If you want to reach families during breakfasts it makes sense to use the advertising medium that's dominant in the morning. That strategy has proven successful for Jones Dairy Farm, the company that markets Jones Sausages.

Three times a year for the past three years, Jones has aired two- week radio flights in morning drivetime in several markets including New York.

"Morning drivetime is important to us."

The radio flights surround a weekend freestanding insert (FSI), and the objective is to increase awareness and sales by targeting families in the morning with breakfast solutions. ''Morning drivetime is important to us,'' says Phil Kafarakis, Jones vice president, sales and marketing, ''because we know we're reaching people who have either had breakfast, are thinking about breakfast, or who are going to have breakfast.''

In addition to its strength in the morning, radio has also been effective for Jones because of its flexibility in providing the opportunity to tie in with local supermarkets. The Jones commercials are 45-15 - 45 seconds raising awareness of the, brand and product and 15 seconds for the retailer to localize the message with a promotion, in-store event or price point information.

''We have found that we will increase the lift of our product out of the stores upwards to 25% as a result of radio bundled with an FS1,'' says Kafarakis. "And we get more retail tie-ins each year. Typically, the first year in a market we'd tie in with two or three retailers. And the next year, we'd have interest from five or six.''

The target audience is women, 25-54, the primary purchasers of breakfast products. "We select stations based on this target," says Karen Stoneman, vice president, associate media director at Laughlin/Constable Inc., Jones' Milwaukee-based ad agency. "We also make sure the station's format is compatible with our message.'' In the New York market, the Jones radio advertising airs on six stations.