Word: shopper
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...post of Special Presidential Assistant on Consumer Affairs in January 1964 but also to appoint a woman as the first holder of that office. Her name is Mrs. Esther Peterson, and if gimmickry, guff and guile are ever banished from the Eldorado that U.S. industry has created for the shopper, Esther may well go down in history as St. Peterson...
Economy Buy? In her nearly 21 years on the job, grey-haired Mrs. Peterson, 59, has waged unremitting warfare on those manufacturers and retailers who resort to deceptive labeling, packaging and pricing devices. Armed with a slide rule to make her point that every shopper needs one, the "guardian of the gullible," as Mrs. Peterson styles herself, invades supermarkets throughout the nation to document such casuistic come-ons as the "jumbo quart" (exact volume unspecified), the "25?-off" special (off what?), and the "all-new" product (only the price is). Among her particular bêtes noires are the "giant...
When the auto shopper knows the difference between the list price and the wholesale price of his new car, and the amount of what his trade-in is actually worth during a given week in a given area, he is ready to begin bargaining realistically...
...know what has happened right away," says Stanton. To make sure that other competition does not grow too strong, Field Enterprises has bought up a string of 13 suburban weeklies and a modern offset printing press on which the Day will initially be printed. Field will also distribute a shopper-a throwaway containing mostly ads-in order to soak up any additional advertising in Arlington Heights...
...locations as well. Sears estimates that an area producing $1,000,000 in sales a year can support a store. Catalogues are also an increasing headache to local department stores because they frequently describe varieties of merchandise better than sales clerks are able to. And for the bargain-minded shopper, they offer a tempting possibility. Gathering her catalogues, reaching for the telephone, she can do her comparison shopping without ever getting up out of a chair...