Broadcast Advertising, July 1929 (Volume 1, Number 4)
The fourth issue of Broadcast Advertising, a Chicago monthly for radio advertisers.
What it is
The fourth issue of Broadcast Advertising, a Chicago monthly for radio advertisers. W. F. Quarrie & Company explains how five-minute question programs on more than sixty stations, such as "What does a crocodile use for a toothpick?", sold the World Book Encyclopedia: nearly 400,000 free question booklets became leads for house-to-house salesmen, and two full scripts are printed. A long case follows M. J. Whittall's Anglo-Persians orchestra, which showed no clear results for eight months until the rug maker tied it to dealers with broadsides, window cards and a weekly bulletin. Roy S. Durstine of Batten, Barton, Durstine & Osborn reports salesmen's letters, a gift offer that drew 44,000 replies and a blind postcard survey. Quaker Products shows how it sells its Kansas Frolickers program to its own salesmen. Other pieces cover blatant announcements, a money-back pledge from WLS, an agency rehearsal studio and who pays for programs.
Why read it now
The Whittall case is the one to keep. For eight months the program produced almost nothing; results came only after the company gave dealers window cards with local station times, newspaper mats and a weekly bulletin. Modern evidence agrees: campaigns that combine media and involve the sales channel outperform single-channel bursts, and a brand's own sellers are an audience to win first, as Quaker Products did with its salesmen. World Book's daily question, answered the next day, is an early open loop that turned listeners into named leads; the same design drives quiz content and lead magnets now. Durstine's blind postcard survey, sent under a neutral name so people would not flatter the sponsor, anticipates social desirability bias, a standard concern in research design. Dated: fan letters used as proof, which count the loud few, and O. H. Caldwell's claim that programs cost nobody anything because larger sales repay them. Use: before launching a campaign, build the kit your resellers or sales team need to point customers to it, and end each piece of content with the question the next one answers.
Passages worth keeping
Although many direct sales have been made through the use of radio, the greatest returns have come indirectly by establishing consumer acceptance.
البيع المباشر عبر الإذاعة حدث، لكن العائد الأكبر جاء بطريق غير مباشر، حين صار الناس يعرفون الموسوعة ويقبلونها قبل أن يطرق المندوب الباب.
the ideal broadcast advertising campaign is one reinforced by a comprehensive scheme of printed tie-in material
أفضل حملة إذاعية هي التي تسندها مواد مطبوعة مرتبطة بها في المتاجر والصحف والبريد، فالبث وحده لا يكفي.
People get self-conscious when you ask them what programs they like. It's only human to want to appear well-educated and high-brow.
حين تسأل الناس وجهًا لوجه عمّا يحبون، يجيبون بما يجعلهم يبدون مثقفين، لذلك تحتاج البحوث إلى طرق لا يشعر فيها المجيب بأنه تحت النظر.
there is undoubtedly a direct relationship between the length of time that a program has been on the air and its popularity. It takes time to gather a radio audience.
شعبية البرنامج تزيد بطول مدة بثه، فالجمهور يُجمع ببطء، ومن يوقف البرنامج مبكرًا يخسر ما بناه.
BLATANT announcements are today the greatest hindrance to further sturdy growth of the radio industry. They benefit no one.
الإعلانات الصاخبة المبالغ فيها تضر الإذاعة كلها، فالمستمع يغلقها ويخرج بشعور سيئ تجاه المعلن بدل أن يخرج بثقة فيه.
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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