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Show t&aQb md. sumaiattmmaassilaSS The National Enterprise, April 27, 1977 Page nineteen Big Plans for Auerbachs Continued from page Richer: We will study the performance of each of our departments, with an eye toward increased space and dollar commitments to certain areas, which demonstrate the greatest 18 Enterprise: Do you expect to change the merchandise? customer preference. We are basically a mercantile Richer: institute. We can have all the service you want. But if we dont have the blouse you want, in the size and color you want, or the suit you vant in your size, it doesnt mean a thing. Richer said Auerbachs will be adopting an agressive posture, in all aspects, pointing specifically to plans to move into a new regional shopping center, which he would not name. My personal emphasis will be on merchandise in terms of quality. I am a very approval quality-oriente- d individual, myself. Our philosophy will be such that we certainly never will downgrade our price level. Where it is applicable, we will seek the opportunity of You cannot increasing our quality level. necessarily relate quality to price in a direct relationship, because there is a value factor there. Enterprise: What will you do during the next six months? He said talk that the ZCMI Center has been drawing customers away from the Broadway I wouldnt have area does not bother him. made the commitment 1 have if I felt that was a structural problem that could not be cor- rected, he stated. Enterprise: And how do you expect to correct it? By being an exciting store, , and, if merchandise-wise- a superb store customer-service-wis- e you don't mind my saying so, a hell-of-- a fun place to shop. birthday party last year. It seems merchants dont like the $2 bills because they're afraid salespeople will give them out as $1 bills, while the general public, or most of it, is hoarding them for the day the bills will for not be worth more for not being used than they are now being used. The government has been considering a big advertising campaign to drum up business for the new money. Its one thing to advertise for recruits for an military force, but something quite different to push the pet projects of small nests of bureaucrats onto the public through paid advertising. If people dont want to use $2 bills, that should be up to them. Whatever their reasons! er Is government going to start using major advertising campaigsn $folr,dls ft SEeejp toy. . . safe at home is the key to accessibility and peace of mind. A safe at home or in the office is also the key to privacy; no one but you can open it. No tax people, bank clerks. And a home safe is safe from probate. A We sell a variety of home safes with a wide range of prices. Write or call for information today. Home, Sweet Home is a safe at home. Glen's Lock & Key 1205 S. Paying $300,000 for a $2 bill seems a little much to me. Yet, thats what the government may pay to promote the use of the apparently unpopular $2 bills introduced during America's State 355-34- 13 SUPERVISION AND QUALITY EMPLOYEES MAKE THE DIFFERENCE! TRI-LEV- EL COMPLETE JANITORIAL SERVICE WINDOW CLEANING ONE TIME CLEAN-UP- S WALL WASHING CARPET CLEANING FLOOR STRIPPING RESTROOM SERVICE YARD CARE B OFFICE BUILDINGS B FACTORIES to promote every egg laid by some bureaucratic robin or another? Some economists may think government advertising campaigns would be great for the economy, but many citizens may see the start of a questionable propaganda policy using influence do to to what government money taxpayers taxpayers' wants them to do. past misadventures in the field of advertising arc any prediction of things to come, we may be in trouble. In the past, government has been a willful partner to false and deceptive advertising. To make a point, try finding anyone who ever got anywhere near the high mileage figures reported for new cars by the Environmental Protection Agency. If the government's Yes. Yes, I know the wording in the ads and the commercials tells me my mileage may be different because the figures are based on laboratory tests. But if the manufacturer had ever tried reporting the same figures based on his own laboratory tests, the government would have drawn and quartered the company in the courts of the land. No manufacturer ever made such deceptive claims before government came into the picture. Why cant such figures be reasonable? With all the technology available to the government, thanks to a perpetual grant from the American taxpayer, it seems that a realistic mathematical formula could be worked out to convert laboratory results into practical road mileage. talking about cars, how about those irresponsible sticker prices" plastered on the windows of manufacturers I new cars? have to admit I never bought a new car, but I don't think anyone who ever did has paid the full price on the sticker. If he did, he must have been a sheik who bought it from a dealer in the middle of the Sahara in the middle of the night. And This is about as improbable as expecting anyone to pay the list price for a quality camera. I recently bought a fine 35 mm camera that lists for about $650. But dont think for a minute that's what I paid. No way! And I honestly cant believe anyone else ever did, either. Unless, of course, that same new car dealer in the Sahara also runs a new camera store. Regardless of what private enterprise does, though, the issue here is government. Does it have any business in the game of advertising? I really doubt it. Whether the issue is promoting the use of $2 bills, which is silly enough in itself, or promoting anything else that infringes on the taxpayers right to make a choice for himself. It is the same old story of getting government to realize it works for the people, the people dont work for it. GOifiB SSGHDG03) (JEE$ B DEALERSHIPS B STORES lT ClICl.dIl99I-ClS- B BANKS Since 1958 3532 So. West Temple QJEBEfilfedSfl? D && 4E? g-.- fr ff' 4 HI |