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WHY TWA SWITCHED TO
52-WEEK SPOT RADIO
TWA swooped from a spot radio budget of nothing to $700,000 a
year in five years; now buys year-round schedules after using flight
patterns and getting immediate results in phone calls
Radio plugs such features as berths on cross-country flights
TWA measures spot by phone response
Ticket sales are m direct proportion to the number of phone calls which TWA'? district offices get, so first requirement for all announcements is a live tag urging listeners to call for information. Current transcribed series features big-name testimonials as well.
Steady and continual reminder advertising is the reasoning behind the move from flight patterns in spot to year-round schedules. But none of the copy is institutional. Every commercial mentions specific flights and costs, with secondary stress on speed and comfort.
Individual flights for thirteen on-line and one off-line markets are mentioned in radio copy. Local district managers and headquarters cooperate in final decisions. Air pattern: local personalities, saturation frequencies, rotation of copy, multiple stations
Flexibility of spot radio matches TWA's needs. Nature of airline advertising is such that headquarters in effect plans ad strategy for 49 different "companies," its 49 district sales offices. This is because problems usually vary city by city and costs are different.
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I he Mightiness is gone from Trans World Airlines" radio pattern. Today, firm 52-week schedules of spot announcements— in an ever increasing number of markets — replace TWA's former radio flight pattern: in two weeks, out two weeks, back in again.
And TWA in 1956 booked more flights through the air as a result of its continuity on the air since the fall of 1955. It took three years for the evolution of year-round spot schedules. says Domestic Advertising Manager John Keavey. This new consistency evolved from a single bit of information: the district managers (and TWA has 49 of them in the U. S., alone) reported that ticket sales swooped in the same flight pattern as did the radio advertising: when it was on, sales were up; when radio was dropped, sales did, too.
"We figured,'" says Keavey, "that if we could cure a sales problem in two weeks with our radio advertising, we could do it for 52 weeks."
He's the doctor who prescribes the radio cure for all 49 domestic sales districts from coast to coast I though the districts do not break down by state.
SPONSOR
5 JANUARY 1957