Newspapers / The News-Journal (Raeford, N.C.) / Nov. 5, 1970, edition 1 / Page 3
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NEWSPAPERS BLANKET THE 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 Administration, is based on a survey of downtown shoppers in 24 North Carolina cities. It also shows that most Tar Heels are regular newspaper readers. Study Says Newspaper Ads Bring Shoppers Downtown By Owen Bishop UNC-G News Bureau GREENSOB'ORO -? Consumers in North Carolina's major cities "consistently respond" to newspaper advertising for downtown stores, but generally do not visit those stores in response to merchants' 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 fact that people tend to remember brtnd mine messages from manufacturers rather than ads from retailers. With radio, however, ineffective use of the medium may also be partly responsible. Hayei 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. Television, on the other Keep up on current affairs the easy way Read the Pulitzer Prize winning Christian Science Monitor. Rarely more than 20 pages, this easy-to read daily newspaper gives you a complete grasp of national and world affairs. Plus fashion, sports, busi ness, and the arts. Read the newspaper that 91% of Congress reads. PIMM Mnd me the Monitor at the spec lei Introductory rate for tlx months for only $8 ... a Mving of |7. ? Check or money order encloMd ? Bill me Mrwl. cHy_ dp. pa i? The CHiysxiAN Science Monitor* Bex 129. Aator Station Boston. Masaachuaatta 02121 hand, has "only small impact" on downtown shopping, apparently because most consumers watch all available stations and direct their loyalty "toward the network rather than to the city originating the signal." The study is one of four carried out by Hayes and Dr. Gordon Bennett, assistant professor of geography at UNC-G, for the State Planning Task Force. It was published recently by the State Department of Administration. Data for all four studies was gathered in a survey of downtown shoppers in 24 Tar Heel cities during the summer of 1968. In each city. 120 customers were interviewed in CBD stores between 9:30 a.m. and 5:30 p.m. on weekdays. Hayes, Dr. Bennett and four student assistants made up the survey team. The cities covered in the surve-y were Asheboro, Asheville. Burlington, Greensboro, Greenville. Hickory. High Point, Kannapolis - Concord (considered one city for statistical purposes), Kinston, Lexington, Raleigh, Rocky Mount. Salisbury, Statesville, Wilmington. Wilson and Winston - Salem. In discussing the effectiveness of newspaper advertising. Hayes points out that most North Carolinians read a newspaper regularly. "Only 3 percent of the people questioned said they did not read a newspaper and this ratio did not exceed 6 percent in any market." In the survey, "almost 40 percent of the respondents had come downtown in response to a newspaper ad. In some markets this ratio was over 70 percent and in others below 20 percent. Nevertheless, people do consciously and consistently respond to newspaper advertising concerning downtown stores and products. "Department stores, clothing stores and supermarkets were the advertisiers mentioned most often and in that order. Want ads, especially for jobs, were also important to the potential customers. Downtown merchants arc reaching potential customers through the newspaper communication medium." Meanwhile, a comparison of newspaper scrvicc areas and downtown trade areas showed a positive "association." Hayes notes that "where newspaper service areas are large, trade areas are large: where newspaper service areas are small, trade areas are small. ....When a newspaper service area increases in size so does the downtown trade area 83 percent of the time. This association is too closc 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 downtown trade area will show a corresponding increase 70 percent of the time. This 70 percent correlation is evidence of a fairly close association between the two." Despite this association, very few shoppers in the survey were visiting the CBD in response to radio advertising by downtown stores. "Only 2 percent of the respondents admitted to being downtown in response to radio advertising.... Typical radio advertising recalled by respondents primarily involved brand name advertising for beverages and clothing." Still, Hayes says, "the association between radio advertising and trade area suggests that radio could bean effective advertising medium for downtown retailers. It is unlikely that this association occurrcd by changc. "Perhaps radio listeners do not recall radio advertising because it is not as entertaining as National brand advertising. Perhaps customers come downtown in response to a national brand clothing ad because of the functional diversity of the central retail area. "It is possible that radio advertising is effective in raising the value of downtown as a place to shop, even though responses do not so indicate." The study shows that 12 percent of the respondents said they had come downtown in response to television commercials. Hayes believes many of them were responding to national brand advertising, just as the radio listeners did. "Evidently this 12 percent segment of the downtown shoppers made the trip in order to purchase a national brand but selected downtown in preference to an outlying center in order to take advantage of the functional variety of the central business district." This observation is based on the fact that "nationally distributed packaged items available at most shopping centers and auto mobiles...account for almost all the television ads recalled by respondents. "Perhaps downtown merchants do not advertise on television. Perhaps the message is lost in the redundance of national brand advertising." Hayes calls this finding "somewhat surprising" in light of the "widespread appeal and sales impact" that television is presumed to have. The reasons for t v advertising's minor impact on downtown trade areas "arc not fully knows." Hayes points out. adding: "If this powerfully persuasive medium could be put to work in behalf of the downtown areas scattered throughout the state, all would benefit." School Menu Thursday, Nov. 5 Meat Loal'W/Gravy Fried Chicken W/Gravy Fluffy Potaii>cs-C Fluffy Potatoes ? C Green Beans June Peas , Rolls Rolls Peach Half Jello Milk Milk Wednesday, Nov. 11 Friday, Nov. 6 Fish Ham Slaw ? C Potato Salad French Fries Tomato Cup - A&C Catsup Chocolate Pound Cake Cornbread Angel Biscuits Bulgur Cake W/Lemon Milk Icing Milk Monday. Nov. 9 Hamburger on Bun Thursday, Nov. 12 Mustard. Catsup Creamed Turkey Slaw W/Carrots - A&C Buttered Rice Green Lima Beans June Peas Pineapple Up-Side-Down Cake Cranberries Milk Rolls Cookie Tuesday. Nov. 10 Milk Raeford Savings & Loan Association For Steady Growth In Your Savings WE OFFER A VARIETY OF SAVINGS ACCOUNTS 4.75% 5.25% 5.50% 6% PASSBOOK ? Dividends BONUS CERTIFICATE - 5V4% paid quarterly, one 6% P?id quarterly. two credited and compounded (Minumum $2,500) ? year term, minimum y?ar ,er?. minimum twice yearly on June 30th period* of 6 monthi). amount $5,000, amount $15,000.00. and December ' Slit. Automatically renewable automatically renewable. automatically renewable. Febcibility in deposits and Dividend! paid quarterly A penalty of 90 days A penalty of 90 days no notice required for interest for premature interest for premature withdrawal. Deposit by withdrawal. withdrawal. the 10th and earn from the 1st Raeford Savings And Loan Assn. PHONE I7S-3213 113 CAMPUS AVE. Bond Sales Sel Record September sales of U.S. Savings Bonds in N.C. were at a 25 ? year - high - The largest dollar volume since September 1945. Series E Bond sales alone totaled S5,150,322 which is more than a 15 percent increase over sales for September a year ago. Cumulative sales for January - September were the highest recorded since series H Bonds were placed on sale in 1952. Amounting to S49.252.7J5, bond sales for the first 9 months were 4.4 percent over the same period in 1969. This amounts to 77.8 percent of the slate's 1960 dollar goal of S63,300.000. At ihe end of September, 12 counties had achieved 100 percent or more o! their 1V/0 goal. TJiey are: Alleghany, Ashe, .Beaufort, Clay. Gates, Herl.f6rid,> Perquimans. Robeson, ..Sampson. Stokes, TyrTell.' att^-^Ywcey. Closely folU>wjrtg ar*47 pther counties which 1^4 atlWiwd 75 percent or more of tlteir annual goal. In making this release R.B. Lewu,.. Yofcmuci Chairman, reported that September sales in Hoke County were S35,805.00. Sales for the year reached S297.5I4.00 or 79.3 percent of the annual goal of S375.177.00. "We are proud of the remarkable growth of Savings Bonds sales in N.C. and cojiutiend those counties wluch liave already achieved their dollar goal for this year," BIG 39th *" main street raeford. n.c. STM? FRIDAY SATURDAY Z ANNIVERSARY ??ll?0RES m *?RTH 4 CAtOUNA Aa. _ SHOP SALE m STO?E NEAREST NOW/ INO SERVICE CHARGE VDm. FLATTER AJKARLE WINDOW SHADES 88* Mil - man rrorr. cntu 2 Si" JSS SPRING (CLOTHES PINS unmoAinr 47 8 LAMG* mi PLAJTK WASTE BASKETS ABOrrtDCOLOM Ainav. nuci 2-'P -h POLO SHIRTS iMmj AXXTY. PUCK 82?, JUOOV 2~'1?? m CLING nr? m to. IS-OMO AJTXTV IHaJTY 2~'l 00 nc ti RUBBER WELCOME MATS 57 ummno colomr ? _ iimvimn " nc. MCOCLUXX IRONING PAD A COVER SET ?tt* uo< mn 57* ?ta lm ?OTl fCKMAXIJTT PUS DUNGAREES BUS I to |? . UTT. COLORS A* XIV. rm J2.00 9 COMBINETS ?WTE WTTX BLACK TRIM AWIT. met 97* FLAIR AKD l>? CO RATIt1 , ? ? m DINNER ^ ^ PLATES 6 - 97' V LAUNDRY BASKETS nr 37* Am. color* - man -4IRLI OR LOU KMC HI SOCKS 3-jr 00 H-njo unci FLUFFOUT TISSUE SC - 5/97* FLANNEL PAJAMAS *1.00 REG. I4N **TTVL DCLU SCO ELECTRIC BLANKETS RUGS AMOTTXD MIEJ * COLORB 'rnm ?mR 66 rapery Material TU.CU TO '* ***' (ALLERGT PRU) M-J? BED PILLOW a" 88* LINOLEUM PRUGS ARMVEKEARY PRJ' t 5 ^4.44 GIRLS DRESSES . II 00 MHI PRKT J5.00 HAV0LINE OIL HD (10%') hd \ir 3 - Jl?? firm "1'-M FIBER GLASS DRAPES *3.00 Padded Bras mzl> UA~Ma ttltftK IrMcl Wrapt ? MMtfi ss >1.00 ilankets F?JI 9m - PtaA, Hi?. r*ito?. orMk. mu 0?r\EREART PRICE 2 - *5?? FLANNEL fj PAJAMAS A*WTY? RLARY PKKL 00 ARRTVIRRAtY f RUM OCX RLf CO tQQD Chocolate PEANUTS 37* COLGATE TOOTHPASTE L 67' E-?MC 1T?? Mr. LO? ARRTYIRRjUTT Efferdent Qeanser TABLETS ?0 COURT 87' LISTERINE ANTISEPTIC MOUTHWASH ARWVERlAXY MOTE 77 DRISTAN JECONGESTANT NASAL MIST 1/1 OZ. MZI nc. um AmmnRRjunr nact IT ban. BAN '?nprtRt i Owdtra * m tRumr pr 47" MOi Owdtrant *?? ?K arrtvireajty wn n Excedrin PM (10 COCKT) Rio. :.u 57' VITALIS SM ?mrot-T grease ?RRrvtR4AR7 MX( 121 ANACJN TABLETS iZl BAYER ASPIRIN *M? TaRLETS; ME'. i.M AN^rvtRLART PPJCI 97' Cough Syrup 9ZI . ?X 67 REG IX A.H*rviRSAIfT PWCl DIAL TMl TIM1 PLLLAfl UTIPCISPIIANT 4,102 RF'* ,.M A> TV i RR}C1 I Oil IT D SUAVE E'fll PEG. IK 3 ~ *1 00 HAIR SPRAY "ORMA1. OR fUKR ROLL U OZ 47* i 2 PLY PAPER TOWELS mam Ha WB" ALKA SELTZER ?n tari i ti. 4 97' 37 SILK'N SATIN 57( CARRY ALL SEAT POAM rLOOOR NATTLI RLATlALLI RIG. I M AJnmiRutt PRrt J1.87 PANTY HOSE "I ? Pali. Malu ku M-MX&.TALL U TALL VALCt ""^IMAJT PRJCI 59' WASH CLOTHS aw rrtmi ?Gil S Im 1" KITCHEN TOWELS Lpn r rri ?f < Viin "AS" I! large URXUta BATH TOWELS am c?to?t w i mr Ri r. 1* AWVt RUmr PMT1 ' 2 tor '!? TABLECLOTH AMCRICaRRA 4 FRUIT M VALVE AWIMAlt ntct '2.00 BED SHEETS T ? W EE ? VALUE ?2.00 IMRI uah wviiT PILLOW CASES ?r- > at" RtG. MJt 1.00
The News-Journal (Raeford, N.C.)
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Nov. 5, 1970, edition 1
3
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