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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (Nov. 28, 1958)
V 4A MAIL TRIBUNE, Htifoti, Oregon, Effort To Curry Customers New York -TPD- American Steiger industry is shelling out more than S25 billion at the retail level in an effort to curry the favor of consumers. This expenditure is the to tal of what thousands of firms are spending to get consumers to buy their product rather panies. than a competitor's. Industry sources said the total consists of more than $10 billion for advertising in newspapers and other media and more than $15 billion for packaging of products. The idea behind all this is to make Joe Smith and his family "brand-conscious." To Retail Counter The competition for your dollar carries right down to the retail counter itself, where companies back up colorfully packaged goods with flash signs designed to serve as that "last reminder." Because of the trend to ward self-service in merchan dising, industry has been plac ing greater emphasis on "point - of - purchase" signs. These signs become silent salesmen, reminding custom ers of brand names and often inducing "impulse buying." The growing emphasis on point-of-purchase advertising has spawned a billion -dollar business. Oil companies, brew eries, soft drink manufactur ers, soap companies, auto manufacturers and dairy prod ucts producers are among the biggest users of this type of advertising. The last decade has seen something of a revolution in the point-of-purchase indus try. Fluorescent - illuminated plastic signs giving the im pression of three dimensions have cut into the market once held almost exclusively by neon glass signs. A. A. Steiger, President of Chicago's Tel-A-Sign Inc., said sales of plastic signs have soared 80 per cent in the past five years and the potential "still hasn't been scratched." "Neon signs are still widely used by industry," he ex plained, "but they have been displaced in the mass - pro duced sign market by plastic, which is cheaper, lighter and less expensive to maintain," Steiger said. Political Committee In 1000th Meeting United Nations (DPD The General Assembly's main poli tical committee convened for the 1,000th time in its 13-year history today to resume the three - pronged debate over Cyprus. The 81-nation group found that a Thanksgiving Day re cess to let tempers cool had produced scant results, but there was still hope that me diation efforts might show some effect within the next few days. India, the perrenial com promiser at the U.N., was busy trying to narrow the dif ferences between Britain, Greece and Turkey over U.N. action on the question. It was understood that Norway and Canada also were trying to promote an agreement through "quiet diplomacy." Services Held For Charles Kettering Dayton, Ohio -(DPD- Services were to be held here today for Charles F. Kettering, 82, last of the auto industry's "tinkering geniuses" whose best known invention was the automobile self-starter. Following services in Christ Episcopal church here, the body of the kindly inventor whose inquisitive mind prob ed the fields of automobile research, medicine and educa tion, will be laid to rest in Woodland cemetery. Kettering, a board member and former vice-president of ' General Motors, died of a cerebral hemorrhage at his home near here Tuesday. U.S. Urged To Set Space Age Pace Pasadena, Calif. - (UPD - Dr. William H. Pickering has urg ed the United States to set its own pace in a space explora tion program, rather than be come so excited about Rus sia's accomplishments "that we go stumbling down the track." Pickering, father of the ex plorer satellite and head of the Jet Propulsion Laboratory at the California Institute of Technology, said Thursday available evidence showed the Soviets "are in fact ahead of us in the guided missile art," but added this was no reason to panic in developing a space and missile program here. HOLIDAY CHILDREN Harlan, Iowa (UPD Mrs. Kenneth Blum gave birth to her third child on Thanks giving Day. Her first was born on New Year's Day and her second on Christmas. tiUty. November 28, 193S said the big oil com signs at their service station I locations, now are switching which once used neon JUS Wi . . . when you buy one of these terrific used cars from Dean & Taylor this week you can use the money you save for Christmas shopping and give the family a good car, too ... and Mere They Are- 1957 P0I1TIAC Hard Top Coupe Air conditioned, Power Steering, Power Brakes, Hydramatic, 1 Owner. GUARANTEED AS NEW $ 750 Down 1953 RAMBLER Station Wagon A real buy for someone. $245 Down 1954 FORD Victoria Hard Top V8, overdrive, the ideal young mans car, wheel disc hub caps, whitewalls. $ 365 Down 1958 Plymouth 4-Door Savoy V8 Pushbutton Automatic Drive, 1 Owner, Light Blue, extra sharp, New Car Terms and Warranty, only $ P)0 Down 1957 Renault 4-Door Black, Plastic Interior, Excellent Buy. $49 5 Down 799 MANY MOTE TO CMOOSE FROM AT COMPARABLE PRICES 6th & Grace Ste. WJXM Phone SP 2-5241 Big Business for to illuminated plastic signs. "There's a potential market of I more field T One 1957 CHEVROLET 2-DoorV8 Powerglide, Power Steering, 1 Owner, like new. NEW WARRANTY 650 Down 1958 VOLVO 2-Door Dark Blue, 1 Owner. Down 1955 POIITIAC Hard Top Coupe Leather Interior, Hydramatic, 1 Owner, Sharp Car. Down mm 1955 CHEVROLET BEL AIR V8 4 - Dr. Powerglide, 1 owner, extra clean and what we call extra sharp mmmm for only DOWN Sign Makers than S100 million in this The Chicago industrialist alone." said gas stations will 1957 FORD 2-Door Station Wagon Fordomatic, Power Steering, 1 Owner. NEW WARRANTY $ 735 Down 1956 CHEVROLET 2-Door 6 Cylinder new motor, low mileage. What a Buy, Only $ 455 Down 1956 CHEVROLET 4-Door V8 Straight Stick, Also a 1 Owner. Excellent Value. $ 495 Down 11 EJOTA SPECIALS! Renault 4 Door '58 Model Electric Clutch, 3,000 miles, 1 some three million outdoor signs of various sizes and shapes. He. said tobacco, drug, food, and other retail units will need many millions of new signs, both indoors and require 1955 POIITIAC V 1 Owner, Hydramatic, Power Brakes, Power Steering, like new throughout. Terrific car Whitewalls ,500 DoWll owner, only feW Car Warranty outdoor. "The development of ani mated plastic signs has opened new markets for the industry, including the 'baby spectacu lars' which appear on tops of buildings and even bill boards," he added. Steiger described his indus try as a "sleeping giant" that faces "a startling sales poten tial in the coming decade." 4-Door Star Chief $ 495 DOWN 1958 GMC Vi-Ton Pickup 4,000 Miles, 1 Owner, just like new. $65Down 1954 Hudson 2-Door 1 Owner, Sharp, real low mileage. 275 Down
