We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
report from RAB
On-Target' Sales Approach Itimulates Advertiser Interest
rhe inlrocluc lion by RAB ol wliat t (alls an "on laigct" coiucpl in iiedia planning has genciatetl inercst among several large national dvertisers.
These advertisers, working tocther with RAB, have launched onsunier research projects in niaor markets in an effort to pre-check heir radio campaigns along lines iiggcsted by a new RAB presentaion: "On-Target Advertising."
The presentation points out that n effective advertising mediiun hould be measured in terms of how riany actual customers are reached, lot just people. It then offers reults of a radio listening habit study onducted among buyers of frozen oods which show that even small adio schedules can reach relatively arge segments of the advertisers' ustomers — or those of his comletitors.
For example, the study reveals that more than (il j)eiccin of women who actually pinchased frozen foods listened to radio on the clay they bought while more than .SO percent of all buyers heard radio during a single half-hoiu".
RAB adds that many of the popular listening hoins of these buyers are outside the hoius generally considered by advertisers to be "prime
time," suggesting thai time ijuying i)y rating reports alone does not necessarily deliver the most logical pi ospec Is.
I he implication ol this (and six similar studies conducted by RAB) is that a small expenditure ol money in radio alone can "hit the target" — reach a sizeable share of the customers in which the advertiser is interested most. It's also an inexpensive "insurance policy" for any advertiser who wants to pre-test a radio campaign. • • •
RADIO SALES TREND OF THE MONTH
Based on information gathered by RAB during national sales calls
RAB's "on target" concept, which suggests ways by which an advertiser can intelligently buy radio for his products, has interested advertisers in several fields — notably a big cereal manufacturer, an airline and two divisions of a major auto maker. These firms have all requested more details from RAB on how this new kind of research applies to their own products and target groups. Consideration is being given to several multi-week radio tests in major markets based on the RAB proposal. The two auto brands agreed that their present advertising was missing important potential customers in the suburbs, and are anxious to test radio's ability to pick out the customers they shoot for.
WOW!
Ve attracted 300 new customers in one k, increased sales 30 'A . . thanks to KYW."
DRGE SCHILD, President child's I.G.A. Foodliner
SALES UP IN '58? YES— 12%!
"While the iiidnstri/ ivas taking a 20' 'i dive in neiv car sales, we racked up a 12'.'< increase. Reason— KYW radio spots!"
HAROLD STAN Spitzer Motors (FORD)
TETLEY
!WMMi niM tm riisi
^ i ^ my
5# ^9 "'''"'■^^iBBIP 1 |J /
SAY TEA ON RADIO— AND SEE!
"Our sales arc con^siderablij over last year's ...and much of the credit must go to our radio spots on KYW.'^
JOHN A. DINGETHAL Tetley Tea Co., Inc.
LYW Cleveland
REPRESENTED BY AM RADIO SALES. INC.