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Smos A. Gavrilides

A ‘I'FES IS

Suhaitud to tho School of Graduate Studiaa of Kicthan
State College of Avricultura and Applied Science
in partul fulfillment of the requiremnts
for tha degree at

Department of General Busines-
Curriculm in Food Distributiau

1952

 

“.1 I p“! x. i

v ’

 

[:3

'4‘

sh“

“KHDHZLDMLLTS

Tho excellent cooperation of now food wganiutiona throughout
tho United Stotea was maponoiblg for the completion of this thooio.
no writer would like to moo his sincere thanks to all the organ-
nation! listod in Appendix A.

(hateful achuhimmont is also due to Dr. Kenneth Wilson,

Dinotor of tho Cmiculum in Food Distribution at Michigan State
I 6011.30, {3' his 0mm. supervision, guidance, intorest, and
nggootiom which contributed to the cmplotion of this thesis.

Appreciation is also due to Dr. E. A. Bram, hofoosor of
hinting at Iichigan State College, for his advice aux! helpful
uggutionl.

Tho that would also liko to express his oinooro amooiation
£0 the htiml Association of Food Chains, whose Fellowship grant
blood to caplet. this renown.

TABLE“ OF CDWPEEITS

CHAPTER PAGE
I. RWL'CTION . . . . . . . . . . . . . .
Pun-poo. . . . . . . . . . . . . . . . .
Exphmtion of the Subject . . . . . . . . .

Hood in tho study . . . . . . . . . . . .
Chapter Organinti on . . . . o . . . o . .
Score” of Infmtion . . . . . . . o . . .

II. TEE ME!) FOR RELATED DISPmIS . . . . . . . . .
Hood . . '. . . . o . . . . . . . . . .
Contribution . . . . . . . . . . . . . .

Future Outlook ‘ . . . . . . . . . . . . .

 

31mm... 0 out. o o oo o o oo
III. EVOIUTION 0F TIE RELATED DISPIAI . . . o . o . .

mucuwawmrnr-IHH

Conditiommtho Gemrnlstm . . . . . . . .
Evolution of tho Sonic. Eh-ooory Star. . . . . . 15
Tn- 811th . . . . . . . o o . o o . 17
Self-5min o . o a o o o . o o o o o o 13
lurchoodioing in o linden-n Stan . . . . . . . . 19

113 8.13%“! 9189181 0 o o o o o o o o o o 20
Praaont. Day Cooperation . . . . o . o . . . 21

3mm. o o o o c o o o o o o o o o o 22
Iv. Assocnuons ENCOURAGE RE‘iATED DISPLus . . . . . . 23

3mm Develoment o o o o o o o o o o o 23
Woooooooooooooooo 21‘

CHAPTER PAGE
Dowlcpmnt of Cooperation . . . . . . . o 27
00ml Observations . . o . o o . o o . o 29
Cu. Studios . . . o . . . . . . . . . 30

Cling Peach Advisory Board . . . . . . . o 31
Via Advisory Board . , o o o o o o . o 33
awry...............37
V. FRfliOTIRG A {EMED DISPIAI TE-IROUGH CGGPEKBK’I’ICH , o 38
Hilta'iul Background . . . . . . . . o o 33
Purpou . . . . . . . . . . . . . . . 39
1h- Racipo . . . . . . . . . . . . . a ho
Participation . . . . . . . . . . . . . h].
idvortising . . . . . . . . . . . . . . 1:3
Salon Prmotion o . . . . . . . . . . . 1A3

sWo' o o o o o o o o o o o o o o 51

111. mm moor-233025! no mummmms' war-x
2:11;: mum: DISPLAYS . . . . . . . . . . . 53

orwmarmemuudnupuy . . . . . . . 53
Purpom...............5h
Devolomnt of Coolant-anon , . . . . . . . . S6
comebamuom....’.......58
Wakofhrgo Organisation . . . . . . . . 59
Durku Facu- Fooda Capany . .n . . o o 59
ThoBot‘GonFoodProdmt-Cmptw . . . . . . 61
CarnationComp-uv........... 63

EatonsnltCupnv o o o o o o o o o o 66
Ammandepany...ooo.....63

8m00000006000000069

 

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0W

VII. mo momma or mo samsmra m
r-rmcrmz} A 3.31.1172?) 313nm . .

Organizational minking . . .
Tho Sale-man's Function . . o
A Case Study of Cooperation 0
Characteristics of the Field 0

Samar! o o o o o o o o 0

VIII. PJ’M.‘1"‘~;-;> D. 3?]..st AT THE RETAIL IE'CL

General Uworvationo . . . .
7334911. tread- o o o o o c c
Cor-.tribution of Related Diaphys
General Cimrootoristics . . .

‘Eork of Retail Organizations .

The Great Atlantic and Facific Too. Cangorv

First. rational Stores, Incm‘poratod

Daniel Grocer Gazparv . . .
Summary . c o c c O 0 o O

11. GUIDES ow zmmrm 013mm F331 m.
PW IPDUSTHY. . . , . . .

Gown Rack. 0 . . o .
Systematic Flaming . . . o
Organisational Planning . .
Selection of Harem . o
Cocrdination with Advertising
Locating c Rented Display 0
Roper Arrangemnt . . . .-
Souonll Rented Displnyo . .

.
13W,"
I“.

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PAGE

FIT-‘1

233%

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(.1

86
88

m1
102
103
10’;

COMucting Research on Rolatod Diaphya
Tho Contributions of Consumers to

Work of. Nation]. Publications

CHAPTER
5.0 Foot. about. Recipes
Roland Display-
Valuc of Displays .
51mm": . . .
X. COORDINATION WITH ADVERTISING

flood for Coordination
Planning 3 Campaign
Lit. Malina

Min Km Jourml
Gama]. Chou-vouch: .
Emu-y . . .

XI. comwszon . 4. .
BIBLIOGRAFHI . . .. . ,
nmmn A . . . . .
APPEMJIIB .....

Tho Saturday Evening Foot

0

O

o

O

0

PAGE

108

EEE

119

120
121
121
123

125
126
128

137
139

. . . .
. .
. . .
a . . . . .
. s
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.y : ‘ I.
. . . . .
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o . o u . . . , . . . v . . . .
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vl
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n D n d I A I v v 1 fl - v v A
r
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l o n c v u v a u n o . O I o n I .
a u t o A I o n o O . o v a O \ o .
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‘ , . A. ,3 :\ {V T. F“ b 1.. . u «U 13 r. 9‘

 
 

 

LIST OF TABLES
TABLE PAGE
I. Mac I Rusted Display in s Kroger Store . . . o 36
II. Results of En! Related Diophyl i o . . . . . . 95
III. Related Displsy Suggestions . . . s . . c . . . 98
IV. The Hon of Recipes firm labels and Advertisements
as Dotornimd frm a Study by Good Housekeeping
Eaguim...oo...........112

 

LIST OF FIGURES

FIGURE PAGE
1. in Mnrtissmsnt in Life magnit- Supporting

tbs "Vim Dimr' hanotion . . . . . . . . . . h6_
2. A Suggested Rented Display for the Homo-43m};

Crustqnick Fraction . . . . . . . . . . .i . 6h
3. A Retail Stm Related-Item Diaphy Tying In

Iith s Nations]. Fraction . . . o s o . . . . . 93
h. in Inmuin Busted Display with Eye-Catching

Qantas................106
5. A Won-Amangcd Gondola-Em. Related Display . . s s o 107
6. Exocllsnt Examplss of Seasonal Related-Item

Displays................109
7. ”MinglfrmsDilplsyTeat . . . s s o o o o . 1.17

 

 

 

CHAPTER I
h’l‘t 3.413133 T 1031

Papa-I

The purpose of this thesis, Rerohmdising mung}: Related Displsys
inthsl'oodhuinsss, is tocanpilsthsuistingdstsmiloble oothis
subjectsndtomsentthssubseqmtnndingsinsnmrthstisboth
clear end bemi'icisl to the maple who me interested in the business of
toad ssrohandising.

It is hoped that this thesis will provide so macs-standing 'or the
objectives of the related display. The related disphy till he discusoed
in light of the existing dots sud opinimo of leading food orgmisstions
In! frm the viewpoint of its ultimts inflame upon the consumer.
From, the mass of this study is to moont some of the problem
«1:30ng the related display, to indicate the steps that are neo-
ssosry {tr tie-in practicum, snd to point out though the use or one
studies soon of the gems]. characteristics that ere inherent with this

W a: mp1” “CW.

EXplmtion of the Subject
Related displays can properly be considered as s recent innovation
in the food business. Although they were used, in s to. instances,
fifteen to twenty years ago it was not until after florid war II that the
res]. impetus for this mrohsniising ides developed.
In the food busimss, related displays have three very opprowiato
Dynamos shich are used interchangeably to «press the sms ides. These

 

 

2
this mssfliohsreusedn'sqnentlybyfoodnrolnndiursmt tie--
in displsys , minted-item displays, std sesocisted displsys. Another
tern shich needs scene clarification is the “toad owpsny“. This tern
then used in the plursl sill refer inolusivsly or iniividnelly to three
distinct groups: food eseocistions, food processors end mufnotmrs,
end retail organisstions. In the singular, "food eompew" is need es s
moms ta' my single «whiz-mien belonging to my of the three shove
mentioned poups.

W definition of the “related display" will without doubt be sun-
that inconsistent with the various intomtstions soca'ded this ten in
the food milieu. Hosever, by referring to the opinions of the Isjority
«troodoolpenies W, may Justhelsssirys'relsteddisplsy'
esswdisplsy ottvo, m, or tour poduotsshiohsrerelstsd inthe
reputation of s recipe or ere edible es displaced.

Relsted displsrs ere used entirely st the retail level. Although
thsysrssnsrohmdieing'zimiok' ottluretsil stare, thetie-in
displsy is, neverthslsss. estively promoted by rod “Mature” sill
possum-s, end by food essooistiou. These two gaps ere sctive in
sdvertising their related display gas-motions end mips ombimtions in
neticnsl and lace), media. Advertising is need to infant the retsiler
shout the nsture of the mutation end to arouse the attention of the

consmer.

Need for tin Study
The need it: this study unrated from the present state of con--
ditions mending the related-item display. It as felt thet the

 

 

 

soc-sluice of all the available data on related-item displsys rand
giveabetter insight to theretsil caniutieuassellas tothe other
food groups into the subject. The primary object of this thesis, though,
is to bring to the retail food organinations the sidespnad data on the
subject in a cordoned aui oesprehensibls saw.

In this study a presentation of three poops, retail stave,
ssmtaetxn-ers and weesesore, and association in t1: food busimss sill
hwflsrhhnsndit ishopsdthst tinnhtsddisphytillblnmchu‘h
uderstoodandthst itsillalsostimlstesons thinkingstthesetail
level.

Durimthosarlystages dtherslateddieplay,ade£inite plsnot
mm procedure use absent. Later, during the last seven years,
sith the advent of the nationally mutated related—item displays by food
meson, mnutacturers, and associations a specific method evolved in
handling expensive mime. Although there are variations among dii'c
-tersnt toad commune in the donloment of their related displays, many
of the steps involved in bringing the xxx-motions to the attention of the
retailer and house-ire are identical regardless of products cmzbined, the
sise oi' the company, or type of organisation.

Throughout this dissertation an attempt has been node to indicate
the general and specific problems, characteristics, and peculiarities a:
related-items nations by the inclusion of morons cases to support and
substantiate the discussion on various topics. It is the intention of
this study to cover all the segments of the food iniustry in addition to
same non-«food organizations which have participated with tioa-in displays.

 

h
i couplets picture at the subject will give the reader a sell-command

knalsdge an: an enlightened approach to related displays. the co-
operation of the W {resented above will contribute towards a more

gainful antenna.

Finally, the need of this study stems oonsidm’ably m the desire
toaoqnaint theretailersith the tremendous wk petrol-Ind tampon a
relateddisplayandthe potentialities otthis nestoohniqne otnerohan-
dieing. is the retailer is the indispensable 11$ between the creation
of a merchandising idea and its final success, it some appropriate to
educate, to encourage, to indicate, and to aid the retail store in the
realisation of the operating advantages possible with related-item

41-91:".

| Chapter Wflfltm
mchsptere, inthisthesis,havebeenmangedinthe orderthat

nest legally conic-as to the evolutionary an! historical act}: of the
tie-in display. listener, the work with the related display is discus-ed
Ira the netiml smooch and {rm the sure specific and objective vies-
pointottheretailtoodirdnstry. Thetollosingiethea-derthethes
been chosen:

Chapter II, The Need It: Related Displays

thter III, Evolution of the Related Dieplay

Chapter IV, Associations Encourage Related

Displays
Chapter V, Praeoting a Related Display through

Cooperation.

Chsptsr VI, Food Processors and Wacturcre
Work with Related Displays

Chapter VII, fhs Importance of the Salomon

in Prmoting a Related Display
Chapter VIII, Related Displays at the Retail
level

Chapter IX, Guides on deleted Displays for
the Retail Food Industry

Chapter X, Coordination with Advertising

Chapter II, Conclusion

Sources of Information

The desire to ounplete this study Ira: original first-hand infamo-
tion mcessitatod the contact of a number of food companies. All the
date, with a is! minor exceptions, sore obtaimd directly Irma a number
of food companies located throughout the United States. The author pre-
pered a letter, which is “moducod in Appendix B, and nailed it to
eighty food caspanies representing food associations, food prweeeors
em mtaotnrere, and retail resolutions. The responses obtained
were very managing and, indeed, responsible for the cusp-lotion or ,
this tbsis. .

In addition to the letters received from a large umber of food
companies, it also became mcessary to visit personally certain food
companies throughout Elohim. This personal contact contributed a
rich source of interaction to this sock. In Appendix A, the reader will
find the names of the various mganimtions which so generously con-

tributed their tine, muledge, and materials to this thesis.

A masher of non-food organizations provided vslnable assistance
taerds the omplction of oertein erupters of this study. These organ.-
isetioos ere listed in Appudix A.

 

 

he

Cit.

1»
‘qu

{191.

3:14

CHAPTER II
THE NEH) FOR RELATED DISPMYS

Heed

n. gusset dew what is of reletively recent origin. Tm
seelgruthotthesupsmrm, intthnitedststos,begsninths
amnion peers as s little over twenty years ego. In then teeny
peers there has been a hazardous promos in the retell food Wine”.

be outstanding sohisvensnto, of these last henty years have been
the “mom eta-e modernisation, the comtmtim of new stores, end
‘ the Wet or the interior store layout to amply with the new
one of self-service.

Self-service uptivsted the interest of progressive food enrolments
dot-ingu- lssttsentyyesrs. Theseyesrewnllbemidoredssthe
“than stage during which the mtmorphosis ei’ the retail food ewe,
es t has it todsy, took piece.

W the trsnsition stage, the dmimnt objective in the business
centred erouxxd the wily created technique of mrchsndising, self-
service. Competition betseen service end self-service eta-es m rsther
been beeense of the inherent cpersting adunugeo of self-service. is
capetition for any years renamed focused on the loser prices made
possible through self—service versus the higher prices of service out-
lets, the self-eenioe mature contented timelvcs with their arti-
rum sdnntage.

i “W inm'eaoe of smmketo end an even more sizable
number of Operstors “itching over to self-service daring; 192:0 to 1950

 

cheese! the mm mm sterility. The mtml edventege of the
self-serum “we been to declim. Gap-nus xrieee, variety, end
«slit: lee-churn“ became available through e repidly imreu ing mn-
hu‘ of self-urn“ eta-es.

Asmtitimheeeeseare wonouneed,wieeseerehrtherde-
«used. Consequently, in east inflame, energies were reduced end es
emltedsereeee of net profitseuei’i‘ected. Since prices said
not be reised without losses is value, tee eltemtives were possible.
0. us to increase efficiency thereby reducing operating costs while
ta eeewd eltermtive offered relief through en increase in selee.

Although both eltsrnetives here been swims]; commend. toad
“heats by end large pleoed e meter interest in the Volt” altern-
tive. Being pinrily eerchurlieers. the respect of increased sales
to cmpeneete tu- loeer margins mud to hold the hey to the profit
picture.

Whetthenhesheentheprmntthetoodurchsnttoirmm
eelee? may, the key to the problen hes been mauve urchin-
dieing. This type at mrchsndieing will receive e fumble reeponse
m the «new. Progressive merchandising is the type of retailing
which guides, suggests, ceases. end stimulatee the emmr.

mum. dwwivenemhufiisinghssnotoaaeeboutsithaut
the W efta't end lugimtion of the food marketer. Self-service
in iteeltie onlyeeethed greet-clawing. It is notepeneoeetu-
“swing rm turnover end behnoed eelee. self-service in e convenient
w to memes end enables the onstage:- te shop et leisure but dose
not neeeeeerily hold the premise of mm- operating bemrite.

 

9
Itisietheceremlstae meet, inwcpuerrengenut,endin
”deli-plum thet the enmrreMngnximebenetite true self-
su'viseeenbetmd. Givinglii‘etotheeerehemlise, throughproper
W,isemrenytocaptinteuzeettenticactttuomr.
Ines (ii-pleas. rented displays. angina shelf arrangements, mechenioal
brim, sell in-the-etc'e advertising here ell cmtributsd tunnel:
mmébcflndcbhininamemulesfifleetthsemtms
strain; lee-r prices to the buying public.

Cmtributicn

Releted displays provide e novel end ettrective seems of archer:-
dising. filly break up the emotcw of unlimity in diepleys hy
uttering something trech end maul. Tb metuer is certainly et-
treeted by the colon signs, use, end mengement mounted by the
relsted dialer.

mathemcbjective ofereleteddiepleyietoim'eeee
eelss ortoccntrihcte toths overellstcrewgin, mumctdisrecu‘d
euflthetectmthetereembodiedinthiewpectedieplsy. imam
thee tutu-s, the increase in store sttoeotiveness end the movement
a: cum service stead out. Rented displeys help the honeseite in
“Waintheyelsohelp totie-inellthedepertmuts inths
em inwdertomheuiisetheentire em.

messei‘displeysisooneideredmoi‘mehestmofohmging
em“ buying ‘hebite in e grocery stun. Related displays not on]:
displsy the items cabinet! praninently but elso suggest eseocistnd uses.
Mrs-dad the com shouts related iteeehich she may other-rise

tel-get.

 

10

A seleted display pun-nu the poeeihility o: containing 1m- no:
mm. A cubimtion ofeteet selling. luwgin iteavith
sue-loving, hizhwtin iteeoonprodwe Mural“. ire-
letdflspleyie, W,the onlytype otdispleywhiohcaneuooeee-
mlyoubine two «three items eithverying mains.

muse office three item, cmbimdinerehteddiepley, to
memoipe ism-entsllythepeeenteideemedmlyingidee
eds-chem. mnmcthnepruinentuticneltoodcrunim
“’0le“ top-moueneereoipe, itistotheultinete
Mtofthereteil cutlettc Joinepeithseeheneflsrteking. tell
”pa-ed, ti-ly, end colorful netionel edvertisennte stimulste the
W. ivividpictureisfcmedintheeindoftheccmmbutto
cepiteliee onthis edventsge mohecrkreneine tohe done.

Procession tccdnerolnnte,ehoereintereeted ininoreaeingtheir
selee end in satisfying their custws, I111 be wmpt to follow up on
tmtmniwsmmntdmdmwudmmm
recipe advertisements. It is this motive merchant who, vithout
doubt, will set up on ettreotive related diepley tutoring the ingredients
neeesery tor the recipe. By using the ettrective end maroon point—ct-
eels setsriel eveilehle though the netioml organisations, the reteiler
can our: to the shapper, st the retail level, the some eeptiveting in-
flame exercised thralgh colorful national advertisements.

It can be seen nos that the homseeite can moot easily select the
required itees free e conveniently end eell-errenged relsted diaplso'.
M the releted displey is designed to {once up on e national recipe,
it is to the sdventogo of the retailer to secure recipe instruction
leei'lete which the housewife can nadily obtain from the display.

 

 

r". .— .

 

11

m,re1steddisplaysereenuosnsnteeensotesrehen-
disinsitusinlsrgesteekcseaeomlitess. Otmoe,inbeth
Wetheiteee eustbseblstobeneturenysubimd. That is,
thsymsteithersuggutesletedusssithsetmmetionwmstbsths
Whhmwingsmip.

nelsteddispieys, mom,ereenetmlprmtimleethodto
help intrdsss s new itee. In oubinetioe eith ether ten-seteblishsd
items.shiehsuggest omm'uee,enseiten eeyreo‘eivsstetteree-
eepteesein‘thssyesottne comm. road ommmmiwm
d‘thieideeton-uoteenesiteereletsdteenyeftheiresteblimd
paints.

Future Outlook

need with the prospect of farm” increasing competition end,
consequently, eith the prospect of reduced energies , the food sentient
smst tales eons oonetructive steps to elleviete the situation. bus,
memhesdddendimwhe item eenbsdisplsyed
conspicuously betthers is nomlmeontosender evsyrroe the ectoel
problem.

The problem, es it is seen, entsile first ths ebility to mm»-
dies effectively root or the item 2mm in the grocery store end,
secondly, to introduce now-related food item in the food store. By
keeping this gas]. in mind it is believed that the prioary purpose of s
food stone still be pertmd efficiently.

Releted displays ere not, es hes been stated, e ompleto rowdy
{or the problem They can euppleaent, however, existing end we

 

12
lereheniising techniques in the food business. The progressive merchant
must not close his mind to the immtions in the field and should ex-
nine the possibilities of new rmhomiising ideas.

Frm that has been learned through contact with loading food chain
organizations, it m been established that the use of related displays
hes not been widely used in the pest. ilthough the majority of organi-
sations responiing denoted their use, e significant umber of companies
111an pointing out tint theyhm notes yetnado use otrelatod
displays. Regardless of their post use, the food caspanies responding
replied rota-ably with regard to tutu-e usage and stated that they hers
practical pleas scheduled for the time ahead.

It see Immuning to find out that the organisations which had
worked with related displays planned to caution their work with this
type of display. In eddition, they planned to keep better data on sales
results which st the present time are generelly noting. It as else
interesting to note that campenios which in the pest had not used re—
leteddispleyswersphminatomkemorthminthemarmtm.

lith the ism-easing ml: being done at the food eseooistion and
food manufacturing end musing level, it saw very link that tho
releteddisplnyisheretornsnyysarstosm. Thehighqualityot
advertising“ the point-Mm assistance end material available
provide tn retailer with so effective soles prmotion devise unequaled
W other methods.

Related displays ere superstively s new method of display. is
such they have been adopted slowly in the food store. The reluctsme

 

13
sen be ettributed to the insufficient mount of dots accessible on the
subject. To the average merchant the statement that ”they will increase
sales" licks sppesl and imagination.

It is believed that no additional research work is corducted on the
subject end so the data becomes available, the food merchant will booms
more convinced then ever that related displays deserve a paper amount
of attention in the modern food stm.

Summary

Tin canpetitive situation in tin food business presents e constant
challenge to the memhendieer. Cmpetition in the United States is re-
sponeihle torthedynsnioetate or our-free mm... mm. nu
through competition that new ideas ere created and put into operation.

Located in e stronglyV empetitive field, the retail food merchant
mt not overlook shy appa‘tunities to m his position. in open
Iliad end willingness to try new concepts of merchandising ere quelitieo
Ihieh ere necessary in senegement.

As the use ofrelsted displsys by the lenders in the field contimne
tegros, the increased benefits derived will force the mining can-
petitcs'e to adopt this type or display or loee‘ s successful empetitive
”span.

Pru ellindicstione, one may Just]; expect the use a: round
displays to be increased in the coming years in the food industry. This
belief is based largely on the opportxmities preoented thrmgh the
splendid consumer edvertising and tin retail level cooperation afforded
by the lerge teed «ganiutione.

 

nu accumulation of monarch an on related display: 5.: a
datum. and-raking. A: tho hen-nu a: thin techniqm a: nu—
Ming become widely known, an Maud amount of cooporatian
Induceptmafthnnhuddnpm'inbonmud.

 

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Cimf’flfii III
EIVOIHTIOH OF THE RELATED DISPLAY

Condition. in tho Canon). Stan

Fr. u muting Iunipoint the must day air-union goon-y
M «wolvod frm the got-aural Ital-u which was paddlin- to our 000an
m1: 1 dentury dgo. Tho 30mm “on m thl fir-t automatic I‘d-
tui). must for food punch. It dun mini: dth staph food items
and ethol- huio commodities at I non-food mm. It was, in every
com, a gem]. atom dud did not. spoonliso in my particular field.

the aim-am at tbs general stun-owes unfuiliarwithwo! on!"
pun-at techniques of mnhwdiling. Hm, it in wary unlikely
um ht cauld put any at our highly danlopad Wining principhu
intq motion. mm “mm salon tom was definitely ml]. by today's
lundardn and profits were considerably tumor in amped-ism with volt“.
Cmpcution wu‘gemnny lacking and omquenuy my real prmotional
can't m partnyod in the germ-51 stun.

Inlpito danything thatwbouiddbouttho auroral m,

 

an mt roam tho vim rob mint: thin "toil win-ting institution
M in u» later tin-lama: at th- wpocialiud ”m. The gen-rd].
”a. and .0 th- melon: fro which branch-d off our upocnliued
mm null mutation.

Evolution of the Sta-vice (hoary Sim

Thu ovulation or the service grocary star. was a [gr-mm process.
An ammunition grew drourd the general store conditions unwanted the

mod for specialised outlets. The dean! for certain products so:
large enough to support the establislment of e specialised outlet.
This "chum-y development cmtimed to elter the nature or the
hes-ices nerketing ohemele.

The Civil ler mo en impetus to the evolution of modern food
”tailing. The industriel revolution which was taking place et that
ti- hed e great influence on our misting structure. Population
emote {rm fame to cities created the md for edequete retail
«lusts toeupplyme toodend other needs at the populetion.

first an out of the generel store was only remotely releted
to shot so have today es the supermarket. Bother, it was e “gourd
grocery store" dealing mainly with beeic food items. Produce end nests
m not imle in this stat-e but were einilujly hendled through other
specielieed reteil outlets oaeaonly known so the local butcher sharp end
the fruits end vegetables store.

Anthem the intemtion of the various spe‘cielieed food outlets
proeeeded step bystep during the lootputo: the nineteenth end early
pert of the twentieth centmv. The grocery store was bringing under its
wings the onset, produce, bakery, end other rented food depot-meets.
This as e logical development se it intended to satisfy ell of the
mtoeer's food needs st one stop. During this ere, harm, eel:-
eerviee wee en moss urem'dieing technique. Displays eere known
to exist but easily only for decorative purposes es the costar!» was
simplyweited montil her entire pnrchsse wee omeleted. It is sesy
to see has useless end impossible exv genuim iodine-store promotions
would have been during those days.

 

17
The Supe—mrket

i met molutionery grosth in America food retelling no hrmght
shat by the edunt of the 1:11th in the oer}: 1930's. This uses
retailer icons-pater! new of the eoonaioel end mtetending motto-es
of the depertueut stem, the wholeoeler, end the ohein etm‘e. Free: the
doped-meat stare, me upomarloet edoptod two ideas - the departmentelieing
of its business end we epgmal to ettrect voluminous traffic. From the
wholesaler the supermarket learned the system of warohwsi'ng and retailing
under on roof and firm the chain eta‘e, the technique of ”cash and corry“
for the consumer.

The supermarket, bosom, added to all these the devolomont of
self-service. It elso edded the parking lot either adjoining a' mouth
ing the what, en! the idea or departing from the "min street" location
to e site outside the enormity, thus reducing rent. In the early days,
it she introduced e m type of spectacular promotion and advertioing
which ettracted en ohms consumer trei'i'io «- often making the super-
what not only e shopping; place but e center for {aniline in all income
WP!-

The supermarket may thus be called a commotion of the old trading
post, country general store, department store, and drain store, each of
which in the couree of food retailing: history contributed com step in
Nducing the cost of moving goods from producer to consumer.

With the supcnmrket, for the firzst tit-1e, the retail food field has
been able to attract an enema-ls umber of buyers away from the main

streets of the city by concentroting urxier a single roof an unprecedented

 

IK7'~.' '

18
mmnt or foods end merchandise into e departanentalised operation.
It does more volume than any other type of retail food outlet, thus
moving more merchandise to the consumer in the shortest possible time
at the lmst distribution cost. Through this system, the supermarket

hes affected econmieo in food costs of [I'm 5 to 10 percent.

Self-Service

Undoubtedly, the matest single change in the marketing of food
in the lest forty to fifty years has been the innovation of self-service.
Self-service is rightly considered es the yeatest improvement intro-
duced into the food field. It has revolutionised the store lsyout,
dispny Wet, pricing, advertising , end costar reletions.

A tremendous sodernisstion program hes taken place in the food
field, especielly, in the last twenty years. The present-day grocery
store is interesting end precticel. The merchandise is placed sithin
easy reach of the customer. Shopping tine is reduced end es s result
shopping booms e pleasant task.

The met memes that has taken pleas in the packaging field
hes contributed immensely towards the perfection of en efficient self-
service system or greater importance to the customs, perheps, hes
been the lower cost of food node evsilsbls through the use of self-
service.

Golf-service end the consequent Insuring of food prices to the con-
sues' heve else broodit along lover margins on food items. This condition
hes necessiteted e certain mount of con‘ective ection. usmgemnt dis-
covered that values had to be increased to ca-rpensate for the reduction

in mains

 

19
Out of this 0mm“ condition ; mater impel-um- has can
“upheaonmmrmubmtydtbmumplmdmm
tantrum. Ammmummnplaoodmtho peoph ”loot-d
toflrlctthcnrcinndhtmmmtim dflwmmfoodchdn
cavitation. flu-angst: butter magma, addition-J, hemfita hm
cm to the cm in the I‘m of later price! And mm pleasant

strapping cumin“.

awning in a Ewart: Stm'

Salt-Gerda ”we. require capabln merchnrfiising persomnl.
flat. only must tbs person-ml be of high caliber at the mmgemnt level.
but training in mming techniques would be given to the 015m
“3W. '

In I. my; colt-union has reduced the personal contact which
ant-d in the union groary store. It. mu» t nun-1.1m W
m emu—r do» her ”hating frm my hum-eds of items without war
«11 ammonium. Wigwam, hammer, did not stand um man can--
Irma with this situation. To induct th- MW at, mar. Appro-v '
muh,tommmmrtomchmmm1nitm,tmbuaf
mmmiaing techniques 2m. been introduced into tho aoltmrvioo
stun. Tho more no 111nm 111th talking algal, ms «118W, buknt
(ti-pup, «131ml shelf man-32mm, and radical dawns-en Ira m1
Ital" layout arrangemnts. All these techniques aided the self-cervix
“we to get. cloaer to the custmsr by breaI-zing the isznt regimenta-

tian peculiar to the self~mvice stoma.

 

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20

9b 301““! Displg. The routed diaphy fittod patently into
mmdtbummdm stun. fitthlminnmotofl‘ortaltm
couldmct mop-cam displayuld, provided tht the items om-
bind mo awfully chmn, the display would not only beautify tho
store but rand also sunning mar-chums.“ curtain 1m: that ungo-
mt dudnd to push.

Euro appropriately, mu could lay that tho related display an
human-hand with salt—um“. It m the rant-d display thick cu
mated to com tin alt-amide star. nth» than flu dmlmnt of
OOH-unio- that followed the related 41011:.

tho potentialities cf the routed display um um tar gum t
long tins to Ita‘. wanton who had “permitted with th. Tho wido-
W ml of thin diaphy, hm, In great]: onlmmod u a ”Cult
at the capotittvo tutu of tho food Wu. {Salt-m W
cumm- nuns- teth- hummus andnttho In. tho 1t.-
rupombh for an attain nductim of main nn food ital. This
“tuition mptod th- at“). «gaunt-10m to W t prom 01‘
Oath. “auditing. ‘1'th empoutin cmm, hm, did
not wmptly solicit the effort: of the toad mociatianl, minim-cu,
and We" to aid th- at“). mtlnts uth that: damning prob-
“. Ewatmny, thu- groupa cam tax-«11a th- tapas-tam. atm-
anthoirmmutmthoomorthomtm. Thane”
that that at“). stout stock-d their particular bram- did not incur.
tn who ”tantalising program in behalf of individml mmtmtm-cra'
M. m, thou largo mtiargtl organiutiom could reach th- comm:-

 

21
though advertieinz Imitation. It boom evident, though. that this
nthoddapwoaohm wilyaninitialdevioe that shouldhe supple-o
seated with in-the-etwe motion. urge nami’actm-ere have found
that the by to euooeeerul promotion! reeta not only with timely and
“scam advertising but increasingly on the ability of their salon
staff. to p‘minently display their particular branda at the retail
level. The food aaeooiatiom, namtaoturera, end wweeeora were con-
timed of the needtoi‘olloa through theiromm‘ advertisinge'ith
the erection of etand—out displaye in the retail outlete and not to
leave thin task altogether with retail mt.

Present Day Couperatim

In the loot anon yen-a, the food bueineaa hoe aoknoaledged the
value of the related display from a national atom-point. Even though
the related display nae Imam end need new years before the national
motion netted, they did not have the advertiaing auppa'trhioh has
characterised ouch campaigns recently. Advertising the practice: on a
national aoale ha: been an impwtant element in bringing about the
patient-day eucoeee and acceptance of the related display.

the cooperation that has? been exhibited among food wgonieatioue
rhether bu the waning, aluminum, and aaeooiation levela a-
fru the direction of tho wholesale and retail levele ha- been genuinely
conducive to the establishment oi‘ the related dieplay an a prominent
Iediua of nmhanliaing. This has been achieved as a result of the

peg-eon“ and {weighted attitude uieting in the food hueineaa tm.

 

_... -., L

22
1b mention that tin related Maple: it handled properly would
benefit all parties participating hue prodwed a cooperative attitude
mtbvariouefoodgroupo moontedabove.

3m
In thin chapter the author hae attempted to reveal. the hieta‘ical
M at the related dieplny and to row.- how it has rum mm the ;
changing pattern or the retail food outlet. It ie hoped that me con-
motion between the self-eorvioo mouth and the inmaoed acceptance of
the related display has been inter-won oo as to amen the inter-

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depexdenoe of the me principle upon the ow.

 

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CI-IAEJLR IV

EstiTIOf-‘S EISG’JEXGB
MiIA'I‘ED DISPIAYS
Bietm‘ioel Development
the history of the related display, from the associations' 716'-
point, is of recent origin. It is only tithin the last five years 3
that eueteined merchandising campaigns begun to appear. The related "
diaplq itself, W, was known and used at the retail level of the
food industryrorammbororyeure. i-
Food associations have existed for many years. They were
crganieed primarily for the purpose of promoting the interests of
eelect groups in the food manufacturing or processing levels. The
interests of these associations have booms focused in four distinct

 

fields which can be generally classified under oommr education,
research, merchandising, and advertising.

Associations Justify their existence thrmgh planmd programs
which prmote their product or products. Because it is a costly under-
taking to mintain a food association with its skilled staff, there
mt be ewe advantages forthcoming to the member firms. Associations
have proved to be a convenient mtlwd through which eidoly scattered
independent producers without hi :hly devolozod national distribution
prom-ems can unite behind a com-non objective.

Although related displays were known to exist for may years, it
one about 191;? when the idea received the sudden attention of food

2h
suspenies and associations. Without a doubt, the surplus stocks of
food woduots, that resulted after world War II's pent—up demnd had
mbsided. contributed imeneely towards the adaptation of the related
display. Invariably, more were may other factors responsible for
the consideration end subsequent support that food associations com
to place on related displays.

Fran e Isrchandising standpoint the related display added 1 we
impetus to the promotions]. wad: of the association. The related dis-
play has livened the promotional efforts for associations' products
through good cmbinations no: related 1m and has brought to the
. comm a variety of new recipes.

AM, the related display 1. still in its developental
stages. Gradually, during the lest three to four years, the idea has
ham to arouse the attention of associations concerted with the problem
of merchandising their mbers' products. From the observations noticed
' and inpressions obtained from the various sssociations, it is believed
that in the years ahead a grazing interest mi depemlence will be placed
on the related display idea.

PM
The dynamic mrchendising campaigns that have been prmoted with
the related display ides have enhanced the fundamental sin of the
association. The prime aim or an association, especially in the food
field, is to presets the market and to increase the sale of its members'

”duet! e

25
Minitely, «cautions do not umiortaka the merchandising of
thoir 11o" firmgb routed display. without acme knauledgo of tho
uilting bomfitl that can be derived. Aosociatiom do not embark
upon a prom of related display Ian-motion- without. having: muons]:
mind tho expenses involved, the coozacration that can be obtained
on tho reject, and tho short and long trend gains chit out be updated.
A moonution o! the consuming cmidnrctionl napomibh for
tho use of routed displays at the association level will com well to
indict“ tho mitt found in this type of display. The following moons
In” been contributed to this study by the useciatiom contacted for in-
formation on the Imbjeot of related dilphyu. Tho seven macaw, which
an mounted hero, on the oupgmting thoughts behind the mmntiona'
interests: in related display.
1. 1121951081. in the cozwideration of "lobed diaplays 1! the
duin to 1mm the acceptance of a certain Intranet,
or wisely, to increase colon. 511” can be increased
by conditioning the consumer to mks "gala: use of tho
prmcu {oatmd in c reload diaphy. And, who). better
man and” than the prmotion of a product through a.
recipe?
2. Micro two or no" nation-.1 advertisers haw prducta
which can be Icahn-ed in I. nationally advertised recipe,
it is to the best interest of those carrpaniol to work
together :11 th. way from advertising to the point-of-
uh. ‘1'th can cut together to pat-(mote the recipe and
to push All of the ing'edien’oc at the retail Invel.

26

3. The Ability of e related displey to move impala items
bee emmged this type of diepley. A related display
not only eneblee the impulse item to be featured premi-
mutly but 1110 magenta ite possible use with related
item. .

h. A related display offers the prospect of cultivating the
market for 1 new or local product. In combizntion with
e etrong mtionel brand , it is likely that e vider market
can be meted, while eaJee can eleo be increased.

5. The imlueion or e high Hark-up item in e display often
helps mother industry to get e prominent dieplay space
ee the reteiler ie interested in featuring high m'k-up
item. The high ark—up organisation is thus eble to
Iecure e good deel of meroheniieing effort from other
indnetriee.

6e. Snertly embined items have e tendency to influeme the
reteiler'e advertieing. By eetting up en eye-catching
tie-in display in the store, the retailer till pay more
ettentim to the items cozabimd end my edvertise the
Inc-motion in hie own local mapper.

7. Recipe edvertieim is e potent factor in attractin: the
ettention of the housewife. to web, it is a natural
expedient to mmpany the muted dieplay motion.

Tro Ipecifio wee relating to the work of associations with the

related displey ere included later in this chapter. mace caeee will

27
we to clarify cone of the obyctivee, campaign procedures, and
menu that have been derived {rm merchandising firearm-7:8 in
comection with related display-a.

Development of Cooperation

The highly integrated prmotioml campaigns sponsored by two or
am euccietione require high caliber talent and e genuine Spirit of
cooperatim. Since the luccess of the drive depends largely on the
timlineu, effort, and follaw~tmough support supplied by the par-—
tioipeting eoeooietiono and coayeniea, it is to the advantage of all
that e high degree of cooperation exist.

In Chapter V the reader will be acquainted with the necessity of
cooperation among the eponom'ing industries. It will be seen how
effective e coordinated display can becane when each pertmr carries
out his share of the project.

Cooperation in e requisite not csay among the sponsoring: industries
but eleo fro: the retail wtleto. It is at the retail level micro the
finel promotional drive and expected summer: will cane about. Tm retail
level in the proving grmnd for the mrchnrxiising promotion. Certainly,
the mthod of approaching; the retailers and fiwleaolera entail: eon-
cidereble planning.

Much of the cooperation that. has been enjoyed with tie~in mmotim
he been motivated thrmgh 0. program at wholesaler-retailer education.
Thie hes wen eccmpliohed with the use of advertising, personal contact,
uni promotional literature. Advertising in trade publicatiom has been
on impwtent element in convincing; the wholesaler am! retailer of the

28
oomdnooo of tho nlatod display idea. Tho odvortiaing hao corriod on
intmotivo, rationol, and convincing mango. Information hoo been
”land to tho trodo rogarding tho timo during which the nation].
om—odvertioing campaign would tum ploco. Tho trade advortioo-
Ionto that hovo boon mod urged tho oholoooloro ond ”tailor. to get
hohini tho notionoll: odvortiocd event. by Itocking up on the items
on! planning fer rolotod display cubinltiono.

Through their representations tho usociotiono became familiar
with tho problem on! conditions at tho rotoil ond wholooalo lovcl.
In thin manor they taro abla to design thoir capoigno oo u to blend
hormonionoly with tho outlets for thoir products. Those porooml rom-
oontotioco voro often oooigmd tho rooponoihility of oooioting in rotoil
unit rolotod display ootupo. moreover, thoy oolicited tho cooperation
of rotoil wgmiutiono ond roquioitionod display material that no-
companiod tho rolatod display prmotion.

Undoubudly, tho no or prmotionol literature soiled to the
trodo to familiorixo tho wholesaler and articular-11 tho rotoilcr,
oboorb tho moot offcrt of tho ossociotiom' odncotionol prom.
. Inooonwh on tho primary purpose of tho oaoociotion in to handle the
advortioing on! research functions of o group or homogenoom producers,
tho food associations in this country have historically been without o
oiocoblo uloo foo-co. Because the perle contact tocmiquo cam-.ot be
extonoivoly mod, tho ossooiations have :11de most of their attention
to advertising as well as to pranctioml material to ho mailed directly
to tho trodo. It is through the use of mail that a sound Job has been

29
portcund in rooching tho rotoilor. Excellent prmotional material
ond odvortioing mongol odoptablo at tho point-otmlo have been
oont to intorootod rotoil outlets.

to tho rolotod dioplay idoo boconoo g‘oduolly woll kaolin and its
potontiolitioo realised, tho problon of securing tho cooperation of
wholoooloro and rotoiloro will ho oonowhot minimised.

A oignificont devoloxmnt, which will bo furthor dioouoood in
Chapter 1, io tho oplendii cooperation ond prmotion undortokon by
largo adwortioing aodio ouch no Lifo mgooino. With thoir largo and
«pan. curr- mom magazines oro in o position to proporo upon
odvortioing mongol which thoy mil to rotoil food «Quintin!» and
indopondont otoroo to support the national Irmotion being featured in
their particular media.

General Observations

Immooiwo and opoctoculor on tho rolotod (ii-ploy can bo undo
to oppoor, thoro oro oortoin pointo on which iota-notion io gonorolly
oboont. nth for oxcoptiono tho food oooooiotiou lock dots ot tho
pros-no tino on topico which may Juotly We; retail arguxiuuom.

Rocordoonthodolloromturnonrchmgoo thathowotohnplooo
oo o rooult or o rolotod disploy ombinotion can ho («and only in
ioolotod imtoncoo. Intonation obout cooto in ootting up o rolatod
dioplay, mrogo rotm'no that con to upoctod por oquoro foot of o
routed dioploy, and mthods rm- oyotomotio recon! hoping aro oloo un-
oniloblo.

 

 

 
 
 

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30

PMton, hm, the trend today is swinging favorably towards
tho ”lunatic occmulntion or data. Early food ossociatiom are in tho
prooooo of compiling on! recording this oort of data and will, to be
ouro, incarpcroto thcir findings in futuro promotioml arms. Booklets
con 1:. mporod with Opocific case otudioo to indicate the impact of tho
rwlotod dioploy. Coco otudioo present on odvioablo path through which
to infd'l, educatn, and induce the retailor to got on the box-dragon of
incrooood ooloo with tho coo of routed dioployo.

It not bo acid, in oll Justice, that for tho briot period oinco
tho rolotod dioploy idoo has been origin-Lied on a natioml booio, tho
oooooiotiono how oortoinl: dono o oopoblo Job of promoting thio now
toohniqno of dioploy ot tho rotail lovol.

Coso Studios

Tho food industry is ropmoontod ably by the numerous associations
owioting in tho mm. In tho associations tho various producers, mall
on! large alike, hon found tm answer to many of their questions. Ex-
cbonging ini‘mtion with each other art! conducting research projects
in tioldo or mutual interest have been two of tho furflan'oontal moses
of thooo oooociatimo. The joint advertising and mmotion of their
produoto, hawovor, has given each member a common project in which to
pn-tioipoto.

Iidoly distributed foods demand a certain amount of publicity and
consum- oducotion in order to maintain tho market. This being tho case,
. tho lull ixflopondont producers without merchandising otari‘s titted por-
toctly in tho uoociotion pattern. The ossociation 1o able to provido,

Bl
oithonininmnponoo twoochnombor, mommy-motion].
drivoo ta- oidcopmood producoro. In tho following ooooo o Ivy-copu-
of tho ootifltioo of too nationally Imam uoociatimo will be outlined.

9m Pooch Advisory Board. This useciotim 1o coo of tho moot
«mutant ufl aucooootul users of rohtod display... Tho Cling Pooch
“Vila-y Boot-d of Son Fromiooo, California, hoo room grout prmioo in
tho controlloduoo otthorolatoddiophyidoo. moyhom thoir fix-It
arch-Minn; mat in ran-my, 19147, om how tone-ad annually with
ot looot («or out! omotiuoo tivo ”remain; mat. homo Octobor
and Jun of ooch you.
Tho Cling Pooch Advisory Board rolioo grootly on tho arcing
pm of tho odvortiood rocipo. Moro carinood, much good
rouon, thotthohmflo utiliinztomodono tryout morocipoo.
immunity-is ontlnoubjoctotrocipooioinclndodinChoptor II.
Hovingooooptodthonluo otthoucipo inopwaohingthocmor,
tho Cling Pooch Adriano-y Bond procoodod to pad tho rolotod mph; ot
thorouil lovol. Emma-o, it'ooo tho thinking ottho ammo
ohm-o ho or onto notion]. odvortiooro hod “onto that could to contained
into o notion). ”01p, it would ho to thoir mutual odvontogc to work
togothor tro- odvortioing to tho point-ordain pooh.
Durin¢1951thotioomoot ouoooootulrolotoddioplowoottho
Cling Pooch Adviocy Boot-d ooroo
pooohoo out! ovoparotod oiik
poochoo on! cottogo ohoooo
pooohoo ond coko nix
pooch- ond Jon-0 a golotin
poachoo and myomoioo

.. .. piliiflwufl

 

32
Iith littlo woriotion thooo ouocoooi‘ul ombinotiono will bo wmotod
ogoin in tho cum: pm. “they oro notml omblnotionl which ooldm
looo thoir drains pm.

" Eco hm tho ntailcr and W boon oprrooohod in commotion
with thooo drivoo? In tho rivo particulor merchandising "onto liotod,
tho toy to ounces: woo advertising ond diotribution of pruotional
point-014th motorillo Tho message co‘ rooipo was brought to tho m
of tho consular thrmgh pootoro, tolowioion, rodio, mwopaporo, and
again". Thou audio oorvod to highlight ouch morohondiling mat,
to arouoo tho “mum; at tho commoner, ond «pom to invite the
oupport of tho houoooito.

Tho ntoilor, hooovor, otill rominod to to considorod. To opprooch
tho groom. tho Boord printod for ouch or ito cmyoigno tho 'Golifco'nio
Cling Pooch Boot". In thou tour-pogo nooopopor-lib bullotino, mo
Bond moontod o ouploto pictm-o or ooch cming lat-motion. On tho
firot pogo tho ochodulod promotion woo outlinod ond tho oooporoting in-
dutrioo woo-o mntimd. Inside colorful our! appetioing diohoo, thot
could b0 minted no the ingredients of tho rolotcd disphy, won
piotnrod in on inviting armor.

A ouploto liot of tho monoporo and mgooimo in which odnrtioo-
monto woro to oppoar with their rocpootivo dates woro liotcd in «not:
practical}. loom. Radio and tolcvioion program schoduloa m'o oloo
inclined. Homily 1 picture of o good reload display, canbining tho
products of tho mipo, woo «tried on tho loot pogo.

To iuhwo tho ”tailor to oct pronptly, ovory ioono of tho
”Colitornio Cling Pooch Now" included tho oddroooea or all tho

33
Cling Pooch non in tho United States. (h‘oooro woro urged to order
flair tlo-dn notoriol tron thoir nou'oot Cling Pooch non.

Vim idwioorz Board. Tho Vim Advica'y Board of Son Fromioco,
Colitcrnio, boo mot faith in and hos had aoollont results non
rolotod product pruotiono. Wino is o food bovorago on! in alnoot
ohoyo thought of in torn or uoo with certain foods. Thorotooo, it
own to ho o mtml for cola Waugh rolotod podmt promotion»
Booidoo, wine io o rolotivoly high mark-up itoo 'ohon oompmd with
cthoo tooth on! homo-goo and, thorotco'o, nohoo on otu'ootivo motion
caponionfa‘ othorfoodpoodnotointhooyooctthoooloo fmooof
thooo othoo podium.

In 1951, tho Wino Advioooy Boot-d opooooood oi: pominont dioplm.
Buountiuoftho imuhngnpmhrolotoddiophy,thom
whiohooyhovo Mood tho proootion, ondtho toot ooooonfoooooh
oubinotico oro liotod holoo:

1. no: ond Him. Thiowoo ocuidorod o good tic-in ta- tho

loot pried.

2. Ghoooo, Cuckoo-o, ond Wino. Thio cubinotion io o good
reaction from Johnny through loot. Tho choooo indootry
proton tho holidoy montho, but cthoo reaction do not
ollcw tioo for ouch o tio-in during tho holiday man.

3. WimCoclm. Manummmmmom
mm W bovorogoo no 7-Up mud othoro. Moro
portioulu-ly oucoooom for hot-math” nontho.

h. 7lino ow Boot. Thio io o good commotion {w ouch
holidqo oo Thonhogiving and Christa“.

3h

5. un- Jolly. rm: product 1- proporod with wine, Ccrto ond
ouzor. This woo o opocicl pmotion conducted Jointly with
Gomrol Foods and O and H Sugar 6mm to koop Corto colon
olive ot o tin when fresh fruits woro not available for tho
making of Jelly. It was o timly praaotion for December and
Jonuory.

6. lino, Apploo, and Cheese. Thio woo o opociol truncation only
in Colitornio to land 8. hand to tho Grovonotoin oppls imuotry
of Colifornio. 1311 was Joined by tho deon Choose Guam.

It was tind for tho hornet ooooon of Grownotoin apploo,
orally in August. ‘

floaty-oi: field uprosontatim of tho Rim Bard woro hood to
contact food caponioo, wholouloro, inotitotiom, ond rotoil compo.
In tho vino, chocoo, old crochro practical, which will ho furthor
diocuoood, thooo roprooontotivoo woro mod to oxploin tho mpoign
to obooo coupon”, cracker companion, vino wholoooloro, on! tho
who you}: of all thooo oonocrno.

For tho grout tho lino Board providod o. with variety of messages
to ho used over local media. For Mph, rodio spot comm-chin pro-
porod bytho Bcordworo ploood at tho diopcool of tho rotoilorwho in
turn could hovo than read our o local station. ‘l'hooo cmrciolo woro
proporod in variouo lcnatho. Ono ouch commercial of forty-fin woo-do
m a: xenon: '

(am In!!!) oondo you this littlo tip. Pa ontortoining

during lont, nix wine rith ohecoo. Sprood it on craohoro.
Sorvo tho ono wino alongside. For ditforont recipes for
wino-choooo oproado - all wondorfnl - drop by (5mm;

RAKE) todoy. Thot'o ot (ADDRESS) -- hoodquortoro for fine
‘1”.

 

Other oppropo'ioto material for such campaigns were else made
tunable by the Board. Recipe leaflets, prepared messages for post-
cord on, mots, end in-the—etore poster ideas could be obtained frcm
tin Fine Advisory Board.

Tho oti’octiveness of the nmermis related display promotions
corducted by the Board were periodically checked to determine their
volidity oo o. merczmrziising technique. In a test which took place
in on Ohio Kroger store in connection with tho rim, cheese, and
motor display, the effectiveness of this related pranotion was in-
spiring to the Rim Advisory Board. Another otoro in the some state
ohsood swoohet similar results when tested on the some prcnotion.
Table I indicato- tho toot procedure and results.

Uhot loomed interesting one that tho related display not only
woo effective by itself, but that it also increased the sales of wine
true tho regular choline. is con he oeen tron rob]; I, tho incrooso
in solos to» tho oovoo items in the disploy during the ten-day duration
of the toot, our the base period, was 82 percent end for the ten days
following the test, ho percent. Tho shelf solos for wine incl-sand
55 percent during tho test and were 22 percent better ovor the base
pried in tho too do” £011an the toot. The shelf soles date were
I port of tho Kroger Store Test and have been condensed to percentage
figures for this discussion.

Tohlo I oloc points out that the profit for wine itself doubled
u o. remit of the praction and remind very favorable after the test.
fl. results of this related display point out the existim: possibilities
in mining tb otor'o'o profits Ira high margin item.

TABLE I
TESTED A RELIED DISPLAY III A KliOGlTR SITE-113*

10 0113 gogge mar - mucous 237mm

 

 

 

 

 

 

 

1m Unit Unite Donu- Profit
# Price Sold Values
2 m. Volveeto .99 90 89.10
lroft Links .31 1.0 12.1.0
. Krott Jars .25 60 15.00
1 1h. Pobot-ott .h9 25 12.25
1 1h. Crackers (I) .27 170 35.90
Potri Dessert .89 110 35.60 11.86
Hogan David 1.25 21: 30.00 10.00
Dioploy Item mun 230.25 21.86
10 0113 00121110 new 170 0110 mm 1231
Units Sold
Dio- 31.1: Iotol 8 961m Profit Units 3 Vanna Prom;
21:: Sold Sold
92 31. 126 1211.71. 103 101. 97
121 61 182 56.1.2 73 22.63
h) 39 82 20.30 70 17.50
18 17 35 17.15 23 11.27
201. 39 21.3 65.61 _ 191. 52.38
1.9 27 76 67.62. 22.55 71 63.19 21.06
39 15 51. 67.30 22.50 1.3 53.75 17.92
35-pin! 1m Tot-1o 1119.56 85.05 322.69 38.98

 

15m: Vino Advisa-y Board of San Francisco, Californio.

37
Emory

tho ssscoistions hove boon on sctivo foo-co in tho dovolognsnt of
tin rolstcd display mrchardising techniqus. Selfish so their interest
my soon to be, tboy hen nsvcrtheloss sroused snd stimulated tho rotsil
Isrohsnt to tsko notice of those cmbimd praoctiom. From on omen
spprosch tho roots indicots that tho rolotod disploy hes been, so ouch
so possiblo, nndortsken in s scientific sonar. Moro specificslly, tb
cupsigao hovo boon corofully prepsred end how boon prouotsd though
onto-sue woosdurss. Thor-o sro indications, of. ocurso, thst scientific
dots oro not cupilod end that they oro not odoqmto ot the prosont tins.
This condition is resolving dos sttontion end with tho posoogo of ties on
sophosoontctdstowillhogintctlastcthorotsil level.

Although only two sons woro inclodod in this ohoptor, the con-
tribntions of my other outstanding ossocisticns slsc hove boon in-
corpmtod turoio. their oooporstim hos contribotsd immensely tclsrds
tho emplotion of this sud other shoptors in this thesis.

CHAPTER ‘9‘

P30307133 A mum 13um
15MB COOPERAYIOI
Historical Bockgronui
fistionslly sdvortisod rolstod displsy practical dopond mainly

on tho cooperation that can be obtsinod iron othor food cmponios.
nu ma. prooodm'o in promoting s related display has been to induoo
too or nus food organisstims to pool thoir oftorts sud norchsniising
sbilitios behind s canon objectin.

' nu canon obJoctivo bohind thich tho participating organisations
mmummipotouuummmm. Althoughsrooipo
is not s maisito fu- tho moosstnl «toms of srolstod diopm, it
is oonsidorodss s sound stop intho diroction otsnflplsmod prom-so.
To "post. thoro sro amorous occasions othoro s rocipo would ho nsoioss
“misnowinflunos thosuoosssotsrolstoddisplv.

Iowan. tho tins uniting in tho reaction of s rotsil display
”thosblotobonsfit fruitinsnysoss tojustitythoir portici-
potionintho pun. Anhtoddisplsypraotionousutionslbosis
W tho no of notional audio is so uponsivo proposition that not
how pro-ion of mm;

Mtbomotrohtodflmlqythoprioosorthomipsin-
ycdionto con bo hpt anti"): stohls, rogsrdloss of tho invontarioo
u hsnd. With tho us or s toll-W rocipo snd with s tio-in with
'othor products, tho product mains suppa't con now am quickly snd
potash”.

 

39
3.11m displays have provided on effective merchandising method
for food succistions snd other food companies. In particular, they
hm enabled unwistions, whose unborn hsvo on sbncc'mlly high in-
vonta'y, to dispose of their swim. or com-so, their ability to dis-
pose otthisourplus insproi'itoblsunnerdoponds portlymthomothod
of spprosching tho retailer sni tho consumer.

In tho pct-motion to be presented in this ohsptor, thore does exist
soontrsltkm onshichtcbsoothocmpsign. Assoontrslthsoothis
oonpoign includes s recipe which serves so ttn keynote to tho pruotion.

Although there sro throo my: food organisstiono oooporsting in
the "inset Dinnor' pranction, which is to be presented hero, three non-
food companion ore sleo involved in the cmpoign. Their interest in the
reject till he brcmght out later.-

Purpose

The “Hm Dinner“ recipe required the m of three major food
items. moss were elbow moor-om, Blue Lsko variety goon boom, sud
Gslita-nis tum. Among these tm-oo groups, the Associated Blue Lake
Connors, Incorpa-sted. hos been the nest sctivc. And this is with good
men, so they'svero dooply interested innoving s emu-plu- o: csnxnd
goon hosns.

Provided that rolstod displsys sro intelligently planned regarding
poduot cabinstions, theyosnbosvu-ypctontsndlost input-untur-
Wag nspon. Rohtod item displays Iith the use of s good,
uonmiosl, my to ache, tested recipe on be used to cell arm-Comm”
s cmphto see]. in ono solo.

 

F

. ho
Ming 1951 there was no concentrated morchendiem pragmaz fm‘

Bloc Lu:- grecn beam. the association felt the mod for an cxtoneive
advertising campaign to bring the 51210 Lake bran! to the attention of
the consumer. The lasting infltwnco which could be exerted Waugh
good recipe sdvcrtieing was a factor responsible for tho adaption of
the related dioplay technique of pvt-motion.

In s11 magneto the use of a recipe, together with the follow
M1321 possible with an in-tho—ctore display, offers the best method of
immigrating a long range consumer advertising and prmotion momma.

It was this appealing; qmlity of a related—item pracotion which iniuoed
the Blue Lake Green Bean Canyon and the other five industries to unite

in the attaixment of a comm goal.

The Recipe
To push the pranction, thousands at Winner Dimer” recipes fire
minted to be distributed at the point-of-eele. The origiml recipe
is rep-ednood here in order to indicate to thereunder the cm of this

motion]. mpeign.

Here's Your ,_ t - e . _
HOT '1‘! HMiRTI GEE-DEB}! HEEL...MAKE IT IR 19 MIIIUTES
ONLY 19¢ A SERVING

In.
'2!

HERE'S» ‘Ix’ZL’tT YOU Mi)

8 cos. olbas moot-om, cooked 3 toblcopoone flour

1 can Blue Lake Variety green 1 teaspoon each paprika and
been: dry mustard

Milk tablespoons butter or oleo
1 7-0:. con California tuna. cup each charmed parsley
in oil and pimicnto

1 tablespoon butter or oloo 1 teaspoon minced onion

é cup grated Pamesan or American Cheese

i..--__ A... 7‘ .91

l
1
5
i

 

la].

HERE'S mu YOU DO: Ewing time went in cooking. drein
hem; boil liquid ra idly until reduced to % cup. Add
ml: milk to mice 1- cope; reserve. Drain liquid Iran _
tuna into enucepang add 1 tablespoon butter. Stir in flour,
paprika and dry Imam. Add liquid and cook, stirring con-
etantly, until mixture thicker» can canes to e boil. Add
dreined hem cod tune; beat to serving unpereture. Ton
hat cooked macaroni with remaining ingrediente. To serve,
mn- Ieeu'mi crowd edge of platter; tun bean mixture
in center. mm: 6 earrings. It desired, platter my be
mm with tout out with cedde cotton

in an be seen, the Winner Dinner“ recipe he! on appealing
me! !a' the beatnik. “Rake it inl9linutee . enlyl” e
flung” we. the. recipe Attractive to the tine-cm” end

W heueeeii‘e.

‘ ..n; 5!.- —-.--T

.4, “¢.v

Perticipetien

n» Ir'thner Dinner', Ration-l Canned Green Bun lac-action,
flirted the first of March in 1952. It ie the purpoee of thie pre-
eentetion to disease neinly the prelinimry activities and can of
the room inn the field pertaining to the campaign.

31: induetriel. which were the Mieipante of the frmotim,
contributed time, talent, my, end specie). activities to the cupcign.
1'!- Aeeeeieted Blue lab Green Bean Cm", Iworpernted, of Portland,
Oregon, verticipeted team I who of canned green beans in after
to inereeee retail movement end consumption, end else to inaugurate e

 

1008 m8. concur advertising and pmatioml W-
flnGelitornie tumeennereeere tweddthttnxn'oblenefbr-
meted echo of imported tune, 1 generally elee whet movement of
dweetio eenmd tune, and e poetdeer edjoetmnt between expended
proceeeing facilities nod commotion. To etu't their long range

k2

”.muwmmtounmmm,mam
I“. with th- «in mama. in a undiluted "bud-dun wip-
MutuaamdM'

mmmmmmummmmmkum
w Institut- nmunung mm at mat-om product.-
Muwrwth-Monotmm. Thin-ohm
”mmmmlmgm. Mimi)» pmofianoffored
M an Oppa'tuinity to multiply their promotional dollar! “WWW.
Itmwwntmuemmd’cwwb
mmcmnmnucmummmywmty
mama-magma

Wmtmddnpmmtmm.umm—
math]: to find thru non-toad 1mm “taunting- «um:
thdtho'ltnnu'Dimr' mix». mun-mum,
th- at»). industry, "mounted by Unit-d sum Stool, boon- u
mmmmuwmwummmuottm
phi. Waugh it. om. thn mamtutmnz Andi-try.

Th. untrans- ot an Cu: Wutm' III-titan a: Inningtan,
D. 0.,intothoprmdionruu1hdtruhobu1a pouch" tint,
WMthmmvmmgom-wttommwm
diodwmmn,unml,wgrm1hovmldbummholp
m1"; mad mail, the “Huh interest of tho an ”unnatural
ammunloptbmofunommsbywmnmmd
Mmmhycmrl. Traineraaaaduluorwcamd

woman would tuna-cued); nun mater Iain for tho container.
M1". -

fl. Wt “803an at 8“ 131030, Warn“, with th
opt-um union of anamor- O!" dock hund- on tum bouts, dooidod
thtinthu suntan-1mm mammuuaumu
umnu cmmntatumdm, MWomnng
M to own- than um boats profit»): and Manny. my
Jamil fol-wow with who Canton-nu tun: um co oontribnu Johnny
“unnudpruotmuhwlp “waterways-mm-
autos-n.

It 1- "that Ira: tho chm proclamation that “though A11
Midfiung “Win do not benefit mnly tron thw m,
adman do “an. to each induwtry with a wink“- at capital out-

In.

Marti-1n:
Hatinlproaummtuanhbomwmwtom

null-u- md consum- without : banned prom-u of adv-flung. It
a not may thw quantity of nonwy ucuwibh for aim-tum w:-
pondnwru flat spun! wuccou, M “that tho quality tad traumas
«mmaagwmiodtoflnm. chumatthonudfar
quality in m musing mango, "had display practical! to-
eanpnniwd by mipu haw "and «partly pups-ed Mining
wupprt. ,

Tho olmntl mod to lucmplilh the objecuwu 11am to:- nah
industry include tack and commu- wdertiaing, consumer education,
“1.- tn-oohnru, portfolio. with prawtlonnl mat-rm, mun—Mum
”1” now, mutating point-of-mhan maria]... Ind dirwct

if
,"

 

Us
nu. M Guyana were eleo need to ennet the eooperetion 9:
mm, retell grape, cooperative, eta-pare“ chains, and in—
depeulent retailers.

Tb motion wee basically (inland to be most effective in
heavy warm. max volt-e, fut turnover retail outlets such ae euper-
lee-hie. eelt-eefliee, end Clue “A” retail unreal

Gravel-rude paper advertising..- damnepommdbythe
31. lib Green Been Cemere in eleven trade main: with e cit-eunuch
e: 378,000, beginning with the Gotcha- me at 1951. hang theee mm-
pwbneeuee- we the ”were. Green, Super whet Wining,
Inna-e1 Oueere Bulletin. can sure Age, can sue. Ileneger,
Volume” end Deep-renew Insane, road emu. end others. 1m-
uwde peper durum nepeign we W hy the learn:
Manta-31' Wan 1n reginuel m mine m
Feb-new end lurch d 1952.

wmmm spearheededbytm-ee full-pep enla-
mummmdmuunmnarm, 1953.!
heeftheeelcedmieennteeppeuwdinthehrchmiem.m
were-need by mud Stem Steel Cum. the other measured by the
“muted Bh- Ieke Ween Been Gunners. The Magenta emu-erect
ineequneetoprevide mmumremPendup-ot. mun-drun-
yegeeeleeMe-emwee epmcedbyuae Gamma tum mama-y
“mwmthemchslumotm. Eechefimrtiunentm

I UTE-'3 '1' «me ere theee chained ee modern eupemerheto.

LS
ihnticu in [wt except fcr the 91;,th at the bottm or the
page. One or these edvertiaemen’u has been reproduced in Figure 1.
Total readership of these time almost idmntioal advertises-eats we
estimated to be 69,000,000. The cmentration of thil oolarful emana-
edmtiaing in Life magazine in me manth m exzzected to Item: e dreams
fame to eonamar purchasing;

Life magazine itself cmtributed to the calamign Waugh its an
em: twee. 11" retail rial-i mmhandieiag force of Life magazine,
thirty um covering; fifty gwizxcigel markets, were supplied with all
the sales tool: available uni were weighed to acquaint tlw trade with
the motion. In edc‘zition, Lire mailed In mice of time bulletins
to LED key executive: in the food field to etimlate their interest in
the practice. the cf these bulletins wee elee nailed to each or the
We of “3530 food organization, who operate over 130,000 re-
teil «Em, end suggested that they tel. eduntege of thin mundane
Wining event.

Additional comm edvertising on e load. «- regioml "level
we echeduhd by 22; macaroni mmfactume. since each empeny'e
individnel Weill not be npz‘odueed here, mm of the ed-
wertieing 302: which was accmplism will be mntimd.

The Killian Mani Campamr 01‘ Shuttle, Haanington, scheduled
e. Mirna television dasmtmtim e! the mizae m can):
flak (hiring; the practice, plus 6370 lines a! black art! white m3-
paper edwertiemente in 32 markets far It total at 256 internals.

The Cremette Guam e! Simmons, imam. plant-M resale spots
end men recipe edurtimmnte in over eixty urinate, plus a live

h6
4.

     

O

, lay Ie gel elleeu fer Ollie

~. .“-.~ BLUE IIAKE GREEN BEAN ‘

Inner dinner

.wifll canned tune and macaroni!
5 I"; " "‘-

make itin
[9 minutes

fironlg l9¢
a serving!

 
  
 
 
         

I ee elec- IL cool-II

l u- IIu hie gI-eII been:

III?‘ n- rel-lune In.
In.“

      
    

   
       

I :Nuw- '““" " I I- I
uneven“. “ Inu-
‘...““"".' '“ puma rum-u. II. "A"... ul‘fl ‘ I ,1 n' 41,
I boll III“ '
a 4m belu-
Dwrllll “I“ “""" " '°XM".'-I Jun m“- " "' 3:2. “'1.

      
 
     
   

‘ g rue nM
"‘“fir‘m. 1....“ {mm IIIII- I “I: Effiza A3}: III;IIm 1-0“:

 

{mm-III. III" "<qu- n
gm." emu :1"; all pIum-_ IIIrII been. M\:":::.I.d
VI Inn. mil-"Inge n 4.. 74'. ,mu . u,
TIY'I-nu m .- In I- .II "In. «I

1’..- en no "M“

     
 

 
 

       
 
 

From I-Idl garden lands 0! the Wee!
come these wenderlul vine-tender

mi? 433.2,. I.“ “‘w
BLUE LAKEMGREEN mm.

 

In A blue moon I: nun ndw-IIum-I I'IKUOd l‘flllll‘ lulu~ ('rlmuwd Ill’l I||l'l||\. II.IIIIrII mm” I...“ g "I... .
m“ "Hz” "I" :'""l"h&“"' M" "I’d 1":“1' "m“ hm. .. "Ir "III .uIIIIrIII. ..|.. um... .. ..,.I..I ....I
3“" ° ““1"“ "d ’ "d “M“ "“" ' "”‘“”“' pmhd II III. my. ..I I... .....n ...«I. n.1,...“
mon- debt-ou- II-Ik runn- IIppI- tum.
be good . . . ~.-.III1I. III' (I ll I\I>fl1l Ir”... III. Mn. mum:
to.” bred mu; I-InII In. nun-ind: ilII-l' \_“.~||H\_ [Mum 'ka m” (”’1‘ .. ‘ ,
pmud you" [Inn- pm mi III-um IIIIIII Ir" u-ru- III-um
III III.- u. n! H... I. I. \I-I
‘- h-dm...uvuh

lo we
‘l‘fld’e'h IIIIIIIIII-III pal I- the III-u (um um .Iml- III

.IIImII y. .I U I. II.

.\
‘7/‘1

I." LIII illll IIII

    
     

 

(Z nun In ~_I

Theflfistocmtofamenfieans

Figure 1. An advertisement in Life magazine
supporting the "Winner Dinner" promotion.

1:7
Mica that in flirmeagolia and St. Paul. The Gooch Food Compam
of Lincoln, Hebr‘uka, scheduled spot. announcements on 1:3 radio stations
in tho Kidnat and Southwest during Earch of 1952.

Tho Can Wutmrs' Institute provided two consumer publicity
mm. On: It! the continuous month “tor month release of photo-
mph. mipu, and uterine on green beam, thick: «calculated to
In W circulation of torty to fifty million each rook. Super-
hpooad on thin continuing wagon, was the distribution of additional
toad tutu" stories, photographs, and recipe-norm idou which an
muon- of tho basic “Winner Dinner" ccmbination of green beans,
«mud tm, and elbow moni.

Additional columnar publicity during Baron and April I33
”ti-stud to delimit I. circuhtion of 100,000,000 In «ch month.
Comm-or publicity and education material from tho Can Hanufactnroro'
Institute 'hudquartoro omrod the ramming categories of publica-
tion! and information contort: 2,000 daily and weekly momma;
1,500 diotitinno, hm- oconomistl, ham service directwa and free
hm. trim; and 6,500 daily and weekly mapapera through national
you Indicato- one): as United Press, Associated Press, Inter-
mtionll Non service, Remapaper Enterprise Associates, Western liens-
m Union, and others. .

Gm 359 radio Nelda-later! and 7S toloviaion Ihwa dosigmd
{a Mrs Into supplied with food and menu foatml. Seventy-
{in natioml main» including vmm' service books and thou
gun-rd. again» with food departnenta, :3 well as magazims covering

ha

tho {an and mi mu with apociuliud editorial npprcnoh, '01"
the carved vith speck]. material.- wd unwed photograph“

hay mi]. mutation: prcmptly Joined the campaign with their
an tin-in Ming plans. Van’l Granary Gummy of Lao Angel”,
Gditomin, and doubl- ou' card- in colu- dnring Ila-ch. Bod-1
W of Ariana! ochoduhd bony nonpspar admrtimntl for the 3‘
“dimhn,ududidt!n8uh0p0upmyuffiutnlo,ln!ch
mmud Blu- leu mmwmonuim rcpcrta
fro tho tum «man who cmbinad unu- hnnd amusing with the a.
«mum:- Mcn. 11100.11!qu MWCW
”pa-Nth”. «Bo-Donovan“ T! mam-imam)» oath-Walt
Gout, ta- : attenuation of the dish, and t 'bw it 5t you- favorite

I“ - -¢'
.,
.

m'a’ plug.

HM, th- pruotian madman-tau tux-aimed hoo-um mout-
«Moat-hit. comm-u- Mmmuthmmdglm
photographs, thru utl. ”die copy, and photomphl mum to
hind-ion u. and tnhwiaicn omit): far all pu'ticipnutl.

 

8&1“ Fraction

Om twin hundrod ulu agents, ulna rcprountativu, ind
WI of tho nub-fl of the “omitted Blu- lah Green Bean Canner-
group var. wovidud with . dclm 32-1350 Ipinl board salon pwt-
£0110 in color, :- 3 can tool to hclp than ton their .31» atary'
to thoir autumn and pramtin cutouts. Supplmnting tho
uh. pa'ttalio and by the uhmn at th- mn bun. 031111011, 3,500
“I kitl m the wowed fer attribution. Each “lama

149
repreeenting the 21; macaroni manufaotm-ere, the 12 tum camera, and
other ptrtioipnntl tore issued a complete «111m: kit fa' use in the
reteil field. ’

hob “he kit contained e Specially prep-red Ina-page brochure
oolci‘ully illultnting the advertiling publicity and point-ot-
purohue Intel-in]: which node up the praction. The Itory of
potential extra ulna through the use or prwotioml effort lt the
diltl'ihutw-retailer level was eta-eased. Each “Demon's kit mo
oonuimd e not of order bhnke for imprinted um display phone,
on! flfiho for the «low thioh more to he left vith hie om
suggeoting how these pieces might he need in display, on oholvee,
and in minions of related item wmotion ideas. The kit alto
oontnined the “vomiting materials, previously mentioned, for
reteilore' a- distributm’ use.

mu selling tool: were distributed at Joint macaroni, two,
our! men bean aloe meetings held in itlantio City, W, Kenna
City, St. Louie, Cincinnati, Himepolil, Chicago, kmphio, Fm‘t
Ia'th, Rev Orleans, San Diego, Loo Angelou, San Frenciooo, Portland,
Scuttle, Bolton, and flew Ion-k. The average nttondnnoe or salesmen,
broken, and augment pereomol at thoee meeting: was about fifty,
but they represented opprainetely three thoueend ulna pornonml.

The “in matings which covered the lubjeote of advertising
end publicity, denonetreted the use of the sales portfolioe, illne-
treted the use of the point-of-pm'ohm display material, explained
the merchandising force of Life magazine, and Ierved a "Winner Dinner“

SO
dieh to everyone who ettended. At theee neetinge uterine were else
ellcceted to company headquartere end to organizations which bed
errenged apple-eatery eelee mating: with their on pereonml.

Pointpobpwoheae display materiel: tore prepared end assembled
in package or kit in. Every kit cartaimd 13 pieces of display
itm of eeven basic designs. In other words, multiple unite of eome
it” tore provided. All material can designed after conferemee
With retailore ard chain organizatimm no that it reign. be most unable
and effective.

The thirteen item would enable a retail “we to have three
shelf features, three individual product displays, one routed-item
diepley, e cash register recipe dispenser, pine poetere tor Iindae,
wells, or for wire hanger use. A total of hl,500 of these kite eere
prepared and placed in the hands of the retail etoree which had agreed
to feature the recipe “motion.

In eddition to the materiel which one provided by the Aeeooieted
Blue Lake Green Bean Cannere group, other participating companies: '
enpplenented the pointn-of-pm-chaoe kit tith locally printed etore
hermere, dieplny cards, recipe leaflete, end dispensers. National
Food Products or How Orleans, Louisiana, and Star-Kilt Tune of .
Terminal Island, California, printed 5,000 store ME for nee in
the Southwest. The Creamette Cmpony printed on additional half a
million recipe leaflets. Haas, Baruch Canpeny of Vernon, California,
mowed h,500 color posters for their retail cuotunere.

 

51
totally there were shoot s. thousand distributors, chains,
groups, on! cooperatives who tied in with the "Winner Dinner” pro-
motion. Among the list of participants were zany well known organiza-
tions Iho ere allay! in tin forefront of support and work on big; ner-
ohuxliling events.

SW?
The colossal work dons by netionel organisations to pranote 1. §

1s“:

recipe including their products warrants the careful attention of the
reteil unit. Here is a well coordinated nationally prcnoted campaign
requiring thousands of dollars end prmoted with the capable and expert
Inns sveilsble to these concerns.

It is sgain the progressive merchant who will realize the prospects
in each s pronotion and till not hesitate to devote tins and specs to

 

ettein his share of increased business through the use of these types
of practicum

In order to appreciate the magnitude of the campaign, sane
further tests will be presented. Eighty-six brands of Blue Lake
Green Beans were represented on these printed materials, as well as
61; brands or Cslifm'rde tune and t6 brsndl of elbow mcsroni. A total
of Us states are covered with the distribution of display material in
21;? cities.

In some]. dollars that were spent carrying out this specific
recipe pct-motion and tin products involved, the Aggregate cost for
advertising, uterine, end special activities surpassed the $500,000
lurk. These were eotnsl dollars obligated {or materials, advertising,

em

 

$2
publieny, and oranotion. The figun does not include the total mn-

haura of our 1,000 ammo of tho cooperating macaroni manufacture".

Thou retail representativu were assigned the Job of octmlly building,

diaphyl and arranging tie-Ana. Their salaries tad upenses for the

month-long concontrated promotional work represented wall over 3- 50,000.
To odd emphasis to m cmpaign it should be stated again that.

the promotions, expenses, out! the promotional work involved var. con-

mounted into one month of peak activity during Hatch of 1952.

 

' ". 'FfiL‘TT'f’E

'3‘”

CHAPTER VI

FOG) PROCESSORS' AND flNUFACTUREEiS'
wow: WITH RELAfl-SD DISPLAYS
Groom of tho Rolotod 1:13pm
Ewing tho loot decade, tho food rotoilor boo observed tho in-
caning intoroot which wooooooro ond numtoctm'oro of food prodmto
hon dovotod to rolotod diophyo. Tho phonaonol upanoion of this
urohordioing idea has, in turn, inprooood tho “tailor and has undo
. his oonooiouo of the acting oucoooooo onoountorod through moo dio-
plow-o
thotoodyo-ooooowoomnmtocturorooorooto'otopo ohood at
tho ouooiotiono in working with ond in roolioing tho oopobilitzloo of
u:- nnm «mm. W thoir om ond with tboir distributoro'
«1......» proooooa'omd-nntuturoropinodmoutothontoil
otaoo. Although thow voro olu in odvonoing thoir rolotod diopm
M ononotiomlbooio, tluydidphnoocooioaoltio-indiophyo
Ihiohooroocbd up by tb ooloouon.
liththo wooing o mg. patina atthowa'k in tho only
otogoo of tho rolotod diophy, tho idooooo into-mood intotho otc'o
in o omniont manor. During thio initial otogo, it no moro 113mb

 

ta- tho diotributc a ompony onlooman to combine itono which belonged
tothooumma'lomfaomthutounito thopruluoto aim
urolotod om. Em, u soon oo tho tin-in dioploy boom
bottor known, tho ito-o cubinod ou'o ooloctod mm: in o pottorn
Muldomtthoottontioaotfl-Wnthorflnnmtho
principlo of cm affiliation.

Ivory indicotion points out that it was the processor and
mm who did much of tho woliminory work in prmoting tho
aloud W. In spite of this they comet really be considered
oo tho {moot groupo rooponoiblo for tho notion-mick campaigns in-
volving rolstod displays. On o notionol booio ond particularly with
roan-d to sdmtioing, thoro is ovidonoo donoting the oxtonoiwo support
which ”locations hovo givon to tho related display. Lacking :1 large
solo. (coo, tho «location diva-tad o largo port or thoir oxforto
to tho nodiu of advertising.

Fran o dovolomntol wiowpoint, tho offarto of tho food processor
ondumtoctmdidmhtommtthopomloritwotthrolotod
display ad to ostoblish it among tho successful typos of displays
that on used today in tho rotoil lovol.

Purpose
Displays oro considered on ono of tho best ways to omngo con-

mowinghobdto inogroooryotoro. Itiointho otorowhoro tho
£131 bottlo for tho consumer's dollar tons plus. Advertising my
orooto demand but o prminont display to o noodod companion to motor
solos. mo rooliootios of this condition hoo pranptod tho prooosoor
ondnumtootm'ortophyuptotho consumer inowoythat iooon-
potiblo with this oitnotion.

n. donlopnont of tho oolfcoorwioo otoo-o boo brought about on
W alumni: on displaying. Food proooooa-o ond unuroctmro
toms! thot it woo mooooary not only to ooll thoir produoto to tho
rotoilor but Also to participate in their merchandising. Every

 

supplan- dotootod tho and tar motor mistonoo ond «emotion
with tho "tailor. Ituo boliovod, ondwith good moon, that tho
lsootion, o1so,ondurongooonto£thoir itmowouldboorotrongly
on tho woluo o! ooloo. Eminent dioployo woro omidorod on in-
pctontowomotolorgorsoloo.

Inooolt-oorvioootco.norohaxdioomothoooovondontlyand

painontlydisployod. Iiththiop'oniooinnind, pronoun-sand
Wmmudowotodomidcobloottontiontotmdupm
function. Amthonootootivotypoootdioplqowhiohthoyon—
ems-otthoro‘toilloulororolatoddiophyo. Liotodhorom
oovonrouawhiohoxpmnthommtohindthoirpromo

l. Bolotod duplmmrogordodooon mollontnoano
dmmbwdnghobdtoinogroooryotoro.
Mumumponoiblotnthomtplmd
htbmhroddioplqlthotcanhomtinthoro-
mm.

2. mmntyotorolotoddioplovtomtoproduot
thottonotopptioinginitoolfwithonoppotising
mmmnonhpa‘tontoonsidorotiooin
thoooootoaohodiopm.

3. Wd‘rohtoddioploysoroofinhtinatwo
ooh- cganisotdon. mo tio—in giro o romantnivo
thotalkobootordmoontoootra-xgmoon
twdiopJuinchrgoqoontitioootthoiton.

 

h. Annmuophyotrunogomouppmmmu-o-
dnoingomwitn. mlm'nomgflmmmu
lihlytouoindiotributdat.

S. 'horothonomtootw'ornoodo toottroot ottontionto
Monodoot,inomondomiontoonnonthoro—
htoddiopmin'oonmtianwithorooipohoonnoh
ooritfcoonoidorotion.

6. A rolotod dioplay tits portootly in tho nodun supera-
oorbt. mmdnoiploofunimmioo.intho
W Go? Winn 1' b1 swung II “who.
Monologmolproooduobooouooslltootcodioplm
dooollnorohondtoo.

7. Aotrmnotionol nnwmwmvm.
ouooootnlootonowmizanoothorotuhtoouhim
thooouoitooooototwooooooioooahdominitiotivo.
Inoxq mot, m wodooto onbimdwinroooivo on I
ottontioni’ruthorotoilorondoutuor.

thooooovonrooooooorothobookbonobohidthouootthoro—

lotod display by tho proooooa- ond nonuhoturor. Tho nlotod dio-
ploy,oohooolrood7hoonnontiomd.givootothoproooooooofl
oomtootororooooootothoutailotmondholpotoinmtho
rolotionohip totooon oolom and ntoflor.

- - “—5." '7 —'7r

 

Devolopaont of Cooporation
Tho gipntdo took involved in tho notion-wish promotion of o
rolotod dioploy roquiroo tho ombinod oi’i'orto at tho portioipoting

57
oreoniootiom. Although it is auto cannon to find o rolotod display
pro-cum wortahon by o oinglo oonpow ot tho proooua' «- nonun-
tootu'or lovol than ot tho oosooiotion lovol, it is still tho pro-
doninont patios to attempt o ooohination with another food empow.
lhooo occasional unihtorol W oro oodo poooihlo because of
tho dimitiod linoo prodoood by lorgo food processors and nonn-
WI in comparison with tho linitod intorooto of tho food
ooooodotiou.

though coollont distribution i'ooilitios, tho proooooors and
namtoctuoro oon carry out promotionol unpaigm uoathly. Unliho
tho uoouiatiom, they do not dope!!! upon tho Joint often-to oi‘ 0th:
food cumin. 0! om, thio inhoront odwontogo hos not mntod
tho cultivation of unitod praootionol oonpoigno. ind for o good
moon so, inworhing togathorwith othoroanpanioo tho maizn
can ho conduotod ooro otfioionth, om oconanicolly, and with
hottor results. Tho ombinod oftarto out two wall-known ompondoo
intho pronouonotorooipo m-norohoxdioingidoowmldtomto
orooooandotinuloto too motor oxtontboththorotoilormd tho
housooiro.

Food omponioo hovo rooliood that thoro oro amorous odvontogo:
to ho onjoyod through o oooporotivo campaign. is o rooult of thio
knoolodgo, tho ooJority of rolotod display prawtions in tho put
hows hoon of tho oooporotivo typo. Tho oaooo which oro included
lotor inlthio ohoptor oro roprooontotito of couporotivo motions.

 

Gonorol Ohoorwotiono

In tho poop of food husimso cmponioo prooontod in this
ohoptor, tho oolomn plsyo on inpatont solo in tho tins]. moon
of tho solstod display proactim. Bo is tho intors-odiory hotnon
tho hoodqusrtor'o onthnsiootio outlook ond faith in tho mung
ability of tho ooopoign ond tho rotoilor's rolnotomo to dswoto tins,
onoog, ond opooo ta- tho pro-notion. It is truly o took roquiring
oonwiming solosznanship to soil o now idos of displaying to tho ro—
toilsr.

o notiooohlo lock or stotiotiool intonation was found to ho
mount uong tho food processors ond manufacturers, so with tho
osoooistiou. his discovery was unoxpoctod. It was bolimd thot
tho proooosm ond monuhotzmro, with thoir utonoivo distribution
system cod capable salon staffs, would ho oblo to omu'ihoto odoquoto
statistical dots to this study.

Thodotowhiohsro prooontlyswoilahlo oro insdoqusto toruso
so owidonoo in convincing the rotoilor who is omowhot roluotont
to no tho tio-in display. Tho dots noodod m slowly flowing into
tho cuponios' hoodquortoro. m oouroos sro rosponsihls for this
limitod infatuation which is "turning to tho mniutiom working
with roloud displsys. First oro tho rotoil ootobliohnorrts which
honrosliood, thromghtho tis-inpraootion, oninonoso inooloo
volts-o. Tho oooond sooroo which oust ho loohod to as holding pruioos‘
at hotter control is tho solos-son. Tho salmon is in o noturol posi-
tion to out with, room-d, and tromlsto ooomtely tho roturm m-
41.me sot up in tho sta'oo.

 

Coupon“ sre presently obtaining most or their information
through solemn. It seems that every effort should be exercised
to encourage the systematic recording of sales results. Although
tho Isles success stories are not widely milnble now, the saloo-
Ien do mks use of their infomol observations and experiences Iran
previous rented displays in convincing the retail units 'shich they
servo. Hero will be soid shout the sclomn and his work in Chapter

VII.

hark of Large Organisations

All the companies, which make use of the related diaphya, have s
definite approach in handling this type of promotion. Their size is
to reach the consumer but not berm howling told the story to the
retailer. The cooperation of the retailer is indispensable for the
successful outcome of my promotion. In the cases which are pre-
sentod lster the various means by which different companies matinee
their campaigns ore stressed.

1.‘Jith little mistion, most companies employ the some facilities
in supporting their pmoticns. The five cases included in this
chapter indicate once of the proviouly mentioned objectives, pro-
cedures, and specific obsemtions.

Durkee Famous Foods Campy. mo Durkeo Famous Foods Cmqpemy
hos found routed-item promotions to be effective provided that the
theme end recipe ore timely and ore simple cowgh so that they con
be graSped by the housewife while hurrying though her shopping.

 

The products manufactured and processed by this organisation
include coconut, spices, and e Condiment-Dukes Famous Dressing.

All these products can be classified as specialty or semi—specialty
items. hoover, they are seasonal. Coconut moves troll during; the
fall and winter months but slates darn during the spring and owner.
Durkee's Famous Dressing, although used in awe hams on all year-
round basis, has its peak during the manor months. Spices, depending
upon their classification, are also seasonal. me related display is
an ideal smooch to off-season wacotioml drives.

Tho related display promotions of the Dm‘lcee Cm fall into
too olsssii‘ioationsz

l. Renown; sdvortised related practicum.

2. In-tho-storo routed-item displays.
Nationally advertised related-item proactions are nsturslly carried
down to the 'in-tho-stors" level. Because the in-the—stm displays
would be too nmerous to mention, they are not included here. They
are mainly tho product of salesman-retellsr cooperation. To show the
work of this emperor, one of its rationally sdvertised related display
prmotions will be presented here.

Early in 1952, can. Famous Foods cashimd with 911nm um:
in s Joint practice: I: the CHOCOIATE mom BAR Idiom-E. The recipe
supporting this pruotion was s $10,000 sinner st the Pillsbury Grand
fictionsl Baking Contest. Printed here is s. reproduction of the mango
which no incm‘porsted into the bcsutiful consmer advertisement show--
ing Durbo'o Coconut end Pillsbury's Best. The recipe, of course,

 

 

61

as conspicucmsly placed in the advertise-cent to catch the reader's
attention. The message which is reproduced here was sloo included
in the prmotimul 511th which was distributed to the cooperating

reteilers.
This old fondly recipe makes such wonderfully crisp and

delicious coconut bars that it won $10,000 for lira. Sada.
It's yours for free to surprise your {wily with tonight.

One secret of its success is that the recipe calls for
the new coconut that doesn't dry out - Durkee's Steyrnmh K
Cocomt. Stays fresh twice as long as coconut ever did
before. i
To the retsiler, Doritos Famous Foods sailed s. folder consisting
a! point-of-esle Muriel, nets, recipe leetlets end genersl Moms-
tion regarding the promotion. For emple, the retailer ens informed
about the proper tie-in dates end use given s schedule of the adver-
tisements ehich were to run in nationsl ugssines. Pictures of sug-

gested display eetups sens included and s business reply cord ess

 

provided to enable the retailer to order additional mats and display
materiel.

The mesage to the retailer, "Dwkee end Pillsbury Get Together
on s Two-Pieter! Rented-Item Promotion", we: sell pictured and ex-
plsimd in s folder nailed to the trade. I

The Borden Food Products 0mm. This cwpcny relies strongly on
the recipeoeuppa-ted related displsy. They have found that the best re-
sults can be obtsinsd true s tie—in pc'motion where two or more products
can be cabimd to ash s recipe.

In «do: to illustrste this cmpsny’s work eith related dis-

plays, the writer has selected tin Hone-Such-Crustquick Prueotion
which the Borden Capeny hes continued for the past four years along

62
with Osmium. Theyrasotioeinclnded Baden's Baas-Buch-flinoe-
leetendOem'elnneCmtquickPieGrnetlh. Durinzthesetour
mammawmunMnm. m.
fdJainzpodnfllietsdbremta-themoseetindicetingtm
nebepetthieeeupeizntratheeeleun'ewiewoint.

1. Amphbpeohgeofevsilebleeeterislweesmt
sleuteslltheeslesrepresentstiwesetthehorden
Cm. Psrtetthsnsssege tethrepresentetives
resdesi’ellmt

his {elder sonteiae the advertising man {a
Rom-Such and complete advertising em! promotion
plans for the hone-Such Cruetquick promotion in
cooperation with Gemrtl Hills. While this is the
(math year we have coopersted with Gems]. Kills,
our plans this year have been improved seleewiee
by the eddition of the tanning:

1. Double spread in Life.

2. Addition of redio em television by both
Borden end Generel Hills m their re—
spective prowl.

3. For the first time the use of Betty Grcohr
es nominated store displsyhythe 800
Oemrel hills solemn. Betty Grooksr is
thebestmoenhcne «mist inthetcod
field.

Ageinthis yearwswillm our sensatioml
Steering Pie Display which hes been imprmd so
thesteanwillooeetm-oughsllumnnts inthe
pie end hence suit more ada- end ettrect meter
ettentim.

2. he regs-seentstiweeeuw pruidsdwiths precise schedule
at rsdio sad television prom end spot emu-cine
which were to he spouses-ed by the Borden cm. spat,
W suplss eere slso sent slang.

 

6.3

3. A wide variety of sampled for the Crustquiok "laincc

Pie“ Ch‘oocr Features were included in the folder.

on salesmen wore in turn to take the rstsilcr'o

ader end supply him with the point-cradle material.
h. The salesmen were slco supplied with sample advertise-

ments which were to spreer in nstionel maniacs.

Pictures of. suggested rented displays were sums the

e .a—n q ”#11

eeterisls provided for the practical. Also recipe
dispensers were eede snilsbls to interested eta-es.
The finesse with which this practice was planned and csrried
tothersteilershcwsehecmoundctexperiemssndfsithinthe
yogi-en. A picture of e suggested related displsy is reproduced in
Figure 2. the Baden Cmpsny distributed s wish e! such suggestive I
pictursetoguideendblpslcngtherstsiler. Ibepictureinl'igurez
indicstes clesrly the specs, point-of—sele mterisls, end mount of
eerclundise needed to build the display pictured.
Emthcughtherinslresultssrenotrurnished, thersctthet

fim .—_..,-.—— . ———.-—.4er-s..
I
I

..

these two lsrp capenies hsvs ccntimsd their work with the seas
related display yes: ertcr yeer denotes s certain amount or respect
shouttheeerchendisingehilityctthistype ordisplsy.

Ceruticc Cm. me Csrnstion Canpew adheres closely to t}.
policy of basing ell promotions on recipes. These recipes ere for items
whichsrepestla‘imprmdbythe use ofmpa'atcdmilk. Inthe
winter-tile ths Osrnetion Cmpuv promotes been belted dishes, while
intheeurlathethsyere inolinedtoprmoterecipes thetsenbe

I aL—«um

   
        

(— Life ed blow-up

leg

(1
F
l l '0“

f ,
“ 33-i-

      
     
   

m“ «All

‘i

ll.‘

   

    
      
 

  

l 00- lo
\‘cl'lxv‘i
L.

G C“
‘ H, ,

it

 
 
 

1,,

    
  
 
 

s-

     
 

 

hf:
K

J;
‘l

AX" 1.3%.}

\ "(I’,’\ '

  
 

I".

II

A? F“ g; .I
- ‘1 'frl': \‘t "It‘ll

\

732
.‘ \t

I

Build displays like this i

None Such Mince Meat.-
10 cases 9-ounce
10 cases 28-ounce

15 cases 0 Floor area 86" x24"

figure 2. As suggested related display for
the lone-Bueh-Crustquick Proust ion.

 

65

tapered on top of the stove or are considered s lighter food. ~
During hmnry end February of 1951, the Csrnstioh Company tied-in
with tb escsroni moutumrers end cheese industry in mating s
recipeteresosrcnisndcheeee. Inthe swing untiedinwiththe
hsby food industry end other mmfsetmrs of products for babies,
in en Intent Feeding Fraction, which wee highlighted by Nations]. f
Beby took in May. In on n11 they worked together no: the cslue 3.
mindnltryonepromctdonfa'mekingoskeewithgreperedcekem. :
During Umber- snd Bomber for some]. years the Carnation Calm
hes tied-in with u:- pnpkin industry featuring s napkin p1. recipe. ' , 5

In the early port of 1952, the scum cooperated with the pre- m
pered mine nix industry on e promotion for making pancakes with
evepa'eted mm. This type of tie-in m most. effective am the

 

holidsyswhenneoplewere tired oi‘richfoods, sndetetim when
stuns were cert-yin: mg- stocks of pancake flour.

‘ The Cemetion selesnen work on s eh to eight week coverage of
‘their territwiee. In this reason, the company coxflucts five seda-
unuc p'cnotioes e yeer. During an of these pro-notions, the three ’
hundred esJes-sn built app-motel: 30,000 displql.

I'm- the aeration Company, promotions ere measured by the number
of disphys end tie-in sdvertisements they get for the coupon: rather
then by the volume of milk they sell. The success of these tie-in
sdwertisenente often depend upon the amt of cooperation thst cen
he obtsimd true the eocpm‘ating imiustry. Usually, this company?
ties-5m with items carrying a larger percentage of profit but which

ere elm nosing. The fast selling milk helps to sell new of the
nurturing nets, thercfwe, it is of pertictflnr interest to the
grocer.

It scene from the shove discussion thet the demotion cm
is not prinrily interested in also increases. 1711s picture, hm,
is not indicative of the entire stay. The fmdmntel reason for
this company's use of the related display is to display grominently‘
OsrmtionEvaparctodHilktothe comm. thugs relateddisplnyis
we of the'hcct imam mthods or sttrdctim custmcr attention slsl
inducing purchase either st the time of the display or in the future.
Indirectly then, tn comm is striving ’tanrdn e com education
and practical program to indicate the uses of its product.

IctonflSslt Compaq. The Horton Sslt Compeng is somewiut of en
old—tin:- in the rented-rites merchsndising busims. The related
display technique hes been on integel pert of the Horton Selt
Omytw'l genersl prope- fcr the lest fifteen years.

mine the New“ the related displey? The basic
reason behind the mm quite simple. Theywsnted to sellnm
sslt then their coupetitors end with that gcsl in mind they sttempted
to get their ssit "oldest“| to the custoeers then their limiters.
To effect this change they tried to help the grocer to sell other
products, and in barn their product was used in the display. M
it been. min for the shepper to see and pick up the hcrton Sslt
new.

Elem-.117, there fire other more intangible advantages of the
‘ relsted item spprcech such set an apretising smoothing in

 

6?

Was I reflect. theteee net eppetieinc in ieeelt, the en-
mugmunnmmmmummnmnn
WNWetcmumimmdinm-motmce
mmmmumcmmmuemmmm

mm,msumtmmmmurmu
mum,eheuinmetemehmo ”thine-«min
meammmm1u,mummum
wmmme.muutmzymwmt1u,m
my, ehenld be euething thet lend- iteeit to being diepleyed
nth-us.

hemmecum'emnuwmenemly
mutualitmntnhtedituetceeehm. Mfume
mamammewuwmmmm,um
m,in£bewmgeeineendeneeedecpmo

A let et a:- 1952 rented diepm cabinets.“ the were
Wbythelatacmms

Pinto WI MM); Hench... when»

WW: Aye-11 through Moueu'mvegeteblee

mum. Myth-ugh September... mm-

Feu-th We Metres-WW... payed-nemepplee

mummmm,mmwuumm
muwewieeydmmummtwuuvithcuthmt
duel-we. mammal-m truth-good Wuhiened‘eire
WheheR-eefle. mmunmannppnoduwm
unassuming taue.whiehereneedtoader euppliee far

““2“? 4—" “.2: ‘7"”_l?w ‘

,‘m’fiue 7

reteilere. Finelly, the list or the netionel advertising media to
be employed 1!! cmpiled end mailed to retail etorea to eclicit their
pertioipetion during the paper periode.

Amour end Cm. Amour end Cmpeny through its nation-aide
direct eta-e delivery eyeten neizmne e elm relationehip with the
reteiler. The Amour enema lore the grammar}: for oil etore pro-
notion. To better underused the eelemn'e work eith respect to
hie individuel practiom 11th hie cuetmere, the nine pointe out-
linedhereeretbprelinimryetepe neoeeearytonrdeeetore-Iide
Fractions '

1. Select the beet proapoeu for “a etoreaide penance.

2. Cell on the retailer and propose a etore gnu-motion.

3. Diecuee the eale eith the Armour sales manager no as
to elert e11 department Made on the npcaning sale.

h. m'der store-aide sale “mun.

5. write the eale wder.

6. Plen the advertisement layout with the retailer.

7. Establish e depeuieble delivery eohedule.

8. Help the reteiler to decorate the stone.

9. Aid the retailer in building inothe-etore displaye.

In this new, the eeleonon oomentretee hie pronotionel effort-
vith e reliehle end progressive dealer. There in e mutual intereet
“been “heath-retailer for the success of the promotion.

Aeide true the individual prmotional program carried on by the
“ll-men, involving related diepleye, the Armour and Company sponsors

 

69
mtioml practicum in cooperation with at!» neticmelly knoen food
“rectum en! preceeaa'e. The ml procedure with these prono-
tiom ie to prepere e eelee folder vhioh ie phced in the eelemen'e
Ille- boot. ‘Ihie folder ie need to acquaint the W with the coming
pectin. ihe eelee folder cmteine e popes-ed advertisement which
in to eppcer. in the tine eheed, in certein netionel medie. Tie-in
ute end point-oracle pieces are provided to interested retailers
tin-m2: the edema.

With the incur and Caspeny emulation, the ulecm scene to
"Moth linkbehentheccmpeuyendtm reteileta‘e. This
pereonel content presents e tremendous edvmtm over other ever-nae
mileble in reaching the retailer, it properly need.

3m"?

Minn, edditionel eeeee could hen been included in thin
ehepter to indicate the extent of the related dieplly popularity.
However, the five canoe enelyeed were chosen ee being mmcentatin
of the toad Mowing and processing level. these one: were, it:
stay, en iniiepeneeble pert of thie chepter in the support of the
pending diecueeice.

The qmeticnnaire retume which were obtuned iron the food
Westw- end mam me of immune help in the preparation
or thie okapter. Through correspondence with Ouch companies it became
evident thatmch orthelicsingdate notuietentetthe time crun-

ctfiy would been enihble in the coming pare.

. ‘elnluhfi

70

Food camped.” ecu-king together on releted displays met
exhibit e epirit of cooperation. The pertmrship which in created
any bring to the perticipeting organisations e more than Wimte
gun Ira their advertising and practioml expeneee. In other wade,
the benefit: to be derived from such e pertncrehip ere far greater
then whet could have been realised by the «mate ei‘i‘orte of two or
are cmpeniee.

Intheyeereeheeditiecerteinthetenincreaeeduountcfdate
rillbecaeevaileble tobe need ineellim tothereteilerthe-r-
chendieicg ebility o! the related display.

CHAPTER VII

THE IMPORTAACE OF THE SAIESEAN
IN PlinTII-fi A RELATED DISPLAY
Organimtioml Thinking

In the previoue chapter the Ira-k o: the food prooeeecre and
Iemfeotm'ere vith related dieplewe me dieoueeed. Although the one:
mlededmedeemeuentlonottheelemnendhie fumtione perteining
to the reaction of releted displqe, not enough eee um ebout true
13th interlediery between the retell“- end the Water-er.
me ehepter 111.]. be devoted ninly to the “Jenna's contribution
endeu'k eiththe releted dieplear. This enelyeleull be treated
true the vleepoint of the fillebery ville, Incmeted, which 1- one
of the bedere 1n the releted display run.

The Pin-her: R111- heedquertere wiginetee ell the mace-
netionel rented diepley eupaigne which it ueee. 'l'heee unpaigne m
verbd out indeteuelth the cooperating companies end ere thenpre—
eented to eech urgeniution'e eelee etett. ee econ ee the deteile ere
worked out, Pillebury Mlle sends the intonation to it- brenohee which
ere. in turn, expected to eynohroniee their operatime with these
mama-1m. Aeernle, mph the 1e proddedbeteeentheemonnoe-
lent oftheoaning motionendthedetee ofthe netionelmegeeimed-
Miemnte. This enables the brenobee to got in gear for the pro-
.auoe eheed o: the netlonel om edvertieemnte.

Althmgh thle empew hee been en eotive our of related diepley
“tape ta' lte prodnete, it ie onlyeithin the leet feeyeere thet they

heme entered the netioml picture with edvertieeuente in mtioml
Iedie. Their uteneive experience with related display: on local
levels convinced than of the tremendous eelee oppwtunitiee that
could be etteined through ration]. practical. The Grand Ration“
mom-t eponeoredbyPillebm'yHille everyyeereidedthie
“pew in their work with releted displeye. Thi- enmel event not
all: publioieed the capeny'e name but eleo brought tath a rich
me of recipee. Theee recipee provided a. eignii‘icam element in
the eubnquent wm'k which the ompmv undertook on e mtioml loch.
Oreoeree,ineenyinetenoeetheeuperveeeepproeobdbyether
orgemletime which deeired to ombine with Pillebm' Hill- oeer e
recipe that inolmied their individul producte.

In meet inetenoee netioml pranotione involve e recipe.
momma-mum toweride notemhutemnhero!
recipe to the houeeeii'e. Yam recipee ere included in the peckegee
while ottere ere pleoed by the displey in eooeeeible dicpeneere. At
the preewt time the emperor ecludulee eight nejar related diapm
emptin- mutually. Then we Jointly epouored with other cameniee
or eeeooietione end ere inveriebly worm eround e recipe.

Every releted diephy erection, however, ie not edvertieed
through netionel Indie. Merv releted diepleye, which may he celled
encoder: or euhordinete diepleye, ere eleo encom‘eged by the Pillebury
Kinnefleedepertaent. Thence oftheee eeconderydiephye iee
getter reeting upon the diecretion of the ocmpeny'e branch» end the
initietive at the “lemon. For theee diaphye, ee fa' the nation].

 

 

73
practical, the cm headquarters when available valuable materiel
that is to be need by the unless-sen at the point-dale.

The Seleencn'e Function

Hieta'icelly the function of the salesman bee been to translate
to the retail level the plane and thinking of hie organisation.
Today he continues to play tin role 01‘ the egent by presenting hie
cmpeny'e vim to the trade. It can cafely be eeeerted that with-
mt the salesman the current emphceie on related diepleye would
oerteinly not have grown to its present proportion. Any new con-o
oept of nerchendieing requires convincing pm which cannot be ob-
teined readily through mil literature end trade edvertieenente. It
ie the pereonel elemnt, thet hmn touch to e liteleee idle, that
cranes epontenecue ettention to e new technique of nerchmdieing.
And who elee wee better adapted for thin role then the company
“leach? '

To obtein e clear picture of the ulemn'e Job, the generel
pettern need by Pillsbury Bill: in their cowdineted practice!
will be preeented. ie bee been stated, the company we eight major
related display thence every year. Thie umber nu perfectly into
the echedulee of the branch offices. All branch offices of the
autumn: hold eelee meetings about every eix note. These eelee
mtinge are for the purpoee of ecquhinting the ealeenen with the
Flamed ecmpeny maritime. The mutation! must be presented to
the edema in e logicel moor co co to gain hie cooperation and
'tinulete bin to we hie initiative. end resourcefulness with the can.
Pugh.

7h

Dorm the bunch meetinge the enema ere informed about the
detee of the casing practice end. ere applied with the traction).
new eecentiel to railieriee the retailer with the prcmtion.
Hm, the eelem ere interned about the edditicml practical
wktebeeerriedcnbytheirmeapaweMbytheMedquu-tcre
all eelee force of the cooperating ageniution. An eppeel ie elee
directed to the loyelty of the eelemn In their contribution to
tb with. Finally, some of the record: which heme been muted
trapeetruotiouerebronghttctheettentionoi‘theuntoin-
dicete to then the effectivenue of toner rented display probate.
m. that device ie eimply e murder oi' the Web eccmplieh-
mteendeventbdete mantederelikelytobe thceevhioheu-e
compiled individuny by the «lemon.

Ira e11 inflection, the eelenen hove mpcnded graciously
to the eppee). of their comm. Perhepe the reason behind thie ram
eeepereticn bee been the temilierity with end eccaaplietmente which
the may. reeliledeiththietype ctdiepley. I‘m-exempt,
kettle 21mm um. undertook the rented diephy on e notion].
~10ng etdiepleyeeebeingueedfreqmthbythe eelee-
.nietheetmeettheirmivereteum. Itieno
Wmmtmuh—ummemuommm idee
ed, in feet, room the neticnel edmtiee-ente helpful in turning
their “he.

lg‘r v.-. "

 

75
A Gm Study at Cooporauon

w random]. anpdgn mat «Ur-many mch the retailer u
anathema-r. Momuctdflunmmwmulemu
flu but my mom to unempluh this objocun. In order to gin to
mnmrammbfmuhmn'o mumnapccinouu
will b. manta. Th1. Micah: can 0mm 3 ulna-nu or
9mm, 2111! and the Rule-1'. Baht CW of Inning, menial!»
this Inter tood company in a "din-oh. load food retail chum
3311118151411.

lampmmwmotthohrhtmhtCWdidnot
61-pin an autumn of mu comtion 11th salami-n calling upon
it. Thu a‘gnrduuon did not Inn a dofmu plnn to in]. filth
Wm,menthlo-tmof mmmmhumm
In” bun resuming without «spun-o. This condition prmntad
mantra obtuningthn manhunt! tab. dam-1nd {rm-uh:
”hump.

Thu "hump which exists bot-non the salon-n and th. nun
ounpuniu a min): durum: not than Ihat it has ban in the past.
Ltflare-cuttin-mamapttofindamlpiritofcmm-
tian beaten an nun «gauntlet! and th- nlumn. Tho retailer
in beginning to magniu tho ulnmn'l values, has adoptad many at
their magnum, and in mine; thir- m- mien more ”I! um.

um tho «lama become acquainted via: the earning prcmauon,
:1; tin hunch mum, they are we on their on imitative to mix
at. third“). halt“): Menstmn. mmrma through

76
madam to mono o ouoooao of tho promotion. With thon- information
on tho upootod notion-trim promotion, the saloon-on apgmch tho retail
«sanitation and mount the mundiung Moo on it has been pro-
pmd by thoir empow'o headquarter» In ow oxamplo, tho Max-tot
Basket organisation can oithor accept tho idea and work Jointly with
tho Aooloonon or rotuoo to participate in tho caning wanotion. A
nogativo ottitudo not only donotoo look or intomt in not nor-chanc-
dining mu. but gonoraliy 1nd1catoo on oboenoo of insight concerning
thoodvontogoo tobo oooouod mom-king togothoroith tho ”Mo’

A uco dotoilod mutation of tho odvonugoo to ho dorivod by
writing with tho ulomn on: K

1. By oooporoting 11th tho ”loom, on mutation obtains
MI oonriaonoo on! rotomo for no.1: omino- ohioh mid
otho’nuo go to comp-titan

2. A Madly rolotimhip I111 ooot may oooxn'o tho aloo-
non'o omiooo on cutout-ling 41:1:on practical o otop
thud o: competita-o. _

3. Tho column can aid, in com instanooo, the setup of a
(Harley odvortimat.

h. mwumupmbh fwthoproportiming at
tho motion. Ho con infer-n tho wgmioation obout
product deliveries and help to coordinate the advertise-
monto with product not and diophy ootnpl.

S. Froo practical]. not-rm .1: amnypvavmed by the
«lam for tho routed display lotupa. This insures

77
mummum.num. WWW.“
wuthontowooottothontom.

6. mmmm.mmmm¢moabyun
mummmmuw,dom
nation. mmuummmpmmm
ammmdupuyo,mmmm.mpm
thodiophy nurmutmopmupluu..
Aounboooon,thonor1to oocmzpamdngtlnoahmn'o moon“
“flirt-Moaidty Wgouhtod 491313131137:th
«macaw-m. Itomhotothoodmtogootootngloc
ultimo unit “on «notation to mom on! uh aloof tho aloo-
oon'ooorvlooo. _
' mmtmtcmmmmmwmmu
“tincthoothtouooptthooorviooootthooobmn.
www.mommmumutuwm
uplqoootoooopolotouththooolo-on. Ituopdntodouttoth-
mthmmmmmmm-mwmm
Mudgodm-ootommw. Biosphinmgtothootao
”www.mmuumcm.maw
both W ”notion-.1 bot-nt- on! bottor ”lotion Into-on tho
Mumgoroondthooolomn. '

cmummotunrum
WMmurvpluooo omnipgthorehtoddiophy
wkdmwtbwmtoonnotboondmoodyot. Aloe
MmquitooMmeortoinmgtothfoodnmfoctm-inglml
munuummmm locum.

.‘j Just a

 

 

 

78

i panorama muted diocesan-you the ompontivo ro-
luotonoo at tho largo chain agoniutiono to portioipoto in rehtod
diam motion. Although this oituotion io Ila]: dinppooring,
muovidoncothotthohrgoohoinohovooomhotmrigu
owmmmumamummmmumm
on tho honor chains. Tho rooortt trend of dooontrolizing outhaity
on! tho onoootion o! odditioml roopmoihility to tho otoro ammo
o: ohoin opofotiono n11 definitoly contributo tam : mem- domo
of fluibility and oooperotion with tho mom.

Omothooolomnhoohoonooooptodmhiomvimmbo-
ginning tohouood, mob dammit mouniingthodiaplay ootupo
io otton loft up to his initiatin. 'nn ooh-non preparoo o ouggootod
order ihioh in resented to management fa' ooooptonco w for modifi-n
utiou.

MMMutimto‘ onthohuio dwtoolootho
qwrtitioo hooded ond mggoot to tho otoro mango" thot thio (nun-
tity ho cloud. Boonuoo of inoroooing oporotim uponooo, nongo-
nont, ingomrol, iohoomingm inolinodtoonootln ulononto
plrtioipoto in am {reaction nod to Dan-pt hio froo omiooo.

It ohould ho sound in this diocnooioo, humor, that ono ooloo-
un'ooototroocdotrcntmtypooototcoothothooorvoomm
W oppliooblo w on they tho oano with empnroblo oiso It”
in 0th» labial)“ torritfl'ioo. Corning thin mallow o 11th fur-
thol' o rolotod dioplq motion w to oucoooom "on though thou-o
m numuono that the prmoum was not mum. in ovary «an
that participated in the campaign. ‘

79

food prooooooro and mufacturoro roly on tho salesmn’o
initiation om oggroooivonooo where their display promotions conflict
with those of other companies featuring the «no products. Tho ooloo-
non mt uoo tact and good timing to got his company's dicplnyo in tin
retail otoroo which he oemo ahead of his cmpotitors' prmotiono.
Ratio-ally, tho potmncy of a related diaphy is minimized when a similar
rolntod display or a display using; one of the cam item is footurod
during tho oamo poriod.

Pricing is a very opproga'iato subject to be considered prior
to erecting tho dioploy. Immuoh lo thio oubjoct will ho treated
ot motor longthinChaptor n thovritor'illoonfinothiodio-
moion to tho odomon. In moat inotonooo it local that tho onloo-
oon only ouggooto o oanbinotion er o oot or oltornotivo priooo but
tho rool docioion rooto upon the rotoil food company itself. Pricing
io o vory important olommt of tho rolotod display and, co ouch, boo
to bo troatod occording to tho pm’poooond objectivoo dooircd om
tho diophy. Two, in can inotonooo tho rclotod dioplcy ootup io
worked out complotoly, including pricoo, by tho cooperating cmpanieo
oponooring tho campaign but thin in rather tho oxcoption to tho rulo.

Related displays aid the solemn in whine o m itm. HAW
canpmioo ulna good noo or tio-ino for tho pranotion of a. now lino.
By cmbining ono of their better khan products with o honour in thoir
lino of woduoto thoy can attract tho houmifo with groator oortainty.
Gonorolly, ompudoo with ootabliohod woducto are reluctant to tio in
with onothor capomr'o no! product. They feel that this cmhinotion

ontoilo owsidcrablo risk. than o tie-in is worked with another
ompomr'o new product, tho new item must cantata to all the qualities
expected by tm consumer.

Ono of tho continuous headaches of tho oalosmn in to find 0.
"tr‘ofi‘ic-cpot' for their related display. It is often the case that
tho Spot desired is not avoih‘ole or that that stem manger will not
cooperate. Good relations with the star. manager will usually mako
it possible for the salesmen to get a reasonablo location tm' their
displays. In most cases, the related display is not of the "leadcr‘
type. The calosmen should try to invest thoir timo and labor in
getting; related displays located at a good traffic spot.

Summary

Tho Islam, to ban been stated previously, ore the indispensable
link botloon tho promotion Inadquartoro and tho motion of tho display
in tho otoro. They oro tho men upon whom ovory company writing with
rolotod diapon-o dcpoodo for o ouocoooml outoulo.

Lo thoy m in claim contact with tho rotoil ltm, tho saloo-
non oro copoblo or oboorving closely tho orrootivonooa of tho dioploy
itooli‘ ond con rooord doto for tuturo rota-moo. It has been oo-
tobliohod through intoniooo hold with voriouo company oalomon that
thy rim]: boliovo in tho custmor drawing and volmo incroosing po-
tontialitioo of tho rolntod display. Tho Job that mains to ho don
than is to notimto tho column to carry throuw tho oompamr'o pro-
lotions. do I. whole it can be asserted that the salesman have greatly
contributed and are omtiming to back the related dioplays with their
“man hon".

81
From on ovoroll viewpoint, the mount-day olovation of trn
rolotod display, on on ooooptod method of oorchmrlioing, area much
to tho ulcmn'o interest, wigiml thinking, and aggressiveness
with thin typo or practicum at tho rotoil lonl.

 

 

 

CHAPTER VIII

RELATED DISPMIB AT THE
RETAIL {ENE}.
Gama muons

n- upnu mlvod he. the man food companies 00121.net“!
fa- thu Itudy produud 3 with miation or ”spouse: (something
flu ace-pun” of th- rohtod display. Tho mpomu ninth in-
mmmtmunudmpmumummntmmm
an id um 11.- “common as n captblo tool in merchtndumgifll
13'“ny am about u it! pctontuntua been. batter lam. Th1!
numumuunmm mmamrmnmmowum in
tho nun food mun. 8a. of flu tum thick has been ad:
Mtommmdohfidmmmmacmolhdm :1 th-
flhudmmg thflmlqm,un-hm matching):
W,Mmqmuombhmu1uflntommhltcthaoungfru
out I dinplay. ’

rodntbmanimight Momma-mum
food chum «sadistic!» in flu United States, th- Iritor 1111 not.
so. at u. cmnumbynmnbor of capital” oath. subject.
of 1".th mph”. It must b. pointed out, however, that. these
smut! m not statistically remnant”. of the genera feeling
on tht Inbjoct. Bath-r, may at. mmuntnuu of the divm'se opinion:
a! museum. on flu subject of related diaplm.

Our appeal: to ”land mp1”. bu been i rmgh, run—ot-

thmb proeodun, bythiohu h“. goon thud on the but:
that. taste pollut- and man product” pic crust. md

83

belting fruit end other netunl oanbinetiom do '11
together. We nae intern to control nore carefully our
epeoieldiephypoixrbe inellooretmeendeyeer
hence we ehould hue for sore complete intonation then

we do tme

I’e ere extremely em: but. we do not nee uleted display
cabin-mom in our Itoree.

le have done so littlo aperimnting with thin type of
dieplay that we too]. that. we have nothim to offer in a

nanny of thie type.

Ounce-ere not ootupeoweeendoequind ofeJob
on related display» w. ere planting, ham, to do eome
ofthieinourmeeretoree inthenearrutmueethink
it. hoe acne possibilities.

utomthinkingoorehtoddiepme,eeeredthe
opinion that we can do a much better job by selling
epeoifio items on! allowing the various ugaxinee end
newspapers, food editors, etc... to do the rented eelling.

We donotputnpemetmnbu “rented-Melamine
endthoee meterebuiltereeetupbythemzfeomror'e
"nonnative.

It in mint ow empem'e polioiee to ehol pertmity
to any particular lobe). of food by having it diaphyed

u e tie—in ores enusocieted diepleyvith otherw-
QWe

We ere 30ch on the matter of related display cmbinetim.

Be go elong on related dilpleya or tie-in! for the roman
that. we believe it in good hem-ins.

Sasha we have e little trouble getting interested in re-
lated displays. Only a toe of our buyere have the feeling
thatrelateddieplxyeoanbeueedinwrperticulerm—
obtaining program.
In spite of sum negative teenage on the subject of tin-in
(1W according to the overall retm, the genre]. consensus no
rether {arable for this method of. display. Om met mluto the

condition- eurrounding the practical work mount-y for e new

 

 

Wining idea and epzrreciate the difficulties that may be en-
countered. no: fee exceptions moot conpeniee rewarding pointed
out thet they planned to immune their ewk with related diepleye.
It he eleo dieoloeed thet e eyeteutio method of gathering en!
teboletim diephy dete eee eeriouely eoneidered by new coopeniee. ‘

Their heed

The releted dieplay hen been diecueeed ee for from tea different
We First, true the usooietiom' Vielpoint end, second, m-
the toad umteottme' end meem‘ level. In both inetenoee en
etunpteeemde topreeentthethinkingbehindthneeed'eeche
diepley end to bring out the edvnntegee that could be derived tu-
theee amp-byinoltiingthie type ordieplnyintheirnereherdieing
grog-ml. Ultimately, hot-em, w promotion eterted by either on
ottheeeteomnnetreeohthereteiletm. Inedditionto
thee notionelly patted dim, the reteiltood organisation! are
mpanible for e multitude of euch dupleye meted irdividmllq end
or their on mud.

The inoluedon of the related diepley neon; the mung
technique practiced in food etaree ie certainly Jutitiebln end
emu with m nine od’ any food agenieetion. The develop-
Bentotthereteiltoodetweintheleet wentyyeereheebeeneuoh
ee to “mt heel: “Drilling ideee. SeH-eervioe, it ie true,
Elve to the food eta'e en entirely ditfmnt ontlook end redioelly
titan-ed the etm'e layout. herohendiee eee mowed in en crderly
Hm end e rigid depertmentieetion brought about e eteble, lifeleee

 

pattern of displaying food graduate. in stores became larger the
eituation grew pore noticeable. The answer to this lifeless and
monotonous store layout was the introduction or miss displays, related
displays, might-Ll shelf arrangements, and other eye-catching merchan-
dising 'gianicks” by promosive marketere.

An important factor in selling merchandise is to put it before
the public. Prminent diaphyinz; of merchandise will help to sell
the pertioular canmodity stressed. Dislocatimg merchamlise, that in,
the bringing together of two eeznrnte products, will increase the
display eree of the particular item: combined. The itenereill, in
addition to their regular diaplay location, enjoy the advantage of
e prminont loottion at the time of the practice), 'lhen Joined to-
gether in e good circulation spot in the store. It should be stressed
here that the related display does not hold pranisee of magic resulto.
The outcane of the display may depend, to e very great extent, on the
cmbination of a umber of elements; canpotitiw positions of the
products, eeeaomhility, price ranges, the types of items canbined,
the regularity of the display, and other einilnr wohamueing tenures.
Those lecture ere important reasons in explaining the canperetive em-
ceee or failure of veriovue related diepleye. The “no related dieplny
eith varying net-Mining featme could produce e range of results.
Returelly, when the one of such e display is being contemplated, manage-
ment met reeogrdee eone or the elenente that “company thie type of
Fraction eni erriee et the bent oombimtion of nerchezxiising features.

In o highly canpotitivo buaimoo soon on tho retail food
Hold, thorn in olwoyo on intoroot in the proopoct of greater volume.
Tho trend in tho put has been a continuous reduction of moi-girl.
Comoquontly, I greater rolinnoo has been phood upon volume on!
turnover to ommmto for the deorom in markups. Fatima-o. tho
Minus is no ompotitivo that good dilplny mongomnto will drool
up tho Itm, gin it Intro 11:», and hip flu efficient and roll-
mad It“! to 1m thoir profit poem.

Contribution of Eolaud Displays

Undoubtedly the routed display hos much to offer to tho rotoil
std-I. It in inconooinblo that o merchandising tochniquo would con-
tine. to amino onlooo it won capoblo of mating on inmooivo mad.
Althmgh extensivo data or. not onilnbln to oubotmtioto tho mite d
tho rolotod dioploy, tho writer has oar-rod o romsontotin cement of
tho "tail food businooo and it can to stated that the oral and mitten
emanat- obtained speak well for tho airplay.

Tho question that not now be nomad is, that are the opeoifio
contribution! Ihioh mnogemnt holiovoo that the related display has
W to tho retail food businooc? The point! that are liated
bola! have boon odnmd by food ammonia. which responded to tho
witor'o lotto".

1. Thu moat inpa‘tont contribution of tho related duplay
is it! ability to increas- oaloo and omqocntly profita.
2. A routed duplny can help tho We in her noal

phoning.

3.

h.

S.

6.
7.

B.

9.

10.

81
flow producto can be conveniently introduced throng: the
“loud milky. Thus. no! products may be either private
1' notioool mm.
Atio-inotomcoldprodootnoodingoopportoithon
tit-blind woduct my holp to “pond ond .mnto o por—
oonoot «our! for ouoh on itou.

Rolotod display! lit! in mrohomlioing tho whole mrall
ota'o by bringing togathor voriono doportnonto.

‘11! rolotod dioploy holpo to boootuy tho Ita'o.
Inmllo itou oonbo girononoxtn poohthroogt th-
in loloo.

A rolotod dioploy cam ho ouoooumlly mood on o
"W toinouoothoouotonortooonointhoota'o.
Thin can be oooily accomplish“! by pricing tho items
fo‘vwably for tho custom». ,
Wumohondiuunbooond ontotthooaro-
hambywrhingopozoodrolotod wmotiou.

L aloud dioplqymybo thodovologmnt otopor—
tioulorlygoodpm-ohuobythoomponyonooertoin
it“). Wthonvingompuoedontothoomm.

Thou too omtributiono oro not noooooorily mooning o emploto
onlyoio at tho obJootiwo thotoonbo obtoimdttn'mghorolotoddioo
91v. Mambo-Ivor, thobuiomoombohind thoodoptionoi' on.
w ordioployotthorotoillovol.

 

88
Gonorol Chorocteriotico

I. oojor docioicn to ho roachod in planning a rolotcd dioploy
in to pricing facts... Innoot inotomoovhon two «more itcmo oro
Sabine! in o routed-item display, tho collection prico io samurai:
lonrthonohot itvouldbo 1: the itonoooro cold individually.
on; mac Iith regard to pricing policy io tho cctcono at too pronioco.
Om, thot tho dioploy I111 attract motor ottonticn by lowering tho
prioooofthoitooodioployodond,oocom,thatoonoorthouvingo
thich my ho rooliood tron ouch o cabinotico ohoold to pound on to
tho cm.

A tic-in dilploy my fxn'thcrnoro ho tho canbination of two items,
motohichioomim'th-ow-in'viththopm'chooooftho Mitch.
Author Minamot io to imludo componoith cno itcntobo
uood oo partial paymnt. tor the momponying 1m.

Itioocuotmoryproctico inthofood booinooo forthcom-
flom or preconc- or food producto to grout cortoin admitting
film to rotoil. cmponioo. Such orrongmonto oro otipulotoo in
coatrooto drum up bow-on tho prcdncor ond tho rotoilcr. In oddition
tothoodvortioingolloooncoo outodporcooo otnorchondioo, cronit
height, tho contract hobo oloor «no of mo ooJor nopcmibilitioo of
th- rotoil crgoniooticn. For mph, tho prodncor don-mic thot o
Wino mount of courtioing moot ho carried in local radio. mo
thotthoutoilcupowoootobidobythochoooootthoccntroctro-

Mug it! dioploy obligation-c Such obligotionl portoin to tho typo

89
otdiophytuflthonnbortbotomflbyutnpdm'mgthodxmuon
«menu-act. Sago controctooonta'odofinito unborn!"-
hudoruoodnphyothotmotbomuoddnrmgthontoottho
amt.

Tho cmploxity at thorotul food basins” dooo not lend man
toouyoapmtionotdato. This oi’ouotion, honour, does notab-
oolvo the food «gun-um or thoir promo inadequacy of onion
an. In», thogroot umborofitomo oorriodbytodoy'o food ltd-o9
who it difficult to oanpno doto ontho widorongo of woducto on
«ls-pm. Innootuooo,ot1ooot1nohnn-oton mtiou,tho
”numtoooJoIotitmu-othongwoommmomomtoftho
mhouootothootmo. monotommnotonoongmoomoo
mummmmtomuma. mm. mm, m omago
MMMmhopiumwd-mouhoowuonooutoom
obloocnooutoroodflqdotominothotoulohipuommoporiadot
mun-mmo-mmowumm. womanhood
Womaonhlfigmoutogomkthroughmmmot
m donut-too Mo to tho no" in caution and hbciouoly pick out
tho that which on bung ohoohod.

Uponflaoohouldoro oftho otoro manager roots can: hope fora
mom“ oboomtionuxlomtroloffinrohwddiaplq. Agood
memummumumthontootuleonhn
WmmnmmmawmmWn-m

WW Wo

.-_. 4.4L ‘_._‘__L A.

Ia}: of Rotoil Organiootiono

It is dooiroblo thot o foo mo ho includod in thio chapter
to ohol hot tho roan agonioationo homo tho round dioploy and,
opooitioony,hathoyproooodinito praotion. Itinhopdthat
out of tho throo ouponioo minded horo till contributo infinitely
in clarifying tho "toil ompsuv'o Viol.

m moot. Auntie on! Pacific Too Guam. Tho tic-in: thich
mooodbythioomflontrathrooommootorigim

1. Fro-thobronchlovolofflmoikPCmm.

2. Fr:- tho practical pap-rod antimony by uoooiotiono,
pronoun, and mmfactmoro of food mu.

3. iron tho individnol roiotod display mum muting
tr. tho om'o It”.

sinoo tho proooduro pertaining to tho nationally ma‘ud display:
on ow in tho poviouo choptor, tho oritor rm confirm thio dio-
moion to oourooo (1) and (3). Tho bunch in by for tho mtotonding
mm no» in-fixo-otoro rolotod 41-91m- oro cigimtod. m
ital-amino {communiouddioploy-oyoouo truthonor-
ohondioingdoporhont, www.crnumm
non coiling on: tho Worn.

Animal-tout m,hm,vhiohoooounto {wombat otox-
oonontocnpowuoido «branch-tick practicum.” tho A a Proud um.
Ema-gotta our- men havo boon noponliblo 1' «r m wounding
"hood diophyi. when omooptioml rooulto oro obuinod Iran on in-
tho-lta‘o mooted display, tho tomato oro hrmght to tho attention of

91
thodioh'iotouponioor. Hoinmmp'ooontothoopooifioprmotion
odthorooultlvhiohmobtoimdtrmitotthonperdswo'ufl
W' Ioekly meeting. A dooioion is mashed at this low].
thothor thi- opooitio tio-in dilphy (ions-no oidooprood motion
moth-rota”.

tho om holimo that. moro attractin display: at. a time
vhonthoouotmohouflommooorootoportiouloritmmhelpm
in Bringing M dooiroblo rooulto. Salomon how boon of dotinito
holpinougzoouingthoproper memomthotimnmooormiono
dioployombinotiou. tho ulosmnny doobo intro-onto]. in plou-
mwummmmomuom. Romp'ompt
ModuployhyotforingomoblowiooQMowodwucby
pointingontflaopoooibilitiooofina-ooood ooloo. Ihonprioo out:
on afford! to on «tsunami thu‘o not ho caution in oncoming tho
an m m. cup-nun m or. extend to cup-ting toad couponiu.

OtihmmwdihPhuuodrohtoddiophyltoromborot
mo. Wy,thoohoinotmohovohoonpottymohintho
tron-om or shoot-Moo puotiau. nth tho odd-d cuppa-t mind
nautical]. «mutational, hm,thoyhovoinwouodthoir mphooio
ummm.’rruouommmmwummnm1
mpouoddontothorotoilmmmshthooupoflioa-udthrwgh
"thy-motion}. Whom. momma, nowrtholooo, on-
tit-1:111- inhildooioioatoportioipotoondifhooodesirooflu
MWoflnthoohonMG-dormouttortohodocidodbyhimon.
Wuw,thonnogormuuoroioogood3udgomntinhioootimh

 

92
sun room oro kopt by tho hromh offices on routed displays.

Itioomotiootomafidotofrmomooftbnm thriving tio-

in dioplayo for futuro torso-once.

Pint Iotioml fitmwmtog. This canporv oporotoo
opprmintoly 950 our" of which 600 oro or the oolt-oorvioo typo.
Thoholomoorothooldoroullortypo oorrioo otoroo. Intho col!-
oorvioocrouptho owponyuintoinoorogulorooludulo oi‘onidioployo
Ihiohoro Womtoooooh. 1am otwoo «a; throoonddio-
plow no poooiblo oo thio io tho ourogo oolr-oorvioo otcro capacity.
Gomulythoooonddiophyo on otthnhtoddiophyvoriotyond
ominoouoiotottoor itooo, gunpoint“:- odJooonthukotooitho
hookyounddiophyotoithorom whodthoujcitouinthopor-
tiouhr mp. InFiguro 3, thoroodorointinootypiooldioploy
at tho um flatioml Sta-so. Tho abhor of uhtod diopw ombinotiono
ootnpin tho Fiat Ration; Sta'oo in1951ooo throo por otm, 26 than
por your, or about 75 to 80 ditroront dioplm.

How of tho empow'o routed dioployo tooturo thoir oon printo
krona itono. Othoo- cmbinotiou inoludo both that: pinto Joholo ond
notiouny odmtiood prawns. Boproduood hero on {in row-item
rolotod W thot hovo boon room in tho I‘irot Notionol Sta“.

1. pin wt, limmoot, mam-m, oliood opp!“

2. lowinglondhohodhuno, yonoooyoondrodkidnoy

”o “Wm. M M

3. mod, opoghotti, ohoooo, tmto pooto

h. plank-nix, mp,mngom1odo,m-iodmnoa

5. nymioo, oamod tuna, «mod crab, conned owimp

 

' ”Pour
‘ N“ .
.‘,.

.' it \ " "1 .
‘fi .. o‘” -. _' ,7 . > _
“-“IMV'MI i ., ‘ ~ ox

allll ll.-
.

Ithlm' ‘
“mum .tnn‘ 7

WE 0:31 I)
’7“ Wm new

ht..." p; “filo-o- \
\““""I'Ilinno\‘ ~ 9,95

r,‘

 

Figure 3. A retail store related-item display 1'.

with a national promotion.

 

 

93

 

9h

In ootting up display: ouch on tho ohm, tho mmefiiaing
«Wat oupplioo oil the atoms with no called background posters,
which “tempt to oot firth the Foolling ouggootiono” of tho dio-
phy. Fa inotonoo, tho pamaho mi: groupooum con-yo. poster
reading ”gouty Wat Suggestions"; tho pd: mt {group would
be hooded “Mo o Pic Tonight” 3 the macaroni ond choose group might
ho hoadod ”Economical Ionten 1:59.11”; and tho mezzanine and cam-zed
fish display could carry o pootor wading “For Ionton Salado”.

This company foolo that any itou of norohmdioo will incrowo
in oalo it it is placed on display. Tho “rolotod' onglo, they fool,
simply providoo o “gimmick“ to dm ooztro ottontion to tho display.
Essentially, honour, tho items out ho WM of tho foot-
oolling variety to produoo unusual resulto. Fro: o otondpoint of
tonrogo, more]: including . olao-novim 1m in . rolotod dioploy
with ho a- throo other foot-owing item, dooo not inouro woo“
for tho Illa-moving item. Tho imnnnothoootioolyoorotnndiood or
included in o toll-promo rocipo.

Hoot of tho ompomr'o room-do on related display results are
obtainodrraothomohmoo. Dotomthomnborofooooo otooch
ital ohippod to tho otcroo tho took prior to tho diaphy, during the
two ‘lookl at dioploy, and tho rook {alluring tho display oro ompilod
ond tobulotod. It will ho mm in Tab]; II that tho ohipnonto out
of tho mhouoo during tho '09]: price to tho display are far greater
than during tho othor nob. Tho uplonotim Ia- thio roots on tho
noturo of tho dolivoo-y oyotm. Tho itwo emprioing tho related display

 

6334...?“ #3.... Ego 9385....ou8m .3 p.88 03.4.0388. m

£23m 383? 033m 93 mo 8.3: 33.3 65:3 395.3 33 a.“ 35. 385...“ .n

 

 

n. a: .3 5m mo .8 on 53. 38:3 3.93%..“
3.2 3.“ «an «S 9...: .8 3 8333 .a H338.“
«3 mm mm.” «an an .3” m mgaa 33.3.3
3 mm in mum mm .8 «a 958 8.3885.
33 £3 a8 Sm Rm .8 fi 83.33 3.833
3m «92 mmm new 93 .8 mm 983 mom 383...“
3 3a «.3 mam mm. 5H H 589,” 383338
«3 am 9m as an .3 a .833 853 339.... «3.3
an mad «3 33 can .3 .3 933.3 853 33...... 333.3
3 Sm N39» 3 mm .3 «a 8.58 353 3.338 #333
3.3.83.3 .3333 333.3 3332 98.,» £03.... I- -
93.2 8 x8.» Mo ”8... .333 98.3
383 can as" 33...... gm

 

fijnflmfia 39433 8.3 mm...

HH ”and“.

33, :3

".33 L. r».

 

. 1L" .W b‘da'iy

In W tent out the week before tho dilphy to enabh the
«cumafthodupmmfimoarlypartafths {WWBKO

A Winn“ filament in Table II in tho “when” chart“ insert.

an: robin :- mqmnuy oncomz‘berod yIbex: tor-king with related dio-
phra whim-Mutt: other typu cf mantimlmficts. A gunning
awn at cooparation 18 moessary thrnghout than whole organisations 11'
this condition 1: to be “voided. apart-nan tith rout-d 61.31)qu my
hip to film-1!. th- ngulnrity at thia occurrence.

Tho than routed displays mama in Tabla II no mum
proof of tho Wing ability or minted-1t.- motions.

11:. new“ o: this caupuv'l and dupm W m rahthmly
mph. Tho caudal: tl prepared four week: in alum. and is placed
in tho hund- ot the divisional warehouse ham, IO mutiny can order
“mmmchthayoatmuvmbommcd. hawks
Mar to thn effectual date for the dimple; tho nebula]: is sent to
th- WnothAtthlylntmmwd-rthoutnmrmwm
thumb”. During tmmumunmthmmntou
mmumnmmmwmmmpm,mmmnmg
«Mwutupflmpnrucuhrduphya maummnm,
hum than photograph-d, md supply than plum-o to the other “we.
tobo moda- guidu inbuilding their map—1m.

21-17 «Mam :- m to tic-4n with attend macaw then-
um um:- point—of-nlc Intern]. in much that it can he and uncoun—
filly. ‘l'hl Wimbinur' 1:“qu inchnphrvm of mohamture
u to embl- thl First national Sta-u to pnruoipnte actively in the

AL‘ ‘ ~_- _4#

 

5'7
prmotion. In Figure 3 the actual display as not up by this cm
in conjunction with the Blue Lake Bean Producers' Association pro-
notion indicates a fine related display with good display material
on 11:31.

Daniel Grocer 632133;. The Daniel Grocer Cmparqr has been
includod among these woe to indicate the work carriod on by mollu-
orgonintiono. This commzv operates abmt 21 stores of which mmr
Ire of the smaller sise. fievortholosa, this cmpany has been active
in xztl-mxo’tdxg,T related displays and has in 1991 boon responsible for
Approximately 25' to 30 such cm‘wizmtim. The Daniel Grocer Catporv
has adopted 3 progressive attitude in working with related displays
and other new techniques of merchandising.

It was frankly advfitted by this cmparv that no systematic .
records are kept on tic oubjeot of mlated diaphya. The infamou- ‘l
tion obtained was mostly Iran the obomatim of ”fitment. It
was pointed out to the writer that this cm ha: had 1121212581“;
results from tie-in prmotiom. They particularly stressed the
ability of the related display to mite tho various departments of
tho store for a better mall morehmdioing Job.

In Tabla III tho reader will absent various tie-in possibilities
throughout the your. Those commotion: are used during: 1931 by the
Daniel Grocor Can“ my and it is likely that they may be repeated in
the coming parts. The ideas mounted in the table are only a for
possibilities firm hundreds of plausible combinations. The types of

tit-1n! proaentod below are :21an by bulletin to the store moagera
on! are round up by the supervisor when he viaito the stores.

.482 3.4434414
Hiya...“
44.44.44.444...“

on? 4.1935 1.4344
v4.44..." 4.1.4, 344.4... lfldm
“woummfl gawk

3mm .3...

93¢...” 5344......“

f . .4. . Q .
3.4.15. VIEW 44pm...» .4“

md.....o.m.....1.. ., “on...

hoanfi. 4.

4.444.454” .4 ”4.4.34 .43.... 843.64.449.44. «coco.»

nflrofl 3330.9 “.4244. 9.4.4.33 on...”

on“. «5.4.4..» 3.. 44.4.3 o4o4h4Me4m44~454

3.344454 54.44.... moo 3.4.433 443%....“
9934....“ 949?. Una 94.44.44...” 2.8.4

3.53... on..." mxwou...” m8...

8.4.30.4 Mo 44454.“? coo 3.44.045 0.4.4.43
442245.544... 44.3 .93...

84.44... pom 938.44-... 23 .23695 «moo no. 4 «Moonrfi
44......44. .4448... .454 £4.43 4.344.... 444444.89
3:33 «do 5.54.0.4... .9. .44

Emma”. Hxfiahh. n53. Pan“... .M..Mmmmq....

 

 

E4344... o2... 444E 44444344
I! ‘4" i 4 .4. a .\ .41.. an d. _ a.“
"pm... 51.3. C M v x M 4... ..4..‘.N ....r

99
unmlm'ooorCmpanyilmlyou ottbcsmllorchuno
which has room tho related display 0. 1:01pm}. device in their
urchnndiiing plans. A mmber of other main chain: responded
{ova-ably regarding thou- expel-ism. tith tin-in mutations.
W

Th- dotinito emulation that bu been mahod owning tho
rotliltoodtiem 18 flatna'oomphuilvillbplaoodontmnhtcd
dilpkyinthotimochud. u 1.th minghnidonttmt
thin mix-odious technique oan be profitably and to “inflate
outmorpu'ohul, the rotationortoodurchmdimotonrdothou—
head dilphy will boom yam-messiah non potitin.

Ens-7 can't I... and. in this oboptor to would. a nmuntutiw
piotmotoaromnomwiumcumtomummt. Tho
desirability of including tho "laud alpha none tho .Mlinz
toohniquu and an inflated to the road". ”I. m contribution
attic-indium"! mudubon umbumomtitnu it» on- ottln
mt {11:11:10 urdmzdicing aids “tibial-o

ills; 1"".
L. o.

 

CI—ia M-TILEE II

GUIDE? 3 O!’ IL‘EL.TL'D DIfiILA'IS

F I If. E23113... .33 I :31." JTRI

General Remarks

Beta. lay irxiividual or organization con my the full hem. it!
and. pound: through a related display, can. knurledgo mot be had
of tho requirement. or rectum: or such c display. 11mm, tho
Inbjcotnultbo upwachodincociontii‘icumrmd'ithinnndor-
studio: or itl potentialities. Any Mphuu-d or moot-dinoted
motionunmmuiy tend tominimiu tho mum- at manna
dilpily.

i mach-r 01’ tapicc will be diamond in thin chapter Vito tho
pox-poo. of denoting W of the "mm-manta of c ouoooui‘ul dilphy.
A for tapiol till on]. with certain {noun-u ufl ideas regarding ti.-
indilphyo at the store lowlwhilo othor topic-tindoalvith tho
abject of related dilplays tram other viupoiuta.

Systematic Flaming

Whothnr a aloud display is wigimtod by c natioul food
rennintico a man:- it in tho motion of a local or notional
rot-.11 oompuv is not of major oigniriwu in considering tho problem
orphmingcndthomodi‘orfollwim thronghtbxruotion. is
cur: routed-ital: mama mutually mom tho retail incl, and
lino. tho groan“ obstaclo to Inocu- lion in the atom, it in appro-
Fri-Ito to mm this phase or the food busing: vith um «aphasia.

‘ 5‘..- .‘fi- 1‘1'_.-I
. .~. .. ‘ . . c

 

'JI. ... 9. \d I .
’.
.
u

101

M o rot-s11 «situation ha- docicbd, to ongago “colt nth a
«nu mm 1% 1: 1m thot o to! ospocto of ouch o. pranction
ho 11m tho Int-cot oar-Mum.

Wfiqml Comfig. Evory mm mat that tab!
plooo um: I: Granulation 1o mm by tho panama]. 1111011 to
work with tho project. This 1- o mu rootnro of my merchandising
peg-on on! oopociol]: of o related diaphy Fraction.

Waco, two, tho “Mi-Ln; W, otowo mam,
and otm clowkomthocmo fmumuththo xmrpooo otondcmoct
Mm in handling rolotod (1181313on A opooific nomad mt. bo
mood thou-ow tho “nausea and tho proper “ops “cumming o tu-
indioplthopuooddm’ohrmghtho «Mutton. 'l'hio Mm»
Mon con ho nodo Minna to tho tin'o panama through dopam—
ummmmnudumemsmmwy
Eithoruthodmtuhoflnmooe orthomimoloorandmt
point out the montage. that. can learn. to tho manintian. This
Manon” proooduro to o “and policy to tonal.

Sanction of Win. Tho atom of o routed mph: in
ottootodtoo wtamebythoohoioo ottho 1w cmbimd. Tho
mma-ammpw,mmmdmsm,mnpp1yot
tho thucabimd,mdthoqno11tyotthomipoohon1tnportut
mMon,hmoonWhmflmnoouthom1uobmmd.

Wtwomofim,mehaigmtoootmom111ovol,
mmth-ohooon. W.¢oduoto,ondootndyotom-
ow oouu hold“ no of ammo holp in «aiding “11:13. For the

 

l 4"“
I"

102
mu.” wfimfiiur there are 9. rrmbor of sources that can pro-
vido Moon of good omhimtim. Sum of these smrcea are:

1. fit solemn calling on tho organization.

2. Individual otaro creationo ohich can be adopted as
aw promotion»

3. Cmtributlonl from buyers 3nd other axe cutivea of
tho 0mm.

14. Proquontly pnbnohod articloo 1n undo maximum

5. Studio: of hmmfl’e snapping preferences on! buying

"Q'J {0111‘ f m

habit...

 

Ill.

m the ”locum of the item bu boon decided upon for o ccr- W
tun tin-4n mutation, o very 113W ammonium um mino
ond union no; anon limit tho ofloctiunooo at tho xxx-motion. an:
consultation onmlo tho quantity of arm to ho “rod ta
tho radian. It lurch-1 good Judge-om 3nd omit not ho dinogordod
uoninco'olo-ontotthoronudulpw. Lanna-mum
to mat I am tumblo prim to tho minor on admiration displays,
111 1111 m noun thou tho display to incaploto a- inourficiont to
oouorythoenotaoro wound ottho Man. This oituotiannuot
ho doflxfitely onidod ond mu m oo when tho tit-in includoo on item

with o coupon.

Coa'dimtiou 11th Advertigglg. Moat routed ditplay practicum,
”that mtioml'}: promoted 01' created fllrmgh a retail mganization,
are amused Mainly in oithor notional or local mdia. A mull-
spam Fraction '111 be moat molly mama than the size or

103
III-hot of flora of tho organisation is mach co to constituto it as
o mogul» mkly cdvortioor.

‘mo dooirability of coordinating the in-tho-otore dioployo with
don-tiling io imperative for a procrorooo ootccxoo. rioturally, this
imolvoo o high degree of cooperation among advertising, the mer-
chandilina, om too mowing; function-o. This, hm, is only
wtotthopiotm'o. Thomairdngtukioplooodotthootmhvol.
Boo-o root tho oxpoctotiono of orgy prmoflon oni it is important to

.3
E.
u
.5
f;
‘i

tron-moo thio tooling to tho poroomol in tho otco. Display: out
to «octod to oppon- simultamouoly with, it not boron, tho oppoonoco
of tho odvortumonto.
Tomthoouppa‘toftlnotmoondtomlinthofulloat
rotumo Iran tho odurtioing donor, o oortoin amt of misery
follow through out bo corriod on at tho m lml. Umooporotivo
uployooo ohmldbooéuootod intho diroctiooofomthinkingood
must be ado comciouo of tho objection d tho now display.
Locum o Related Dioplgz. foo location of o related diophy
in of dotinito inflnonoo on the solo: outccmo. 31th for ozocptiom,

 

utwmhMflwdiophyhuoduo'W,VMntho
picnic in cmdueifl to tho ottmctiaa of Mauro out of their way,
ondinmchcoooootxoroooupcmoroportdthotio-indcal, thodio-
ploy mat to plocod in'o. good location in tho oyoo or the ccnmmoro
ohoro Om circulation io very moi.

Eat “use: hon oaoo idoo ”cording tbir ltoro'o
“good lmticoo'. Tho boot tom con to realised by praninently

1d.

lasting the routed display in cm ouch "good location”. Surely the
end of condoms and the possibility of attractive ielord displays on
to ho highly mmnded. Cm requirement, honour, io that in oi’cher
of those two locations more must be Imp-lo row: for the cuatmr to
mom around prior to considering any particular location.

Roper Arrow. Every display erected docs not opal].
moo-u mu if the other mviouely mentioned requirements on od-
W to otrictly. Tho display itself mot bo built in ouch o manner
oo toottroctoodindnoo the custaoortopickopthomorohmdiooom
to include tho item among her purchase. What ore some of the ro-
quioitoo thou of :1 good display?

1. Adequate display material - A routed mm ohmld
be dressed up with colorful and oppotioing dieploy
material. Suggestive pastors with timely mosaics
and colorfifl dishes are conducive to positive notion
by the common

2. Ptominont price tags - This is o moot impm'tant
element of the related display and ono which io
amnion]; overlooked mm tines. Frioo toga
ohould ho ”do colorful, clear, of good sise, and
should. bo phcod in Mum spoto.

3. Wet for cosy oolootion - Dooign tho diaphy
ooutoholpthocootaoorinooloctingtho iton.
The motioo of building Iymtrical dioplaaro for
appeal-om tcndo to keep tho custom:- umy doc to

 

 

105
fear of spoiling the display. A good practice is
to suggest mucus purchases by building the dis-
phy with t to! items missing so as to indicate to
tho passing mtw that the dilphy woducta m
Inning well.
b. Brought-ouirtrfbcti- i masaiva dilplly 1! more eye-
appoaling. It denotes faith in the success or: the
motion. A mass effect can be given to A related a
dilphy by mix; cardboard boxes as part of the: dis-
play-
!‘hnao four point: must be closely adhnred to and ovary effort

 

!.mzsmx-vii.-1 ..
.

should be WWd in reaching; the Optima canbimtion or these
futon. Figural h and 5 are maples of two excellcrrt well-arrwzd

 

Salons]. Behind Display:

luv nhud display! can he «maidens! u being th moral
as. to and: adaptability m1 ti-Iinuu am mm mic: the
you. umhmthhbhmmna-dimryditphyumm
appropriate during can-Min maul periods. In um pn'ticunr du—
cussion, hm, flu writs: mm 11h to mind. th- uhtin mam].
am a! flu hum of tide]: Imam row duplm ml concentrate
on th- highly mm]. an! speculum! tin-in practical.

1'13 Autumn unload» is filled vith manta mich can rrwide
perfect than! or oppahmitieo for creating related duping-'8. Peapln

106

 

.mo«puao:u
Eunoucouoho a»? 53:3 2538 053925 2

z. 3.3:

 

 

107

.. 444.4441:

 

h;

. .31.?
b44494 949%.:
.44..»4 b4§4§4§ 7.4

i\
Q

 

A well-arranged gondola-end related

figure 5 .

display.

 

1.08
usually ossocisto various food items with certain holiday events.
Fa- oxsnplo, a to! Mass for rolatod displays could very likely box
the cmbinotion of special heart-shaped candy boxes and cakes for
Valontim'o Day; the suction of o. rolotod display with picnic items
for such holiday! as Imam Day, Irfiopondonco Day, and Labor Day;
tho ocubinod display of pic-crust mix and calmed pmpkin for
Thsnkzgiving. Tho roador 1:111 1...... tho tins]: and suggestive dio-
ploys prooontod in Figuro 6. than displays ooro sot up by the First
Rational Storcs s ml: prior to the Thanksgiving holiday.
flotm'ally thorn must be sons reasons for advocating tho building
of seasonal rolstod displays. Tho tom tines reasons are con-
oidorod inpatont factors in prmoting such dicpmcs
1. Tho custmor's shopping is facilitated because the items
mead fer o certain recipe or occasion are prominently
displayod together.
2. Tho stow has the oppwtthy to ooll too or three
itms instead of ono and, as oresult,ookotoo or
throo profits instead of only on.
3. Scum displays liven up tho store and indicate
to the customa- officioncy and good merchandising
ability.

Sass Facts Lbcmt Rocipos
Tho inpatanoo of tho rocipo hos boon brmgrxt out in Chapter V.
It has boon indicated that tho recipe is an integral part of o
well phoned notional promotion and that its quality can contribute

109

.93?ch Sofiucopcaoh Enemmom Mo moanfioxo pooZoouM .o 0.33."

Jum.._rmna_.o>

:zczmuoa , 225442.me

.44444444M4m4_=.£® 4.444543444444é

 

110
hon-oi: to tho success of a costly campaign. Although nost recipes
used in related display cot-amass are mparod by national org ' -
tiono, which aro ablo to support hmo occumico £16an , the
rocipo can also booms a wmotionsl tool on a sailor than national--
scale Min. Retail toad organisations may find it possiblo to
obtain coll prepared rocipos 11th a resemble capital outm tron
occreoo opocialising in recipe preparation.

A good recipe moths" colcrappoal. Inctherwords, the
finished podmt not to attractiw in appoarmco ohilo also appo’
tiling. It is on this belief that tho related display is nodded
not onlyvith recipes tcbo pichednpbyths consumrbtrt alsowith
colc'fnl piottn‘os pa‘traying the finished product served in a plate,
road: to oat.

Tho waiting canon has high regard for recipes. mien she rushes
hosoottorowkaholiksstoprepauamalthstlookoappoticing
Ihilostthoomtinoroquirinanctnm thanthirtyminutcs to
Will". in attractive picture on a package or near a related dio—
play till catch tho hmits's insulation and drum attention to
tho motion.

Ifrociposarotcbouood,ccromthomrcisedinthoir
oolooticc. Enchant rocipoo trust to ooloctod oven 11’ their cost
1! cmtivolyhizm. Savings onrociposnaybo «imaging toths
munching ability of tho rolstod displays. Interior quality
Help” may also rofloct opal tho result of tutu" practical. Hero
fl ”mt Katha-ins Fisher at Good Housekeeping msguino has to say on
tho ochoct of rocipos.

If you offer recipes, choose them well from tho stari-
point of econ-any, gonorsl Appropriatemss, ans tins
spout in their preparation. Ovsrolaborsto dishes usually
are not the kinds that omen want for everyday meals,
ond ovoz-yday use of your product is that keeps solos
ounoo climbing.
in intonoting otudy omdnoted by the Good Hmokesping
Commr Fossil ixdicatod tho potency of tho recipo then used on
lobolo um tho 111st of tho rooipo message in newspaper ord
moguim odvortimsto. Tho results m favorablo in both in—
otamoo. Tho slight sdvsntags that was noticed when the recipe was
inoortod in nonpopor ond sagas-aim advertisements accounts for tho
prooont wootioo of nations]. minted-item: prmotioml cmigno to
inchdo tho mipo in tho meosogo to tho oonmr. In Tabla IV tin
“odor can oboorvo tho comparative advantages humor: labels and
odvortioouonto oo nodio of carrying tho ncipo to tho costumer.
Finolly, tho noipo should be worked out carefully for simplicity
on! mm. m min should bo clear onwgb so no to omblo tho
impu'ionood poroon to muss results oimilor with those of tho

hm ooonaaiot.

Conducting Research on Related Displays
Innovation! in display mangemnt and molar created morchon-
dioim techniques not prove t‘homselvoo tom-thy of the tins and arm

I 15 5353 Hmoloooping Gossamer Fansl consist: of subscribers
to tho ugaoino who have accepted an invitation to act as voluntary
omnltonto to tho oditcro. A questionnaire on food was sent to
2500 members of. tho panel. The returns from the questionnaire were
1717 a“ 68.9 psrcont of the 2500 sent out. The base for the tables
waged by the Good Hmkooping hagguim m the 1717 mmro rm-
”1 o

 

 

 

 

 

 

 

 

 

,,,,,

.....

 

 

 

 

 

 

‘hioh thoy mum. It seems logical that sans senor-eta roots
lootboobtoinodtosuppa'tthoiroontinuomointhootoro. Easy
nothodo hon boon used to hoop track of tho 11mm. of products
diophyod in o now armor. Some agoniootioao ass omhouss billings
to tho otoros ohilo othor companioo my nos gomrol figures inflating
tho ova-on mount of specific itomo thonghout tho organiootion.
A gonnim interost, bosom, ooncorninfitho ootoao or oos'toin
“mousing toehniqms involves o nothod that Rooms right into
tho stars and rocos'do ooom‘ately tho noulto firm I specific project.
With rolotod dioplsyo so with otbsr types of displays o oorroot pro-
osduro to follow in flooding tho variations onsmntomd homes tho
mommviousnodoo dorrongomsntio morons-ring pun:
1. Mupopmpottostotmoondoaoupotomol
otosoo.
2. fob o oortoin boss poriod him the introdxwtion
as tho nu produot or .thod at display on! Italy
solos low]: of .11 itou mooiotsd with thooo boing
tootod.
3. no ”product «disphynothodis introduced into
thtoototorooondouditomndsotthooloooof
tho boos period.
1:. cups” tho dots between tin toot stores and tho
control otorso.
5. Proporo o ropes-t on tho timings and indicate the
specific advantages or dissinntages of the new
product or display toothed.

smmmuryholpmlznpwmgummutho
Mot enabling thou to pus upon the desirability of including
ontoohrdqnootdisployu-ofintroduoingmmodwtointotho
cum-sum. It is evident, though, that the shows procodm‘o can-
notbouooduprofitoblybysnos‘gonisotionotmsormnmo.
mmmmmuntMreauybutmb-mumd
whosothsoruniootiohhooommbsrototmo. Pcmlloroioo
motions there on other possibilitios mob oro metro infml ond
notoo sooth. mepb,osinglootorouyroocttoonodip
tiodvoroioaotthouthodusodbythsi‘int intimate“. Although
hbhndoohviththomhmohimentotootw,ouohobrook-
dombyoookooouldouihhslposindopondostowbtorun
mum to utohlioh the validity o! tho ulstod display.

After ouo typo o! roooorsh prom hos boon sondwtod, it is
uptompunttodooidoshotMrth-roonltsnrrontthouoot
tins,om,ondopoootcthonpootednsootogivondiop1qtooh-
niqno. Bermowdsoisiomoronodoitioinpwtontmtooomn
display toohniqmbo tested morstlnnomo. Itisprobsblo thatmy
unfavorablorolultoomfldbottnontomoofothortaotmmhu
prising, impwop'ioto recipe chains, bod taoto in items ombinod,
ondimxportbnildinzofthodisployrothrthmthooutomoto
mas-pm.

mo Contributions of Common to Roloted Displays
A aloud displo; combination will definitsly derive much of its
Macy tr. tho solution of itoms brought togethor. It has been

115
sts‘ssodproviouolythatthsoutcansorthsmotiondopomtoa

post oxtont on tho {crooight of the plamnrs. In Chapter VIII throo
sou-cos of originstixg display ideas sons discussed. Inasmuch as

thooo throo sources were included in the discussion ooncorning tho
Atlantis and Pscifio Isa Canny, it should be pointed out hero tint
thoso mars gonerallyths canes noodbynoot rotail food organiza-
tions. Harbors in this thesis hos an: extensive mention been sands of
tho oustusr and ospocially of tho hmsssii‘s.

Cortainly any merchandisor must hold a high regard for lira.
Commot- and her reaction to any prmotion. Since she is the object
oi“ all in-tho—stwo promotions , it is only natwal to place her car—-
pectotions and thirscing on food item show all other considerations
1: tho uporditurss accmpsm'ing s campaign aro to bo Justified. '

smmm, shot tho writer. hos in ms is tho trcqmnt con-
sultstion with housosivos in, and out of, tho stars rogsrding food
items and display procsdm'os. On tho subject of related displays,
simple questions can bo prepared to be asked of customers. For ox-
ample, a qusstion can be phrased to ask, "What typo: of food items do
you usually purcluoo slang with or oooocisto with product X?” Doped...
ing on the sins of tho rotsil. organisation, such studies can be nado
more elaborato or simplified to crabls oven era—stars Operators to in—
ca-porato custmor proforma in store displays. Custmcr inter-vim
con bo wry practical. and awarding to retail organisations.

National food mmhctnrors, processors, and associations can
Justify tho sap-uses that are incm'rod in soniuoting conmmsr inter-
Views MC to launching a national campsign. Emotional cXpenditures

116
arc of such as nature so to fostify any allocation of funds to de-
toroim tbs rslstivs superiority of various tic-in possibilities.

Good merchandising dczmrxdo a. practical. and scientific approach
to any promotion. To obtain the madam he; fits out of any pro-
motion it seems logical that the facts must be smilsbls or that
thcy should ho sought out as soon so possible. The housewife is a
marvelous source from when to procure related display suggootionc.
511s is slso s logical choice to some as a Judge on plamed ticuin

practical .

Vahc of Displays

Associations, mmi’ncturcrc, and ”tailors are certainly interestod
in the sales potentialities of displays. The A. C. Nielsen Compaq of
Chicago, Illinois, cornucto bequont display tests for certain brands.
For example, vhon s study is to. be undertaken an s certain hrsrd, dis-
plays are installod in as many otcros as possibls in one or the Nielsen
Food-Drug Index «cities.2

Figaro 7 shows the observation from s tested display. 'I’m solos
otthsbrsnddisplsysdincrsssodhlpsroontinthsstmsthathod
displays, 'lhill sales declined 21; percent in those stores that did
not nos tbs displays. The manufacturer of this brand was interacted

Wu Food-Drug Iran: mums consumer solos cm-
timmly (every 60 days) by detailed, personally conducted
audits of invoices and inventories in about 7 ,000 typical chain
and indspondcnt stores in the United States, Canada, tho United
Kingdas, and Australia. Those stores haw been selected in such
3 mmcr that their sales Walsh 3 tron cross section of the
sales or all stores.

The test city is moral: one of the cities chosen by the
A. C. Hiolun organisation fa- rosoaroh purposes.

.ggslhg £8.92

 

E48 c 383 El!

 

g a.» a. mango and

 

 

 

§3+§ug§

 

 

 

 

113

in the mt result of the display. i'fhils the manufacturer made a
substantial sales gain in the star" that used the displays, he 4
nevertheless lost sales in the remaining stores. is a result his
not gain was only 8.5 percent.

has flu retail pooer's viewpoint, bosom, the test explained
above suggests the importance of using displays to the marina: prac-
ticable extent. It is evident that an organisation nay loss business
by not erecting displays because of the ability of other outlets to
draw acre heavily upon the consumer. It is believed that with related-
itss displays a store can imam its overall business.

Smmary

The contents or this chapter were specially chosen to provide
the reader vith acme o! the practical aspects mrounding the related
display. in attempt was made to point out the need for an orderly
and systematic approach in working nith related displays. Bony of the
pitfalls endangering the success of the related display were made clear,
and appropriate instructions were provided to eliminate many irregular-
ities in planning tie-in pranctions.

Research is indispensable in the scientific handling 01‘ am dis--
play technique. Whom the research pertaining to a new nerchauiising
idea is curled on by the retail organisation itself or by independent
moulists in the research business, the results should he observed
close]; and application of. the intonation is advisable. Research is
costly and of no use whatsoever it the findings are not applied in
mm everyday business operations.

CHAF'I'ER X
COOFQBQTIOH E‘JITH ADVERTISERS

need for Coordination

The consideration or advertising is of partimlar importance in
dealing tith the subject of related displays. Advertising plays a
leading role in dissenimting the prmotional infmtion to the re-
tail trade and in reaching out to acquaint the public with a m recipe
' or with a mimer or a good food cmbimtion.

Whether advertising 'acconpenies a natioml, territorial, or local
pulsation, its contribution to a related display campaign is invaluable.
Timely, expertly prepared, and informative advertising can lend a
dramatic influence to the ultimate success of a campaign. In Chapter
11 the author expended on the desirability of ooa'dinsting advertising
with in~tne-stm promotions. This chapter will deal mainly with the
advertising procedure of mtional campaigns. '

Coordination is a highly desirable aspect oi‘ a national practical.
Advertisements appearing in national publications must be coordinated
with the field work rhich is carried on by sales forces of the coopera-
ting organisations. The impact or any nationally promoted related dis-'
play is derived frm the caliber of the hmnn clement engaged in the
prmotion and upon the timeliness of the various activities preceding
the in-the-etorc display. A vigorous advertising wearers geared to
blend into the overall prmotioml schedule can be remunerative in
attaining satisfactory results.

120
Unless a practicum in well ooordimted with admtiaing, it
is poosibla that the campaign will not carry the omctod impact.
In additicm, the Advertising dollars spent and the ulcsmn'l hours
included in the campaign '11]. not ban cmtributod their maximum
bandits. Fa- Optinm .roaulta a venetian mt coordinate the various
flaunt: that In part of it in a unmi- “gradient ta tho tins of the

emptizn.

Flaming 3 Campaign

A rational rental-item (impugn in and]: prmtod by he or
more mtiunl food az'guniutions. AM tho plan! or. unloved thu-
pruotion in wily adwrtiud in mm tad. media to acquaint
tho retailer. with th- awing mat. In ”aching both tho 0m
and tho rot-.1112, haunt, the food coupanua cocking with painted
displays gammlly choose a numb» at national publication, such a
Life, Sammy honing Pout, and Ladiu Hm Jamaal. Those magazines
are mutt-Iotthauihbhmmmthtl. My”
mm but. but... their ptrticular contribution- and work with
"lat-d dilphyl will be dilcuuod at length in this ohaphr.

hunt“ dilphy puotim haw bun tho creation of food «gamin-
tiona intomud in mating their product“ Bo hr there has not
ban my 30min tttmpt by my of tho that than national uguima
N pram rah” mmiwm. Tho meant 01' than publi-
cation: ouggutod, naval-thou”, that plan- Mb: th- “vex-tiling
loan a: tab th- initiatin in effecting yruotiom are very 90081131.
in tho mm.

121

In planning a ompaign it is inpwtant to consider the com-
parative 'W or verioue publicatione. 3m media provide
excellent eupplenentary prunetional material, ouch as banners,
display aim, and other in-the-etore aide. harem, a umber
of publioatiuxe make available the facilitiee or their field
regreeentetivee to their advertise". Such factors not be con-
eidered price- to deciding upon the various media to be need.

Fork of National Eublioatione

National publications are {anilinr with related diaphye and
realize their value. many publications have conducted etudiee with
varione displaye. The results um euoh etudiea are pasted on to
the food industry, especially to the retailerl. Eublicationa have
suggested the we of related display! to the retailer! because of
their ability to melamine food products. In the tailoring die-
cueeion the reader will be familiariaed with the aide provided by
wferent publications and with their mnercue activities sub-
ordinating the related displaye.

Life hang. Advertisers tho me Life an a medium i‘or their
advertieeaente are provided with one excellent merchandieing aide.
Not only do they obtain the euppcrt at the publication's thirty
ealee repe-eeentetivee but they can aleo buy prmotional material
which is diatributed to adeperating retail outlets. Advertisers
“Bing Life have access to direct mail, cover folders, dismay cards,
lpocialiaed dieplay material, advertising reprints , and other supple-
mentary display material all of which bear the familiar rod, rectangular

mu'flulnpi

 

122
Life eeblu. All the data that an advertiser any desire pertaining
to the publication's merchandising material and services are in-
cluded in the Life retail sales promotion kit.

Life nagaaine representatives do not play an active part in
actually putting; up displays in eta-es. Although this publication
has one of the best integrated sales faces of any major national
tangerine, the activities of its solemn are confined to personal
contact work. The thirty retail representatives of Life cover titty
' major market areas in the United States. ‘i‘heir objectives are: to
call on leading retail and wholesale outlets end explain to then
the pare-selling Job accomplished through national advertising; to
pass along to retailers sound and proved nercharaiising techniques
thrwgh which they can capitalize m the advertising that appears
on the pages of their publication. Here is chat the retail repre-
sentative is expected to do on a call to the trade:

He tries to drive hone facts about Life's audience,
coverage, and advertisers, aimed at creating an ap-
preciaticn of the local selling. influence exerted by
the mafia. He passes on summations which other
retailers have foamd sound, like (1) following Life's
business paper advertisements and reprints to see how
aggressive merchandisers have put the magazine to work;

(2) coordinating displays and merchandising with adver-

tising currently running; in Life, whether they use the
eagaaim'e merchandising materials or not, in order to

capitalize on the local selling impression Life is
making in their ram-list.1

I am Crichton; Retail Representative Syetee Trains Young
Men to Become Merchandisers, idvertieing Ace: , August 6, 1951

123

In Chapter V the work conducted by the retail representatives ~
of Life in the promotion of tin "dinner Dinner' was definitely of
considerable help in Naming the trade about the coming prmotion.
An indication of the acceptance and faith in the merchandising ability
or the Life name is the fact that during 1951, food and food products
advertisers purchased 1,201,7h9 pieces of retail sales promotion
material carrying the Life emblem.

The Saturday Evening Poe . The Saturday Evening Post has par-
ticipsted in two cccperative related-item campaigns. The first was
in 1950 and was called the 'Sniling nun» campaign. During October
of 1990 Germ-a1 Hills, Incorporated, and molar and Canpany got
together and used the Saturday Evening Post for a double-spread
featuring a backrest of waffles ard sausage. The events that took
place in the Philadelphia-Baltinm area indicate has a Saturday
Evening: Post advertisement on "oedrxesday became a local profit naioer
by the week end and for months thereafter.

The district sales managers for General hills and for Armour
and Company called a Joint meeting in Philadelphia. The sales namgcrs
of mess two cx-ganisatiom motivated their sales forces with rousing
talks. Moreover, a Saturday Evening Post representative added sane
ingredients on his publication's impact. The results were gratifying.
During ”Smiling tattle I'eok' Armour saw sales increased 130 per-
cent over the same period a year before. As for General hills, reports
sere received true stores that participated in the promotion shoeing;
inns-eases in Bisquick sales of two to three time normal sales.

Th0 'Sniling Waffle“ campaign in lo succuaful that. in 1951
Amour nnd Company and 00mm H1111 war. Joimd by Corn Products
3:13., dint-inter: at Karo amp, for flat my called tho “Jack
O'knurn Wat” pranotion. Th. Sum-day Buzzing Post. din-
tributod rip-into of tho Mnrumnt Inc! its "mama“: mi-
muod Joint acting. at tho throo cup-mu hold, in mica: large
cities, and in um m help-d to preach. onthuoiun mong flair
“lean-n. Thin, too, was a museum]. traction. Thom are many
related-ital «spam, Wt, in which th- humhy Ewning Post
is and mly u tn adwrtising media.

1h Saturday Evening Post. ulna mihbln to its advortiura,
and "him: tying in with uimtinmnts, similar facilities :1
than offered by Lita. In the merchandising ”trio. booklet published
by tho Stun-6:1 Bum Post, a complete solution or mailing pine“
and point-onto“). unpluutarmu lint-d. This boatlotm mud
fu- thc «mu purpose or providing W with effectin tool.
to arch-min. unit products thich m Minx-tint in the Sum:
Burning Pat.

ladies Bmfllml. Tho Lidia Km Journal has for new years
Mathilhrdthnuudduplwlbutm nut, uriththo abort-o
publiatiou diam-ltd, bun imtrunn‘hl in effecting routed dilplm.
Rained ditphy Wm uppuring in tho radial fiao Journal an
entirely the mark or food companies.

0a of tho butt-r known merchandising props» provided by this
nation-.1 mblication in the Roger 8011 Pun. The Eager Bell Phn in

 

125
the tooth]; ooloo We: of the Roger Boll Food Earkots, on
magma group or seven otoroo. The Lodioo Hue Journal undo out
"the Bollringer' to oll Roger Bell's otoro mongol-e, who ore aub-
miboro to thio phn. What is “The Hominger‘ ond bow is it need?

“The Bollringor" in the portfolio iuued in odvance to
Roger Boll'e eta'e managers outlining the forthcming
Ionthly ulna program, neck by rook. It contains Inad-
qnortere' bulletins, weekly oaleo titles, important. dates
end "onto, the merchandioing proepoctue, and advance
proofs of each canplete weekly advertisemnt. ”The
Benz-ingot“ ie lent out mm the country o mouth in od-
vanoe to leading operator-e, both wholoaale and retail,

and in received by them Just ot planning tine on on in-
epirotionol one! toctuol guide in lining up their can pro-

w.

The tour weeklyodvortilonentl included min» Bollringor' ore
Inga-nu: applied Iith related dilploy suggestion. ileo proo-
poottvo notionol roloted promotion on brought to the ottontion or
the auburn-u to the Bell Plon. ra- mph, in on. ulvertioomnt
prepared i'or the mend week at June 1952, the “Ice eru— Forfeit Pie"
pruotion nu mentioned. It no nggeotod to the Roger Boll numbers
that they 0mm obtoin note for their on odvortioing we {run
either their Pill-bury Mlle or Joli-0 representative.

The urohondioing oervieoo provided by the lodioo Home szrnol
through “The Bellringor" are oxtnezaely helpful to the mall food
organisation! and to the independent retails”. Specific guidee on
merchandising techniques can be obtained with a minimum capital outlay.

General Oboervotione
Ceadinotion Iith odvortieim nedio is very desirable. By working
together with the otoi'fo of notional again", odvortiaoro con obtoin

1.26
valuable aid end knowledge in approaching the trade and public in
the proper tumor.

Waking together with o magazine's start, the advertiser my
arrioh his knowledge about mrchnmiioing Intonation. and may utilito
hi. maroon to the boat dejreo. Hanover, the chances of succeeding
in edmating and obtaining the cooperation of wholesalers and retailers
on much improved due to the contact work performed by the retail reproc-
oontotivea of national publication...

(lemony, oll in—tJn-etore notional material that is bought
bran ouch nogaoinu on Life end Saturday Evening Post in reuonobly
priced. that io, the magazines do not try to profit from those nor-
chandioing oido but rather attempt to offer 0. oervioo to their cus-
tmre. Iiomrtheleos, the cost of such materials can constitute a
considerable outlay of capital. It is 1306008117 that the use of ouch
materials be ensured prior to being phcod at the disposal or food
canpnnioo. Tho present trend is to send the prunotioml mammals
available to rotoiloro only upon roqmt. Thio is o vise step in
tho diroction of reducing unjustifiabh omneoe on promotional cup-
plioe oont irriiocrinimtoly to most food otmo.

Sunny
Tb export usintonoo of nationol publication- in the preparation
of o notioool rented display mien demoe- mu investigation prior
*0 muting o Mien. These publiootiono my pose on to their od-
Vfl'tiloro dooiroblo doto regarding opeoii‘io upocto of tie-in pranotiou.

 

127
Coordination bot-non the odvnrtieemnto publicizing the pro-

motion on! the ootuol in-tbo—otore mmimrdiain; prmotion is an
indilponooblo requirement for o sucoosoful outcome. The coordination

of those ho phones of o prmotioa will have o greater effect on lira.

CWo

. fifth __:_.__

 

Clml’l'fifi XI

CUE-351118102!

The violation of the pacer-y otoro from the general store to
the present-day oupemrket has created any problems of archan-
.dicing. Thou problem: grow out of the trend tooordo colt-cervico
which no: in turn brought obout through the improvement in pocknging
uterine, new procoueo of packaging ond food generation, and
better doeigmd ond more efficient eta-e equipont ouch ob "trig-
erotce, freesore, oomoywo, end other nochoniool rocilitieo.

Self-union: brought obout a meded ioprovenent in the retail
food ota‘e. It cmtributod maul: tau-d the realisation oi‘
coring: in operating expenoeo and cubemznentlgv pooled on to the
con-um:- oigniricont reductiono in food prices. However, eel:-
eervice created two basic problems. First, it reduced and has con-
tinued to decrease the moraine on food item end, second, it meted
o lifelooe, regimented, impersonal method of merchandising. Both of
these problem hove constantly oboorbed o moving amount of interest
Iran progressive food merchants. V

In View of thoeo developments cane oountorocting nooounoo oeemod
moon-.17. It no felt that through well-plowed molandieim pro-
m the solution to both problem could be pursued with o unified
plan or oction. in o result, progressive nonegenent proceeded to
develop urchondioing techniques which cmld nerve the two objectivoo.
These objectives were to increase volume turnover to compensate for the

reduction in margine end to liven, drone up, and increase the contact

129
bethn management and the manner. The mass dieploy, the varia-
tions of store layout, the original eheli‘ arrangements, the related
display, the nu. island display, the and display, and a timber or
other merchandising ideas were a part of the solution to the existing
problems of the retail food business.

Among the mmrous innovations presented above, the related dis-
play can be considered as a unique mthod of merchandising food items.
then prowl-1y used the related display can provide all of the demnds
relative to the functions of today's grocery store. It can help to
increase values of sales, While at the lane tine, it can contribute
to creating a closer relationship between the store and the common
The related display helps to dress up the eta-e and indicates an active,
personal, and helpful attitude in spite of the self—service element.

The related display is a relatively nee method of merchandising.
Although this type of display was known and used, in a tee instances,
fifteen years ago it is onlyvithin the past seven years that the re.
lated display has been widely utilised. Roch of the credit for the
present elevation at this display among the better knosn techniques of
merchandising should be given to the food associations and to the food
processors and manufacturers. Through their efforts the related display
has seemed a prainent place in the self—service store.

Food associations have been a strong force behind the related
display promotions vhich have appearodsinoe the end of World Far II.
The related-item display was sell suited to the objectives or these
associations. Hot onlyaid it provide than with an oppwtunity to

130

imroaae their sales but also enabled tho associations to upon!
their market. permanently and to indicate new uses for their products.

The food processors and manufacturers in the United States were
also o vital factor behind the establishment of the related display
as a prominent method of mrchomiioii r. The thizficin; which motivated
their support and work with the related display was based on the know-
ledge that, although advertising could create demand, an outstanding
diSplay was an indispemabln companion f or the realization of greater

T'EMS‘tIJJ"; ' 'v'm‘l ‘ ' ' ['2

sales. With the related display the food processors and manufacturers

DIET.

hoped to derive greater solos, to change consumer buying habits, to

‘L‘Adi:

help with the introduction of new items, and to induce the retails-1r to -
featm their product. over that of a competitor's.

Without. doubt tho column has contributed tremendously in
bringing about the ultimate success of the related display. He has
been the connecting link between the national prmotions and the in-
tho-ltoro displays. Throw}; his effort! the retailers have come to
realize the advantages possible filth related-ital displays. The retail
stores should accept the free services offered by the salesman. By
doing, so, they will improvo their operating efficiency and will Lake
use of the «Ram's 'knw hat”.

Tho waving pound tar ovary related display is the retail
“43". After Ill um planning and expenses zoompamring a related
di’play practicum, than: must. be a follow-through in the retail store.
Eur! attempt should be made to educate the rotailer about. the operating

 

 

131
advantages of the routed diaplay. Coordination of the advertise-
ments with the auction or the in-um—ctoro diophya in a pre-
requisite to c ~11.de campaign.

M. th- rctail lovol, the routed display presents a number of
operating advantages which are omenaurato rim tho 0.1118 of the
colt-conic. store. The most important. contribution of the rented
display is it. chility to increase sales and consequently profits.
Omar contribution of tho related display In; it old: in merchan—

 

‘ \‘v 1‘. (u ' .I‘ 5"} ~. -

dining tho mull start, it. hclpa to bounty tho um, inpullo
1m on b. giun an extra. push, and oxoosain merchandise can ha

1'“? -

loud out or std-ago.

Acid. Ira the related display promotion- «tainted by food
“convictions, nonhuman, and pron-um on a national took, a
mum at tin-4n dilphyl or. make! by null food organisations.
may "toil captain hav- bocaao mo of the mum of the ro-
und W: and hum, in addition to the notion). motion, insti-
tutod thoir on prom. Thea. nail—upward aloud displays on
“lunch-rm in loocl ”din cu! m atom the Iimplo typo, variety
«immanent.

rho We: the "hood display at tho "toil lovol demands
oar-ml cmidmticn. Ban or the facts that must. bc considmd are:

l. Organisations). coopuation.
2. Solution of Wine.
3. Coordination vith xiv-tuning.

 

h. Loootion at o rolotod dioploy.

S. Propor Writ of item combined.
m propor mix-notion ond combimtion of tbooo foctoro will holp
to oocuro tho boot oporoting "results of any plmnod practical.

Ono oubjoct that must bo imludod in dioouooing or Iorking
with tho routed display io tho mipo. mo rocipo io on intogrol
port of o we'll-plowed gnu-motion and ito quality con oontribnto
innonooly to tho ouooooo o: o costly campaign. Exoollont rocipoo

__‘__4A__ “-
-_ - ..'.»

'-.._m- ._ one. -.q~:A‘.E> m
l

moot bo ooloctod ovon if thoir coot is comparatively him. Thoro
oro ocno mentions, holovor, that do not requiro the use or o recipe.
Sumo items can bo mturam combined without the mod of indicating
to tho oonoumor o opaciric plan or prop-ration.

A very mportant topic that mot bo oomidorod, by my oiooablo
organization. io tho mod to conduct oono roooaroh studies on tho
oubjoct or rolotod dinplq‘l. Cortoin mothodo oro and in tho "toil
mum to oolloot an. on otwo‘motiono. mum tho nothod
mood, tho point thot mot bo immoaod upon tho roodor in tho desiro-
bility of noting uoo of tho doto on! tho ovoidonoo or booty ominoiono.

notional practical oro gonorony odvortiood in notionol publioo-
tins. mo potonoy of tho notional odvortioomont io imluoblo in tho
{inol «atom or o ooloo campaign. Ibo rocipoo opponing along with
tho rohtod dioployo oro o captivating («co to tho hmoooifo. Tho
progroeoivo urchont will mko ovory offort to oopitolioo on those
campaign: which oo otrongly otimuloto tho houaowil'o'o buying.

 

 

 

 

1.33
All tho prqnotioml point-of-oalo material which in mode

ovoiiablo to "tailors, who cooporoto with routed-item promotiono,
io corofully proparod. Tho only work to bo pertamod by tho rotoilor,
in may cocoa, is to cooporoto in netting up tho merchandise in tho
relatei-iton dioploy.

knot: of tho ottroction derived from o related display depends
upon tho items bngbt together. Good choice of products, on on
oollont rocipo (when doairablo for tho diopioy), on! on amount»
to tho proper merchandising prooodmo will provide o ctr-mg support

{or o omooooful out-om.

' moan m-‘v‘h’v; E‘i'a‘vi.*5' ‘A .u. 71.}, "III
1

m

 

 

 

BIBLIOGRAPHI

ti‘alo L I?“ ‘1' l‘oi '

 

 

BIBLIOQRAHH

. BCEKS

 

Am, Ho E0. 11. ‘o Cmr, ‘m 3?. Lo Dormu'o OJtlimS
cf flax-hug? Row York: EcGrov-flill Book Company, .
ima‘pwo ' 1950c '

Soyroo, Paul, editor. Food marketing. low Im'ka LicGrao-
}iil}. Eook Cmponyffncorporaba, 1950.

 

Win, Arthur. Successful Rotciligg. Mow York: Harper
and Broom-9,1531. i

13mm: T3

Good RouoohOping Conouoor Panel. Food Topico. New York:
Good Homoeimcping, 1950.

S Pill-BC HES

 

Niel-on, A. 0. (bacon Storo Horhotifi - 1@' An oddrcso
to tho natimafxsaocuuon * oooro,

135

 

APPEBEJICES

_‘vaai'.

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.‘V‘Ifi -

 

 

 

139

AI‘E’ELBQIX B
Lamaazmsnamo IRE

Gontlonsn:

I on o grsdusto student at Eichigan State College, majoring in
Food Distribution. Port of the work towards the fuliillmsnt of my
dog-so is the smplotion of a research project. For the subject of
my research, I have chosen “isolated Diaplsys" or, as often called
in tho food buoinooo, 'Tio-In Displays” ond “Associated Displays'.

is at mean: of obtaining tho desired intonation for my research,
I am writing to o solsct rumor of organisations in the food business.

The follwing list is a synapsis of the data which are required
for the coupletion of my project:

1. Approgimto amber of Related Display canbimtions used
in 19,1.

2. Items which you how ombinsd together ond indicate,
[aliasing each, the best season for display.

3. Pros tho ohm group, list tho. firs most successful
Belated Displays which you featured during 1951.

1:. Your aganisation'o thinking behind Related Displays.
(shy you uso them, their success, etc.)

5. Dollar and volume changes notiood on items ombinod
for Related Displays.

6. Sons information about costs in setting-up, svorsgs
returns outpscted por square foot, and the method of
mos-ding dots for Rolstod Disployo in your organiza-
tion.

7. Booklots, coss studios, display material sud instruc-
tions to retail stone for offoctivo urchandising.

I would be very phased if this letter could be relayed to tho
department familior with “Related Displays". Any additional informa-
tion which you feel that could be of value in connection with my work
would bo wry volcano. Iour fullest owporation on this project till
he grostly opprociotod.

Yours truly,

Spyros A . Gavrilid-es

 

 

 

 

 

 

:-

”‘moo“ammo?