At the time the Nielsen Company survey was made only a small 

 fraction of retail outlets had participated in, or had been aware of, 

 advertising campaigns conducted in connection with the sale of shrimp 

 products. Those retailers who knew of such a campaign believed, in the 

 majority, that it represented a joint effort of wholesalers and retailers. 

 They named hand bills, newspaper and trade magazine advertisements, recipe 

 books, radio commercials, sample menus, and group advertising, as princi- 

 pal features of such campaigns. Most retailers considered campaigns of 

 this sort effective. 



Only k percent of the retailers had Joined wholesalers in 

 the promotion of shrimp products at some time during the 18 months 

 preceding the survey. The features of joint promotions which in the 

 opinion of the retailers would bring the best results were, in order of 

 importance: lower prices, television advertising, freezer cabinet dis- 

 plays, and multiple pricing. 



The last item in the retailer questionnaire sought to elicit 

 an opinion concerning the factors influencing shrimp consiimption. Ranked 

 in order of importance the factors cited by the retailers were: 



1. Lower prices 



2. Higher incomes 



3. Working wives (a factor contributing to the 



demand for readily prepared foods) 



k. Easy to prepare 



5 . Restaurant consumption 



6. Quality 



7. Good consumption during winter 



8. Pleasant taste 



9. Fast days 



10. Good with beer 



U9 



