Broadcast Advertising, April 1930 (Volume 3, Number 1)
The opening issue of volume 3 of Broadcast Advertising, a Chicago monthly for people buying and selling radio time.
What it is
The opening issue of volume 3 of Broadcast Advertising, a Chicago monthly for people buying and selling radio time. M. M. Wilson argues that sponsors should turn sales talk into comedy, and quotes a Quaker State Oil script in which announcer Norman Brokenshire tears up his copy, then slips in the "extra quart in every gallon" claim whenever Charlie loses his whistle. Editor R. B. Robertson reviews the Association of National Advertisers report "The Advertiser Looks at Radio" and finds its samples too small. Clem F. Wade of Western Television Corporation forecasts television advertising. KHQ Spokane fills its afternoons with a comedy feature for mothers and children. Silent Glow Oil Burner mails a weekly village newspaper tied to its Seth Parker program. A Colorado Springs store's failed radio test and replies from newspaper-owned stations take three pages, and the Radio Household Institute tells how one cake broadcast drew 4,000 letters.
Why read it now
Three pieces still earn a reading. The Quaker State script works because the joke carries the claim: the listener laughs at the whistle game and hears about the extra quart three times. Reviews of humour research (Weinberger and Gulas, 1992; Eisend, 2009) agree that humour raises attention and liking, and that it works best when the joke is tied to the product, as it is here. The Radio Household Institute's method, useful content with the product inside the recipe and a free bulletin that collects names, is content marketing and lead capture as practised now. The Colorado Springs dispute is a lesson in testing: one six-day run of lunchtime organ music, clerks asking shoppers where they heard of the sale, then a verdict on a whole medium. Robertson's review of the A.N.A. report makes the same point about sample size. Dated: Wilson's promise that comedy loses no listeners, the offer of illiterate adults as a market, and Wade's forecast that home television was weeks away. Use: before judging a channel, write down what your test cannot tell you.
Passages worth keeping
all the advertiser has to do is to forget his dignity and translate his sober sales talk into comedian's patter.
يرى الكاتب أن المعلن يستطيع أن يقول رسالته البيعية كاملة إذا تخلى عن الجدية وصاغها في قالب فكاهي.
conclusions are drawn from entirely inadequate research or from the not always timely opinions of more or less biased authorities.
عيب التقرير أن نتائجه مبنية على بحث ناقص أو على آراء قديمة لخبراء غير محايدين، فلا يصح الاعتماد عليها.
while it is not difficult to interest a prospect temporarily, this sporadic interest does not usually result in sales.
إثارة اهتمام العميل مرة واحدة سهلة، لكن البيع يحتاج إلى اهتمام متصل، لذلك ربطت الشركة برنامجها بصحيفة أسبوعية تصل بالبريد.
Such an illustration is about as near zero in the matter of evidence as anything could be.
تجربة متجر واحد فشلت مرة واحدة لا تصلح دليلًا على أن الإذاعة كلها وسيلة فاشلة.
The advertising in each broadcast is never thrust down the listener's throat, but is given in such a way that it is of definite help to the listener
الإعلان في برامج المعهد يأتي في صورة مساعدة حقيقية للمستمعة، فتتقبله ولا تشعر أنه مفروض عليها.
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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