The Hawaiian star. [volume] (Honolulu [Oahu]) 1893-1912, 1896-06-09
THE WAY TO ADVERTISE
PRACTICAL EXAMPLE OF BENE-
FITS DERIVED THEREFROM.
Bargain Counters Always Grcat At
traction for the Ladies', Although
the Goods Displayed are Not Al
ways Purchased.

l have long held a theory about the
correct way to advertise. My theory
is based on the effect advertising has
on myself, and to discover whether
this effect is general | have taken the
pains to interview large number of
lady friends on the subject.
AS occasions offered have brought
up the subject of the stores in our
city, and have asked them where they
would go first if they started out to
buy dress or hat, and after that
why they would go there.
a majority of them have named
one or two principal dry goods stores,
which, we will say, are owned by
Jones Bros. AND Mr.. Fadden, respec-
lively. Some preferred White, Brown
or Green, because they always traded
there" or because they liked these
gentlemen personally, or because a
lady acquaintance clerks in one of
these stores, and saleslady is recog-
nized as a human being, and counts
her friends among as good people as
there are in town.
Jones Bros, Mr.. Fadden, White,
Brown and Green all advertise, Jones
Bros. leading, with Mr.. Fadden as a
good second, while the others are
somewhat spasmodic and their spasms
are not violent.
| find that most of my lady friends
go to Jones Bros. first, to Mr.. Mad
denis second, though the majority in
the case of the first firm is not II
large one.
The other stores seem to have
friends about equally divided.
All these gentlemen are owners of
good stores; their stocks are up-to-
date, and as far as personal inspection
enables me to judge, prices do not
vary widely.
When | come TO ask why my friends
make the choice that they do | find
that the rule is that bargain attrac-
ton is always on at the two first
named stores, and they go to see the
offering of the day. 1t is rather queer,
too, that good many of them do not
invest in the bargain that called their
attention to the store, but take "A
hiUhn1, TtinaI prtiala IF ha l.;
or buy something else. For instance,
a lady saw sailor hats advertised az
"a cents at one store, and went there
to see them. She had not thought of
getting a sailor hat at all, because
she did not look good in one" but
she thought it might do to wear on
her wheel, and went to see them.
When she looked at them she would
not have one at any price, but thought
she might as well try one of the cost
lier ones, and the salesman sold her
one at $1.35. He made that sale on
the strength of advertising that he
had sailors on sale at "a cents. |
went to him and asked him why he
bought the cheaper ones, and he told
me without hesitation that he got
them to put in his windows and to adj
vertise in the papers.
intimated that it might spoil the
sale of higher priced and more profit
able hats to make display of this
kind, and he replied that woman al
ways bought the best hat she could
afford and those who could not afford
to pay more than "a cents came to hi1u
for them.
One instance more of rather diff.
ferent nature. A merchant here, vino
had good trade, a nice stock and u
large elintage from the country, never
advertised cents worth, because, he
said, it did not pay. When the panic
came he began to lose trade ADJ final
ly went to the wall, while his COM
petitors, who advertised, are still in
business and advertising is increasing,
to the benefit of the merchants and
prosperity of the papers.-M. Purvis,
in printers Ink"
An Idle Hour
Suent on n bicycln 10 invioorof;nr