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ealer Sales and Traffic
pared to become a regional radio advertiser, with two-station coverage (KOMA, 50,000watt CBS outlet in Oklahoma City, and KTUL, 5000watt CBS outlet in Tulsa).
Right prosram completes last detail
When Frederic Ziv came along with the transcribed program, Favorite Story, the plans for the campaign were complete to the last detail. It fit the picture perfectly. Here was a network-caliber transcribed show starring Ronald Colman, transcribed in Hollywood with the aid of topflight screen and radio talent. Favorite Stories offers weekly portrayals of favorite pieces of literature selected by such notables as Rockwell Kent, Fred Allen, Lowell Thomas, Sinclair Lewis, Irving Berlin and others of like prominence. Colman acts as host and narrator on each show and personally takes the leading role in several of the dramas best suited to his talents.
McDermott's felt that the new show offered its retail dealers, regardless of size, the opportunity to become identified with the greatest names in the entertainment world, and through them to do a better selling job of radios, washing machines, refrigerators, vacuum cleaners, heaters, paints, supplies and home furnishings.
The program, broadcast over KTUL Tuesday nights at 8:30 p.m., and over KOMA at 6:00 p.m., Thursdays, is now the backbone of the McDermott advertising campaign.
Merchandising with dealer tie-ins
Not content to let the audience build gradually, McDermott's went all-out on a complete merchandising campaign to tie-in the dealers with the program. Several worthwhile contests have been planned for the coming months, with entry blanks available only at McDermott dealers, to be identified for the purposes of the radio promotion by 40-inch five-color, cut-out silk-screen posters. Each poster shows
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Ronald Colman and features the program's selling points, etc.
Added to this have been shown posters for dealer distribution throughout their communities, mailing pieces, envelope stuffers, streamers, heavy newspaper lineage and many other media for promoting greater listening audiences and thus greater sales.
Appliances featured in the commercial copy are refrigerators, home freeze units, home cleaning systems, radios, phonographs and home heating units ... all heavy appliances. Commercials are confined to two a program, a middle and a close, on the reasoning that the listening audience prefers to get immediately into the story at hand, and will thus respond favorably to the slightly longer commercials in the middle and close.
For a detailed analysis of how dealers boost radio-appliance sales with radio, see Radio Showmanship, October, 1947, p. 347. That every type of dealer in all parts of the country can use the medium to increase the effectiveness of selling methods is pointed up in this survey in which 1,306 retailers are represented.
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