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PROFIT BY A SPOT TV MISTAKE
» \ ready-made draw Eoi crowds
\ door check clicked oil l">(> spec
ptors. "The reason for the remotes Was certainly justified thai day Bo\d sa\s. "The theory being thai
nice people are in the store they'll
"all all oxer themselves to buy
hiiiizs."*
he only trouble," he says, "is hat they didn't.""
If two cracker jack saleswomen "Aunt Jemima" and Kitt\ Broman)
ouldn't turn the trick.. Boyd reaoncd. an error in strategy was ol>iousK involved.
"' \ consistent schedule was needd.'" he sa\s. "to coinhine lon^-range mpression with the impulse to buy."
So the 8100 production cosl of the
emotes was converted into more me. \\ ith this increase in t\ budet. a consistent schedule u;is begun 1 a Saturday night mo\ ie. repeated n Sunda\ afternoon. This gave Boyd two-minute exposure per commeral i three commercials per day) at ie same cost as the time and producer tab on the half-hour remote. ' Moreover, it enabled him to revertise goods quickly which had ■o\cd responsive to plugging in the i"i show. \ consistency pattern us look shape.
In 1957, Bo\d opened his second
liley-Wagner store in Springfield.
ust September came a move to
burhia (the third -lore was o|)ened
W e-t Springfield) and here the
krtising pattern really paid off.
To the Saturday and Sunday movie
hedule. Boyd has added (also on
W I I' i the following:
• \4inutes. Five 00-second spots
r week at r>:'M) p.m. plug difTerent
tders each day, "ii 1 1 1 i — week-in,
ek-out pattern: Monday, Tuesday,
sdnesday appliances; Tuesday,
rniture; Thursday, bedding. The
p\ pitch: "Three and a half more
urs to go to Bailey-Wagner for
se outstanding values."
f • 20s. Five 20's (one per evening)
Ip placed in prime time on run of
•hedule. These discuss purchasing
wit. mass display, low overhead,
nt\ of free parking. \ rapid-fire
{Please turn to page ~>2 i
S3NS0R • 4 APRIL 1959
Wasted talent. These two proven saleswomen ("Aunt Jemima" and WWLP's Kitty Broman) were inefficiently used by dealer. Steadier, less flashy strategy, did better for him
llllllllllllliilllllllllllllli:!!:,;-!^^^!!!!..,:!!!!!!!!!!!!;;;!;;..^!!!!!!!;!! ';'i,,
FOR BUILDING A RETAIL IMAGE
this advertiser advises
DO.
1. // ork out a consistent
spot schedule. Put excitement in the copy. ('rente a desire to bin with 60-second anncts.
2. Go "institutional" with 20-s ec on d cop v. /
rapid fire up proa eh creates excitement, aids long, hard-sell spots
DON'T . . .
1 in est in isolated splurges. I he\ will onl\ puzzle your audience
and put too large a strain on tin budget
\\ on \ too much ahoiit fancy trappings especially il price is a big consideration with your customers
3. 1 se I.I), s as reminders 3. Shun all-around patterns
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