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HomeMy WebLinkAboutThe Exeter Times-Advocate, 1956-10-04, Page 11r %• OcUUr 4 IW 4' Power For Advertisers! i / ■5 1 0 clesplts the growing use of color Jn every phase of business and personal life, there lingers in the minds of many advertisers using black and white newspaper space the mistaken belief that newspaper color is a stunt, a one-time attention getter.-This mistaken idea is fostered to some extent by the comparatively small percentage of color advertising. COLOR Stands Out! Color DOES stand out; DOES command attention. But there is a more solid base for using color in newspaper advertising as experienced ad* vertisers and newspapers can prove from their case files, swelling with proof of the selling power of color. The National Advertising Executives' Association reports that an analysis of 5,000,000 inquiries from 3,500 ad­ vertisements of 163 firms showed that color ads brought 53 percent greater direct returns than black and white.Actually, lie's not on our payroll, but this"auditor helps us to help you do a better job. COLOR Attracts! Here are some individual examples of the selling power of color: A de­ partment store that regularly ran black and white ads on, low priced dresses decided to try an ad in color. The result was an increase of 500% ©ver the normal response . . . A stove manufacturing company found that color advertising returns were 395% greater than black and .white « . . Three major department stores in the U.S. found that color out- pulled black and white by six to one ... A cosmetic manufacturer re­ ported that after advertising in cfolor his business increased more than 600%. Compare these results with the cost of color, which* is only 15% more than black and white on a full page ad. _____ ___ _ He has been specially trained in the examination of circula- i tion records by the Audit Bureau of Circulations.* His objective findings tell us how well we are doing in the dis­ tribution of your sales messages. They keep us alert to more ’ effective coverage opportunities. He helps us to help you in another way, too. His findings \ are an inventory of our circulation audience—facts that / help you invest your advertising money on a sound business basis. Ask to see a copy of our latest A.B.C. Audit Report this. week and let us show you how these facts can help you doj a better advertising job. z *This newspaper is a member of the Audit Bureau of Circulations, t' nonprofit, cooperative association of publishers, advertisers, and adver-, tising agencies. Our circulation is audited at regular intervals by experi­ enced A.B.C. circulation auditors and their reports are made available to our advertisers without obligation. U ■■ ------... u..„1Jlum„„ •. - . - .--------.............................................— — ■ .......................—...I,,'.................... iah—fc MEASURE OF SERVICE...MARK OF INTEGRITY Use COLOR in