November 17 Opening Date in Elgin Drive to Boost Xmas Gift Sales for Jewelers
YOUR Quality jeweler Invites You To A Special Pre-Christmas Showing Of Fine Gifts - Starting Tuesday, November 17th. With this urgent headline across two full pages in The Saturday Evening Post, The Elgin National Watch Company will present this month one of the most spectacular advertisements ever run in the interests of retail jewelers.
To assure maximum readership for the advertisement, no expense has been spared in its preparation. One of the country's foremost artist was engaged to create the dominant illustration. A gay Christmas spirit is imparted by the use of a brilliant red background for the new Elgin watches shown, and by holly sprigs in natural green. Other colors, combining to create velvety purples, rich yellows and soft flesh tones, endow the two facing pages with a warmth and beauty that is unusually appealing.
The selling message in the advertisement points out that gifts of jewelry for Christmas are truly smart-certain to please-and available at prices each customer desires to spend. An early visit to jewelers is strongly suggested so that selections may be made unhurriedly and from stocks that are complete. The text closes by recommending that buyers take advantage of jewelers' willingness to hold the chosen gifts until Christmas.
Advertisement Has 3-Fold Objective In explaining the thinking behind the advertisement, T. Albert Potter, Elgin President said: "Studies emphasize that the jeweler's real competitors for consumer dollars are not other jewelers, but the distributors of radios, automobiles, washing machines, refrigerators, furniture and household appliances. A great number of these items are purchased as gifts at Christmas time. If we can implant the idea of a 'jewelry Christmas' in the minds· of gift buyers early enough this season, we feel confident that we can re-route many of them to jewelry counters instead of into competitors' stores. This strategy will also bring to jewelers a long season of good selling and an increased flow of store traffic."
Backed by Coast-to-Coast Radio Show
While the "gift preview" advertisement is doing its important share in sending customers to retail jewelers, another tremendous force is at work toward the same end. "The Elgin Football Revue", on the air over 56 Columbia Broadcasting Stations at 8 :30 p.m. Eastern Time every Saturday night is going out to 81,000,000 potential listeners, with an urge to select gifts of jewelry and to select them early. The market reached in a single week by this brilliant half hour show together with the powerful "gift preview" advertisement can be calculated at more than 95,000,000 individuals.
A special display card showing the "gift preview" advertisement in full natural colors has been mailed to Elgin jewelers. Officials of the watch company point out the necessity of keeping this card prominently displayed in order to reap full benefits from the national advertising.
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