Radio as an Advertising Medium Book

RADIO AS AN ADVERTISING MEDIUM The quality of the materials used in the manufacture of this book is governed by continued postwar shortages. RADIO AS AN ADVERTISING MEDIUM BY WARREN B. DYGERT, B. S., C. E. Associate Professor of Marketing, New York University, Secretary and Account Executive, F. J. Low Advertis ing Agency, Member of University Radio Committee, New York University FIRST EDITION FIFTH IMPRESSION MrGRAW-HILL BOOK COMPANY, INC. NEW YORK AND LONDON 1939 PREFACE This book is written solely to give businessmen and advertising executives enough fundamental data about radio to weigh and evaluate the possibilities of radio as a carrier of advertising messages. It fcovfcrs primarily what the businessman should know about this fast-growing advertising medium if he is to get the most out of it in sales and Advertising results in other words, if he is to make radio advertising pay dividends. The author has endeavored to maintain a single viewpoint, that of the advertiser, the man who has a right to some kind of yardstick to measure the effectiveness of radio advertising and the efficiency of those who plan, build, and present the sponsored radio program which he pays for. There are, of course, other worthy many might say more worthy viewpoints from which to study radio. The author is in no way belittling their importance. He does believe, however, that the advertiser has a right to consider advertising as the most important part of radio. For him, at least, it is. The author wishes to extend his thanks in particular to Mr. Richard W. Brown, College Editor of Orchestra World, for valued assistance on the chapter on music Mr. C. E. Hooper, President of C. E. Hooper, Inc., and Mr. A. H. Lehman, Manager of Cooperative Analysis of Broadcasting, for valuable material on popularity ratings Mr. E. P. H. James, Advertising and Sales Promotion Manager of National Broadcasting Company, Mr. J. J. Karol, Director of Market Research, Columbia Broad casting System, and Mr. J. R. Poppele, Chief Engineer of the Mutual Broadcasting System, for their kindness in submitting to the authors lengthy verbal questionnaire and for permission to reproduce the fine charts and tables developed by their respective companies and Advertising and Selling, Broadcasting, Printers Ink, Radio Television Retailer, Sales Management, and Variety for permission to reproduce various charts and material appearing in their publications. WARREN B. DYGERT. NEW YORK, September, 1939. CONTENTS PA SE PREFACE v CHAPTER I LETS Go DIAL SHOPPING 1 CHAPTER II SHOWMAN OR ADVERTISER 13 CHAPTER III THE KEY TO RADIO SUCCESS MR. JOHN Q. PUBLIC .... 22 CHAPTER IV THOSE WHO CAN LISTEN AND THOSE WHO WILL 35 CHAPTER V BROADCASTING TOOLS How TO USE THEM 49 CHAPTER VI WHAT THE SHOW WORLD HAS TO OFFER 64 CHAPTER VII WHAT TYPE OF PROGRAM 71 CHAPTER VIII IF THERE BE Music 86 CHAPTER IX RADIO TIME WHEN, How MUCH, AND AT WHAT PRICE . . 99 CHAPTER X THE COMPETITION How TO HANDLE IT 109 CHAPTER XI How THE PROGRAM Is BUILT AND PRESENTED 115 CHAPTER XII WRITING THE ADVERTISING SCRIPT 123 vii riii CONTENTS PAGE CHAPTER XIII CENSORSHIP GOVERNMENTAL AND OTHERWISE 138 CHAPTER XIV AND Now TO TELL THE WORLD 155 CHAPTER XV CONTACT How TO GET IT 162 CHAPTER XVI KEEPING THE DEALER INTERESTED 168 CHAPTER XVII SHALL WE HAVE A CONTEST 175 CHAPTER XVIII TRIAL AND ERROR TESTING 187 CHAPTER XIX POPULARITY RATINGS 194 CHAPTER XX THE ADVERTISING AGENCY AND RADIO 209 CHAPTER XXI CAN RADIO Do IT ALL 214 CHAPTER XXII TESTS AND SURVEYS BY BROADCASTERS 219 CHAPTER XXIII GETTING THE BEST OUT OF THE SMALL STATION 224 CHAPTER XXIV FOREIGN BROADCASTING 229 CHAPTER XXV TELEVISION, FACSIMILE, AND ULTRA HIGH-FREQUENCY BROADCASTING 235 INDEX 247 RADIO AS AN ADVERTISING MEDIUM CHAPTER I LETS GO DIAL SHOPPING When a merchant decides to open a store, if he is clever he plans every detail to fit the type of trade he wants to draw...Read More