U. S. Radio (Jan-Dec 1960)

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hometown USA • Commercial Clinic • Station Log • BPA Memo (Local Promotion) • Radio Registers Local Radio Proves Low-Cost Way Prentice-Hall Management Letter Cites Radio As An Effective Medium For Local Advertisers Prentice -Hall Management Letter confirm' s u. s. radio'^ opinion that radio is a strong salesman for advertisers of any size. Here is a reprint of material in Feb. 1, 1960 issue. (Also, see Letters To The Editor, p. 22.) Radio has hit its stride as an advertising medium. Radio Hstening is on the rise both at home and outdoors. Broadcasting's special assets of low comparative cost, broad coverage and flexibility make it a key ad medium for local and regional retailers and m.anufacturers faced with big-budgeted national competition. How radio can be tied in with other media — and how it can do a job of selling on its own for a wide range of businesses — is detailed in the success stories that follow. When Blue Bell Inc., an East Coast based clothing manufacturer, sought to spark teenager purchases of their Wrangler line of blue jeans in the Southwest, they found themselves up against a well-established brand that had become a household name. They used Phoenix, Ariz., as a launching site because it is a fastgrowing market where jeans are included in every wardrobe. Describing the objectives of the program, Norb Considine, Blue Bell's advertising manager, said that the firm wanted a hard-hitting campaign that would achieve four things. One, to impress the teenagers. Second, to be easily controlled and measiued. Third, to be inexpensive and yet grab sales away from a giant competitor. The final objective was to set a pattern for similar promotions elsewhere. v. 5. RADIO March 1960 49