"The advertising program of The Elgin National Watch Company, for example, is one of the most comprehensive we have ever conducted. And it is gratifying to note that jewelers are making exceptionally strong efforts to cash in on it to the full"
"In this connection, one retailer - Sallans of Detroit - has instituted a program of dominant color advertising in newspapers. The ads in this effective campaign tie in closely with our own nattional program. They are of 5 column by 18 inches in size, and gain their distinction not only by their brilliant use of color but by their excellent makeup as well. Appearing as they do, right at the time the Elgin National Advertising program is gathering momentum, these advertisements cannot help but register a noteworthy sales boom for Sallans." Mr. Brodsky also pointed out that "even these retailers who are not featuring such spectacular tie-in advertisements as Sallans, are doing a far more intensive job of advertising than is customary. Requests for free mats of ready-to-run newspaper advertisements have hit new highs this year," he said.
"And it is significant that we are experiencing a great increase in requests for the advertisements which feature our 17, 19 and 21 jeweled models. Not only do retailers apparently expect an increase in the number of units they will sell this year, but also a step-up in the quality of merchandise desired."