The Huron Expositor, 1962-04-26, Page 6if
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64.1.81.Z
'PLANNED N SPAPER ADS ARE
MOST EFFECTIVE SALES FORCE
_(bxeter Times -Advocate)
Planned newspaper advertis-
ipg, keyed to established sales
Patterns, is the most effective
sales force available' to the re-
tail trade today, Western On-
tario weekly newspaper officials
were told by Charles G. Fenn,
advertising manager of the Ilon-
don Free Press;
Fenn and three members of
his staff presented a forum on
planned advertising at t e
group's second annual work-
shop; held this year in Exeter
Legion Hall.
About 40 weekly personnel as
far east as Georgetown at-
tended the all -day, session in
Exeter.
Ad Manager Fenn maintained
that thousands of dollars of ad-
vertising was wasted because
of bad timing, ineffective lay-
out and lack of planning.
He suggested small town
merchants must pay more at-
tention to their promotion pro-
grams because of the increased
competition from city stores
who realize that advertising is
one of the most important fa-
cets of the retail business to-
day.
Miss Opportuniti
He also asserted that many
merchants failed to take ad-
vantage of thousands of dol-
lars of advertising support
available through co-operative
programs offered by manufac-
turers and distributors.
"Precision timing is the key"
was the topic of a flip -chart
presentation by Jim Alexander,
the Free Press retail -sales
patterns have risen and fall-
• en like clockwork over the past
20 years. "Despite all the ab-
normal weather situations, the
international incidents, national
tragedies and > other major
events, these sales patterns
have never changed." They
provide a sound base on which
an intelligent advertising pro-
gram can be developed, he
stated,
"Every ad should be timed
to tempt prospects to buy
merchandise at full markup,"
he stressed. He criticized the
practice `of some merchants
who fail to' 'advertise at all
during some months and over-
spend in -others. The ad bud-
get, he said, should be spent
exactly in proportion to sales.
He suggested a •'S° four -step
program for the retailer: set,
a sales goal, determine the
amount of advertising to be
used, decide what items to ad-
vertise
dvertise and , schedule the ad-
vertising week by week. "It's
a very simple • formula but it
produces results. We know be-
cause we've proven it often.
The amazing thing is that so
few retailers use it"
Other speakers at the work-
shop were John M. Ballan-
tyne, senior account executive
of McConnell, Eastman and
Co. Limited, London, and Peter
Esling, newly -appointed 'gener-
al manager of Canadian Com-
munity Newspaper Representa-
tives. A forum was conducted
by George Tatham, publisher
of the Listowel Banner.
President Don Southcott con-
ducted the worshop. Assisting
were Miss Wilma Dinnin, Clin-
ton News -Record; Herb Turk-
heim, Zurich Citizens News;
D -on Thompson, Lucknow Sent-
inel; Ernest Ritz, New Ham-
burg Independent; ,Bill Temp -
lin, Fergus News -Record; Bud
Landsborough, Grand Valley
Star and Vidette; Bill Kennedy,
Durham Chronicle; Barry Wen-
ger, Wingham Advance -Times,
and others.
Gerry Davies, .the retail
copy service chief, outlined the
elements of layout and content
which give any ad maximum
effectiveness. He demonstrated
importance of creating a focal
point, developing an eye route
and establishing positive iden-
tification.
Better Service
Bill White, the newspaper's
classified advertising manager,
discussed methods of improv-
ing the effectiveness of want
ads to give the readers and ad-
vertisers a better marketing
service.
Hon. C. S. MacNaughton;
Huron MPP, at the noon lunch-
eon, said Hon: John P. Ro-
berts and his Ontario cabinet
have been taking a serious
look at the weekly newspapers.
They've been impressed,. he
said, with the intense reader-
ship which the community
newspaper receives.
A microfilming display was
presented by London Micro-
filming Co. Ltd., London, and
Minnesota Mining and Manu-
facturing of Canada Limited.
T -A publisher J. M. South-
cott and Plant Manager R. M.
Southcott were hosts to the vis-
iting newspapermen during an
inspection of the T -A plant.
The lady of the house was
entertaining her bridge' club
when ,the pattering of tiny feet
was heard on the stairs. She
raised her hand for silence.
"Hush," she said softely, "the
children have come to deliver
their goodnight message. It al-
ways gives me such a feeling
of reverence to hear them .
Listen!"
There was a moment of sil-
.ence, then shyly came a small
voice from the hallway: "Ma-
ma, Willie found a bedbug."
FRIGIDAIRE
TRADE - IN
SPECIAL SALE!
Put color in your home with a Colored
Frigidaire Appliance !
•
Refrigerators
vl'
n q
Send
(a.rrs
Visitor to Huron.
Miss,, Ann Stewart, a nrembelr
of the Scottish Young Farmers'.
Association; will be the guest
of the Huron County Junior
Farmer and Junior Institute
members for a 10 -day visit,
starting Saturday, April 28..
Miss S$gwart is representing
the Scottish Young Farmers on
a three-month exchange visit to
Ontario and will be visiting var-
ious counties and places of in-
terest during this time. Her
The new 1962 Frigidaire Re-
frigerators • are homemaker.
rated, designed to give you
extra foodkeeping space.
Frigidaire Refrigerators
give you all the storage
space you pay for — more
freezer space — more refrig-
erator space — more door
space.
Just Look' At All You Get From FRIGIDAIRE !
NEW FRIGIDAIRE
Electric Ranges
(with the exclusive "Pull
'N' Clean" Oven) .
The amazing Frigidaire
Pull 'n Clean Oven slides out
for easy cleaning, and glides
back for carefree cooking.
Frigidaire gives you scores
of good cooking features!
Trade -In Prices are
Drastically Cut !
VISIT OUR HOME IMPROVEMENT SHOW
See our advertisement elsewhere in this issue.
There will • also be all kinds of entertainment.
Variety ' Night
(Continued from Page 11)
their. prime. The band played
some lively tunes, such as "Two
To Tango", "Muskrat Ramble"
and "Five Foot Two".
The final presentation of the
evening was a group_ of selec-
tions by the Glee Club, Direct-
ed .by Mr. J. A. Stewart, the
members sang: "Early One
Morning", "L inden Lea",
"Younger Than Springtime",
"Some Enchanted Evening", "I
Wonder What's Become of Sal-
ly", "Now the Day is Over"
and "Sweetheart of Sigma Chi",
with a solo by Bill Campbell.
* * *
Question of the Week
What Grade Thirteen boy
came flying out of a certain
washroom door• onto the floor,
and , why?
HURON FARM NEWS
Seeding is in full' swing on
land that is easily , worked:
Some farmers have completed
their seeding operations. There
is very little growth due to
cool nights and lack of mois-
ture. A good warm rain is need-
ed to bring fall wheat, pastures
and newly -seeded crops along.
The first blood transfusion,
according to record, was given
to Pope Innocent VIII in 1492.
The milk production of a tow
is reduced more rapidly by too
little water than by anything
else. .
home is at Fan$, Varlston, Ber-
wickshire,- in. .Scatlmnd, where
jr father operates a. 1,200 -acre
family farm. The farm program
dineludes cropping of barley,
oats, sugar beets and turnips
and Carries . a purebred Aber-
deen Angus herd. Miss Stewart
has been an active member of
her local young farmers club
and has held most of the offices
in that club.
While in the county, Miss
Stewart will be staying with
Miss MaLTorte Yapge, of Sea -
forth, and Mr. and Mrs. Robert
Down, of Exeter. She will be
very interested in. finding out
how we live and how our or-
ganizations operate, and. so will
be attending a number of Jun-
ior, Farmer and 4-H meetings
during her stay, D. G. Grieve,
associate agricultural repres-
entative in Huron said, in an-
nouncing the coming visit.
Don't put them sway• 111.100111W
CLEAN
Those Winter
Clothes First!
• SAVE AT
FLANNERY
CLEANERS
PHONE 87
SEAFORTH ONTARIO.
Watch for Announcement Next Week of
OPEN HOUSE
at the new "SHADOWLINE" House.
on ' Queen Street, Clinton -
Just north of Don's Red & White Store
Another Better Built Home by
E. R. DOUCETTE, Clinton
MODERN LOCAL CONSTRUCTION—FULLY FURNISHED
Jack Pearson Says:
Let's Talk Trucks
CINGER.I C H'S
Sales It Service Ltd.
Phbl<ie 4: Zurich
We have the best selection of pick-ups, panels, stake and
dump trucks in this part of Ontario. They must be sold!....
See me — or one of the courteous Taylor salesmen, for the
buy of a lifetime.
1960 CHEVROLET, MODEL C96803
Equipped with 17 -foot Brantford Stake, 9.00 x
20 tires, heavy duty equipment -optional with
DP Axle giving GVW rating of 22,000 lbs.
This truck was formerly owned by General
Motors and was used in their Windsor plant.
Only 21,000 miles. Priced at one-half the ori-
ginal cost.
1956 GMC .31/2 TON CHASSIS AND CAB
This excellent unit has been completely re-
built in aur shop — has nearly new tires and
is equipped with 2 -speed axle, has 14 -foot
Wilson Body with 60" racks and a steel under -
stretcher), making a perfect truck for . -a farmer
wanting to haul his own grain or cattle.
1957 CHEVROLET
Cab -over Engine Brand new 283
motor with five -speed transmis-
sion and DP Axle, equipped with
19 -foot stake 60" racks and tarp.
Positively like new—the ideal
thing for the cattleman.
1956 CHEVROLET
Three-quarter Ton Pick-up,
equipped with stock racks, -_
new tires, including spare—
in excellent condition.
1956 GMC
Long Box 6Hie-Half Ton Pick-
up, . newly- re -finished, re-
' presenting
e='presenting excellent value
for any farmer.
FORD GARBAGE. DISPOSAL 'UNIT
This Elcombe Garbage rig is, mounted on a
late model Ford Chassis and is in like -new
condition, with nearly new tires. This is just
the answer for a municipality or garbage
collector not wanting to spend $15,000 for a
new one. -
a
•
JQO%
Super Lastic
iwin Ply loughy
1952 GMC, 31 TON STAKE •
15 feet long, with 60" rack, DP Axle, excel-
lent tires. This -truck was sold new by us and
is in perfect condition both mechanically and
bodily.
1953 CHEVROLET
2 -Ton, equipped with 12 -foot
stake rack and tarp. This unit
has been locally owned since
new and has been driven only.
55,000 miles.
i
1955 FORD
1954 GMC
Four -Ton Truck, six - yard 3U Ton Chassis and Cab.
gravel box and completely runs well.
rebuilt hoist. {{ Priced to sell.
ATTENTION, FARMERS!
LATE MODEL JOHN DEERE
Model D-3'or 4 -plough tractor, equipped with ex-
cellent rubber, starter, lights, recently overhaul-
ed — Priced to sell I
MAKE ME AN OFFER — — I CAN'T EAT IT I
Taylor Motors Limited
7URICH EXETER
RE D -UC
SIZE
6.00/16
6.40-6.50/13
5.50-5.90/15.
6.70/15
7.10/15
7.60/15
7.50/14
YOUR COST .
(No Trade Needed)
..a
13.95
12.95
12.95
13.95
14.95
15.95
13.95
D
TRADE-IN
TIRES
We will - buy
your old tire .
and PAY
YOU CASH --
-
ASH-- up to
$3.00
for "Unused Miles"
Tire Installation — 50c extra
Tubeless, $2 extra = Whitewalls, $3 extra
8 inch
2 -CYCLE
2 /2 h.p• ENGINE
The Value
Leader —
a beauty
in style
and
performance
38.89
AND UP
With Leaf MULCHER
ATTACHMENT
SAVE ! SAVE !
A' VALUE SENSATION ,Y
Has Everything — and At Your Price
• Famous CLINTON engine with dust -proof ignition and new dry -type ah
filter • All -steel chassis with baked -on enamel finish • Chrome plated handles,
detachable for convenient storing • Heavy-duty 1 -piece blade that trims
right up to paths, flower beds, etc. • Staggered wheel arrangement to -prevent
"scalping" • Front -side clipping ejector •. Easy rolling semi -pneumatic tire%
• Adjustable cutting heights. '
W. V. SMITH Phone 792
SEArOR;TH
Y
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