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Mr. Stovin
Not the least valuable source of information on this vital topic is to be found in your own publication in special reporting on the Canadian market. But the sponsor may require specific information, counsel or direction, to apply to specific problems in relation to this question.
The sources: Station representatives Sales and Research Division of the Canadian Association of Broadcasters Association of Canadian Advertisers Canadian advertising agencies — engage the services of people or organizations experienced in Canadian markets and wise in knowledge of Canadian psychology Advertisers who have employed Canadian radio promotional facilities Dominion Bureau of Statistics Retail Sales Index published by the Canadian Broadcaster and Telescreen. Information is broken down country by country, as well as by cities, similar to divisions reported in Bureau of Broadcast Measurement reports. Bureau of Broadcast Measurement reports. The 1952 study, the fifth in Canada, is almost completed. From study of station reports, the sponsor can match his radio promotion coverage with his distribution or vice versa, choose supplementary stations intelligently to fill in the blank spots. Advantageous to the advertiser would be a record of sales compiled division by division to match BBM reported cells. Experience gained in this manner provides an aid in future campaigns or expansion of coverage. The advertising copy should fit the
program or personality. The radio stations. Each station has a personal stake in making each campaign a success for each client. None is more familiar with its audience and how and where best to persuade it to buy. Too few advertisers seek this invaluable avenue of counsel. Cultivate the cooperation of the retailer. Radio stations can supplement the work of the sponsor's own representatives in this regard. The adl Please turn to page 1241
HEARD ABOUT MY
latest run?
Frankly ... if stockings were able to speak, they'd certainly be talking about the big "run" WDSU produced recently in New Orleans.
Here's how it happened! A large department store* decided to test the effectiveness of its advertising in connection with a sale of women's nylon hose. For the test — they allotted an appropriation for radio spots on WDSU; and, an equal appropriation for advertising in a competing medium.
An impartial survey (conducted by Advertising Research Bureau, Inc.) showed that 33.1% of the customers heard the sale news on WDSU! The competing medium only attracted 20.6% of the shoppers.
WDSU's radio customers accounted for 35.4% of the total sales, while the other medium's customers accounted for only 17.8% of the sales.
Dollar for dollar, WDSU can whip the socks (and stockings too!) off its competition when it comes to producing sales results in the "Billion Dollar New Orleans Market"!
••[Nome and derails on request)
Write, Wire, or Phone Your JOHN BLAIR Man!
11 AUGUST 1952
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