We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
How Hardware Dealers G
Radio campaign based on departmental approach is beneficial to entire store is report oF dealers in large and small markets
1
by MARIE FORD
WILL RADIO BE a profitable advertising medium? What type of program will be effective? To whom shall the commercial message be directed? What specific goals need be established for a broadcast campaign? These and many other questions arise to confound the hardware dealer who contemplates an advertising campaign on the airwaves.
While the local radio station will solve many of these problems, one profitable guide in mapping out such a campaign comes from the experiences of hardware dealers who have made successful use of the medium. And based on reports from all parts of the country, in large and small communities, radio has been a successful advertising vehicle for those dealers and wholesalers who have taken the time and trouble to develop a carefully planned campaign.
One example comes from Helena, Mon^ tana, where the Power-Townsend Company (hardware, plumbing, builders' supplies, feed and seed) reports a consistent increase in gross sales every year since 1937 when it first began to make use of radio time over KXLJ. Without hesitation, Manager C. M. Wall attributes a large part of the credit to broadcast advertising. After carefully considering the development of its post-war market. PowerTownsend is confident that the largest part of its advertising dollar will be spent in radio.
Few of the campaigns for hardware dealers are elaborate. Most of them involve only a modest advertising expenditure. In almost every case the audience appeal is limited. But practically without exception, success is attributed to the fact that program and audience are carefully selected on the basis of a pre-conceived objective.
WHOLESALERS ACHIEVE SUCCESS
For the most part, wholesalers use the broadcast medium to create goodwill among dealers and build up consumer preference. Their basic approach is that of item merchandising, and both programs and spot announcements have been successful in creating demand for specific items.
One-minute spot announcements on small stations in carefully selected markets were largely responsible for the Red Devil Soot & Carbon Remover sales increase of 500 per cent in a single year.
Another wholesaler for whom radio proved a profitable medium was the Teague Hardware Company, Montgomery, Alabama, who began a spot announcement campaign over WSFA in 1930 to give support to Teague dealers in six Southeastern states for such products as paints and varnishes, tires and tubes, radios, plumbing fixtures, motor oil and fans. That experiment with radio proved to be so successful that Teague 's schedule was expanded each year until it included 25 programs a week.
RETAIL DEALERS ON THE AIR
In contrast to the item merchandising for wholesalers, the approach of the dealer to the radio medium is largely to give emphasis to one particular department or service, with programs taking precedence over spot announcements.
Dealers do use spot announcements, and the Rogers Paint Store, Greensboro, North Carolina, indicates with what success. The firm began a schedule of daily spot announcements on a consistent schedule in 1926. In a few years radio had become its major advertising medium.
Another example comes from the Sher
RADIO SHOWMANSHIP