Broadcast Advertising, November 1930 (Volume 3, Number 8)
The November 1930 issue of Broadcast Advertising, published as the National Association of Broadcasters met in Cleveland; it prints the convention program, which lists John B. Watson of J. Walter Thompson on the psychology of radio advertising.
What it is
The November 1930 issue of Broadcast Advertising, published as the National Association of Broadcasters met in Cleveland; it prints the convention program, which lists John B. Watson of J. Walter Thompson on the psychology of radio advertising. The lead story reports that a Plymouth contest, announced only in two-minute spots on more than 200 stations, brought over 3.5 million people into dealer showrooms at under eight cents an inquiry. Lester S. Rounds of Erwin, Wasey explains why Philco, a low-priced radio, sponsored Stokowski and the Philadelphia Orchestra. Harry C. Butcher of CBS argues that advertising pays for public broadcasting. Other articles cover regional chains in Texas, the Northwest and New England, E. P. H. James of NBC on direct mail tie-ins, a Providence savings bank's history talks, a beverage maker's complaints about radio salesmen, and Tone's coffee putting a newspaper columnist on the air.
Why read it now
The issue is a set of case studies, and several still hold. Philco used symphony concerts to give a cheap product an image of quality; image transfer from sponsorship is well documented today, though the sales lifts quoted here come from dealers, not controlled tests. The Providence bank shows long-running owned content at work: ten-minute history talks, one casual mention of the bank, a free booklet on request, and 700 of 1,000 names renewing at the cost of their own stamp. Tone's coffee borrowed an audience by hiring a columnist readers already trusted, the same logic as creator partnerships now. Earnshaw's complaint that time sellers knew nothing about his market is still the test for any media vendor. Plymouth's contest shows radio could sell directly, but a prize of $1,000 a year for life did much of the work, so it says more about contests than about the medium. Dated: the network and newspaper quarrel, and the hopes for synchronized stations. Use: run a steady, low-pressure content series with a simple opt-in, and test the list's health the way the bank did.
Passages worth keeping
The often heard statement that radio was all right for building good will but that it couldn't be used as a straight merchandising medium, has been definitely killed, once and for all.
بعد نجاح مسابقة «بليموث» يرى مسؤول الوكالة أن الفكرة الشائعة بأن الإذاعة تبني السمعة فقط ولا تبيع قد سقطت نهائيًا.
The listener who hears a program of unquestionable excellence, both in rendition and in program choice, unconsciously associates the quality of the program with the product sponsoring it.
المستمع يربط دون وعي بين جودة البرنامج وجودة المنتج الذي يرعاه، ولهذا اختارت شركة راديو رخيص رعاية موسيقى رفيعة.
It doesn't pay to tell how wonderful your product or service is. Get over the business name in an unnoticeable way.
مدح المنتج لا يفيد، والأجدى أن يصل اسم الشركة إلى الناس بهدوء ودون أن يلاحظوا أنه إعلان.
Not one radio salesman in ten who called on us had the slightest conception of what we sold, where we sold it, who we sold it to, or in fact any of the A B C's involved in the average problem of marketing any product.
أغلب مندوبي الإذاعة الذين زاروا الشركة لم يعرفوا ماذا تبيع ولا أين ولا لمن، أي أنهم باعوا البرامج دون فهم مشكلة المعلن التسويقية.
Within six weeks after the first broadcast went on the air the orders for Tone's Old Golden Coffee had increased 50 per cent over the same six weeks of the previous year.
بعد 6 أسابيع من بدء البرنامج زادت طلبات القهوة بنسبة 50% مقارنة بالفترة نفسها من العام السابق.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
Read the original worldradiohistory.com
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