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Show The Enterprise Review , June 16, 1976 The Page 7h Car Sales Dip in April Un-Colu- mn Advertising, Promotion, and Other Modes of Insomnia. " J By Ryan Potillon If Mohammed won't go to thej I advertising, bring the advertising to 1 I Mohammed. In fact, hang it on his doorknob. This pretty much sums V up the economic theory behind Bron I Marketing Enterprises, an outfit that stuffs plastic bags with adver- tising, then hoofs around the neighborhood applying it to your front door. Nothing subtle or devious here. I stumbled upon Bron when their Ipag of goodies got tangled in my fingers one evening. I, in turn, played right into their hands by succumbing to the Christmas stocking flavor of the stiuation, and studying each piece inside. They were mostly coupons for fast food joints and a coupon booklet from a car repair outfit. I kept all the coupons, and at that point became one more of Brons rather impressive statistics. I even made a mental note to use the plastic bag for litter, as suggested on the outside (a notion reinforced by the fact that the bag already contained litter). Bron has broken down Salt Lake City and Bountiful into 12 geographic sections of 10,000 homes each. This allows the merchantadvertiser to seclecrfhe region(s) most appropriate, presuming that his market is geographically defined. For these merchants, advertising in other mass media is often expensively inefficient. Although Bron must, by economic necessity, have several different advertisers in each sack, they do guarantee an industry exclusive for each. Competitors will not be thrown together. On the surface, costs appear to be expensive: $350 per 10,000, or 3 Vi per piece (it goes down slightly with larger volumes). However, this is much cheaper than direct mail, and readership is infinitely greater than other ad mediums. Bron claims that between 80 and 90 of the bags are searched through. It's an exorbitant figure, but Im inclined to believe it (they got me didnt they?). Regarding discount coupons (the majority of their business), they claim an average of between 1 and 5 return. If youre a carpet retailer, you can probably expect the lower end, but require fewer sales to recoup your money. If your fast food, then your return may be phenomenal (Bron claims that one fast food outlet had an 80 coupon return, breaking all records for one days cash gross). Now for the hitch. How does Bron guarantee that the bags are actually delivered and not covertly stuffed into some conduit' by a delivery boy? They dont. The advertiser must realize that having each delivery person swear to an affidavit is a little impractical. However, they have taken reasonable precautions. The supervisor to hoofer ratio is 1 to 4 (very good); and Bron delays payment of the service organization pending any possible complaint from sewer workers knee deep in water back-u- p or housewives with stuffed window wells. All things considered, these measures should be sufficient. e account exec for an ad agency. Im As a particularly sorry that Bron Marketing wasnt around when I needed them. They would have given me a ready response when a client would tell me that he has decided to bag his ad campaign. (Of course its trite, but I was caught short for a smash finish.) r f v While domestic automobile sales increased nationally in April, Utah car sales decreased by 7.6 percent. But the overall car sales picture has still improved markedly over the last year. In the first four months of 1976 sales increased 13.4 percent over the same period last year. According to figures published by the Utah Automobile Dealers Association, sales of most cars declined in April. Sales of Buicks, Chryslers and Cadillacs remained relatively stable, but Chevrolet sales decreased by 22 percent in April compared to March. Two cars makes seemed to increase in popularity in Tavern Ordinances Conditionally Approved lb Continued From Page school, park or church may be negotiated with commissioners, Wheat said. New Ordinance . full-size- of the Association. Dealers cannot sell as many as they could because they simply dont have enough of them in inventory, he added. He said he could not explain the decrease in sales from March to April, adding he wasnt even aware of it. MONEY TO LEND however. Plymouth sales increased by 23 percent; Pontiac sales increased by 14 April, percent. Foreign car sales in Utah continued to decrease in April, in concert with the national lack of interest in small cars. Utahns seemed to show an Mortgage money, finance risk venture capital specialized loans for any project. increased interest in the Honda however, The number of Hondas sold increased from 78 in March to 85 in April. Saab dealers also showed a slight increase in sales. Meanwhile, truck sales in Utah continued to rise. All cfiV ana cfocLatz 561-599- 3 363-115- 1 COMMERCIAL & INDUSTRIAL HEATING AIR CONDITIONING SERVICE Were one of the largest and most successful heating and air conditioning service contractors in the state. And small wonder. . Our fleet of 26 trucks, manned by the most qualified and highest paid servicemen in the state, guarantees it. radio-dispatch- less-than-energe- tic one-tim- makes of trucks except one. GMC, increased sales between March and April.. Total number of truck sales increas- ed by 3.2 percent between April and March. People are continuing to d demand the larger, said Max cars this year, vice executive Lunt, president ed We service any size building, 24 hours a day Maintenence service contracts available for fixed dollar expenses trucks 26 radio-dispatch- ed aaA heating AND AIR CONDITIONING CO. 484-885- 4 487-628- 7 be more than 2,000 feet from each other; in other zones two taverns are allowed per lineal block. The new ordinances also create a new Class C private club for owners who want customers to be able to bring their own liquor, but not purchase it from the establishment. This classification was requested by the owner of the New York Bridge Company, a new discotheque located in the New York Hotel Under the newly passed ordinances, restaurants may not serve beer without food, and may not advertise the availability of food anywhere but on menus. The number of taverns and private clubs in the city will be regulated by zone. In certain zones taverns may not building. 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