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_ it contributes to the economy of PAGE EIGHT ES-GAZETTE SATURDAY, AUGUST 4, 1951" _C of C Doings (Continued from Page 3) ing service, (b) Good roads. ; (¢c) Better transportation ser- vices. (d) Building modernization, bet- ter lighting, clean streets, etc. (e) Traffic safety activities. (f) Municipal buildings. But in addition it should include all of the elements of a public relations selling job as to the essentiality of distribution and what the community. The fact that re- tailing is a tremendous industry largely responsible for keeping the wheels of industry turning because without efficient distribution major production and full employment is impossible. It should be emphati- cally pointed out that thé mer- chants are contributing to the high scale of living enjoyed in America today by acting as the purchasing agents for all of the people in the area in assembling from the four corners of the earth all of the things that people may need for their health, happiness and general welfare. In other words a public relations program for retailing should stress all of the services rendered by distribution other than the exchange of goods and services for monetary consideration. A program of this nature should be extended to the public schools through printed material, motion pictures, sound slide films, etc. This field of community and in- dustry-wide public relations is _a fertile field, practically untouched in t areas. It is of tremendous importance and if well done, it alone, irrespective of other services rendered, amply justifies the en- thusiastic support of the members of the chamber of commerce or re- tail organization responsible, SPECIAL EVENTS Timely promotion is the most im- portant factor in the success of special events. Appropriate mer- chandise Should be promoted at those periods when consumer de- mand is highest. Consumer de- mand for various types of mer- chandise is very definitely estab- lished during certain months of the year, and if they are to be success- ful, special events. promotions should follow this well defined tendency. The first step is.to add to the "Program of Work" a specific sec- tion on retail and wholesale de- velopment and to include definite | ideas in the program for the next year of operation. It is wise to do | this in a limited manner for the | first year until experience has been developed, then the program may be broadened as rapidly as finances and ideas will permit. It is not always necessary that the trade development work reach outside of the immediate city for excellent results. For instance, the | merchandise. High School may have an excellent band of 100 or 150 pieces. If this | band is utilized on every occasion | Reserved seat tickets should be given to customers through a cen- tral bureau. 3. JULY CLEARANCE SALE. This should follow the same gen- eral plan as that for the January clearance sale. The summer sea- son may suggest variatiorr of the program to include a bathing revue or the designation of special days during the sale. 4. FALL FASHION REVUE. This follows the same lines of promo- tion as the spring event. i 5. CHRISTMAS PROMOTION, | Includes date, usually before or immediately after Thanksgiving for oepning. Arrangements for par- ade, street decorations, simultane- ous appearance of Santa Claus, etc. The decorations for streets should THE DAILY TIM include colored lights for night and garlands of evergreen for day. A more detailed program may be worked out on an annual basis, with : ' special events being scheduled for | ; each month, and for which a bud: get is made up at the beginning of the year. A calendar of sales dates is arranged, each event is planned in detail, and the co-oper- ating merchants subscribe only once to a special budget item for the year. The foregoing by no means exhausts the possibility for ws ANDY DEVINE FORTUNIO BONANOVA Regent -- Biltmore -- "Pagan Love Drive-In -- Saturday -- "Colt 45." Plaza -- " Marks -- "Web of Danger", 1:00, --_ glee TT" GETS MEXICAN DIVORCE Se - fps. | THEATRE la' Hollywood, Calif. (AP) --,Actor PATI: = Charles Winninger, 62, has obtained a Mexican divorce decree from Blanche Ring, former musical co- medy actress, and plans to marry ex-actress Gertrude Walker next week, his lawyer said I'riday. Mil- ton Golden said Winninger obtain- ed the Mexican decree after Miss Ring was awarded a California in- | terlocutory decree of divorce two | months ago. "The ° Great Missouri Raid," 1:30, 3:35, 5:25, 7:30, 9:35. Last complete show, 3:55. Song" 1:20, 4:05, 6:39 and 9:20 p.m. "Abbott and Costello Meet The Invisible Man", 2:33, 5:18, 7:25 and 10:33 pm. Last let show 'at 9:20 p.m. Box office opens 7:30 p.m. Ist show at dusk. Monday -- "Life of Riley," 9:47 pm. - 11:40 pm. Fireworks begin, 9:30 pm. Box office opens, 7:30 p.m. e My Fancy", 1:30, 3:30, 5:30, 7:30, 9:40. Last complete show 9:15 p.m. 3:20, 5:45, 8:05, 10:30. "Gene Autry and the Mounties", 2:10, 4:30, 6:55, 9:15. Last complete show at 9:05. co-operative sales days. Other trade events are Free Mileage Day, Sub- urban Day, Spring or Fall Opening Days, Coupon Day, Profit Sharing Day, Straw Hat Day, and many pthers which may or may not be | tied in with local conditions. | Also retail trade development | may take the pattern of promoting FRANK PUGLIA RAMSAY AMBS R MORONI OLSEN KURT RATCH MONDAY - AUG. 6th festival idea, fashion shows, parking meter holidays, after-Christmas or after . Thanksgiving clearances. Every one of those ideas, and these are but a few of those that are pos- | sible, will bring additional people | into the shopping districts. After | all, that is the idea behind retail | trade development. { Publicity ror these trade events | usually includes co-operative adver- | tisements in the daily papers prior | to the sale as well as individual | advertising. A special emblem may be designed to be featured in the | advertising, and on window cards if they are used. Other forms of | publicity include radio announce- | ments, the mailing of attractively printed notices to the trade terri- | tory, quarter and half sheet posters, package inserts, street car or bus | display eards, posters for billboards, | Streamers: for delivery wagons, and motion picture slides. Merchants co-operate by preparing attractive window and store displays and by | offering special bargains. The ultimate success events depends upon: 1, Co-operation of merchants. 2. Quality, suitability and price of a an Sk og 9 football or baseball games, band / SW BY concerts, county fairs, the harvest i ER OSHAWA 4 / + h DRIVE] of such 3. Service. | 4. Advertising campaign to reach buyers is retail trade area. 5. Displays which attract atten- tion and stimulate buying. Some of these things mentioned . SUNDAY MIDNITE ..%%m. Special Advance Showing ~e Fabulous The "white" history of Ontario Huronia of Champlain's advance began in 1610 with the arrival in |scout, Etienne Brule. STARTS MONDAY YOUTH-in-LOVE SONG-and-LAUGH - DELIGHT! | TODAY ONLY------ "THE GREAT MISSOURI RAID" SEE A cast of 50,000: hordes of victims led to sir, doom in the Colosseum «ein 's most izi Gr ae Ferocious, hungry SEE beasts attack inno- cent, helpless human sacrifices... in the world's most merciless massacre. x pS AFTER 12.05 SUNDAY MIDNIGHT ¥ x Continuing CIVIC HOLIDAY & TUES. } bY Story of the ey So sr ri! { when a parade of any kind is called | Will work in any town, but they will for or special events are scheduled, | Fquire your enthusiasm, your firm the families of every student mu- | Pélief in what you are doing, and sician will turn out to see their | 1ast buf not least the knowledge young hopefuls perform. [that you will have to get a new A simple program of special | dea tomorrow, because the retailer events may be established as fol- |i that man the politician was lows: | speaking of when he told of meet- 1. JANUARY CLEARANCE/ Ing the chap on the street and BALE. All merchants should take |3Sked: "Do you remember when I 2 MILES WEST®ON THE DOUBLE LANE HIGHWAY. Bh part in this carefully planned and city wide clearance event, Adver- tising should reach the trade area, and sales people should be trained for the event. The opening sale may be on Thursday of the selected week and close the following Wed- nesday. 2. SPRING FASHION REVUE. This event is limited to apparel merchants and should be staged in a tic manner, with models selected "for ability rather than family names. It should be fin- anced by participating merchants. Ni TONIGHT {| RUTH: | ZACHARY SCOTT eDWin [ Marm | WRITTEN BY THOMAS BLACK p BLACKBURN got your boy out of jail a few years ago?"--"Yes, and I appreciate it."-- "Do ,you remember my getting your daughter a job when she fin- ished school?"--"Yes, and I appre- ciate it."--"And, do you remember | that I loaned you three hundred | dollars when your wife was in the hospital?" --"Yes, and I appreciate it."--"They why are you working against me now?" '-- "Well, what Rave you done for me right late- ym e----"-- X%X% Bring the children no baby s 1g problem ¥ ¥ Individual car speakers % * No parking problem # Come dressed as you please % idea! for shut-ins Free baby bottle warming service w Concession stand ---------- Classified ads are sure to pay Phone The Times with yours today. HOLIDAY : | With petite . Joon J) ¥ S T A k TS CRAWFORD || Ends Today "GOODBYE That Talking Mule is back and there's' a roaring riot out at the track! Can Francis pick winners? wn 7 shraight faces in a row! ONNOR - PIPER LAURIE 2 w GEGIL KELLAWAY - JESSE WHITE on --- PAL oe JOHY CARROLL. ADE Wat GOMEZ - MscLANE - BEDOYA - WITHERS ign Seven Pir ty CHMLLT LAESON + Boose by DWAN ws PHLIP FORD A REPUBLIC PICTURE PLUS! IN ITS WAKE SHATTERED * DREAMS (ol 3 V1 JACK SCHWARZ PRODUCT presents AND THEIR WOMEN! An Eagle Lion Films Release SPECIAL EXTRA Ezzard CHARLES eo Joe WALCOTT FIGHT PICTURES See the most stunning upset in heavyweight ' boxing history! ition. [ARID J EX MOL TWO 0 rrin| Ee Ay, VAN HEF - YOM vo PRESTON FOSTER - JACK. GARI - TOM TOLL SUSAN CARAT _.. AND FOR EXTRA THRILLS! t: brought all of France to her feet... An Adaptation From PAULA CORDAY th BEREY KROEGER RNYS WILLIAMS Wilts . STEVE BRODIE « -BAVID S0WD LILLIAX BRONSON + ACGUARETIA Gd ABBOTT & COSTELLO Meet the Invisible Man PAGAN LOVE SONG "" In Technicolor .