Show Newspapers Are Best I Advertising Media NEWSPAPERS HAVE THE HIGHEST status as an advertising medium among small retailers in Nevada metropolitan according to a management research summary announced to day by the Small Business A ADVERTISING IN Small Retail discusses some of the results of a study made by the University of Nevada under an A management research grant made in DUE TO TILE HABIT of studying newspaper small retailers consider this medium more profitable than any other form of the summary Some small stores surveyed put telephone directory advertising- high on the list of effective but these had one thing in common repair service was a large and integral part of their THE SUMMARY IS AVAILABLE upon request from all Copies of the full Extent of Retail Advertising as a Management Tool It's Scope and importance in Small may be obtained from the University of for a THE SUMMARY POINTS OUT THAT small retailer's advertising effort can make the difference between success and Yet he usually plans and carries out his advertising program with little but intuition and common sense to guide IN 91 OF THE small Nevada stores the owner or manager himself carried on the entire advertising the summary SMALL RETAILERS INTERVIEWED were asked to express the purpose of advertising in immediate Forty-two percent saw it as a means of bringing about immediate buying thirty-seven percent said their advertising was intended primarily to promote and 16 percent aimed mainly to build produce ALTHOUGH TELEPHONE-DIRECTORY advertising ranked second in the number of firms using this medium of advertising was outranked by both radio and television in the dollar amount spent on about 25 percent of the stores used direct mail the summary and those who did spent a relatively small percentage of their advertising budget on TILE SUMMARY DISCUSSES weaknesses in each advertising medium and points out some recommendation to the small retailer in using the various advertising |