DANT & RUSSETL SATES CO.

ad mats were questionable if not disappointing in view of the expense involved. The clearest lesson-plywood ad mats used alone were not as effective as they might be; used in combination with other advertising,'they brought much better results. Omnibus ads covering a variety of items, including plywood and plywood plans, pulled well, particularly those that headlined table tennis boards and train tables.

It was clear that measurable results on newspaper advertising were hard to come by and that continuity was a primary factor in effectiveness.

Direct mail pieces made up by the field promotion representatives working in the lumberyards obtained definite results in increased demand for plans and plywood.

One card, carrying an offer of plans for gifts and decorations, mailed by the Cole Lumber'Co., brought a high degree of new prospects into the Van Nuys yard. It went to boxholders over the area served by this yard.

In the same yard, a hand-written post card written in a friendly, informal style, inviting customers to do their Christmas shopping in the Cole lumberyard, was the most effective single promotion idea that came out of the entire survey. In three days it produced plywood sales that exceeded those of the previous seven days.

Outside display was also clearly effective in bringing new faces into all yards. Most of these were built around painted plywood cutouts for which the dealer had plans inside the yard. Inside displays of plans and plywood figures was equally helpful and provided continuing com- ment, interest and increased sales, although specific plywood orders were difficult to trace to actual plans in most instances.

Most interior displays were built around plan centers.

Special outdoor signs, billboards and truck signs also brought defined interest. At least once a truck driver carry(Continued on Page 46)