Sponsor (Nov 1946-Oct 1947)

Record Details:

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Dudne Jones, whose underselling to clients and hard-hitting heme selling to the consumer have helped build Bab-O, not to mention a $12,000,000 ad agency billing for himself 2.7 and it was during this very period that they drew the 300,000 inquiries for that scarab pin. This is the same factor that has cropped up time and time again on programs with ewife appeal. Programs like Martha Dean WOR, -V Y. . which have tremendous Belling power, never have established ratingB in the rarified atmosphere of the l op I en Even programs with high sponsor identification, i e., listeners who Know who's paying the broadcast bills, very often fail to deliver Bales which compare with the rating and the sponsor identification figures. Duaiu Jones, wet-nursed in the Lord and Thomas (now Foote, Cone and Beldad-school and brought up in the Blackett, Sample and Hummert package goods college, has proven that for Bab-O and plenty of other small unit sale products, daytime serials, where the shows carry the casts not the casts the shows, are best buys. The star on the Bab-O shows, and that goes for all Duane Jones placed broadcast business, is the product. That doesn't mean that Jones goes overboard with commercial selling on the Bab O programs. He'll be the first to admit, that that is one way to chase listeners away from air selling. And the reason that he buys time for his clients is to entice listeners to the selling factor on the program. His use of premiums is two fold. First, it's to make them buy the product, sampling without a give-a-way. N cond, it's to make them listen carefully to what the announcer has to say about the advertised product. The Jones-Bab-O formula on premiums is never by-passed, no matter how great the temptation. The rule's simple "Never permit a premium to be a tax on the sale of merchandise." Premiums must be selfliquidating, with a maximum of 15 per cent of a client's budget being ear-marked for premiums or special promotions. There's an extra special factor with respect to Bab-O premiums that indu that it's the little things that count. The slightest squawk from a dissatisfied premium customer brings a personal letter from ad-manager Brenner. It doesn't matter what the objection of the writer is. she really receives personal attention. That's a rule of both Brenner and sales-manager Gumpert. Dissatisfaction can snowball and can hurt an advertiser to such an extent that business will be off as much as 50 per cent without the advertiser knowing the reason. Naturally no premium satisfies every woman who sends in her Bab-O label and cash. Even if she likes what's she's receiving "at Bab-O's first daytime serial, David Harum, was heard in a concentrated market to start (red area). The network grew as sales and ability to merchandise expanded. Today David Harum crosses the nation, reaching shaded portions. Lora Lawton (Bab-O's second serial) also hits well out 16 SPONSOR