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re Departmentalizes Radio
Richter's, Laredo, Tex., combines institutional and departmentalized approach, with separate KPAB campaigns to promote its two leased store departments
commercial continuity, developed by KPAB's continuity department, falls into uvo categories. On the institutional side, such slogans as "Richter's, Laredo's leading department store," or ''Richtefs, Serving Two Nations" build good will on both sides of the border.
Richter's also uses departmentalized radio, playing up departmental features, one department at a time. Commercials on transcribed or local shows employ the "beamed" technicpie. Spot announcements are written for direct sales appeal.
Radio for shoes and millinery
Both of the leased departments make (onsistent use of radio advertising, with I he millinery department concentrating largely on spot announcements.
One distinguishing feature in connection with radio for the shoe department is that a single radio program is used to
promote three different stores. Sam Sullivan, head of Richter's shoe department, not only has leased Richter's shoe department, but he also owns the Scooti Shoe Store and is completing plans for opening another retail outlet.
AV^hat he set out to do was to adxertise all three on a single program, and to this end, he now sponsors Meet the Press, a half-hour Mutual co-operative show broadcast once weekly, which is coordinated with extensive use of newspaper advertising.
To lend a personal touch to the program, Mr. Sulli\an occasionally appears on the program, and on such occasions, uses the commercial time in friendly talks to listeners.
Throughout its radio activities, Richter's has worked in close cooperation ^vith Mrs. Doane Chapman, KPAB's general manager.
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J. James Richter (left) and brother, Carlos Richter, co-owners of the Laredo department store, believe in consistent, planned use of radio both for institutional and direct sales values. They practice what they preach with a varied schedule.
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Another disciple of the broadcast medium is Sam Sullivan, who coordinates radio with a heavy schedule of newspaper advertising. Richter's shoe department is leased to him, and the radio effort is in support of this department and two other shoe stores which he owns.
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