Document QkZ50DKOzkqJv3rrn8zV4Rrd4

HOW TO MAKE WITH LOCAL ADVERTISING It can't be said too often. NAPA's 1986 national ad vertising campaign is the best in our 60 year history. But it's possible to improve on the best -- with a strong effort in local advertising which will result in bigger sales and profits for you. NEWSPAPER When you're looking for the best buy for a particular piece of merchandise, where do you look? In your local newspaper. Local newspaper advertising gives your customers the same opportunity it gives you, the opportunity to see who's offering what. That's why it's so important that your NAPA AUTO PARTS store be highly visible in your local newspaper throughout 1986. To help you achieve this imperative visi bility, jobbers (on the National Advertising Program) will be provided, at no charge, with periodic newspaper kits. Convenient and easy to use, the kits will be shipped on a timely basis and will include ad materials aimed at two different customer groups -- D-I-Y'ers and those customers who prefer to have their car repairs done by a professional. What you will receive and when are as follows: PbR@|b|\|hT| December 16 -- Local Materials In troductory Kit -- a streamlined, simplified guide to help you plan your 1986 local ad vertising, including a planning calendar, budgeting tips and information on ordering local materials. February 3 -- Spring Car Care Days Sales Newspaper Ad Kit -- includes everything you'll need to capitalize on this already proven sales success -- ready to run ads as well as blank ad mats and pro duct clip art. April 14 -- "The Big Event" News paper Ad Kit --- ready to run ads and blank ad slicks and clip art that will increase the local impact of the NAPA Car Care Book. June 9 -- Summer Newspaper Ad Kit -- prepared ads and blank ad slicks with clip art featuring popular summer sale items. August 1 -- Fall Car Care Days Sale Newspaper Ad Kit -- ready to use news paper materials as well as blank ad slicks and clip art to help you make the most of this top selling season. November 3 -- Newspaper Holiday Ad Kit -- this packet will aid you in finishing off 1986 with a sales upswing. Includes materials for Thanksgiving, Christmas and the general holiday season. RAD10 Local radio is an excellent way to give your listening audience an extra reminder of your special sales promotions. For NAPA AUTO PARTS stores interested in increas ing their local exposure there are three radio tapes to supplement their local adver tising efforts. And they're free to jobbers on the National Advertising Program. Spring and Fall Car Care Days Sale -- a variety of generic and price/product spots, different for Spring and Fall. NAPA Whole Story and All Season Price/Product -- the national ad campaign comes to the local level with this tape which includes spots for year-round price/product and "The Big Event". Farm Market Series -- designed to help you attract these special customers, this tape includes image building and price/pro duct spots. 0UTD00R I Eye-catching and easy to remember, the 1986 outdoor billboard features the "All the right parts in all the right places" slogan. The billboard can be imprinted with your store name and location. It's a terrific reminder for your regular and potential customers. LbQCAbL Tay | NAPA's four 1986 national television commercials are available for local use. The NAPA Whole Story, the Dealer Story, Car Care Days Sale and the NAPA Car Care Book ("The Big Event") spots are among the most effective ways to tie-in with the national campaign and can be pur chased for only the cost of duplication. In addition, a special version of the Whole Story commercial is available. This version forms a donut around the Whole Story spot, allowing local price/product in formation to be inserted. Make it a great year for advertising (and for sales) with the 1986 local ad materials. With good local advertising, you'll make the national ad campaign work it's best for you! 1986 NAPA LOCAL CO^OP ADVERTISING PROGRAM NAPA's 70/30 match ing fund allowance will again be in effect for eligible NAPA Job bers participating in the national advertising program in 1986. There are a variety of ways to qualify for these local co-op funds. The basic requirements are as follows: 1. Participation in the 1986 NAPA Na tional Advertising Program. 2. Advertise between January 1 and De cember 31, 1986. 3. Prominently feature the NAPA logo and only NAPA brand products in all visual advertising (print, television, direc tories and signage). 4i Use the word "NAPA" and feature NAPA brand products in all broadcast advertising (radio and television). 5. All uses of NAPA held trademarks and servicemarks, must comply with the NAPA Graphic Standards Manual. 6. Local advertising can make no claims which are not made by NAPA or NAPA manufacturers- in their own advertising- 7. lh;all-adyertising, maintain a high stan- dard'bf/gobd taste.. 8: Advertising in the following mediums /qualifies '.for, co-op advertising reim- '. buVsemehtV' A. Subscription newspapers with a ". verifiable-circulation ' (daily or weekly): .. \ B. F.C.C. licensed radio stations. C. Telephone directories (white and . yellow, pages). D/ F.CC: licensed television stations. E. Tabloids (i.e., Real Deals). F. Outdoor billboards and signs. G. Magazines with verifiable circula tion! 9. Or, if you purchase any of the following: A. Official NAPA illuminated outside signage Design-A-Sign or dealer hanging signs or driveway signs (including, permanent window signs). All.painted signs must com ply with the NAPA Graphics Stan dards Manuals. B. NAPA AUTO!, PARTS, letters or Pipeline material and labor to in stall either of these items. The.Exterior Store Design fee is also eligible for reimbursement. C. Official hlAPA Truck.Identification. D: Advertising production dhd duplication of materials (except television production). E. Official Gold & Blue hats. F. Door. Opener directjnaij program. For complete details oh NAPA's 1986 Local Go-op AdvartisingProgram, contatt your NAPA Distribution Center Sales Manager or call Fahlgren & Swink (NAPA's co-op center) at 1-800438-8124 (in West Virginia, call 1-800642-1919). The deadline for submitting 1986 cd^p claims is-dahuary'6, -1987. Re quests received after this date will not be paid using 1986 co-op funds; I 21