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Public's ability to remember jingle off the air for years provides retail clothing chain with theme for new radio campaign
Back To Radio
the client will heavv up during peak holiday sales times.
In the case of the current radio campaign, the old success is the "Little Howard Label" jingle decked out in three brand new 1960 arrangements. The original song went off the air several years ago. Howe\er, so many Howard store managers and customers — much to the surprise of management — remembered, recited and even requested it that Howard and M\\\^S decided to construct an entire campaign to take iid\antage of both the jingle's popularity and radio's recall and retention potential.
Campaign Theme
The campaign's theme — "Where else but at Howard can you find . ." is intended to recall Howard's longtime reputation for dependability and value before combining it 'u-ith news about the firm's up-tolate renovations and innovations.
Howard, A\hich was founded in 1924 in the New York area where it ^till has its headquarters, acquired wo years ago the stock of another nen's retail outfit, and as a result las made important management hanges.
Subsequently, according to Nathan -.angerman, Ho^s-ard president, the
firm has been busy renovating its old stores, opening new ones (at least 20 openings are planned during the next two years) and restyling to gi\e superior cut and material for a moderate price. In addition, Howard has expanded its boys and teenage dep;u'tments and has introduced greater variety into its haberdashery and men's lianishings departments. The Howard chain totals 73 stores,
jjrincipally in the Atlantic and New England states, the Midwest and Florida. There are 38 outlets in the New York area alone.
When the new management appointed Mogul, W^illiams & Saylor a little more than a year ago, the agency imdertook to revamp Howard's advertising strategy to arouse consiniier interest in these innovations without dimming the public's
Reviewihg Howard's radio schedule is (I. to r.) Charles L. Rothschild, senior v. p. and account supervisor at Mogul Williams & Saylor, New York, the company's agency; Nat C. Wildman, v. p. and creative director on the account; and Joyce Peters, agency tlmebuyer Campaign covers nine markets.
U. S. RADIO
.April 1960
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