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Style Tales Well Told
Success Formula for MAKOFF, Salt Lake City Ladies Apparel Shop, Based on hstitutional Copy With Emphasis or) Factor of Quality
JUST as Milady of the West looks to Makoff for the latest in feminine fashion, many Intermountain firms also take important advertising cues from this exclusive ladies apparel shop in Salt Lake City, Utah.
Samuel Makoff has spent 26 years building the Makoff prestige. A Makoff label has become Salt Lake tradition for distinguished fashion and friendly service.
AVith the war over, Makoff is expanding its advertising program to meet the peacetime opportunities.
QUALITY PROGRAM
The first step in this direction was to choose violinist and KDYL musical director, Eugene Jelesnik, to play on the shop's new radio series twice weekly over KDYL. Assisting him in the program building is Edward Spitzer, assistant manager and advertising director for the Makoff shop.
Just back from an overseas USO assignment, Mr. Jelesnik brings a rich musical background to his new program, and the selections of his ensemble for the Makoff program are in harmony with the shop's quality operation.
Makoff customers also arc invited to i((jiKst their favorite tunes. They may siil)init their requests cither on attractive brochures sent them through the mail, or ])rcsent their suggestions in person ;ii ilic slore.
AUDIENCE PARTICIPATION
I'hc sh()|) also auaiiges lor small groups lo .11 lend the broadcasts from the KDYL k;i(li() Playhouse ;il 9:15 Monday and i hnisday evenings.
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• Samuel Makoff, (left) and Edward Spitzer, (right) inspect autographs on Eugene Jelesnik's violin. Mr. Jelesnik, new KDYL musical director, acquired the autographs from soldiers during a U.S.O. tour in Italy.
Makoff concentrated on institutional advertising from the start, stressing the (juality of service and the distinctive fashions available at the shop. Radio played an important role in this job of telling the West about the remarkable new Makoff store.
INSTITUTIONAL ADVERTISING
Milady is told again and again over the air that she can obtain every conceivable apparel need from foundations to distinctive gowns, exclusive perf tunes and accessories at Makoff's.
Ihen when she \isits the Makoff slore she can inspect the very latest fashions in air conditioned comfort amid ultra modern fixtures. Morc^over, she is served in this scMting ^vith leal ^\^estern hospitalitv! _
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RADIO SHOWMANSHIP