November 6, 1976 (12 pages)

Advertising a big world of small advertisers SAN FRANCISCO Hundreds of advertising messages bombard Americans daily, each designed to penetrate — _ by any means their awareness and influence their buying decisions. The form of communication can be as humble as a matchbook cover, as traditional as -_@ barber’s pole, or as elaborate as a celebritypacked television commercial. In 1975, American advertisers spent more than $28.3 billion in this effort, Bank of America says in ‘‘Advertising Small Business,” its ‘ latest Small Business Reporter released this. week. Many of those dollars were spent by large companies. The largest, single advertiser in the nation, Procter & Gamble, for example, spends more than $300 million a year to advertise its products. The bulk of advertising, however, is local in origin and nature. Not only is there room for the small company or entrepreneur in the big business of advertising, but, in fact, the small company’s budget is the bread and butter of the industry. Of the nearly $2 billionspent on radio advertising last year, for example, about $1.5 billion came from the ad budgets of local businesses. An advertising program need not be expensive to succeed. ‘With advertising dollars, it’s not how many are spent, but how well,” the report says. Some of the corporate giants now dominating the field started with small advertising budgets. Proctor & Gamble spent only $11,500. the first year, Wrigley’s Gum a mere $30 Whether an ad budget is $500 or $50,000, however, the initial procedure is the same. The advertiser must first undertake a thorough assessment of the business, its products or services, and its competitors. Developing a customer profile, experts advise, is a good place to start. A retailer, for instance, might ask: What kinds of people buy from me? What are their annual incomes? How far from the store do they live? How old are they? What are their shopping habits? Armed with this kind of information, the owner can then establish some adwith new products or new personnel, keeping the store’s name before the public, and capitalizing on the seasonal nature of a product. The small business owner then can work on the aspect of the program most people consider a bugaboo — the budget. No matter what its size or scope, however, esperts offer one universal piece of advice: Consider the advertising budget as a fixed expense like the rent or utility bills, and not as a luxury to be given up at the first sign of lean times. Professionals agree, the report adds, ‘‘that to be effective, advertising must be well-conceived, and well-executed, as well as consistent.” Whatever budget system is used, the next step is building the complete picture with dollar amounts for each. As a rough rule of thumb for evaluating media costs, the report states, 80 percent of the total amount will be for spacethe cost of running the ad — and 20 percent will be for the actual production of the advertising. The advertiser must also chodse the best media for the message. A breakdown in the report details advantages, disadvantages, costs and requirements for advertising with newspapers, radio, television, magazines, direct mail, directories, outdoor billboards and transit signs, point of purchase, displays and trade shows. In preparing the message, the report advises, the tone must reflect the intended audience — a breezy approach of a young audience, a more serious tone for older customers. Experts agree that . repetition and reinforcement are basic elements of all good advertising. The name of the business should appear prominently several times inthe message; a company logo,slogan or theme should be used to reinforce the point. The entrepreneur doesn’t have to go it alone in preparing his advertising. Many manufacturers and distributors will supply retailers ~ often free of charge ~ with literature for direct mail, mats for newspaper ads, Scripts for radio, posters for outdoor advertising, and cards for transit ads?" ; Nevada County Nagget — Saturday. November 6, 1976 * Pre-Cut Leather Inserts .. Make your own belt BUCKLES Choose from 4 styles of aia brass buckle blanks with matching leather inserts. Assorted stamping tool designs. You might want to inlay the buckle blanks with exotic-woods, stones, resins or any number of things. The possibilities are unlimited. Solid. Brass Buckle Blanks .. 4.25 £0. 45¢ Eo. eeceee 2.75 Eo. Stamping Tools 10069 be Dr. 23724 Weekdays ‘til 6 P.M. oa Ashong WE MORNING VIEWING 8:00 2-Bullwinkle 5-10-12-Captain Kangaroo 40-Banana Splits 8:30 2-Romper Room Lassie 409:00 2-Phil Donahue 3-Tattietales 5-Family Affair 6-9-Sesarne Street 7-A.M. San Francisco 10-At Nine on Ten 12-Price is Right 13-1 Dream of Jeannie 40-Flintstones 30 3-Hollywood Squares 5-Kathryn Crosby 10-Price is Right 13-Morning Scene 36-Yoga for Health AFTERNOON VIEWING 12:002-Big Valley 3-5-10-12-News 6-Infinity Factory 7-13-$20,000 Pyramid 9-Lilias, Yoga and You 36-Movie 40-Three Stooges 44-Bugs Bunny and Popeye 3:25 36-News 3:30 2-Mickey Mouse Club 5-Marcus Welby, M.D. 6-9-Lilias, Yoga and You 40-Dick Van Dyke a 12:30 tha Deus 3-All ~ Children 5-10-12-As. the World Turns 36-Mov 7-All My Children cas = Cartoons 13-To Tell the Truth oSentors and Son 4-Andy Griffith : 9-Sesame Street: 44-Leave it To Beaver — Dougias 1:00 2-Movie 3-My Three Sons 7-13-Ryan's Hope oo Boody 31--P.T.L. Club ia neni 3 ie 230 2Gill island 44-Beverly Hillbillies 3%-New 5-Mike } 30. Doctors '3-Family, Aftair $-12-Guiding Light 40-Partridge Family ?“tad Life’ to Live 4:38 eo 5:00. 2-Partridge Family 2:00:-'3-Another World 9-Mister Rogers :§-10-12-All in the Family. . 12-Emergency One! 9-Womantime 13-Adam-12 44-Huck and Yogi and Friends 36-My Favorite Martian 2:15 7.13-General: Hoss 40-Brady Bunch EBismieencee nw. Saud 50: fetal 7.10-13-31-News Edge of Night 40-Hogan’s Heroes 7-13of — a fo Chance 44-Brady Bunch MONDAY, NOVEMBER 8, 1976 5-10-12-Maude 69-In Performance at Wolf Trap 6:00 2-Odd 7-Movie: ‘The Chase”’ 3-5-10-12-News Woman 6Getting On (Conclusion) 7-13-NFL Football: L.A. Rams vs. Bengals 44-Dinah! at aa 9:30 5-10-12-All‘s Fair 9-Zoom 9:55 36-News “ 36-Movie: “Night Train to Munich” 10:00 2-40-News print Trek §-10-12-Executive Suite ! Sounds: 6:30 mn Love Lucy 9-Movie: “‘1.F. Stone’s Weekly’ 3-5-10-12-News 13-Merv Griffin 6-Law of the ‘70s 36-Merv Griffin 7:00 2-Star Trek 10:30 44-Best of Groucho 3-Weeknight 19:00 2-Liars Club 5-6-9-News 3-5-7-10-12-13-News 10-Concentration 6MacNeil Lehrer Report 12-Jacques Cousteau 9-Debate: is School Desegregation @-FBI Working? (Special) tise Pera 4@-Love, American Style $Evening Monday _1:30 2-Love, American Style ¥0-Match Game PM 3-Johnny Carson44-Hogan’s Heroes $10-12-Movie: “Bob & Carol & Ted & 7:55 3-News . 8:00 2.Star Trek 6-News 3-Dean Martin T-Movie: “Rage” 5-10-12-Rhoda B-lronside 6-9-Adams Chronicies %-Movie: “Affair in Havana” 36-Movie: ‘Soul Soldier’ 44-Dark @-Movie: “King Kong’ 12:08 2-News ad: Peeeey i : @-Novie: “Hell on Frisco Bay” 9:00 3-Movie: “Gone with the Wind” (Con. clusion) wi i 9:00 MOVIE: “GONE WITH THE WIND” in Os guumceetene senges Geiser feoommecioy ak ses and brought to New O'Hare gathering wal lat and finally agreeing to marry Rhett (2 “packs a tremendous wallop. (2 hrs.)

Advertising a big world of small advertisers SAN FRANCISCO Hundreds of advertising messages bombard Americans daily, each designed to penetrate — _ by any means their awareness and influence their buying decisions. The form of communication can be as humble as a matchbook cover, as traditional as -_@ barber’s pole, or as elaborate as a celebritypacked television commercial. In 1975, American advertisers spent more than $28.3 billion in this effort, Bank of America says in ‘‘Advertising Small Business,” its ‘ latest Small Business Reporter released this. week. Many of those dollars were spent by large companies. The largest, single advertiser in the nation, Procter & Gamble, for example, spends more than $300 million a year to advertise its products. The bulk of advertising, however, is local in origin and nature. Not only is there room for the small company or entrepreneur in the big business of advertising, but, in fact, the small company’s budget is the bread and butter of the industry. Of the nearly $2 billionspent on radio advertising last year, for example, about $1.5 billion came from the ad budgets of local businesses. An advertising program need not be expensive to succeed. ‘With advertising dollars, it’s not how many are spent, but how well,” the report says. Some of the corporate giants now dominating the field started with small advertising budgets. Proctor & Gamble spent only $11,500. the first year, Wrigley’s Gum a mere $30 Whether an ad budget is $500 or $50,000, however, the initial procedure is the same. The advertiser must first undertake a thorough assessment of the business, its products or services, and its competitors. Developing a customer profile, experts advise, is a good place to start. A retailer, for instance, might ask: What kinds of people buy from me? What are their annual incomes? How far from the store do they live? How old are they? What are their shopping habits? Armed with this kind of information, the owner can then establish some adwith new products or new personnel, keeping the store’s name before the public, and capitalizing on the seasonal nature of a product. The small business owner then can work on the aspect of the program most people consider a bugaboo — the budget. No matter what its size or scope, however, esperts offer one universal piece of advice: Consider the advertising budget as a fixed expense like the rent or utility bills, and not as a luxury to be given up at the first sign of lean times. Professionals agree, the report adds, ‘‘that to be effective, advertising must be well-conceived, and well-executed, as well as consistent.” Whatever budget system is used, the next step is building the complete picture with dollar amounts for each. As a rough rule of thumb for evaluating media costs, the report states, 80 percent of the total amount will be for spacethe cost of running the ad — and 20 percent will be for the actual production of the advertising. The advertiser must also chodse the best media for the message. A breakdown in the report details advantages, disadvantages, costs and requirements for advertising with newspapers, radio, television, magazines, direct mail, directories, outdoor billboards and transit signs, point of purchase, displays and trade shows. In preparing the message, the report advises, the tone must reflect the intended audience — a breezy approach of a young audience, a more serious tone for older customers. Experts agree that . repetition and reinforcement are basic elements of all good advertising. The name of the business should appear prominently several times inthe message; a company logo,slogan or theme should be used to reinforce the point. The entrepreneur doesn’t have to go it alone in preparing his advertising. Many manufacturers and

distributors will supply retailers ~ often free of charge ~ with literature for direct mail, mats for newspaper ads, Scripts for radio, posters for outdoor advertising, and cards for transit ads?" ; Nevada County Nagget — Saturday. November 6, 1976 * Pre-Cut Leather Inserts ... Make your own belt BUCKLES Choose from 4 styles of aia brass buckle blanks with matching leather inserts. Assorted stamping tool designs. You might want to inlay the buckle blanks with exotic-woods, stones, resins or any number of things. The possibilities are unlimited. Solid. Brass Buckle Blanks ... 4.25 £0. 45¢ Eo. eeceee 2.75 Eo. Stamping Tools 10069 be Dr. 23724 Weekdays ‘til 6 P.M. oa Ashong WE MORNING VIEWING 8:00 2-Bullwinkle 5-10-12-Captain Kangaroo 40-Banana Splits 8:30 2-Romper Room Lassie 409:00 2-Phil Donahue 3-Tattietales 5-Family Affair 6-9-Sesarne Street 7-A.M. San Francisco 10-At Nine on Ten 12-Price is Right 13-1 Dream of Jeannie 40-Flintstones 30 3-Hollywood Squares 5-Kathryn Crosby 10-Price is Right 13-Morning Scene 36-Yoga for Health AFTERNOON VIEWING 12:002-Big Valley 3-5-10-12-News 6-Infinity Factory 7-13-$20,000 Pyramid 9-Lilias, Yoga and You 36-Movie 40-Three Stooges 44-Bugs Bunny and Popeye 3:25 36-News 3:30 2-Mickey Mouse Club 5-Marcus Welby, M.D. 6-9-Lilias, Yoga and You 40-Dick Van Dyke a 12:30 tha Deus 3-All ~ Children 5-10-12-As. the World Turns 36-Mov 7-All My Children cas = Cartoons 13-To Tell the Truth oSentors and Son 4-Andy Griffith : 9-Sesame Street: 44-Leave it To Beaver — Dougias 1:00 2-Movie 3-My Three Sons 7-13-Ryan's Hope oo Boody 31--P.T.L. Club ia neni 3 ie 230 2Gill island 44-Beverly Hillbillies 3%-New 5-Mike } 30. Doctors '3-Family, Aftair $-12-Guiding Light 40-Partridge Family ?“tad Life’ to Live 4:38 eo 5:00. 2-Partridge Family 2:00:-'3-Another World 9-Mister Rogers :§-10-12-All in the Family. . 12-Emergency One! 9-Womantime 13-Adam-12 44-Huck and Yogi and Friends 36-My Favorite Martian 2:15 7.13-General: Hoss 40-Brady Bunch EBismieencee nw. Saud 50: fetal 7.10-13-31-News Edge of Night 40-Hogan’s Heroes 7-13of — a fo Chance 44-Brady Bunch MONDAY, NOVEMBER 8, 1976 5-10-12-Maude 69-In Performance at Wolf Trap 6:00 2-Odd 7-Movie: ‘The Chase”’ 3-5-10-12-News Woman 6Getting On (Conclusion) 7-13-NFL Football: L.A. Rams vs. Bengals 44-Dinah! at aa 9:30 5-10-12-All‘s Fair 9-Zoom 9:55 36-News “ 36-Movie: “Night Train to Munich” 10:00 2-40-News print Trek §-10-12-Executive Suite ! Sounds: 6:30 mn Love Lucy 9-Movie: “‘1.F. Stone’s Weekly’ 3-5-10-12-News 13-Merv Griffin 6-Law of the ‘70s 36-Merv Griffin 7:00 2-Star Trek 10:30 44-Best of Groucho 3-Weeknight 19:00 2-Liars Club 5-6-9-News 3-5-7-10-12-13-News 10-Concentration 6MacNeil Lehrer Report 12-Jacques Cousteau 9-Debate: is School Desegregation @-FBI Working? (Special) tise Pera 4@-Love, American Style $Evening Monday _1:30 2-Love, American Style ¥0-Match Game PM 3-Johnny Carson44-Hogan’s Heroes $10-12-Movie: “Bob & Carol & Ted & 7:55 3-News . 8:00 2.Star Trek 6-News 3-Dean Martin T-Movie: “Rage” 5-10-12-Rhoda B-lronside 6-9-Adams Chronicies %-Movie: “Affair in Havana” 36-Movie: ‘Soul Soldier’ 44-Dark @-Movie: “King Kong’ 12:08 2-News ad: Peeeey i : @-Novie: “Hell on Frisco Bay” 9:00 3-Movie: “Gone with the Wind” (Con. clusion) wi i 9:00 MOVIE: “GONE WITH THE WIND” in Os guumceetene senges Geiser feoommecioy ak ses and brought to New O'Hare gathering wal lat and finally agreeing to marry Rhett (2 “packs a tremendous wallop. (2 hrs.)