Tobacco Documents Online

Cuprex turns over fast. ~ Study shows the average person looks up drug store 7 times in a 12-month period Cuprex is a fast, 15-minute treatment for head lice, body lice, and crab lice (pediculosis). It destroys nits and prevents reinfestation, Use it right from the bottle. Consumer Division, Calgon Corporation Subsidiary of Merck & Co., Inc. Pittsburgh. Pa. 15230 1 Sales I +its , U Item Retail Each I Total Value Your Cost ~ ~.12 ` f;USHI ON-REST 6 Host Pads ¢P-1) S .ae = 4bS $ 2.50 ~1• 12 REST RITE liase tadc (Cf•S) 34 7.06 3.60 12 NIDDLEPAD(CP-2), J9 4.58 2.50 ~ ~ 12 f!#X TITE Hese Rtnr3s RxA .39 4J% 240 JIIrEG3PRAY (Ct4i) fye[las CManu 1.OD tA0 3.60 ti EYEGUISE [REPAIR KIT {C!-7) f i.oo 4.00 3.60 Rack Free! 20% use Yellow Pages to find a pharmacy K 33.121$18.30 Your Profit $14.82 = 44.7% ~ J.1. MORRIS CO., Southbridje, MA 01550 ' Send fuil information to- Name i Address I OPEN STOiCK REFILLS AVAILABLE 72 • Morket ng Trends One out of every 5 persons 20 years or older consults the telephone book Yellow Pages at least once a year to find a pharmacy. In fact, among those who do look up phar- macies in the ~'ellow Page_, the av- erage person does so 7 times in a 12-month period. So reports the Yellow Pages Na- tional Consumer t-sage Study, con- dttcted bv Audit & Sur.-evs Co. on behalf of the nation's publishers of Yellow Page directories. Followed up: According to the sttuh•, 94% of all ~'ellow Page con- sultations to find a pharmacy are followed up with a phone call, a .•isit, or a letter. The report emphasize, that only 37% of thos e who go to the 1 ellow Pages to look up a pharmacy do not already have a particular pharmacy in mind. The other 63% know the name of the pharmacy they want to call-but they look up the number in the Yellow Pages instead of the white pages. Prestlmably. the significance of thi~, to the pharmacy owner lies in the possibility that, even though Mrs. Jones consults the Yellow Pages with the intention of finding the phone number of Smith's Phar- mac}•, her attention may be draxvn to an ad placed by another phar- macy, and Smith's Pharmacy might not get the call. Yellow Pages pub- lishers, naturally, are interested in persuading pharmacy owners-and other business men-to run yellow pages advertising, and not depend solelv on their one-line listings, whether in the yellow or white pages, as sufficient to bring them to the attention of prospective cus- tomers. In the market: According to the study, more than 85.6 milion of the naticm's 119.9 million men and women aged 20 and older are in the market for drug store products and services-and 23.5% of these, ur, more than 20 million people, use the Yellow Pages to find drug stores to supply these products or service~,. Other highlights of the survey:  19 c of the men . . . and 2i' (' of the women ...who look for phar- macies do so via the Yellow Pages. .  30% of those between age!~ 20 and 39 use the I ellow Pages. com- pared with 191":~ of those over 40.  Yellow Pages are the phar- macy infornnation source for 1;r ( of tamlhes with incomes under $5.000 . . . 2517( of those in the S5,000 to $10,000 range ... and,28 c of those earning 810,000 and over.  The Yellow Pages draw phar- macv seekers from 25r of inetru- politan area dwellers ... and 21 1~c of those living in non-metroluilitan areas.  As would be expected, the Yel- low Pages are considerably more important as a source for pharmacy information to those people rela- ti.•ely new in town than to long- time residents. The study shrJ%xs that 317( of people who moved within the past 2 years consult the Yellow Pages for a drug store- ~ compared with 215 of those who did not move within the periucl. Newspapers distribute 53.1% of coupons Newspapers distributed 53.1 r"r of the coupons used to pronxote merchandise in 1969. According to A. C. Nielsen Co. clearing house for merchandise c"u- pons, this represented an increa~,e over 1965, when -t8 1'~ of the promo- tionsl all~l>earled in newspapers. AMERICAN DRUGGIST • Seplember 7, 197C