Ad's headline clearly states the theme

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Wirh Our Best Wishes for the Holidoys, We Give You Sovings l{{)TE attention getting Christmas wreaths used to stress the more important merchandise being offered for sale. dered by holly wreath designs under "Gifts for Everyone" with building materials and other items in the left portion. loyce Lumber Co., Omaha, Nebr., used, a box in its copy worth including in any reader's Holiday advertising: "Many more specialsYou'll flnd plenty of good buys."

N()TE continuing use of Santa figure, re-inforcing the basic selling premise offered in the copy blocks.

Cash & Carry, Boise, Id,aho, had a full page layout December I in green, red, blue and black ink. "We're Everybody's Santa," was the caption in green and blue with type in a Holly wreath design inviting shoppers to the firm's consumer clinic, the one in the center heralded 3 big prizes in a free drawing and a fourth one below listed the items. A large red-bordered box listed lumber items on the top right side and one on the lower left side had listings of pre-finished paneling.

Explaining some of Cash & Carry's philosophy regarding Christmas advertising, R. S. Bohrer, vice president said, "Basically, most lumber yards, including us, are not in the 'Christmas Business.' We run our ads early in December hoping to get a pre-Christmas fix-up job. We don't try to buck the department store, K-Mart, jewelry store, Sears, etc. advertising onslaught that comes the last two weeks before Christmas. On the whole, the ad did fairly well, although the December volume of all merchandise held until about December 20 for us."

Beauer Lumber Stores, Vancouuer, 8.C., Canada, used three-column three-quarter page layouts headed, "Beaver-Your Christmas Gift Store. Power Tools, Appliances, Games, Fun Rooms." This particular layout is an example of the skilful use of various size boxes, circles, etc., to separate suggested items of a multiple nature and yet avoid confusion.

Ray BeiI Lumber Co., Spokane, Wash., had small two-column layouts under, "Shop Package Deal Beil's for Inexpensive, DoIt-Yourself Christmas Gifts for home lovers everyone can enjoy," and gave away free during the Holiday season plywood zoo animal patterns or life size full color outdoor Xmas card patterns with each $5 purchase.

Handyman Building Centero Sacramento, Colif., ran eight-page insert sections during the Holiday Season in color presenting hundreds of items carried in stock and useful for Christmas giving.

Sutherlanil Lumber Co., Omaha, Nebr., had a full-page (tabloid size) layout headed, "Nifty gifts for your home and your handyrnan." Also included was this excellent selling line as an ad caption: "Memo to Mrs. Santa . . and the Little Santas from Sutherland. Help Dad Have a Merry Christmas All Year!" by suggesting tools and appliances for his workshop.

Myhren's Cashway, Rapiil City, 5.D., suggested in one of its advertisements: 'oCal Cashway has a Christmas Suggestion for the bathroom that has everything," in ofiering vanities.

Use the ideos on these four poges, proven by deolers ocross the West, i io help you ,plon eorly for nxrre effective Holidoy Seoson ods. WeJl- ,, : thought out, effeclively plonned ods con meon increosed revenues fnom the yeor's biggest single selling seoson.

Homn Builders Supply, Albuquerque, N.M." used this sales line: "...for easier living. thoughtful giving."

Westside Lumber Co., Cobrailo Springs, Colo., ured. a good caption: o'West Side Lumber has some gift ideas for that man in your life including power tobls for the do-it-yourselfer!"

Keith Brown BuiLding Material Super Market, Salem, Ore,, called, its presentation of suggestions: "Gifted ldeas." Samples: Basketball backboards, drills, legs, shutters, patterns, ping pong tables.

Brownson Lurnber Co., Wenatchee, Wash., used this one: "Having trouble selecting gifts for the kids this year? Look at these specials. Any kid would be glad to have a new eave trough this Christmas! Suggested in addition were ping pong tables, basketball backboards and storm doors.

Wickes Lurnber anil Build,ing Supplies Center, Fresno, Calil., captioned one of their ads with "C.hristmas Gifts For Your HomeMake your home holiday-ready with quality products and building materials from Wickes. Cash in on Christmas savlngs today for year-around comfort and enjoyment.. .."

Brownson Lumber Cg., Wenatchee, Wash., in a three-column small advertisement, addressed a letter to Santa which made up the copy. It read: "Dear Santa: Well, we've decked the halls, we've trimmed the tree, arid we are overflowing with the Spirit of Christmas. In short. we're ready.

"But before you start loading that sledo we'd like to make a few suggestions. \[/e liked the Purple Ties, the Mahjong set, the Stufied Pelican. In fact all of the things that you brought us last year were nice, but you know what we'd like even bet. ter is just plain more customers

"Why not just send us lots of those nice people who want to fix-up their homes? You'll be doing them a favor too."

P.S.: "Santa... if you're having trouble finding REALLY nice gifts, come on down and see our beautiful kitchens... our lovely hardwood panels and many other wonderful things for the home. You'll want to make your deliveries from our stock."

Each of the foregoing examples of advertisements used during last year's Christmas season presents ideas well worth consideration for inclusion in one's o\trn campaign during the 1968 season.

They also provide the starter toward starting new and difierent approaches which can make the difierence, when com. bined with the above. between a so-so Holiday business period and a highly profitable one!