Daily capital journal. (Salem, Oregon) 1903-1919, 1904-11-05
TALKS TO RETAIL DEALERS

wearing qualities. The manufacturer
has spent thousands of dollars in inn
pressing upon the public mind the dis
tinctive qualities of this shoe.
| Hard times come, but not to the adj
vertising shoe man. for the people
know that he cannot afford to lower
the quality in even single lot of these
shoes, for it would counteract much of
the influence of the advertising he has
done. While the price and profits on
.unadvertised, unknown shoes are being
cut and slashed, Mr.. Advertised Shoe is
as strong as ever in the minds of the
people because they know it and call
for it by name. The fact is, advertis-
ing controls quality.
In a large city like Chicago we find
"A variety of clothiers with great diff
fcrenees between the prices charged for
what appear to be the same goods. But
observe more closely the difference
among the stores, the difference in the
general appearance of the goods, the
difference in the responsibility If /
knew exactly the quality of the goods
in each suit of clothes; if ! knew the
suit that would wear longest and make
the best appearance, and cared moth
ing for the latest fashion, | could select
in some cheap store on Clark street,
Chicago, as good a suit, possibly, as /
could in a first-class store on State
street. But what makes the difference?
1t is simply the fact that one store
has created for itself reputation for
giving the things the public demands,
the newest fabric and latest fashion of
being honest and reliable with it's Gus.
toners and Straightforward in its bust i
ness dealings. While the other store,
if it has reputation, it is a reputation
for giving only the biggest bunch for
the dollar.
What | have said thus far would
leave the impression that the adver.
Iised article is the most expensive and
that the advertised store charges the
highest prices. We shall see whether
or not this is true.
OF course some firms expend in ad. y
9ertising more than their patronage
and the possibilities in their territory
while others do their adver.
Using in such a way as not to receive
he returns the investment should
bring. a
Suppose ! am retailer of hardware
n your city, that l am known to quite
/ circle of customers, but that | have
never made use of a newspaper, bill .
board, newspaper of street car adver.
isement. l have simply served each
customer that came to me to the best
If my ability. l have sold during the
asst year twenty stoves at a net profit !
'ach of S20, making a neat years
'roht Of S2i0. The following year 1
lecide to appropriate one-fourth of this ,
mount 70 newspaper advertising. | ,
pend my 500 and as result become !
letter known. l get new prospective 1
ustomers into the store, and this wear $
sell 80 stoves. Buying them in I
nrger quantities, l get each 81 cheaper. l
Iy gross profits are $500. My rental 4
ras the same, and also my expenses v
or office help, heat, light, etc.. / sub. s
raet my 500 for advertising and find a
have made $500, or 500 more profit n
a the business than the year before. O
This is the principle of advertising. Il
increases sales without proportionate. 81
increasing operating expenses, so n
hat with good line Of advertising O.
is possible TO sell goods at a lower il
rice than without it. 81
some of the values of advertising to D.
he consumer are better goods at y
'wer prize, an assurance Of quality Of Il
Iaterial, distiuctiveness in design; but
.ost Of all it has the value Of plae n
lg before the consumer those articles a
nat contribute to make his life most D.
'mfortable and happy. /,