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By
JOHN T. HOYLE
ADVERTISING COUNSEL
536B
Published by
INTERNATIONAL TEXTBOOK COMPANY
SCR ANTON, PA.
Outdoor and Street-Car Advertising: Copyright, 1936, by INTERNATIONAL
TEXTBOOK COMPANY.
Radio Broadcast Advertising, Parts 1 and 2: Copyright, 1936, by INTER
NATIONAL TEXTBOOK COMPANY.
Printed in U. S. A.
Painted-Display Advertising 18
Illuminated Displays 63
Foreword 1-2
Physical Structure of Radio 3-4
Allocation of Stations, Frequencies, Power 5-9
Federal Communications Committee; Purpose of
commission.
Coverage 35-41
Meaning of coverage;strength measure
Signal
ments; Primary and secondary coverage; Station
popularity; Telephone survey.
Scheduling 37-43
Continuity of efforts needed; Determining desirable
time unit; Amateur hours.
OUTDOOR ADVERTISING
1. Scope of the Subject. Advertising in the open
air is the oldest form of written publicity. As it exists
today, it is one of the most It has made tre
effective.
mendous few years; not only in
strides within the last
the general tone has been raised to the point where many
of the best advertisers consider outdoor advertising an
indispensable part of their campaigns.
In Europe, posters occupy a very high place in the
esteem of the public and have always been used by govern
mental departments. The Frenchman or German has a
good time with his posters. They are clever or bold
and often naive. He makes them simple and clean, and
one feels that the artist himself has dominated the plan
ning of the outdoor message at all times during its pre
liminary and finished stages. This characteristic gives to
French and German posters a very definite personality.
English outdoor advertising is often beautiful,
especially the posters produced by some of the railways,
showing famous localities along their routes.
Nowhere, however, the poster medium so well
is
(6) Plant audit gives the operator a vital basis for selling and
provides sales representatives, both national and local, with
real selling arguments.
PUBLICITY CONSIDERATIONS
23.Repetition Value. Repetition is a highly impor
tant attribute of advertising. An outdoor advertisement
isalways open to view; it is always working; always being
seen; morning, noon, and night, day after day, and week
after week. The outdoor advertisement is always impress
ing message upon the minds of the people who make
its
536B 2
14 OUTDOOR AND STREET-CAR ADVERTISING
Fig. 1, which received honorable mention in 1934, is a
form of outdoor advertising of the humorous, impression
istic type that readily catches the eye and registers atten
tion. It was used locally in the Detroit area.
POSTER ADVERTISING
29. Outdoor Advertising. There are
Varieties of
SPECIAL
AWANCE SHOWING
JAM.6-13
FIG. 1
4. .
OUTDOOR AND STREET-CAR ADVERTISING 17
^^ PLUGS
CLEANEDBY TH E
NEW AC METHOD
FIG. 4
PAINTED-DISPLAY ADVERTISING
35. In painted-display advertising, the advertiser's
copy is displayed by a system of flashing electric lights or
the copy is painted by hand on the advertising space,
which may be a steel-surfaced standard structure called a
OUTDOOR AND STREET-CAR ADVERTISING 19
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24
OUTDOOR AND STREET-CAR ADVERTISING 25
FIG. 6
KINDS OF POSTERS
52. Stock Posters. In addition to the lithographed
posters made from special designs for advertisers, many
lithographers deal in stock posters that can be bought in
any quantity. The stock part of the poster is printed
in large quantities with a space left in which the advertiser
and OHIO
CHESAPEAKE
TO WHS NO TOM AMD NIW YORK
HI
FIG. 7
536B 3
30 OUTDOOR AND STREET-CAR ADVERTISING
in his community, so that local advertisers can avail
themselves of the pulling power of poster advertising.
package; and (5) the selling phrase. The picture and the
few words which accompany it might really be called one
element, since both should reach the eye and the mind at
the same time. More than five elements are dangerous;
in fact, generally speaking, the fewer the number of
elements the more striking will be the design. It is a
good idea for the advertiser and the art director to scrutin
ize a finished sketch for the sole purpose of trying to elimi
nate one or more elements.
61. The
poster setting varies with its location, de
pending on sectional differences in climate, in opinion and
in color.
ing power in other parts of the country are dulled and made
ineffective because of the more highly keyed background
hues of the landscape.
The tendency of nature is to reduce all colors to one
monotone therefore, strongly complementary colors fur
nish the most powerful contrast with nature, with a result
ing gain in attention value.
The green molding and lattice of the standard struc
tures must be taken into consideration when painting the
poster. If allowance is not made for this color frame, a
shown in Fig. 9.
OUTDOOR AND STREET-CAR ADVERTISING 43
536B 4
46 OUTDOOR AND STREET-CAR ADVERTISING
1
50 OUTDOOR AND STREET-CAR ADVERTISING
This type of bulletin is ideally suited to advertising
hotels, restaurants, theaters, stores, or high-class products
which appeal to the well-to-do people of America.
An excellent railroad bulletin is shown in Fig. 13.
ordinary board.
Railroad bulletins are erected wherever train move
ment justifies, paralleling the main lines of the principal
railroads and suburban electric lines enter
also covering
square feet.
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ARMOUR'S
STAR
BACON
Oi UCJGUS KUfcVOR
FIG. IS
OUTDOOR AND STREET-CAR ADVERTISING 55
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57
58
60
OUTDOOR AND STREET-CAR ADVERTISING 61
TABLE III
NUMBER AND COST OF WALLS IN TOWNS AND SMALL CITIES
536B 5
62 OUTDOOR AND STREET-CAR ADVERTISING
These wall displays serve a threefold purpose in the
market coverage they provide: (1) They cover the entire
resident population of the towns. (2) They reach the
farmers from a wide area who trade in these towns. (3)
ILLUMINATED DISPLAYS
81. Illuminated Bulletins. Where night crowds are
comparatively large, it is profitable to illuminate some of
the bulletins that occupy positions of special prominence.
The additional expense of illumination is justified by the
increased time of circulation, as the bulletins are then
visible for about 17 hours a day. The time when the
bulletins are illuminated is, of course, the most valu
able.
in the morning.
It is customary to embody in the contract a special
clause which gives an advertiser 25 per cent credit pro rata
for any period of non-illumination due to any cause
whatsoever.
64 OUTDOOR AND STREET-CAR ADVERTISING
82. Neon Signs.
Because of their brilliance and high
visibility,even in dull and foggy weather, neon signs, in
spite of their increased cost over electric signs, have come
into fairly general use. Unlike the usual electric sign,
neon light is distributed evenly throughout the lettering
of the sign and presents a smooth, unbroken appearance.
Essentially, the neon light is an elongated tube with an
electrode at each end, to which a high voltage is applied.
This causes a current flow within the tube from one end of
the tube to the other. By introducing into the vacuum
a small amount of one of the rare gases, the entire space
becomes highly luminous when the space current flows.
The kind of gas used determines the color. The colors
usually available are orange-red, violet-blue, and green.
While neon is not as yet applicable to moving figures, yet
for borders and fixed elements, like names, floral effects
and the like, its attention value and inherent beauty and
brilliance serve to enhance the moving parts of a sign.
ELECTRIC SPECTACULARS
83. Nature of Display. Brilliant colored lights, strik
ing illumination, and mechanical motion are combined in
the displays known as electric spectaculars, to produce an
effect of ever changing light and color and action.
STREET-CAR ADVERTISING
88. Scope of Car Advertising.
Street-car advertising
is regarded usually as a sort of specialized form of outdoor
advertising, although members of the regular outdoor
advertising trade are not inclined to consider it as having
any relation to their industry. While the street car has
been displaced in a good many places by the auto bus, yet
it is from being in the discard, especially in the larger
far
cities. Contrary to general belief, more passengers in
many cities are being carried than ever before. Trolley
cars have been greatly improved for speed, quietness, and
convenience. They are coming back into public favor.
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OUTDOOR AND STREET-CAR ADVERTISING 75
FIG. 19
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536B 3358
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Two cards that were used at the ends of the car are
shown in Figs. 23 and 24. The space occupied by cards
of this nature will vary in dimensions according to con
ditions or make of car. The cards shown are, in the ori
ginal, 21 in.X21J in., or practically square, and were
designed especially to fit the space for which they were
intended.
S36B 6
78
OUTDOOR AND STREET-CAR ADVERTISING 79
last, believed, the card maker has the following tools at his
command with which to convey his message to his readers :
PREPARATION OF CARDS
102. Styles and Sizes of Type. The choice of type
can make or ruin a card. The advertisement writer must
bear in mind that a card will stand only so much type if it
is to be read, and must prepare his copy accordingly.
may be used.
To make the card easy to read, the same style of type
should be used throughout, if possible, and not in too many
different sizes. Lower-case letters are easier to read than
upper-case, and the body matter of a card should always
be set in lower case. Many advertisers now use lower
case not only for introductory lines but even for the title
a card. To
reach all the passengers in a car, an advertise
ment must be printed in type large enough to be read
OUTDOOR AND STREET-CAR ADVERTISING 83
~_ <^& <&
Lesteryaryer FINNIEY'S-
CANTOflSDWGORIGI/W CUT RATE STORE-
"-415 MARKET AVE-.,NORTH- /
FIG. 27
Fig. 30.
Not many independent ad-writers are called on to
design cards in detail; the advertiser has his choice of
Say, Yarger:
Don't forget about the men in this car.
If they don't know by this time that we
Jolm Svler
carry the best line of shaving creams,
razor blades and lotions tell them to
come in and get acquainted/*
Syler
Lester Yarger
FINNEYS
CANTON'S ORIGINAL CUT RATE DRUG STORE
415 MARKET AVE.. NORTH
FlG. 28
OUTDOOR AND STREET-CAR ADVERTISING 85
I "Insufficient Funds"
FIG. 30
86 OUTDOOR AND STREET-CAR ADVERTISING
duced in zinc, halftones reproduced in copper and zinc,
water colors reproduced in zinc or process, and different
styles of lithography easily lend themselves to car cards.
Review Questions
NOTE. These Review Questions ure given merely that you may test your
self on your general knowledge of the points discussed in this lesson. If there is
any question that you are unable to answer, this indicates that you have missed
the point involved and should read the text again. You can readily find the
answers to all of these questions in the text.
(5) (a) What is the standard size of a poster? (6) What is the
size of the poster panel in which the poster is set?
(7) How many different positions are available for placing out
door advertisements to make them seen most readily, and
which position do you think most valuable?
(10) (a) Why does a spectacular electric display in the larger cities
have a national influence? (6) Describe the neon light.
(13) (a) Describe the city and suburban bulletin and name the
different types. (6) What advantage have these bulletins
over the average poster?
(16) How is car advertising sold, and how are contracts made?
(18) How many words can be used effectively on a car card when
not illustrated, and how would you test the legibility of a card?
DEVELOPMENT OF RADIO
FOREWORD
1. The person who contemplates association with
radio broadcasting as a performer, producer, advertis
ing agent, or sponsor assumes an obligation to the
public. It is inherent in his daily work, and the principles
which guide his activities are similar to or parallel with
the principles that govern the members of the medical
profession, who for more than 2,000 years have subscribed
to the "Hippocratic oath," first enunciated about 300 B.C.
in Greece. This oath is in part as follows :
536B J
2 RADIO BROADCAST ADVERTISING, PART 1
The
public has spent millions of dollars for radio sets;
thousands of pay envelopes depend on radio; perhaps as
much as half a billion dollars has been spent on radio's
physical plant, and on the programs it broadcasts. All
this huge investment depends on the character and good
taste of the individual human beings in the radio business.
ZONE 4 ZONE 5
Illinois California
Missouri Washington
Indiana Colorado
Wisconsin Oregon
Minnesota Montana
Iowa Utah
Kansas Idaho
Nebraska Arizona
South Dakota New Mexico
North Dakota Hawaii
Wyoming
Nevada
Alaska
WATTS
Alabama Birmingham (WSGN) Days 250
Nights 100
Arizona Jerome (KCRJ) 100
California Sacramento (KFBK) 100
District of Columbia Washington (WOL) 100
Florida Tallahassee (WTAL) 100
Illinois Joliet (WCLS) 100
Indiana Elkhart (WRTC) Days 100
Nights 50
Indiana Muncie (WLBC) 50
Indiana Terre Haute (WBOW) 100
Iowa Boone (KFGQ) 100
Kentucky Ashland (WMCI) 100
Louisiana Shreveport (KRMD) 100
Massachusetts New Bedford (WNBH) Days 250 . .
Nights 100
Michigan Flint (WFDF) 100
Michigan Marquette (WBEO) 100
Missouri Springfield (KGBX) 100
Montana Kalispell (KDEZ) 100
Montana Wolf Point (KGCX) Days 250
Nights 100
Nebraska Kearney (KGFW) 100
New Hampshire Laconia (WLNH) 100
New Mexico Santa Fe (KIUJ) 100
New York Auburn (WMBO) 100
New York Buffalo (WEBR) Days 250
Nights 100
New York Plattsburg (WMFF) 100
North Carolina Winston Salem (WSJS) 100
Oklahoma Oklahoma City (KFXB) Days 250
Nights 100
. .
SUPPLEMENTARY GROUPS
CANADIAN GROUP SOUTHWESTERN GROUP
Toronto (CRCT) Tulsa (KVOO)
Montreal (CFCF) Oklahoma City (WKY)
Dallas-Fort Worth (WFAA-WBAP)
SOUTHEASTERN GROUP
Houston (KPRC)
Richmond (WRVA) San Antonio (WOAI)
Norfolk (WTAR) Shreveport (KTBS)
Raleigh (WPTF) Hot Springs (KTHS)
Charlotte (WSOC)
Asheville (WWNC) NORTHWESTERN GROUP
Columbia (WIS) Milwaukee (WTMJ)
(WJAX)
Jacksonville Madison (WIBA)
Tampa (WFLA-WSUN) Minneapolis-St, Paul (KSTP)
Miami (WIOD) Duluth-Superior (WEBC)
Fargo (WDAY)
Bismarck (KFYR)
14 RADIO BROADCAST ADVERTISING, PART 1
SUPPLEMENTARY GROUPS
(Continued)
5.%B-8
POPULATION AND RADIO OWNERSHIP IN THE
UNITED STATES
18
RADIO BKOADCAST ADVERTISING, PART 1 19
Therefore, the
contained within his area of distribution.
individual figures in accompanying tabulation of
the
Population and Radio Ownership are much more useful
than the grand totals at the bottom. The figures were
compiled by McGraw-Hill and Columbia Broadcasting
System.
To be completely useful to the advertiser these figures
need to be broken down still further into county units.
Family ownership of sets, by counties, is readily available
to any broadcaster upon application to his advertising
agency, his radio station, or any of the networks. The
figures are not given here, for there are more than three
thousand counties in the United States, but typical
counties will be referred to later, sufficiently comprehen
sive for the purpose of this text.
20 RADIO BROADCAST ADVERTISING, PART 1
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RADIO BROADCAST ADVERTISING, PART 1 27
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FIG. 1
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536B 9
34 RADIO BROADCAST ADVERTISING, PART 1
sider.
COVERAGE
33. Meaning of Coverage. Coverage may be defined
as the area in which people can and do listen to programs
broadcast from a designated station. This area varies
considerably even for stations of the same power. It
also varies for daytime and nighttime broadcasting. And
there is a wide variation of signal strength within the
coverage area itself.
determining coverage.
I!
8
s~s?
RADIO BROADCAST ADVERTISING, PART 1 41
Review Questions
NOTE These Review Questions are given merely that you may test yourself
on your general knowledge cf the points discussed in this lesson. If there is any
question that you are unable to answer, this indicates that you have missed the
point involved and should read the text again. You can readily find the answers
to all of these questions in the text.
(8) Tell why you consider that radio has taken its
5. Electrical transcriptions.
536B 10
6 RADIO BROADCAST ADVERTISING, PART 2
Broadsides.
also selects the stations which best fit into the plan in the
territories to be covered. Purchase of time can be made
through stations direct, through station representatives,
through time-brokers or the local (spot) broadcasting
subsidiaries or departments of the networks.
grooves to take care of wear and tear so that when one set
wore out, another standardized "blast" would be immedi
ately available. A script book was sent to each station.
This contained eighteen different announcements, together
with detailed instructions as to their use. Tabs divided
the book as follows: "How to select announcements";
classifications ofeighteen announcements under
the
Before First Freeze, First Freeze Forecast, Between First
and Second Freeze, All Other Freezes, Warm spells
Between Freezes, and Extreme cold.
S36B 11
22 RADIO BROADCAST ADVERTISING, PART 2
and competition.
Ability to state local retail prices where price men
tion is
permitted. For example, automobile adver
tisers may be able to mention delivered price.
is not.
Some
voices of no great distinction as voices convey
something that interests and pleases the listener and
attracts his attention to the human being, rather than the
voice. Perhaps the hearer writes a letter to the performer,
or to the station from which he broadcasts, expressing his
pleasure. Many people do. When these letters are
received in noteworthy quantities, the performer's ability
to command a radio audience is demonstrated, and his
value to the advertiser is more certain.
PROGRAM TYPES
24. Audiences and Programs. Every broadcast has
two audiences. One is the audience that the station or
the network has built through the general high quality of
its programs. The other is the additional audience
attracted to a particular broadcast because of its inherent
interest to them.
Neither of these audiences, which make up the total
of listeners, is static. the sponsor s program has wide
If
always fresh, the program may go on and on, and hold that
popular goodwill and interest which alone make it profit
able.
SCHEDULING
30. Continuity of Effort Needed. Radio has sold
goods in a spectacularway and these results are rightly
credited to it as an advertising medium. However, much
credit for success is due to the methods radio has practically
536B 12
38 RADIO BROADCAST ADVERTISING, PART 2
lost and the listener almost felt that he had on his mental
full-dress suit when he turned on his radio set. The intro
duction of comedians smashed this formality pretty
thoroughly, and people delighted in it. And with the com
ing of greater freedom in broadcasting, came the realization
that the audience was not interested so much in technique
as it was inhaving human beings human. Amateur hours
were a logical outgrowth of this new set of circumstances.
MAIL RESPONSE
35. Obtaining Reponse from Listeners. The first
CONCLUSION
41. In writing of radio broadcasting, the purpose has
been to give a general picture of this great promotional
medium and to relate some of the experience that has
attended its evolution and led up to general practices now
employed.
Review Questions
NOTE. These Review Questions are given merely that you may test yourself
On your general knowledge of the points discussed in this lessen. If there is any
question that you are unable to answer, this indicates that you have missed the
point involved and should read the text again. You can readily find the answers
of all of these questions in the text, but dc not send your answers in for correction.