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than how much time is consumed in the saying of it. For the most part, the advertiser should select items that will bring people into his store. In this connection "dogs" are the worst possible incentive, and cut-price items usually belong in the newspaper, not on the radio. Items with news value, that is new designs, scarce items, new assortments, and items with strong selling points are generally most effective. And it is well to remember that items with large distribution have little to recommend them unless there is a wide price variation.
(3) Adapt Form to Program The commercial should fit the program and should be integrated with it. For that reason, in connection with its sponsorship over WFIL of the Junior Music Hall, a juvenile review with an all-juvenile cast. Lit Brothers Department Store, Philadelphia, had its commercials delivered by a fifteen-year-old announcer. Since this lad was "one of the gang" of four hundred who filled the WFIL studio at each broadcast, what he had to say was in keeping with the program itself and was integrated with the program.
On another WFIL program for Lit Brothers, the store created a character called Magic Lady who delivered the commercials. The departure from routine was in keeping with this children's program, and the Magic Lady became a character in her own right. On various occasions she appeared in the children's departments, and in one venture of that sort, three thousand children came with their mothers to see her.
Promotion and merchandising
Efforts made to acquaint customers with the existence of a radio program, its characteristics, time and station, and other such information fall into the category of promotion. What the advertiser really buys when he purchases a radio program is the possibility of developing a radio audience. And the more you make listeners aware of a program, that is, the more a program is sold, the better the results in terms of both the size of the audience and actual sales. The particular type of effective promotion depends upon the purpose of the campaign.
VOLUME RADIO
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In the case of the transcribed Jax shows, platters come first to the Anfenger Agency. Here, where all the product material is written, specially adapted copy is prepared for each platter.
A large percentage of jAX-sponsored commercial time is given over to specialinterest announcements, with no product mention made. In addition to Federal government allocations for recruiting and the like, Jax contributes considerable time to local civic efforts and fund drives in every town in which Jax has sales distribution.
Yet with all the stress on variety, the Jax radio efforts still stick close to the formula that has won the friendship of the Jax listening public.
The Jax folks say spread "the word" all over town . . . Fine! But particularly in brewing industry advertising, which stands constantly in the full glare of public opinion, keep "THE WORD" spotless and fresh, listenable and high quality. And let it perform a service for your listeners.
That's the Jax formula, and it works!
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RADIO SHOWM A NSH I P