$ The Guardian, Charlottetown, Wed., May 5, 1965. | advertising campaign in news papers of frozen orange juice, sales were 13 per cent higher | |than it was expected they would |be without the promotional el- fort.”
Mr Starch said these extra sales repfesented a return of + | around $3 Yor- every $1 spent on | advertising.
“This may seem a small re- turn for the expenditure,” he | |said. ‘“‘However,. bear in mind . |that this is for immediate, cur- rent, additional purchases stim- ulated by the presence’ of an advertisement in an issue “Advertising often initiates purchase and use. and satisfac- tory use leads to repeat pur- chases. ‘ = “The delayed effect of build- ing up a large reservoir “f preference and habitual buying is probably, in the long run, the greatest value advertising con- tributes.’"
c
‘Argus Grounding ar“ “= or? “| Seven Sealers
Queries Heard
OTTAWA (CP) - All RCAF Argus anti-submarine aircraft will remain grounded until a routine safety check on the planes has been completed. De- fence Minister Yellyer said ir the C "mmons
He was revlying to Gerald Re-
gan (L—Halifax) who noted the . had been taken out of service last week because of a defect
Mr. Hellyer said in answer to a question from Douglas Hark- ness (PC—Calgary North) the defect was due to stress or cor- rosion found on the fuselage of one of the planes.
H. Russell MacEwan (PC— Pictou) asked whether “there was any evidence to show that ‘the defect had caused the recent
Mr Hellyer said the inquiry into the Caribbean crash is con- tinnisig
Prince Found Borneo Drink Very Potent
LONDON ‘AP)—Prince Philip Says he came ciose to cetting- tight during his eight-week tour of Asia and Australia
Fined In Nfld.
CORNER BROOK. Nfld — Seven men were fined in ma- gistrate’s court here for. violat- ing new sealing regulations.
Capt. Allan Melbourne of
the |
pilot boat Incha was fimed $235. and Capt: Edward Bernard of the Cape Anguille and his five- man crew were fined $10 each.
Capt: ‘Melbourne was fined for” (CP) taking seals in the Gulf of St. Lawrence area after the 50,000- jast pelt-quota had. been reached. ter bomber of the Second World camera was pal The others were fined for hunt- ing without a permit.
-
| Australia. en route
Last Of Lancs On Long Flight
SINGAPORE (Reuters)—The serviceable Lancas-
May’ 13. ,
War has arrived here a. 10-hour flight from Darwin,’ born American.
The spectacle gave his hosts “immense pleasure,” he added. A spokesman ai the Malaysian government's office in London Said the drink apparently was a Borneo brew known as
local Tapai, made from tapioca roots. roots.
The United States government owns outright 28.3 per the District of chain
In a radio interview ‘here, Prince Philip told” of attending a banquet in Borneo and being offered a harmless looking drink.
“It tasted very good.” said the prince it.
“I could hardly wards.””
The Paint
to an als fair at Biggin Hill, England,
INVENTED TV CAMERAS
The first practicable televisios tented in 1938 by after Viadimir Zwotykin, A Russian
_ GOVERNMENT CWNS LAND ne cent of : COMING TO N St. Peter's Parish Hall Seven Mile Bay
Makers co.
PATTERSON'S | Suttitates "LENA RIVER’ FOR . itacenre By the Souris K. of C. Players_ “Tl had two tumblers of WATCH REPAIRS 140 ‘Great George St. TONIGHT—MAY Sth AT 8:30 P.M. walk. after- 113 Kent St. 1000 Colors er | caeanniai a
ASKS SUPPORT .
Jean Bosch Tuesday + appealed for American sup
and understanding, and your paratroopers."’ said the wife of the Dominican president deposed in 1963. Mrs. Bosch made her «statement in a Washington hotel.
Mrs
port. of the new Dominican Republic government headed by Col. Francisco Caamano Deno. “We need your help
Experiments Measure Advertising Effects
Mr. Starch
By KEN SMITH Canadian Press Business Editor TORONTO :CP) — Controlled experiments indicate that news- paper, radio or magazine ad- were 20 per vent higher w vertising for every-day. COD- ne use theme was stressed and sumer products can generale nine per_cent higher when the ~ about 15 per cent more sales! health theme was emphasized. “among people exposed to. the phic was an_average of 15 per . ads. a United States researcher cent more sales during weeks Says apples were, advertised’ than But the sales gain can be lost during weeks there were ao in- two or three weeks if the advertisements. ; advertisement is a one-shot af-. «In the case of a nation-wide
NOW!
per cent said.
APPLE SALES UP. “In the case of apples, sales
higher,”
Those are findings reported by Daniel Starch, chairman of Daniel Starch and Staff, con- sultants in business research, in a paper prepared for the 50th annual meeting of the Associa-
‘
ve.
, tion of Canadian Advertisers. Enjoy The All New Peerless Beverages
Noting that management now} is demanding to know results of advertising even more than, it - did a few years ago, Mr. Starch told the. association of three , separate studies relating to « Magazine. newspaper and radio advertising ,, CHECK MAGAZINES . On the basis of the buying practices of réaders of one widely circulated weekly mag- azine im the U.S., involving the ads of 59 \namebrand products | during a five-year period, 9.3) per cent of the readers would purchase a product during the} week following the appearance of its advertisement.
When no ad appeared, 8.6 per cent of the readers -would buy. |
“This difference of 2 points, | based on extensive data, indi-! cates that 14 per cent more! readers bought when _ there} were advertisements of — the brands in issugs than. when there were not,” Mr. Starch | said
For the introduction of ‘new| preducts, the percentage of! mew sales climbed as high as| 37 per cent following the inser- tion of ads |
The U.S. department of agri- culture carried out studies of; the effects of newspaper adver- | tising on the sales of lamb,/} apples and frozen orange. juice.
Arrangements were made! with 78 supermarkets in six! cities to measure sales
“During periods when weekly advertisements were inserted in mewspapers, sales were 10 to 15 &
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Be sure to watch “Telescope” on CFCY-TV Friday at 10:30 p.m. and “The Rogues” on CFCY-TV Wednesday at 8 p.m.
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