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246 Building Theatre Patronage
13. Because 80% of the people buy as a result of visual
impression rather than reasoned appeal, the actual physical appearance of the article itself is better than any statement of its qualities.
14. It takes about six seconds to pass the store, or about
ten steps, therefore make your display simple and try to have an uninterrupted idea which all the elements combine to create.
15. Suit your display to the type of prospects who are in
the majority of potential customers passing your window — make your appeal feminine if the majority of prospects are women. 1 6. Color, form, light and motion are the four tools with which you work.
1 7. Dramatize your window. Dramatization does not
mean a startling trick or stunt to gain attention, but rather dramatic presentation with dramatic activity and movement. The ideal thing is to bring the prospect into the picture while making him a participant of the action instead of a by-stander.
18. Increase in illumination adds to attention value.
Importance.
The importance which the merchant generally attaches to the window display is evident from the returns on a questionnaire distributed nationally to six types of retail merchants asking that preference be indicated for the following forms of advertising — window display, newspapers, billboards, magazines. The retailers indicated their preference for window display as follows:
Grocery retailers 5 1 % preferred window display
Hardware retailers 75%
Drug retailers 52%
Haberdashery retailers. . . .64% Confectionery retailers. . . . 38% Dry goods retailers 68%
Use of Material.
A nation-wide survey has shown that merchants do not use window display material supplied by manufacturers for the following reasons — and these reasons as possible objec