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Appliance Distributor ll|
Tom P. McDermott, Inc., Oklahoma distributor of household appliances, sponsors Favorite Story on regional basis on behalF oF 300 Oklahoma dealers on 52-week schedule
Cast of Characters Sponsor: Tom P. McDermott, Inc. Agency: Gibbons Advertising Agency,
Inc., Tulsa Stations: KOMA, Oklahoma City;
KTUL, Tulsa Producer: Frederic W. Ziv Company
THROUGHOUT THE COUNTRY broadcast advertising has become an increasingly popular medium for household appliance dealers and distributors. While this is particularly true of the total number of programs on the air and the total amount of time used, it is also true in a large measure of the increased use of the medium by individual firms.
One example of this expanded use of the medium on the basis of previous returns from broadcast advertising comes from Oklahoma. Tom P. McDermott, Inc., is one of the largest wholesale dis' tributors of household appliances in the Southwest. McDermott's has made use of the broadcast medium over a period of years, with its radio activity confined to onC'Station programs, both live and transcribed, of varying natures.
Noteworthy among the live programs was Veterans of Victory, a 15-minute, once-a-week show on which four veterans were interviewed each week with the aim of securing interviews for them with prospective employers. Other things which might help the returning veteran get a little better start, such as special announcements from veteran welfare organizations, American Legion, VFW, Amvets, schools and churches, were also used.
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Basic plans carefully made
But with merchandising coming back on the shelves, McDermott's felt that results from its one-station activities in scattered markets justified an expanded radio schedule. What was needed was a radio campaign that would build floor traffic and sales for the more than 300 McDermott dealers throughout Oklahoma.
It wasn't an idea thought up and sold in a few hours. Actually, the basic plans for the campaign were made almost a year ago. McDermott's and its advertising agency. Gibbons Advertising Agency, Inc., Tulsa, made a careful analysis of the Oklahoma market, chose a station com^ bination which would give aid to the greatest number of McDermott dealers, "roughed up" the merchandising ideas and dealer-promotion tie-ins and evaluated the pros and cons of radio advertising as the mainstem for the over-all advertising and merchandising program. All that was needed to get the campaign under way was the right program. When the right prO' gram came along, McDermott's was pre^
RADIO SHOWMANSHIP