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RADIO STATION
YOU TOO
can be a
CONQUISTADOR .
"conquering" Spanish sales in forty five counties of Texas with a population of over 690,000 Spanish speaking consumers
We have over forty other "conquistadors'' daily on
E. A. Cortez, President SAN ANTONIO, TEXAS Represented by
Richard O'Connell, Xat'l. Adv. Dir.
40 East 49th St., New York 17, N. Y.
PLaza 5-9140
LOS ANGELES — SAN FRANCISCO
you change cop) ?" The present theme was introduced in January of L953 and we are hitting it harder today than ever. We propose to keep dninj it so long as it keeps selling more Dr. Pepper.
Another question, "Have you ever conducted tests to evaluate sales effectiveness of various media?" Yes in a limited way.
But — these are more important things I'd like to mention as to why radio is our number one medium. One of these is that we have a primarj market — the Youth of America! I mean that group under 20, that consume, per-capita, about twice as much as any other age group. Such a market is always on the move, and as all of you know, a moving target is harder to hit. We picked radio so we'd be sure to hit 'em and here's where the increasing millions of portable and automobile radios add to the importance of the radio medium in reaching this market that we want.
Another important consideration in our choice of radio to do the major job for Dr. Pepper is the lady of the house. We believe that if we can sell her on picking up cartons of Dr. Pepper, it will find its way into her famih refrigerator. Once it's there and thoroughly chilled, everyone in the family will be drinking Dr. Pepper; so we try to reach her as she does her work by concentrating our schedules on Thursdays. Fridays and Saturday mornings. We believe that if we talk to her often, on these days, we will have a better chance of getting her to refill those empty Dr. Pepper bottles and perhaps pick up some extra cartons or cases of Dr. Pepper.
Another important reason why we like radio (as has been reported in the trade press) is the enthusiastic cooperation we get from Dr. Pepper bottlers across the country. These are our local distributors — our salesmen. Our program was presented to our bottling organizations in a series of meetings in January of this year. Our heaviest spot schedules began in early February. Local bottlers immediately began supplementing our saturation schedules with radio spot schedules of their own, not only on the stations which we had selected but on other stations in their franchised territory. As of this date a record number of Dr. Pepper bottlers are investing a record number of their own dollars in
HUNTINGTON, WEST VIRGINIA SERVING 3 STATES i
ANOTHER
EXAMPLE
OF TOP
WSAZ
PROGRAMMING
a
LITTLE
LEAGUE
BASEBALL"
MONDAY THRU SATURDAY
8:55 PM
SCORES AND LEAGUE INFORMATION OF ALL LITTLE LEAGUES IN THE AREA SERVICED BY WSAZ-RADIO . . .
WITH SPORTSCASTER COLEY COWAN
NATIONAL REPRESENTATIVES THE KATZ AGENCY
5,000 WATTS DAY
1 ,000 WATTS NIGHT
930 KC
TELEVISION AFFILIATE
WSAZ-TV
Represented by THE KATZ AGENCY