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Show Page 3b The Enterprise Review , May 12, 1976 The Un-Colu- Consumers Care More About Protection Than Its Source mn Advertising, Promotion, and Other Modes of Insomnia. Salt Lake consumers are agement with the operation of more concerned with their society appears to bring a own protection than with how general call for more conthis protection is gained, sumer protection. For remeaccording to a research study dies, many of these dissatisconducted by Gary M. fied persons may choose L. of and Kent Granzin, government control as posthe University of Utah College sibly the best alternative means of correction from a set of Business. Their report, based on a of undesireable remedies. For cluster sampling scheme of Salt Lake City and a personally By Ryan Poulton Grik-sche- it Point of Purchase advertising. You know.. .that stuff that clutters things up, aisle displays that get in the way, paper signs obstructing vision, mechanical contrivances administered questionaire, that bounce, twirl, hum, or found consumerism to be a nod. Generally, not a very complex issue. Most notable, sophisticated or glamorous mode ofedvertising, and, one might assume, not very effective. however, appears to be the concern for consumer protecOne might assume wrongly. tion. Peripheral are concerns Most retailers tend to discount POP, shrug it off. be Unfortunate, too, because POP is not only your last shot at the for how this protection may gained. consumer, but it is often your best shot. a Protection, according to the relate to is products The intent of any advertising Who could be more report, should be handled advantages to the most receptive audience. in the either by business bearing the receptive than those people already in the store, already with an intent costs, or by government regubuying mood? Many studies have shown buyers to purchase specific products frequently change their minds lation. But the report showed additional-produc- ts. that those positions are alterthen and there to buy altemative-an- d cause this native rather than complimenAlthough there are a myriad of factors that can sudden switch, POP is one of the few that can be directed and tary. Grikscheit and Granzin concontrolled. the desire for with most cluded that Generally, cost per thousand of POP is competitive one difference. POP is cost per buying increased consumer protection major media-wi- th reflects something other than thousand (a rather significant difference). of the Further, in todays merchandising, there are fewer sales a studied appraisal econclerks to communicate with the customer, leaving the burden of workings of Americas omic system. salesmanship (pardon me, salespeopemanship) to the package For many citizens, their design and POP. Because of the retailers low regard for POP, a lack of space is dissatisfaction and discour case a frequently enough to scrap the notion. In actuality, good can be made for scrapping some merchandise to make room for POP. If done correctly, you may find that profits will increase, despite a reduced product mix. a Although most POP are small signs of paper and cardboard, lifesize replica of Godzilla to promote a fishermans first aid kit would also qualify. Displays no less extravagant have been used quite effectively (water wheels pumping real water, mini ! lighthouses throwing real beams, etc.). POP can often be used to increase sales of complimentary what goods, i.e. a chart placed near the cheese case indicating on snacks go well with each kind of cheese. A double whammy the consumer. With a little imagination, POP can take advantage of a buyer s momentum, as in a banks credit card promotion being placed near the new accounts desk. The customer may suddenly decide to investigate the credit card program as well as opening a checking account. Then there are all the infinite variations of premiums (10 cents off your next can, free fruit with cereal purchase, etc.), sales on items, reiteration of product advantages insufficiently stated the package, creation of consumer need (perhaps a poster in a clothing store picturing enviably wrell dressed people). The point is this: If you, as a retailer, are giving little consideration to point of purchase advertising, then youre t, high odds bet. By instituting a well missing an easy, executed, thoughtful POP campaign, youll leave the shop at 5:00 with more chips in your pocket. And, gee, wouldnt that be 1 lor others, the issues are more dear cut and they view pollution control, regulation of prices, and auto safety as specific concerns. While some of the respondents showed dissatisfaction, others indicated satisfaction, trust, and approval of the current situation. ill WANTED Stockbrokers currently licensed unth the state of Utah. Part or full time. Chatham Securities Corp. ro ro freight bili V0K low-cos- swell? Thats all. Track Removal Eligible Funds for Tax Increment Behind the scenes, the Salt Lake City engineers have submitted to the city commission an estimated cost of removing the railroad tracks along 2nd West. At the same time, the city Redevelopment Agency has offered to spend tax increment dollars to help finance the project. The project is within our It is area. tax-increme- nt eligible for tax inrement of funds, said Dick Turpin, the Agency. Fince Houtz, city engineer, said he expects the length of tracks to be removed He estimated the by fall. removal and repaving project would take 60 working days. He predicts w ork will begin in July. 2-m- ile Utah of Trans- State Department portation Safety Division and the Public Service Commission are preparing for hearings on the subject to determine if the public could be harmed by the tracks removal. The Commission has not yet set a date for that hearing; however, the Utah Attorney Generals office has notified property owners along the tracks of the citys plans, according to Guy Brinkerhoff of the Safety Division. According to Houtz, the Denver and Rio Grande Railroad will pay for removal, of the tracks and the city must pay for repaving the streets. ITS PROBABLY lO TO If we can't save 20 PERCENT TOO HIGH you money on your shipping costs- -a lot of money-t- oe won't charge you a thing. We can afford to make this guarantee because we know that you are probably being overcharged. Freight rates are enormously complex (over 20,000 changes just last month) and freight companies often overcharge shippers unknowingly. 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