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ADVERTISING CASE HISTO
SPONSOR: MEDIUM: RESULTS:
CBS Radio CBS Radio
S. 400. 00 0.0 00
listener impressions in i
GEORGE BRISTOL. CBS RADIO PROMOTION DIRECTOR (L.) DEVELOPED CAMPAIGN APPROACH; FREELANCER GORDON AUCHINOI
(IIS Radio turns sponsor
Brand selling' leehniqiies are being used to sell radio via radio
* BS Radio has taken a leaf from the book of its advertisers. For probablj the firs) time in the history <>! network radio promotion it is using radio to sell radio to potential sponsors and agenc) executives.
The techniques used in the campaign are sti ictl) commercial and worth) of siud\ 1>\ copy-minded agencymen and clients. For CBS deliberate}) soughl to prepare 20-second announcements which would nol only reflect the besl in air selling technique hut go one step furllici ami use attention-getting i\r\ ices h In' li agen< ies are inhibited from trying b) too-cautious clients.
Phase one of the CBS Radio campaign began in Decembei with a series
34
ol system cues. (Among them: "America now listens to L05 million radios
and it listens most to the CBS Radio network, i
Phase two lias been unfolding this month with airing of the attentioncompelling 20-second announcements (see examples printed at right I .
Phase three will consist of a series ol one-minute autobiographical announcements b) ('ItS Radio stars. (Example: Jack l!enn\ recalls high points in his radio career, adds radio selling points on medium's effectiveness.)
c o
e r c i a I s
CBS Radios director of sales promotion and advertising. George Bristol, worked out the campaign in the manner of an ad manager with a product to sell.
First he set forth his objectives. ' 1 i To reach local and national advertisers and agencies as part of the general audience: (2) to reach retailers, editors, publicists, writers — in short the "opinion makers"' of advertising and the countr) at large — with the facts on radio; (Hi to build the prestige of his product among regular users (listeners), thereby getting them to use even more of it.
Then he considered his selling points. These consisted of the weight
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