OPERANNG OPPORTUNInES

WALLY LYNCH Paid Associates PO. Box 741623 Dallas, Tx.75243

llf HOevnR said advertising doesn'r Ut cost, it pays, or something like that, lelt out a lew descriptive phrases. But, none the less, in these times of vacillating demand and massive doses of competitive newsprint, there is incessant inquiry about how the little guy can compete. Obviously they can and have. Retailing successes by unknowns are legion.

One exercise I insist anyone seeking help in advertising go through is to analyze a competitive ad by estimating how many of each item would be sold in their store if the ad had been run by them. In addition, they are asked to find out what the ad would have cost and the total gross margin that would have been generated by the landed costs their firm was experiencing for like items.

Almost without exception, people chose to look at a 24 to 28 page tabloid. After two days to agree on what would have been sold and learning the pages cost about $1000 a side. it is determined