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osts Sales, Ups Store Telephone Give-away Show
asking for the answer to the jackpot question at one of the stores.
In addition, since each jackpot award resiihs in a new jackpot question, the flow of the store traffic continues from week to week. These repeated visits to the stores to learn the answer to the jackpot question develop shopping habits which are conducive to increased business for the advertiser.
(2) Backstops newspaper promotions To increase interest in the daily newspaper advertisements of California Markets, the sponsor also prints the answers to these jackpot questions in its newspaper advertisements. It's a gimmick that helps focus public attention on the sponsor's printed advertisements, and it stimulates the habit of looking for these advertisements.
As an on-the-air tie-in, listeners who can mention one spotliglit value in the California Markets' advertisement appearing that day in the ne^vspaper receive a merchandise gift and have an opportunity to answer the jackpot question. Another habit-forming gimmick, with emphasis on values.
(3) Emphasizes store locations Since the merchandise awarded to each and every winner is picked up by the winner at the California Markets' store in that listener's neighborhood, emphasis is sharply drawn on store locations.
(4) Sustained listener interest Preprogram contacts with listeners, 24 each day, are in themselves a method of building listener interest, since it represents a total of 6,240 direct telephone calls in behalf of the program and its sponsor in a 12-month period. The fact that the names of each of the persons who aided in the selection of the telephone numbers are mentioned on the air is an additional tune-in incentive.
VV^hat it adds up to is a coordinated advertising campaign which demonstrates the importance of sJiowmansJiip in a radio campaign in building listeners and increasing sales.
Other Gimmicks Used by Grocers to Up Sales
sponsor Station and City
Lucky Stores KQW, San Francisco, Calif.
WIFE SAVER: To slimiilate the cash-and-carry habit, Lucky Stores took on sponsorship of a 5a-week, transcribed series. To create store traffic, also check station coverage against its own sales area, Lucky Stores used a premium offer with excellent results. Januarj', ip4j, p. 5/
Station and City
WWSW, Pittsburgh, Pa. quiz show^ originated
Sponsor
Thorofarc Streamlined Markets
TREASURE HUNT: A
from various store locations to create friends move brand name merchandise, did just that, also emphasized store locations and stimulated store traffic. February, ip^y, p. 62
Sponsor Station and City
Big Apple Super Market WJHO, Opelika, Ala.
POLLY APPLE: Listeners send in their names, with drawings made on each broadcast for grocery merchandise certificates. Mail pull: splendid. May, i()47, p. 171
Sponsor
Triangle Food Stores, Inc.
Station and City
WSAZ, Huntington, W.Va.
TRIANGLE TIME: To emphasize store locations and to establish its stores as shopping headquarters, Triangle coordinated radio with newspaper promotions. Listeners who find their names printed in a store-station audience promotion paper get free theatre tickets. It takes a trip to one of the Triangle Stores to get the tickets. June, 1947, p 205
AUGUST, 1947
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