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Mellon's winds up its broadcast schedule in a program designed for adult members of the family.
Format generally successful
Jn its emphasis on nuisical programs, Mellon's has followed a program format which department stores and specialty shops have generally found successful, and it has achieved its air dominance in a way that is relatively easy to produce.
In its choice of Charlotte's 50,000-watt station it secured coverage for its programs that is as large as its total market.
To gain maximum benefits from this
heavy broadcast schedule, the campaign has been heavily merchandised and promoted. Newspaper advertisements, piil) h'city releases, (omtesy spot ainiomuc iiRuls, etc., were WBl's contribiuion. Mellon's fostered newspaper advertisements, posters and window displays, and it now averages eight newspaper advertisements per w^eek to point up the WB T 1 broadcasts.
An additional merchandise feattire is the presence of the W^BT staff announcer who handles the Mellon broadcasts in tlustore each Thursday evening until 9:00 p.m., as a general good will agent.
Women wood bales larget For This Men's Store
with women making 90% of store purchases, Grafton S Company, Hamilton, Ont, beams its radio campaign to feminine listeners in switch from basic appeal to sports trade
H
ow AN adV e r t i s e r can establish his n r m w i t h o n e audience group, then set out to impress his name on an entirely (lificrcnt audience, is illustrated by the experieiKc of Grafton k Company, maiuilacluring dolhiers, with two large retail stores in Hamilton and Dundas, Ont., as well as stores throughout the province.
Because the firm supplies clothing for male mc-mbers of the family from two years up (vvilh a number of household lines carried in some sloics), it fust set
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out to estabb'sh itself with the sports trade.
In addition to sponsorship o\er CK()(i of a cjuartei-hoiu (5:15 p.m. s])()rtscast. Monday through Saturday, Cralton's sponsored Saturday afternoon football broadcasts for three successive seasons. CROC's 10:()() p.m. newscast rounded out the schedule.
Pre-determined audience appeal
VV^hile Grafton's plans to continue sponsorship of the football broadcasts, it changed its basic audience appeal from that of a masculine audience to (1) a predominantly feminine in one instance and (2) a prccionunaiuly juvenile listener in
RADIO SHOWMANSHIP