Sponsor (Oct-Dec 1962)

has for us," says a store spokesman. Fashion shows. The store image of medium-to-high class merchandise is perhaps best showcased on the half-hour spring and fall fashion shows, sponsored completely by Woodward & Lothrop. No other department store in the area has a fashion show — in fact, no other store uses tv in any great amount — giving Woodies a "fashion image" jump on its competitors. Dining the past 17 months three fashion shows have been broadcast on WTOP-TV and WTTG-TV, Washington. These shows usually cost about $4,000 each and are broadcast during prime time following mass audience shows with female appeal. The most recent show, in September, was adjacent to the Ed Sullivan Show. Since the store first used tv it lias been sponsoring a half-hour Sunday afternoon local program, The 25th Hour, on WTOP-TV. In keeping with Woodies' imagebuilding policies, the program demonstrates the leisure time activities of people in the nation's capital, and has included appearances of groups from all the performing arts, as well as visits to art galleries. The International Fair held every year during November brings in foreign items which add color and prestige to the tv campaign. Image every day. Woodward & Lothrop has found that an effective image presentation must be a continuous one, with a combination of programs and announcements 52 weeks a year. The largest tv spend goes into 20-second color spots 24 times a week with additional 10-second spots, all on WRC-TV, Washington. The one-station spot campaign has changed little since the first year in 1957. At that time 16 live announcements were broadcast, combining 20-second spots with minutes. The 1962 fall season began with 19 20-second and seven I.D.s, increasing the budget about 20%. Through the years the department store has secured its pre Kids associate store toys with show they enjoy Woodward & Lothrop is a steady toy advertiser on WTTG-TV's Romper Room. Miss Connie, mistress of ceremonies, attracts many children to the W&L stores ferred spot times and placements, holding on to them without change. Thirteen of the 20-second announcements are broadcast after 6:30 p.m. The remaining six spots are slated two at 8:30 a.m. on the Today show, three during the afternoon in "women's" time periods, and one in late Sunday afternoon "family" time. Additional I.D.s are purchased for special store events, and two-minute announcements for special times. For kids only. Although the word "image" has little meaning for the younger set, Woodies believes children are nevertheless attracted to advertising on shows they enjoy most. At least one spot a clay advertising children's toys is placed on WTTG-TV's Romper Room all year-round, representing $13,000 of the ad budget. The program idea is syndicated and produced live in numerous markets. The name, theme, set, and script are similar in each city, but the child participants and the mistress of ceremonies are from the Washington, D. C, area. Department store executives feel the program is one of high quality which parents would want their children to watch. Besides entertaining, the program is also designed to teach. Miss Connie, mistress on WTTGTV's Romper Room, attracts large numbers of junior viewers to various stores whenever she puts in an announced appearance. Image through items. Usually three items are selected to be advertised each week. These items are picked carefully to represent the character of the store, and, they must be items appropriate for merchandising. Usually the articles are chosen from: 1) men's wear, 2) women's fashions, and 3) alternating home furnishings, appliances, and children's clothes. The copy for the items is soft sell. Fashion models appear on the scene and describe their apparel. The importance of establishing an effective image through items was pointed up strongly in a 1959 Television Bureau of Advertising study of four department stores (The Dayton Store, Allied Stores, (Please turn to page 58) 42 SPONSOR/26 November 1962