U. S. Radio (Jan-Dec 1960)

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13 Howard Clothes Inc. Agency: Mogul, Williams Cr Saylor Inc. Product: Retail clothing Marketing Objective: To arouse consumer interest in changes and expansion of Hoivard stores and still retain the previous image of Howard as a "tried and true place for solid values." Extensive use of spot radio with the company's "Little Howard Label" jingle, still recalled after years off the air. (Digested from U.S. RADIO, April I960, p. 26) Radio Solution; A modern version of a famous old radio jingle in 1960 sparked an extensive return-to-radio drive for Howard Clothes Inc. Campaign blueprints last spring called for 18 to 35 spots per week per station for 12 stations in nine eastern markets. The spring campaign ran from March 14 to July 17. The fall campaign for Hoivard was highlighted by a substantial radio step-up in all markets. As many as 130 one-minute spots per week were scheduled in multiple station markets. Three new markets were added to the three-month campaign, and Howard's agency, Mogul, Williams &: Saylor Inc., New York, was exploring stations in the midwest for later schedules. Heavy Ad Budget Together, these campaigns took a 60 percent slice of the company's total 1960 advertising budget, according to Charles L. Rothschild, senior vice president of MW&S. (The total ad budget was estimated to be $700,000. Radio, therefore, took an estimated 1420,000 of the ad expenditures in 1960.) Both campaigns were built on an old success, the "Little Howard Label" jingle, used in 1960 with three new arrangements. The original song went off the air several years ago. However, so many Howard store managers and customers remembered, recited and even requested it that Howard and MW&rS decided to construct an entire campaign to take advantage of both the jingle's popularity and radio's recall and retention potential. The campaign theme — "Where else but at Howard can you find . . ." recalled Howard's longtime repiitation for dependability and value before combining it with news about the firm's renovations and expansions. Founded in 1924 in the New York area where it still has headquarters, Howard acquired two years ago the stock of another men's retail outfit, and as a result made important management changes. Firm Expanding The firm has been expanding and restyling its stores, opening new stores (there are now 93) and introducing greater variety in its merchandise. When the new management appointed MW&S, the agency undertook to revamp Howard's advertising strategy to arouse consumer interest in the innovations. However, the company wanted to retain the public's enthusiasm for Howard as "a tried and true place to go when you want solid value for your money." To accomplish this, the popular Howard jingle was updated. The commercials ran one minute, with part of the spot utilizing live copy. Both campaigns were principally spot, but the company sponsored or participated on well-rated sports and ne^vs programs in various markets. Most of the messages were aired during traffic hours to catch men and boys — and many ^vomen tuned in as well. (According to Mr. Rothschild, women are always a welcome audience. Research has shown that they often persuade their husbands to buy a new suit — and sometimes two suits when the man intended to purchase only one.) Markets carrying the Howard campaign were New York; Philadelphia; Boston; Buffalo; Paterson, N. J.; Bingham, Syracuse, N. Y.; Lynn, Salem, Peabody, Mass., and Orlando, Fla. Howard originally started using radio back in the late 20's by sponsoring a comedy team, the Howard Dandies, on WMCA New York. By 1933, Howard began to sponsor musical programs over selected network stations, a series that lasted until World War II. The firm's radio activities continued into the 50's with the emphasis switching fiom programs to spot. Coordinate Media For the past several years, Howard's advertising has been concentrated in television and print. With the return to radio in 1960, print still remains an important part of all campaigns. According to Nat C. Wildman, vice president and creative director at MWS, considerable effort went into coordinating both print and radio advertising in order to carry over impact from one medium to the other. "As far as we are concerned," he said, "the repetitive qualities of radio make the medium, ^vhen properly used, an excellent buv for retail outlets." • • • U. S. RADIO AIRFAX 1961 77