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^ Suffering from an industry-wide sales slump, Plymouth launches a heavy "off season" radio spot campaign
^ Forsaking usual appeals of style and performance, this campaign emphasizes high potential trade-in value
lets on spot radio to spur sales
Continuity for the campaign comes with a distinctive jingle which goes like this: "(Vocal group) Today's best buy . . . (male voices) in an automobile . . . (group) tomorrow's best trade . . . (male voices) in an automobile . . . (group) Plymouth! Plymouth ! Definitely — best buy — best trade in the low-price three! Plymouth."
The jingle has built-in flexibility. The campaign schedule calls for 20and 60-second spots. The jingle takes about 20 seconds and, in that time segment, is used alone. The jingle is used in a 60-second slot followed by a 20-second announcement listing exclusive Plymouth features, then concludes with the jingle again.
Wherever possible, the spots are scheduled for "traffic hours" — early morning, late afternoon and late evening— to reach motorists, the prime prospects.
The company is shooting for maximum tie-in with the campaign. It will incorporate the jingle into some commercials on its three network tv shows — The Lawrence W elk Shoiv, Mondays, on ABC; The Betty White Show, Wednesdays, on ABC, and Climax, Thursdays, on CBS.
Also it is offering a complete merchandising kit to its dealers, including an offer of a free record of the jingle for a dealer's local use if he wishes. Participating radio stations will use their own merchandising services to bolster the dealers in their area.
As another part of the campaign the company bought a kick-off ad in 1,700 daily newspapers on 7 April, and will repeat in more than 1,200 weekly papers throughout the country. Some outdoor boards are also scheduled.
Why radio
Plymouth declines comment on why it chose to break a campaign now,
Plymouth's ad manager, L. T belief that "auto buyers have nev
with a spot radio foundation. It's worthy of note, however, that its two major competitors are heavy users of radio: Ford with its Road Show, 26 programs a week on the CBS radio network, and Chevrolet, which has been conducting an ambitious spot campaign since the first of the year. Then too, Plymouth has felt the automobile sales slump as much — or more — than its competitors in the lowpriced field. In fact, all Chrysler Corp. makes are down substantially in sales from last year this time. According to insiders in Detroit, this may mean some executive shifts in Chrysler Corp., including some top-level changes.
dio campaign on so be factor
Additionally, of course, spot radio offers Plymouth several timely advantages; it can be set up fast, to provide a strong effort aimed toward selling new cars for summer driving. Besides that it permits the company, now in an unsteady market, to achieve a high penetration during a particular period, without a long-term commitment.
It's obvious that the same advantages of spot radio which appeal to Plymouth also appeal to many other advertisers. According to Station Representatives Association (see page 35), spot radio sales for this year's first quarter are running 15% ahead of last year. ^
SPONSOR • 19 APRIL 1958