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Good guys, a regional consumer-electronics chain, is surprising national electronics discounters challenging it in its West Coast territory.

Brad Bramy, Good Guys VP-marketing, has led the good fight by changing the retailer's media mix. Mr. Bramy, who once worked with the Grateful Dead, has turned three years of same-store sales declines into a solid string of double-digit increases.

Long a client of high-image branding agencies such as Hal Riney & Partners and Goodby, Silverstein & Partners, both San Francisco, Good Guys switched agencies last year to Citron Haligman Bedecarre, also San Francisco.

The new agency switched from branding TV work to a radio campaign, which combined branding with hard sell.

The retailer's $10 million-to-$15 million budget stretched far on radio, giving it a strong presence.

The 70 spots feature two actors pretending to be talk-radio show hosts who answer questions from fictitious callers.

In each case, the talk-show hosts respond that the caller's problems will be solved with a new car stereo or other item offered at Good Guys, followed by a riff sounding like an old Beach Boy's song.

With more than 75 stores in California Nevada, Oregon and Washington, the chain is redesigning in-store marketing strategy.

Remodeled stores offer living-room settings, automobiles and home offices as a way to let customers try out various products. Sales in one prototype store were up 40%.

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