety of useful functions, the advertiser must determine in advance to what uses he wants to put that time. Radio may be used, among other reasons, to create store traffic, to build good will, to promote specific departments, to increase mailing lists, to expand the trading area, to in
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RADIO SHOWMANSH I P