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ADVERTISING
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patrons of a theater in their seats, and while any other kind of advertising in a theater is objectionable, no patron objects to reading announcements in regard to coming attractions. Naturally, these should be prepared with the same care as a newspaper ad. Only the smallest theaters use slides. A service is available which supplies trailers on every feature released by the distributing companies, for a nominal fee.
To supplement all kinds of advertising there is nothing more effective than a good will campaign — which includes the writing of personal letters to hotel guests. The thrill of receiving a letter of welcome when one is away from home warms the heart of any stranger. When many letters have to be sent, they can be prepared in quantity and made to look freshly typewritten. A letter of congratulation to those celebrating an anniversary or a birthday helps to make friends. There are many ways in which lists may be compiled for this purpose. Such letters will attract favorable attention if given a personal touch and if carefully prepared. They will develop interest and create confidence.
In the opinion of the writer, the result of advertising and publicity, in the order of relative importance, comes from
1. The pleased patron
2. General repute (Good Will)
3. Personal correspondence and contact
4. Advertising
THE ADVERTISING BUDGET
Advertising should not be undertaken without a budget. The exact amount can be ascertained only through careful study of the actual conditions. After the budget figure is established, every effort should be made to secure the best possible advertising value for every cent of the appropriation. In the operation of a large number of theaters, the writer believes that advertising appropriations may be determined to some extent in accordance with the gross business that a theater will reach. The following table is the average expenditure for all forms of advertising.