Sponsor (June-Sept 1960)

i-K. if the de ■ 1 uild a definite < am the store itself. reputation and the • jualit % ..f it g Is. When the time --. ial the impact would not <ml\ l>e more acceptable t<> the audience hut the result would also be a sign of |o\alt\ and helief in the -tor, m a community member in ding. utmenl stores are mak■joi mi-take when the\ avoid t\ except for scattered special camThej arc ignoring the fact that today's t\ stations, most of which ar> equipped with \ideo tape mai hii ••-. can give a li\e. exciting, and coin rful touch to the product? the\ want to highlight and can he produced with a minimum of time and effort. A strong and consistent camselling a department store's image, supplemented as desired with rial carefully planned, produced, and presented could not help hut pm\e to he a tremendous sales volume booster for any department Jon T. Caudle, promotion director. VSOCTV, ( harlotte. V. C. When you discuss the sales power of t\ and ways to use it. you can't easuy -egregate department store ad\erti-ing from that of furniture dealer-, clothing stores, and other retailers in this category . \ fact remains, however, that bringing the department store into the tele\ision "fold" has required a lengthy educational process — one still incomplete in many markets throughout the countr\ . It' been said l»eforc — the retailer should attempt not onl> to sell his Nut to sell hi company's "image." To accomplish the first. Mr. Retailer can build in-store traffic through a one-time-only campaign, hut to ac *4 Focus attention on specific departments and seasonal compusfa both. year-round activity is essential. At the same time he should he concerned with creating, through television, a distinct personality for his store and communicating this image to the public. This doesn't necessarily mean sponsorship or co-sponsorship of a weekly show and or the purchase of a 52week spot schedule — although this would be ideal. But it does mean that a couple of tv saturation schedules per month, over an extended period of time, w ill serve to constantly remind the viewer that Needlemans Department Store is the place to go for courteous service, ample parking, special sales, bargains, and various other goodies. During a month when the sales events and special promotions aren't going on. the institutional angle should be exploited. The important thing is not to break the eommunicacation with the customers, lest the identity be lost. This campaign should be set up to include 60-second and 10-second announcements logged predominantly in daytime spots. The 60's should be ,Kvib Leading^* Dallas agencies place. .g top 4 stations in total market >p 2 for quality market! : live or on video tape whenever f sible. Ob\iously the commercial wo spotlight the special sales which sho he conducted by the store on a mon. Ij ha>is if feasible, promote sped departments, focus attention on s sonal events, and create licit \ in general. Merchandising support from I station would fit beautifully into s a campaign. These activities mi; include in-store appearances bv I station personality who performs I on-the-air commercials, tie-in ads newspapers, counter cards and v. dow streamers, as well as special r\ stuffers to the departmer: accounts. PELLEGRIN Continued from pai: :_ payroll of 110 working in 10 bra offices. Pellegrin is also a wt I fiction and non-fiction I . w ith long-time plan of going to France day to settle down and write. H been an outstanding leader when he's lived and worked — Omaha. Louis. W ashington. Chicago. New ^ ork — and has been recogn by the Roman Catholic church the past four years as a membe: the Cardinal's Committee of Laity. Even though RTES duties v pressing in this past year • freqc ly absorbing five lunches and t: dinners weekly, as well as daytime q weekend stints < . he took deligh the challenge, the new personal a ciations and the accomplishing He also took time out to work a decorator in furnishing and pi ning the company s elegant new fices in the Seagram Building. An unparalleled host and out chef, he spent many an evening 1 ing his tenure entertaining RTE? I cers and members in his large ^< chester home. He lives there with w ife. the former Eleanor OHalk n and their three children. John Dzv 15. Daniel Stephen. 12. and Ai Marie. 8. Thev're looking forward to _ and winter season when the ma )l the house will be home again. "Aj for that matter, so are H-R's a tion?!'" This new season, station rj resentation will be his "full-time 'd ness and his part-time hobby !" i SPONSOR • 8 ALCU T j