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pot Announcement
Here's a complete, ready-for-the-air campaign designed by the American Institute of Laundering for association members
FOR LAUNDRIES witli limited advertising budgets, for those new to radio who want to experiment with the medium before jumping in with both feet on a program basis and for those who want to supplement a program schedule, the American Institute of Laundering has prepared a spot announcement campaign which opens up the possibilities of the broadcast mediiun for its members.
In Radio Advertising for Laundries, Special Report No. 153, prepared by the department of sales and advertising of the American Institute of Laundering for the exclusive use of its members, there are three sets of one-minute announcements which tie-up with three topics of universal interest: (a) the weather, (b) household hints and (c) combining laundry-dry cleaning service.
In Special Report No. 154, the institute presents commercial continuity for a 50-word announcement campaign and for a schedule of station break announcements. Included in the 50-word campaign are seven general announcements; eight announcements for specific use (blankets, shirts, damp wash, economy finish, deluxe family finish, dry cleaning and laundry in combination, fluff dry and thrifty service), and five commercials with a timely seasonal tie-up.
for the station break campaign, there are 18 general announcements, seven timely ones, four with weather tie-ups and four with the dry cleaning-laundry tie-up.
Ml ol the ainiouiK tnunts may \)c used as they are, or they may be used as l)ackground material for individually written (()}>y.
Written by Robert S. Gieene of the In
stitute's department of sales and advertising, the booklets stress the fact that spot annoiuicements can often be the basis for an economical and effective broadcast campaign.
The introductory chapter makes the following telling points:
1.) Radio advertising, like all other forms, should be continuous and cover a reasonably lotig period. A spot or two on a now-and-then basis won't do. 2.) Unless the budget can stand the expense of time on several local outlets, concentrate effort on one station. 3.) Buy a certain time for commercials and utilize that same time five or six days a week. Daytime, preferably morning, is recommended, since such announcements reach the women in their homes at a time when they are doing their housework.
4.) Repetition is effective. A new announcement need not be used for each broadcast. It is suggested that the advertiser rotate a set of spot annoiuicements over and over, then adopt another set and continue with that same procediue.
5.) Test as you go. B\ testing \ari()us types of announcements, subjects, time of day and special offers, it is possible to decide on continuous (anipaigns of proven merit.
Because of station policy relative to the use of 50-word announcements and station breaks, plus the fact that the 125word announcement gives amjjle time to j)in over a message without boring the audience, the Instiliue gives greater aticiuion lo ilu' oiu-minute annoiuuement { anip;iign.
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RADIO SHOWMANSHIP