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itied with additional programs arid e^ ng, W. Va. department Store
iheme. All radio copy is written from this angle, with the copy almost 100% institutional on all announcements and programs. While brand names and prestige lines are used extensively and various services are highlighted with regularity, there is little or no plugging of specific items or prices.
Through its slogan Stone & Thomas establishes a key fact which, used regularly, strengthens the idea association in the minds of listeners in regard to the store, its departments and its services. Repetition increases the effectiveness of the slogan.
The Centennial Celebration was launched with an illuminated night parade, Monday, April 14, with 15 local business firms and industries, in addition to Stone & Thomas, participating in the Century of Progress Parade. Stone & Thomas had six floats depiciting the highlights in its 100 years of progress.
For the publicity campaign for the event, the Stone & Thomas advertising department pulled out all the stops, and a heavy schedule of radio publicity was set up to reach the tri-state district of Eastern Ohio through WWVA. All copy for Stone 8c Thomas programs the week previous to the pageant promoted the event, with many additional spots scheduled to meet the needs of this special occasion.
That this campaign went straight to its mark is indicated by the fact that the affair was witnessed by more than 100,000 people.
A. E. Junkins, merchandise manager of the firm, states: "Without a doubt, the lion's share of the credit for the huge crowd must go to WWVA for its promotion of the event. It is our feeling that the
Fashions through the years were the highlights of one of the six Stone 8C Thomas floats in the Century of Progress parade. For the 100,000 people who witnessed the parade, radio was given the major credit.
throng, which was almost double the population of AVheeling, was drawn from the shopping area which lies within a 50-mile radius. By virtue of WWVA's 50,000-watt power, people throughout the area heard the announcements and responded."
Easter promotions, too
Stone & Thomas used radio to promote an interesting special Easter campaign in which the key figure was the "real and live" Easter Bunny. A "Bunnyland," after the style of Toyland, was prepared and featured a large display of Easter candies and toys. Well in advance of the arrival of the Easter Bunny, regular spots and programs were augmented with additional time to build-up the event.
The Easter Bunny arrived via the B & O, and a special reception and parade was held in his honor, with the entire affair broadcast over W^WVA.
All Stone & Thomas programs are backed with newspaper promotion and store displays. For the current teen-age series. Calling All Girls, a guest announcer is featured each week, and the announcer's picture is used in the Friday evening newspaper advertisement for Stone & Thomas. A regular advertisement promotes the nighttime show in three Ohio Valley newspapers.
OCTOBER, 1947
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