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Accessories - 10287f_115
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Ships Serviceman 1 & C - Administration manual for fixing navy boats
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Hours of Operation
should   say   something   strongly   enough   to   get someone  to  do  something. There   are   four   basic   components   in   the development of signs that include the important elements  mentioned  above.  Refer  to  figure  6-1. 1. The lead  line attracts the patron’s attention. a.   It   can   be   one   word   or   a   phrase. (NEW!)   (GREAT   GIFT   IDEA!) b.  It  should  be  in  bold  type  if  it  denotes SPECIAL   EVENT,   CLEARANCE,   or   SALE. c.  It  should  be  printed  in  red  for  greater emphasis   when it   denotes   REDUCED, CLEARANCE,  or  SPECIAL  merchandise. d. It should contain a lighter type face for general  or  regular  information. 2. The head line names or identifies the item. a. It should be in bold face or large type. b. It should be the largest type on the sign. c. It should use as few words as possible. 3.  The  descriptive information  (or  copy) inspires  a  patron’s  desire  to  buy  the  merchan- dise. a.  It  should  be  set  in  a  different  type from  that  used  in  the  lead  line. b.  It  should  be  set  in  type  that  is  the same weight as the type in the lead line. c.  It  should  be  no  longer  than  two  lines of  type. d.  It  can  use  bullets   (.)   to   eliminate wordiness. e. It should not compete with the head line for   prominence. 4. The price information should complete the sale. a. It should be clearly stated in bold type— as bold or bolder than the head line with no dollar sign ($) when cents are included in price (print 1.75 not  $1.75). b.  Print  $25—not  $25.00  when  no  cents are used. c.  Be  specific  (print  1.95  to  5.95  not  1.95 and  up). d.  Use  the  symbol  for  cents  (¢),  not  the decimal,  when  the  price  is  less  than  one  dollar (print  80¢  not  $.80;  print  70¢  to  1.25).  (Always print  the  lowest  price  first.) e.  Include  the  unit  of  measurement  (gal., qt.,  dz.,  ea.)  with  the  price  to  avoid  confusion. f. Avoid broad spreads in the price ranges (print  1.95  to  5.95  not  80¢  to  8.95). g. Use the phrase  priced as marked  when a  range  is  very  broad. In summary, if you and the other ship’s store personnel  are  conscientious  about  trying  to  im- prove the visual impression of your ship’s store, there  are  a  variety  of  possible  sources  of  infor- mation  and  materials  that  you  can  use. SHIP’S  STORE  OPERATION The   proper   and   effective   operation   of   the retail  outlet(s)  of  your  ship’s  store  operation  is an  extremely  important  job.  As  a  senior  Ship’s Serviceman, you must not only maintain proper control   of   the   operation   but   you   must   also Figure 6-1.—An effective selling sign. 6-6

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