Because of real estate tax problems, most college stores are unable to advertise off campus, but at the University of Rochester the public relations department periodically prepares a news release that centers around the bookstore. Another public relations tool, a pamphlet with rules, procedures, and operational information, is reprinted. (MLW)

Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)

The manager of the South Georgia College Bookstore describes several autograph parties used as a sales promotion technique. The planning process, including initial contacts with the guest authors, are discussed, and the schedules and events of the authors' visits are reviewed. (JMD)

Advertising should be viewed as a sales-building investment and not simply an element of business outlay that actually is a completely controllable expense. Suggestions deal with the sales budget, profiling the store and its customers, advertising media, promotional ideas, and consumer protection. (LBH)

Promotion is a consistent and on-going process at the Xavier University Bookstore in Cincinnati that results in good will among students, faculty, and staff. Promotion procedures for Greek Week, graduation, and seasonal holidays are outlined. (LBH)