PAGE TWO-B
Newspaper Ads Draw Shoppers; Study Shows Effectiveness Over State
By OWEN BISHOP
UNC-G Newt Bureau
GREENSBORO - Con
sumers in North Carolina’s
major cities “consistently
respond” to newspaper ad
vertising for downtown stores,
but generally do not visit those
stores in response to mer
chants’ radio and television
commercials.
This is the chief conclusion of
a statewide study conducted by
Charles R. Hayes, geography
lecturer at the University of
North Carolina at Greensboro.
The study suggests that the
comparative ineffectiveness of
broadcast advertising is due to
the fuct that people tend to re
member brand name messages
from manufacturers rather
an ads from retailers.
With radio, however, in
fective use of the medium
nay also be partly responsible,
Hayes notes.
Radio advertising has a
definite “impact” on downtown
shopping and could be made
into an effective “sales tool” for
central business district (CBD)
retailers, he says.
‘Small Impact’
Television, on the other hand,
has “only small impact” on
downtown shopping, apparently
pld Shoes Fit Wes Chesson’s Style
:• DURHAM Many have
jtondered why Duke flanker,
Chesson, tapes his shoes
like former Baltimore Colt re
ceiver, Lenny Moore.
:• ft seems that the only pair
B. A. TALLEY
GENERAL CONTRACTOR
AMERICAN CLASSIC
. . . HOMES . . .
>* ; i
Builder of New Homes
from $94)00.00 up
f TOTAL FINANCING AVAILABLE
CALL AFTER 6:M T. M.
Phone 426-7081 Hertford, N. C.
The Chowan Herald Legal Advertising
EXECUTOR’S NOTICE
In the General Court of
Justice
> Superior Court Division
Having qualified as Execu
tor of the estate of Myrtle
Davis Watson, late of Chowan
County, North Carolina, this
is to notify all persons hold
ing claims against the estate
of jsaid deceased to present
them to the undersigned on
or. : before the 16th day of
April, 1971, or this notice will
be_;pleaded in bar of any re
covery thereon. All persons
indebted to said estate will
plfese make immediate pay
ment.
This 7th day of October,
1979.
L. P. WILLIAMS, JR.,
Extjcutor of the Estate of
jlyrtle Davis Watson, De
ceased. exp Nov 5c
NOTICE
fii the General Court of
Justice
Court Division
: : Before the Clerk
Having qualified as Execu
tofjl of the estate of Thomas
E. '.‘Bunch, late of Chowan
Cofeity, North Carolina this
is to notify all persons hold
ing' claims against the estate
of-Said deceased to present
thtfen to the undersigned on
or[: before the 2Bnd day of
Aptil, 1971, or this notice
wfD be pleaded m bar of any
retpvery thereon. All per
sojfe indebted to said estate
wfld please make immediate
psqjment
JBiis 16th day of October,
lM
•: LENA I. BUNCH and
:! LEIWIS E. BUNCH,
Executors of the Estate of
ghomas E. Bunch, De
feased.
Merrill Beans, Jr.,
Attorney at Law,
P.:p. Box 74,
Edition, If. C
Exp Nov 12
Tj NOTICE or SALE
■ North Carolina,
t Clifwan County.
ijnder and by virtue of die
pofeer of- sale contained in
£ that certain deed of trust
expnited by Lloyd Alvia
Paine, to Kenneth G. Cum
mSak, aa Trustee, dated May
1% U* ud recorded in
because most consumers watch
all available stations and direct
their loyalty “toward the net
work rather than to die city
originating the signal."
The study is one of four car
ried out by Hayes and Dr.
Gordon Bennett, assistant pro
fessor of geography at UNC-G,
for the State Planning Task
Force. It was published re
cently by the State Department
of Administration.
Data for all four studies was
gathered in a survey of Down
town shoppers in 24 Tar Heel
cities during the summer of
1968. In each city, 120 customers
were interviewed in CBD stores
between 9:30 am. and 5:30 p jn.
on weekdays. Hayes, Dr. Ben
nett and four student assistants
made up the survey team.
Cities Covered
The cities covered in the
survey were Asheboro, Ashe
ville, Burlington, Chapel Hill,
Charlotte, Durham, Fayette
ville, Gastonia, Goldsboro,
Greensboro, Greenville,
Hickory, High Point, Kan
napolis-Concord (considered
one city for statistical pur
poses), Kinston, Lexington,
Raleigh, Rocky Mount, Salis
bury, Statesville, Wilmington,
Wilson and Winston-Salem.
of shoes that feels comfortable
to Chesson is an old set he
has worn for several years.
In order to keep them from
falling apart, he has to tape
them.
Book 69, page 135, in the of
fice of the Register of Deeds
of Chowan County, North
Carolina, and under and by
virtue of the authority vested
in the undersigned as Sub
stitute Trustee, by instru
ment dated September 10,
1970, recorded in Deed Book
28, pages 698 and 699, in the
Chowan County Public Reg
istry, default having been
made in the payment of the
indebtedness thereby secured,
at the direction of the holder
of said indebtedness, the un
dersigned Substitute Trustee
will offer for sale at public
auction to the highest bidder
for cash, at the Courthouse
Door in Edenton, North Caro
lina, at 12:00 Noon, on the
13th day of November, 1970,
the property • described in
said deed of trust, and de
scribed as follows:
That certain lot located on
the West side of the Center
Hill Road leading from Center
Hill to Cisco Station, and be
•ing also on the West side of
the old right-of-way of the
Suffolk and Carolina Railroad
Company and beginning in
the Western edge of said
right-of-way at the corner of
the A. L. and Bertha L.
Twine and C. F. Cos ton prop
erty, thence Westwardly and
along the C. F. Cos ton prop
erty line one hundred eleven
(111) yards to a point in the
said C. F. Coston property
line; thence Northwardly for
ty-four (44) yards to a point;
thence Eastwardly and keep
ing exactly forty-four (44)
yards between this call and
the first call described above
, one hundred eleven (111)
yards to the Western edge of
the aforesaid right-of-way;
thence Southwardly and along
the Weston edge of said
right-of-way forty-four (44)
yards to the place of befin
. ning and containing about
one (1) acre, and being the
same property conveyed unto
the parties of the first pert
by deed of A L Twine and
, wife, dated April 2, 1999, and
, recorded in Deed Book 11,
; pege 268, in the office of the
| Register of Deeds, Chowan
, County, North Carolina.
This tale will be subject to
lien of all unpaid taxes.
The Mddag will be
THE CHOWAN HERALD
In discussing the ef
fectiveness of newspaper ad
vertising, Hayes points out that
most North Carolinians read a
newspaper regularly.
“Only 3 per cent of die people
questioned said they did not
read a newspaper and this ratio
did not exceed 6 per cent in any
market.”
hi the survey, “almost 40 per
cent of die respondents had
come downtown in response to a
newspaper ad. In some markets
this ratio was over 70 per cent
and in others below 20 per cent.
Nevertheless, people do con
sciously and consistently
respond to newspaper ad
vertising concerning downtown
stores and products.
“Department stores, clothing
stores and supermarkets were
the advertisers mentioned most
often and in that order. Want
ads, especially for jobs, were
also important to die potential
customers. Downtown mer
chants are reaching potential
customers through the news
paper communication
medium.”
Comparison Cited
Meanwhile, a comparison of
newspaper service areas and
downtown trade areas showed a
positive “association.”
“We have given him new
shoes to wear; in fact, he has
warmed up prior to a game
with new shoes on, but goes
back to the old shoes at the
start of the game,’’ remarked
Duke receiver coach Stan
Crisson.
Chesson is about to re-write
the Atlantic Coast Conference
record book on pass receiving.
In Saturday's loss to Geor
gia Tech, Chesson caught eight
passes for 142 yards and be
came the career record holder
for yardage gained by pass
receiving. He now has a total
of 1,989 yards.
Chesson, a senior from
Edenton, needs just three
catches to set a new all-time
career mark of passes caught.
He has 144 and needs the
three to break Fred Ziegler’s
record of 146 career catches
set last season.
With three games to * go,
Chesson needs 12 catches and
season receiving mark. The
old record of 65 catches for
892 yards is held by former
Duke receiver, Henley Carter.
required to deposit with the
undersigned Substitute Trus
tee ten (10%) per cent of the
bid at the sale.
This the 12th day of Oc
tober, 1970.
(s) GERALD F. WHITE,
Substitute Trustee.
Exp Nov 5
United States Department of
Agriculture
Rural Electrification
Administration
APPENDIX A
Statement of
Nondiscrimination
Electric Member
ship Corp., Rich Square, N. C.,
has filed with the Federal
Government a Compliance As
surance in which it assures
the Rural Electrification Ad
ministration that it will com
ply fully with all require
ments of Title VI of the Civil
Rights Act of 1964 and the
Rules and Regulations of the
Department of Agriculture is
sued thereunder, to the end
that no person in the United
States shall, on the ground of
race, color, or national ori
gin, be excluded from parti
cipation in, be denied the
benefits of, or be otherwise
subjected to discrimination in
the conduct of its program
and the operation of its fa-,
cilities. Under this Assur
ance, this organization is com
mitted not to discriminate
against any person on the
ground of race, color or na
tional origin in its policies
and practices relating to ap
plications for service or any
other poUcies and practices
relating to treatment at bene
ficiaries and participants in
cluding rates, conditions and
extension of service, use of
any of its facilities, attend
ance at and participation in
any meetings of beneficiaries
and participants or the exer
cise of any rights of such
beneficiaries end participants
in the conduct of the opera
tions of this organization.
% “Any person who believes
himself, or any specific class
of individuals, to be subject
ed by this organization to dis
crimination prohibited by
Title VI of the Act and the
Rules and Regulations issued
thereunder may, by Mm—ts
oe a rcpcaeantaferet file with
Hayes notes that “where
newspaper service areas are
large, trade areas are large;
where newspaper service areas
we small, trade areas are
wn»ii when a newspaper
service area increases in size so
does the downtown trade area
83 per cent of the time. This
association is too dose to have
occurred by chance.”
A similar relationship was
found to exist between radio
service areas and the CBD’s.
“As a city’s radio service
area increases in size, its down
town trade area will show a
corresponding increase 70 per
cent of the time. This 70 per cent
correlation is evidence of a
fairly dose association between
the two.”
Very Few Shoppers
Despite this association, very
few shoppers in the survey were
visiting the CBD in response to
radio advertising by downtown
stares.
“Only 2 per cent of the
respondents admitted to being
downtown in response to radio
advertising Typical radio
advertising recalled by re
spondents primarily involved
brand name advertising for
beverages and clothing.”
Continued on Page'l )
Churchwomen Plan Food Fair
A food fair is being spon
sored by the St. Paul Episco
pal Churchwomen on Novem
ber 10 from 10 A. M., to 2
P. M., at the Parrish House
on Gale Street.
Items for sale include pic-
LONG TERM LOANS
TO FARMERS
• 806 W. Ehringhaus St.
Phone 335-2158
Monday thru Friday
102 W. Eden St., Edenton, N. C.
Each Thursday from 10 A. M., to 12 Noon
Phone 482-4904
FOR QUICK RESULTS, TRY
A HERALD CLASSIFIED AD!
the Secretary of Agriculture,
Washington, D. C. 20250, or
the Rural Electrification Ad
ministration, Washington, D.
C. 20250, or this organization,
or all, a written complaint.
Such complaint must be filed
not later than 00 days after
the alleged discriminaUon, or
by such later date to which
the Secretary of Agriculture
or the Rural Electrification
Administration extends the
time for filing. Identity of
complaints will be kept con
fidential except to the extent
necessary to carry out the
purposes of the Rules and
Regulations.”
Nov 5c
Administratrix Notice
Having qualified as Admin
istratrix of the estate of Eve
lina Knight, late of Chowan
County, North Carolina, this
is to notify all persons hold
ing claims against the estate
of said deceased to present
them to the undersigned on or
before the sth day of May,
1971, or this notice will be
pleaded in bar of any reoov
try thereon. All persons in
debted to said estate will
please make immediate pay
ment —*
This sth day of November,
1970.
CLARA K. SIMONS.
Administratrix of the Estate
of Evelina Knight, De
ceased.
John F. White,
Attorney-at-Law,
Edenton, N. C.
Exp Nov 28c
NOTICE OF BALE
State of North Carolina,
County of Chowan,
Chowan County,
Plaintiff
vs.
William Valentine and wife,
Dinah Lewis Valentine,
Helen Valentine, widow,
Charles Valentine, Unmar
ried, and Sherman Valen
tine, Unmarried, and Town
of Edenton,
Under and by virtue at an
Order at Hie Superior Court
at Chowan County, North
in the action entitled* 1
wap County, Plaintiff, ver-
MS Williatn VqlantiM gad
/ WW jWiwSS* JRSNSf '^'vjAU
PfTZ, 1-SUKS
IT. r™
W • )i Tl» n T ikva. -1. iim\ *.*.«*— . j
■taßL jj. _ nif.
NEWSPAPERS BLANKET STATE Advertising in North Carolina newspapers is more effective'
than radio or television commercials in drawing shoppers to downtown stores of the state’s major cities,
according to a study conducted by Charles R. Hayes, geography lecturer at the University of North
Carolina at Greensboro. The study, which was published recently by the State Department of Adminis
tration, is based on a survey of downtown shoppers in 24 North Carolina cities. It also shows that most
Tar Heels are regular newspaper readers.
kies, preserves and baked
goods.
Tbe public is cordially in
vited to attend and encourag
ed by the churchwomen to
stock the pantry shelves with
the homemade goods.
wife, Dinah Lewis Valentine,
Helen Valentine, widow,
Charles Valentine, unmar
ried, and Sherman Valentine,
unmarried, and Town of
Edenton, Defendants,” the un
dersigned Commissioner will
on the 2nd day of December,
1970, offer for sale and sell
for cash, to the last and
highest bidder at public auc
tion at the Courthouse door
in Chowan County, North
Carolina in Edenton, North
Carolina, at 12:00 o’clock
noon, the following describ
ed real property lying and
being in the Town of Eden
ton, Chowan County, North
Carolina, and more particu
larly described as follows:
That lot or parcel of land
adjoining the lots of Mrs. M.
F. Bond, Mrs. Etta Cof.'ield
lot, 180 feet from Broad
Street; thence Southwardly
80 feet along the late Mrs. M.
F. 'Bond’s line to Mrs. Etta
Coffield’s line; thence West
wardly along said line 54 feet
to the Coffield Lane! thence
Northwardly along said lane
80 feet to Cartaret Street;
thence Eastwardly along said
street 94 feet to the point of
beginning.
This sale will be made
subject to all outstanding-
City and County taxes and
all local improvement assess
ments against the above de
scribed property not included
in the judgment in the above
entitled cause.
The highest bidder at said
sale shall be required to
make a deposit of 10 per cent
at. the first $1,000.00 bid and
9 per cent of any amount in
excess thereof.
Ibis sale shall stand open
for 10 days for advance bid.
This 2nd day of November,
1970.
JOHN W. GRAHAM,
Commissioner.
Exp Nov 28c
Buy and Sell
With Want
Ads Phone .
482-2221
SIO.OO PRIZES
5 Each Day
- MONDAY THRU SATURDAY -
Drawing Each Daly A 6 P. M.
Come Join The Fun
Here’s AH You Have To D 0... Register
On Everv Visit —NO OBLIGATION
yimi T 0 MAKE PURCHASE
Drawings WiH Be Held At 6 P. M. Daily.
If You Are a Winner You WiH Be No
tified. Winners’Names WiH Be Posted
In The Store.
(If Not Claimed fat 7 Days from Drawing Date
New Names Will be Drawn).
New Registration Begins Each Monday Morning
Most be 18 Years or More to be Eligible!
REGISTER OFTEN WIN OFTEN
Dealt have tvhe^Preeeat
REMINDER...
We Give Double A\\ 11
Top Value Stamps
JULmibn# Mill ' A n *