In addition to a front cover wrap, having the back page ofThe NEWSis a good place to advertise, too. White-Rodgers introduced its new 90 Series Blue thermostats on the last page of the Sept. 19 issue, and earned high retention numbers.

"The ‘Blue' menu-driven display guides you easily through the programming and operation," it states in the ad. "Audio prompting helps you to know ‘for sure' when you make a program change. The ‘Blue' series shows the fewest numbers of keys at any given time, helping avoid confusion by the user."

Consultant York was taken aback by the ad at first.

"White-Rodgers is our primary brand of thermostats," he confessed. "When I first glanced at the ad, I did not recognize it as promoting thermostats. Once you spend a little time with it, it is OK."

Fellow consultant Donnici was confused by the color scheme of the ad.

"When I first saw it, I thought it was an ad for some blue pipe sealer or liquid leak detector."

However, he did read the ad - which, again, is what advertising is supposed to compel readers to do.

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Publication date: 12/12/2005