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Print advertising, promotion backed up radio's role as the number one vehicle in Nationwide's integrated drive
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Direct mail, newspapers, streamers, stickers, billboards and various promotional material supported radio during Nationanh \ extensive "9 out of 10 come back again" selling campaign.
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time when the listener could call the agent quickly — many of the salesmen work during the evening."
Choosing the proper time of day is only the first step in pinpointing an audience. The right stations must be selected.
"We didn't want rock-and-roll stations and we didn't want stations that catered to the lowest listener common denominator," Pitts said. "We wanted stations that stress quality broadcasting. We were interested in reaching the responsible, adult male, not the gum-chewing, sodapop drinking teen ager."
On the CBS network, Nationwide
bought the Allen Jackson news program at 5 p.m. est. "The program was a good buy financially, it was at a good time, it was available, and it fitted in with our policy of sponsoring high-quality shows," Pitts said. Nationwide was able to buy 57 per cent of the network, which blanketed most of its selling area.
The client selected the one-minute comercials as the best length for driving its message home to the drivers. Kelley explained that Nationwide wanted enough time to sell its product. "The 9 out of 10 phase is enough to get attention, but then we wanted to fully develop our sales
presentation," Kelley said.
Kelley explained that the 60s offer greater flexibility for local tie-ins. "Every third commercial has a dropout for a message about local rates and coverage, since they vary from state to state," he said.
The drop-outs for local announcements was consistent with the over-all campaign strategy of boosting the sales potential of the local agent. Besides employing radio (the ad effort's keystone which received about half of the $350,000 advertising budget for this campaign) the company advertised on billboards and in mass Continued on page 58
U. S. RADIO/September 1961
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