Document dOGj5qZmDr0DkboJpd6zJYx6

RADIO AND NEWSPAPER ADS: LET ONE SUPPORT THE OTHER ...Whenever possible, tie your radio and newspaper advertising together so that one supports the other. For example, the follow ing radio copy excerpt offers an incentive to direct the listener to a newspaper, which gives you another selling opportunity. . . ".. .so prepare your car for the months ahead, now during Jack's Auto Parts' Gold Hat Giveaway. Purchase any two NAPA oil or air filters and get a free NAPA Gold Hat. That's a $4.95 value, free, just for buying two NAPA filters. And save $5.00 on your next purchase of a battery charger. Look for the coupon in this Sunday's Daily Bulletin. . ." "It's the best brake you'll ever get." NOW NAPA BACKS ITS BRAKES WITH A LIFETIME WARRANTY! This ad, covering 38 stores serviced by the NAPA Hawaii Distribution Center, effectively uses product quality and value -- not a ``bargain"price -- as its strong selling point. A STATEMENT OF ADVERTISING PRINCIPLES The following is a four-point definition of good advertising adopted by the Advertising Federation of America: 1. Good.advertising aims to inform the consumer and help him to buy more intelligently. 2. Good advertising tells the truth, avoiding misstatements of facts as well as possible deception through implication or omission. It makes no claims which cannot be met in full and without further qualification. It uses only testimonials of competent witnesses. 3. Good advertising conforms to the generally accepted standards of good taste. It seeks public accep tance on the basis of the merits of the product or service advertised, rather than by the disparagement of com peting goods. It tries to avoid prac tices that are offensive or annoying. 4. Good advertising recognizes both its economic responsibility to help reduce distribution cost and social responsibility in serving the public interest. 4NAPAF FLEET ADVERTISING SCHEDULE NAPA's strong fleet advertising schedule is now in place for the remainder of 1983, reaching fleets of all shapes and sizes with the "We're Big in the Big Parts Business" message. Ads by NAPA and NAPA Manufacturers will lay the groundwork for your use of NAPA's Door-Opener Direct Mail Program and calls by your outside salespeople. With these powerful selling tools, every type of fleet account in your area should know the NAPA name and the products and service features you can provide. The following is NAPA's complete fleet advertising schedule for the remainder of 1983; the list includes the editorial feature JUNE Fleet Owner................................. ..........."Troubleshooting Systems" . CCJ ............................................... AUGUST Fleet Owner................................. ..........."Remanufactured Parts" CCJ ............................................... SEPTEMBER CCJ ............................................... OCTOBER Fleet Owner................................. CCJ .............................................. NOVEMBER CCJ .............................................. DECEMBER Fleet Owner................................. 'Small Fleet Edition Only schedule and advertiser for each maga zine. The three NAPA ads appearing in Commercial Carrier Journal (CCJ) are posi tioned near "The Maintenance Shop" feature -- which is designed to capture the attention of those readers responsible for vehicle maintenance. 19