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Show Survey shows grocery ads do offer reductions in 'specials' Only one store of the eight covered in study mentions its own brand more frequently than those of nationally advertised adver-tised manufacturers, they note. Gay is a professor and economist econ-omist at Stanford's Food Research Re-search Institute. Anderson is professor in the Department of Agricultural Ecomnomics at Utah State University and was visiting scholar at the Food specials, Gray and Anderson say "the evidence suggests that the brands are being; defended in the weekly specials, or even of manufacturers' brands is conducted here." Research Institute when this study was undertaken. Their analysis was based on supermarket super-market advertising in the Palo Alto Times. Supermarket "specials" advertised ad-vertised in newspapers offer price reductions averaging 20 percent over non-special prices, according to a study in the current issue of Food Research Institute Studies, published at Stanford University. The advertised "specials", may reduce family food bills up to 10 percent, depending upon the store and the extent to which housewives shop for "specials" to meet their food needs, say authors Roger W. Gray and Roice Anderson. They noted that advertised "specials" of an individual supermarket su-permarket cover approximately one-third of a family's basic food budget. "The store buyer who has room to store some items, and enough menu flexibility to accommodate ac-commodate the 'specials,' can make an important part of her food purchases fi'om the advertised adver-tised specials," the authors say. "It pays, not only to shop the specials, but also to keep posted on which items are being be-ing most widly and frequently featured." The advertised "specials" may be traditional "loss leaders," items in abundant supply, or those where price competition between stores' is intensive, they explain. Commenting on the importance impor-tance of nationally advertised brands among the supermarket |