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PONSOR ASKS
Continued from page 53)
In brief, plan your program of roadcasting and give it a chance. he biggest reason for failures deartment stores have encountered is .ey start something, and when the owds don't follow, they cancel. It very often the case with any ad•rtiser, but will always pay off if ey will stick to the formula recom| ended by the broadcaster who is in e business to make sure his clients e successful. If they are not, he
obert W. Ferguson, executive vice
'sident & general manager, WTRF-TV,
Wheeling, West Va. I There are so many ways a departent store can utilize the broadcast Bum to promote itself, its prodts and its over-all community good
Campaigns centered around stores' service, reputation and quality of goods
[1 that it would take a manual to them all.
Bwever, what most department res need before they should even U?mpt to promote their wares on complete renovation of many the outmoded advertising policies I concepts they still use. They e fallen far behind other retail ;s organizations in the important of merchandising and product motion because they have adhered he principle of let's do what we last year — providing it sold some
I
Is
■ome department stores have reed the trend to advertising on 'vision because they really don't jerstand the medium. Yet the (its of the retail world who operate lendous merchandising empires ? already shown the power of tv prtising by the budgets they assign I v. Procter and Gamble, one of jworld's most respected and copied
istrial retail organizations, spends $6 million in newspaper adver
g, while over 90% of its $100
ion plus ad budget goes to tele
>n advertising.
«SOR • 8 AUGUST 1960
Many department stores have failed to grasp the fact that television is not an impersonal medium. The tv set is a family friend, watched by the family four to six hours a day. It is the housewives' companion, the children's delight and the master of the house's relaxation at the end of a tough day. •\nd at all times it is an endless source of entertainment, information, and commercial influence. The selling power of tv to families has been demonstrated endlessly and has been recognized by the biggest advertisers in the world. When department stores
finalh realize thai lasl year's ad policies are as outdated a lasl year's styles the) will reap the financial benefits that have been available to them since tv grew up.
But to get back to the method b) which department stores can trulj benefit by tv advertising. Mosl important they must understand that the best tv campaigns are those that are carefullj planned and developed with consistency of exposure being the most important factor. Too many department stores think in terms of the one-shot, and main times tv one
NOT A MADISON AVE. AD !
BUT AUTHENTIC DRAWINGS AND A LETTER BY A 6 YEAR OLD WSLS-TV VIEWER.
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WSLS-TV
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ROANOKE, VIRGINIA
NATIONAL REPRESENTATIVES, BLAIR TELEVISION ASSOCIATES