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Turn Up the Music appeals to wide range of consumers.
KENILWORTH, N.J. - Product recognition is one of the key reasons behind the success of Turn Up the Music, according to vice president of merchandising Ilissa Matilsky.
Her company markets long-playing CDs and cassettes containing mixes of up to 19 popular songs from different eras. Each one is targeted to a different audience. Matilsky explains their popularity by saying, "Your parents knew the songs, you know them and, hopefully, you'll pass them on to the next generation."
The products are marketed nationally under the Drew's Famous label, named after Drew Matilsky, Turn Up the Music's founder and husband of Ilissa.
Such titles as Drew's Famous Party Music, Drew's Famous Extreme Party Music and Halloween Party Music are carried by chain drug stores, discounters like Wal-Mart Stores Inc. and Kmart Corp., food retailers, clothing stores, and independent arts and crafts outlets.
The company limits its radio advertising to the metropolitan New York area, although its print campaign includes Billboard magazine and trade journals, including retail party-store magazines. Ilissa Matilsky notes that Turn Up the Music is currently contracting with an advertising agency to increase its marketing efforts.
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Source: HighBeam Research, Turn Up the Music appeals to wide range of consumers.