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Red Rooster
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frequent changes of pace will be planned to add interest to Schuneman's Red Rooster program. G. Music will be rotated by types from day to day.
6. MERCHANDISING PROGRAM
A. Trigger promotions and runner items have proved most productive on this type of radio program. While new items and styles can and should be introduced, medium and popular price lines produce surer, quicker results than extremely high fashions. To a great extent the Parrish promotion plan to which the store is now committed will be followed in merchandising of the radio program.
B. When any item can be ordered satisfactorily by mail or telephone, mention of Schuneman's tel-mail service should be included in the script. This is particularly important for:
1 Out-of-town listeners who cannot come to Schuneman's frequently as well as for
2. In-town listeners who are tied up at home with small children.
C. To get best results from Schuneman's Red Rooster program, it is particularly important that each buyer whose merchandise is advertised on a specific day:
1 Inform sales staff about sales points of mechandise.
2. Make certain that Schuneman's Red Rooster advertised merchandise is displayed prominently in department.
3. With special Schuneman's Red Rooster sign.
7 PUBLICITY PROGRAM
If Schuneman's is to obtain maximum returns, both direct (sale of specific
merchandise), and indirect (institutional and dissemination of fashion facts), every possible media of publicity must be utilized in publicizing Schuneman's new radio hour:
A. WITHIN THE STORE
1 . Store SignsFull sheets and one-eighth sheets, announcing the new radio hour, will be placed throughout the store in fitting rooms, beauty salon, women's rest room and employees special rooms on August 1 1 .
2. Elevator Cards — A full run of elevator cards, announcing Schuneman's Red Rooster program will be designed and inserted on Thursday, August 11, and will remain in the elevators until Monday, August 22.
3 . Window Cards — A special card will be designed for use in Schuneman's windows announcing the new radio program starting Thursday, August 11.
4. Window Cards — Any item advertised over Schuneman's Red Rooster program, displayed in a window, will be accompanied by a specially designed radio card, calling attention to the radio advertisement.
5. At least two window displays will be planned for the window week starting Thursday, August 11, announcing Schuneman's Red Rooster program. Mr. Ullom will be responsible for the windows planned in cooperation with Mr. Dotson and Mr. Campbell. At later dates, windows featuring the new radio program will be in> stalled at frequent intervals. Reference to the radio program in the windows should be made whenever practical.
6. Sales Force — Starting Thursday, Aug. 11, Miss Krauss will have the section managers instruct each sales person to
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RADIO SHOWMANSHIP