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