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PAGE 3-PLAINDEALER-WEDNESDAY-AUGUST \(f, 1972 "Something Extra" For Shopper Did you get your $3.06 worth of free gifts this week? If you have an average family of four, that's what you should receive from American businessmen in the form of premiums offered to promote their products - an average of $160 per year. Loosing at it another way, business firms will spend about $4 billion this year for premiums - or "Incentives," as they're often called. And, because these advertisers buy huge quantities, they get them at the lowest wholesale cost - up to 50 percent off usual prices - so their $4 billion means the American consumer gets gifts worth-as much as $8 billion at retail value! Is this some new kind of philanthropy? No indeed say the sellers who run this massive fflve-away. It's one of today's top techniques of sales promotion - a w&y to induce you to buy and try their products...and to give you a direct, tangible benefit from much of the promotion money they spend. So says the ICC Denies Illinois Bell Asked Increase The Illinois Commerce commission has announced that it has denied Illinois Bell Telephone company's ap­ plication for increases on all residential and business basic telephone services. This ruling was announced after almost eleven months of examination and deliberation by the com­ mission which was initiated by Illinois Bell's filing of a request for a $182,000,000 increase in rates. The commission determined that the company, to continue its present level of service and to accomplish improvements therein, would require ad­ ditional net income of $20,971,000. A net increase of this amount will result in ad­ ditional taxes of $23,591,000. Therefore the company will be allowed to qpply rates which will produce an additional $44,562,000 in revenue. This amounts to ap overall increase in rates of', approximately 4 percent, which increase will not be applicable to basic telephone services for residential and business cuJkomers. Charles L, Brown, president of Illinois Bell Telephone, had this comment on the Illinois Commerce commission's order o( the company's request for a general rate increase: "We are shocked and deeply disappointed by the Illinois Commerce commission's or­ der. It provides for only a small portion of the additional revenue for whichanacute need was demqristrated clearly during the 11-month-old general rate case. "Even the figures we sub­ mitted last September to support our case are out of date now. The situation has further deteriorated and we will im­ mediately ask for recon­ sideration. "The testimony of more than 20 witnesses proved the need for $182 million in added revenue to enable us to con­ tinue to provide the kind of telephone service Illinois customers demand and deserve. Today's order, however, calls for only $44,562,000, more than half of which will be eaten up by taxes. The huge gap between our real needs and the increase granted is indeed hard to understand. "We will provide the best service we can as long as possible. There will be no letup in rigorous expense control efforts, such as/curtailment of employment. / And capital expenditures' are being managed most carefully to meet the growing needs of our customers. "But meeting customer demands under these revenue limitations puts a heavy mortgage on our future service capabilities. We will continue to - move vigorously to avoid such consequences." National Premium Sales Executive, a professional association of 300 experts in such promotion. Some families receive far more than their "average" share - while others, of course, get less. Who you are or how you shop may decide. You'll get much more than an equal share if you fit any of six groups: 1. If you consistently buy products that give you premium coupons on each package, and you redeem them for gifts from the sponsor's catalogue. 2. If you watch for newspaper and magazine ads with "special offers" of mer­ chandise at reduced prices (usually about wholesale cost) with boxtops or labels from grocery, drug or toiletry products. 3. If the man in the family is a salesman who earns mer­ chandise or travel awards from his company for outstanding sales performance. 4. If you shop regularly where you're given trading stamps, and save and redeem them. 5. If you're a store-owner who receives premiums in return for putting special displays of a product in your store. 6. If you make a habit of buying products which have small gifts attached to the outside of, or packed inside, the containers. All these six kinds of premium will increase your share of the total take, of course. But people who go to the store offering a gift with a demonstration...open an ac­ count when a bank offers a special premium...enter a contest or sweepstakes...or buy gas at a station that gives a glass or a dish with the pur­ chase-all these are in on the $8 billiQp premium bonanza too. Something for nothing? The experts shudder at the thought. "Nobody gets anything for nothing," one expert declares, "and we wouldn't ask an in­ telligent consumer to accept that idea. The premium is 'something instead of nothing.' It's part of the cost of doing business - of sales promotion- but it's the part that's given back to the consumer in ap­ preciation of his patronage. It's something extra that the shopper wouldn't otherwise receive." All of this, by the way, isn't some new-fangled idea that somebody thought up yester­ day. Merchants have been giving customers little gifts for hundreds of years, and this is just an extension of it. The big growth in premiums began to shape up well over a century ago - in 1851 - when a soap manufacturer came up with the then-new idea of wrapping hand-sized bars of soap in paper. Housewives didn't appreciate the con­ venience of it - until he put an extra value on the wrapper, by offering lithographed pictures to consumers who would save 25 and send them to him. That plan was a big success, and a lot of other people in the grocery business began putting coupons on their products in the 1880s and '90s. . Today, with rising costs of everything, NPSE says the premium idea is more ap­ propriate than ever - helping customers get a little more for their money-and millions of American consumers seem to agree. Lakemoor-Lilymoor 385-56189 Alma Hueckstaedt NEW LAWS^^ Legislation proposed to encourage the professional training of law enforcement officers and expand their pension benefits has been approved by Gov. Richard B. Ogilvie. The state will now pay half of the tuition, salaries, travel and room and board experses of all qualified police students instead of being limited to $500 as its share of the cost of training law en­ forcement officers or recruits. Mo vie time Every Friday Night At __ ^ Community Hall Last week's movies at the Lakemoor Community Hall was attended by sixty young people. Reports are that they were all very well behaved, and they were a group that anyone would have been proud of. Thanks and appreciation go to Rita Casey for her donations of popcorn and kool-aid for every performance thus far. Movie schedule for Friday, Aug. 18 is, (1) Laurel and Hardy in "The Brats". (2) "The Monkey Who Would Be King", and (3) Laurel and Hardy in "Live Ghost". The program on Friday, Aug. 25, will consist of one hour of cartoons. 1 9 1 1 L o z l e r I s Featured Car At Auto Show That 1911 Lozier, the featured car in the Antique Auto Exhibit at the Illinois state Fair this year, is much more than a "show car", Secretary of<State John W. Lewis said this week. Even though it won the grand championship at last year's Antique Auto and Sports Car meet, its owner didn't let it rest on its tires or its laurels. In­ stead, he drove it more than 5,000 miles in less than six weeks earlier this year - a performance that owners of some current models might envy. "We are most pleased to have - -the opportunity to display this remarkable and unusual car in our exhibit," Secretary Lewis said. Lewi& is the superin­ tendent of the annual Antique Auto and Sports Car Meet at the State Fair. Free Grease Job with 10^ gallons gas purchase or with oil change and oil ""*r' ' LUCKY'S Cigo Service 385-9787 "Just East of the Bridge On Rte. 120" It's the third month of Summer! It's the third week of August! We're Kra^ with threes! 3 Days Only- 17th, 18th & 19th CASH & CARRY! (\L/) 4x8-4mm Special Uian 3.33 (Q) 32x96-4mm Uandi-Panel *1,33 ^TT\ 4x8-3/16" Vinyl Overwood Panel r oo (Choose from 9 colors) ' 4x8-7/16" Midnite Tanniqua " -10.33 (^) 4x8-3/16" Smokey Pewter -- 7.33 4x8-V4" Cactus Birch 9.33 Plastic Panel Mouldings 3 for the Price of 2 Armstrong Chaperone 12"xl2" Tile Ceiling or 2x4 Laying Panels ( Full Carton Only) 13* Noblecraft Cabinet Display Over A 40000 VALUE NOW 233 33 ANELING LUS 907 N. Front St. McHenry, IL HOURS: Mon.-Sat. 8-5:30 Friday til 9 BIKE PARADE There will be a bike parade on Aug. 26, it will begin at 1 p.m. in front of the village hall. There is a small entry fee. Anyone interested in entering may pick up and return their form from Ruth Freeman or call her at 385-7293. Prizes will be awarded. BIRTHDAYS Greetings are being setjt to Marion Leske and Irfcne Thornton on Aug. 20, and to Cindy Povidias and Ida Legge on Aug. 22. Here's hoping all the above mentioned have a very happy day. CONDOLENCES Word reached me today, Aug. 10, of the death of Nettie Sarley. She and her husband, Joseph, have lived in this area many years. On behalf of the com­ munity I would like to send our heartfelt sympathy to Mr. Sarley and their sons. Nettie will be missed by many, for quite some time to come. HOSPITAL NOTES Friends and neighbors of Ed Bolda may be interested to hear that he is a Datient in Service News T Sgt William J. Farnand of the Air Force Recruiting office at 59 N. Douglas, Elgin, has announced that Jean Marie Bessler of 816 Florence, Pistakee Highlands, has recently enlisted in the United States Air Force. She is the daughter of Mr. and Mrs. George Bessler. Jean enlisted in the Delayed Enlistment program, and is scheduled to go on active duty in November. She selected enlistment in the open aptitude area, which means that she will have a selection of any job available in the Air Force. Jean is a 1972 graduate of McHenry high school. For more information on the/' opportunities available in the Air Force^ contact Sgt. Far­ nand or stop in at nis office in Elgin. Private Curtis J. France, 17, son of Mr. and Mrs. Burton E. France, 4612 W. Shore drive, McHenry, has completed eight McHenry hospital. I am sure he would enjoy receiving cards from all those who know him. Ed has been very active in many community affairs. So let's get those cards in the mail. See you next week. weeks of basic training at the U.S. Army Training center. Infantry, Ft. Polk, La. He received instruction ir drill and ceremonies, weapons, map reading, combat tactics, military courtesy, military justice, first aid, and Arm} history and traditions. Pvt. France received his training in Company E, 2nd battalion, 1st brigade. * Pvt. Joseph A. i, son of Mrs. Qlaire Marine Pvi Zawistowski, Cable of 7116 Hiawatha, Wonder Lake, has reported for duty at Marine corps base. Camp Pendleton, Calif. . Army Specialist Four Paul F. Wrubleski, son of Mrs. Loretta V. Wrubleski, Route 1, Spring Grove, recently completed, with honors, a nine-week Unit and Organization Supply Specialist course at the U.S. Army Quartermaster school, Ft. Lee, Va. He was trained in the Army Supply System, Unit and Organization Supply, fitting of clothing and underwear, packaging and storing of supplies and organizational maintenance of small arms. The 23-year-old soldier received his Bachelor of Science degree from Bradley university at Peoria in 1971. Coast Guard Seaman Yeoman Terence W WisniewskK son of Mr. and Mrs. Edward J. Wisniewski of ~2J>T1- South Vaupell drive, McHenry, has completed the Yeoman Class A school ar* Governor's Island, New York. He has been assigned as per- Z • sonnel yeoman at the Elec- * tronics Technician school at Governor's Island. e He is a 1971 graduate of, J McHenry high school. -«* • 1 Navy Petty Officer Second .A Class John H. Eberle, Jr., son. J of Mr. and Mrs. John H. Eberle o of 7417 South drive. Wonder*J Lake, participated in a special 4 Sixth Fleet operation in the •-> Mediterranean aboard the t aircraft carrier USS John F... 1 Kennedy. ^ IMMUNIZATION LIFTED School health and athletic programs are affected by netfr- laws approved by the governor *" Smallpox is deleted from the 'I list of communicable diseases '1 against which children must be*v immunized and a sickle cell" anemia test may be ad-'-' ministered to children at the-f request of an examining physiciart who determines LL.,j necessary. The governing.*, board or administration of eactv ,j state-supported university .9 conducting intercollegiate *ifl athletic games may now ad,-, f, vertise for bids to televise eacji,«/ game not contracted for A elusive showing on a national ^ • L-X network. T'O . H muicnij, ii ' 815-385^511^ Sunday 10-2 A/rU/f GENERAL ELECTRICS CARRY- COOL! POKMHf ROOM nt CONHIIONER HAS rTS OWN HAMHE! • Automatic Thermostat-You have a choice of 10 coolong comfort levels to choose from. • Carrying handle-Features a luggage-type built-in carrying handle for easy portability. \ * * • LEX AN Case-Outside Case virtually unbreakable, won't rust - Ever! • Easy-mount-Comes ready to install with easy-mount elbsure panels. BTU, 115-Volt, 7-ftmp. 1UST 43-lbs. LIGHT MODEL AGTE304FA 10 YEAR LE*AN* OUTDOOR CASE Replacement Warranty G«n*r»l El«ctric LEXAN* outdoor ca««« carry a 10 yaar part* and aarvtca labor r»- placamant warranty against manufacturing datect* $7.51 Per Month. You pay only $7.51 for 14 months and one final payment of $7 11 Deferred payment price is $1)2.25 excluding sales tax. The cash price is $99.95 excluding sales fox. Model AGKE805FAX OTHER MODELS AVAILABLE: AGKE806--6,000 BTU/H-115 VOLTS AGKE808--8,000 BTU/H-115 VOLTS CUSTOM F4&HIONETTE • Simulated woodgrain front accents fine fumituw styling • Easy-mount sido panels for fast do-it-yourself in­ stallation f • Automatic 10 position thermostat • 3 cooling speeds includes quiet "slumber-speed' • Never-rust outside case of Lexan® $9.56 Per Month. You pay onfy $9.56 for 17 months and one finol payment of $9.71. Deferred payment price is $172.23 excluding soles tax. The cosh price is $149 95 excluding sales tax. FASHIONAIRE • Rosewood simulated wood-grain finish • E-Z mount slide-out panels • 3 cooling speeds, includes "slumber-speed' • Lexan* outside case won't rust--everl Model AGCE808FB 8,000 BTU/H-115 VOLTS ~OTHER MODEL AVAILABLE: AGCE811AA--10,500 BTU/H-115 Volt» $|2« • Bi Month $12.43 Per Month. You poy only $12 43 (or 23 months ond one final poy- ment of $12 46 Deferred payment price « $298 35 excluding soles fox. The cosh price is $249 00 excluding soles tax 3 ways to pay B A N K A M E R I C A R D OUR OWN EASY PAY PLAN McHENRY 4400 W. Rte. 120 815-385-7300 Open Daily 8:00a.m.-6:00p.m. Friday 'til 9:00p.m. Saturday 8:0fa:00