The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1908-12-24
The ABC and XYzof
ADVERTISING.
SERIES or Ten TALKS on ADVERTISING NJ Q
urh1sa by Ssymsw Eafsa Il Phlladslphia lNO. y

Most department store advertising may be
divided into three classes: bad, very bad, and
damned bad
Bargain advertising is in the first class 1t does
sell goods; but if well done it could easily make
three blades of grass grow where grows now.
The worth $50 now S12 so" bargain offer has
been done to death. The people buy the $3.50
article because $3.50 is much they to pay;
because they have seen the goods; because they
have intelligence enough to know that they getting
good value for the price but for every who buys
there two others shoo-ed off BY the rol-up,
tumble-up thrcwup-y your money hurrah.
An honest bargain properly announced is always
good advertising If | controlled newspaper page
should cne-s third of it, down the side for legit-
mate bargains. | should put the word Bargains" or
"Todays Bargains at the top and with the descrip-
tons of the articles should give selling prices only;
say nothing in figures about values cost prices;
that space for describing the goods l should
make the descriptions as brief as possible leave
everything to the ina gnadon of the customer except
the selling price; and now and then should omit
that let the customer to the store to find out
Then should make these bargains look like charity
by very contrast by using the remainder of the page
to advertise my regular-priced, awaysn stock cloth
ing and dress goods and carpets and furniture and all
that sort Of thing; and should make this department
full Of life and spirit and enthusiasm for the goods
to make my counters irresistible.
The store that breaches is in the second class
Preaching isn't advertising. 1t may be entertaining
anu mSuuCuFci II dndiYLc 10 nicely the etn1Cal
policy Of the store may impress the weak minded
with the fact that this store is great public benefactor
powerful influence for good in the community sort
of merchandise university which ought TO be endowed
by the State. But preaching doesn't sell goods; it
doesn't draw a crowd.
The formal refrigerator my brass plate suffi-
cient advertising is in the third class 1t has all the
dignity and drawing power of corpse. Mark YOU l
am not critcisng the idea The idea is fine. To be
chosen people clothed in purple and fine linen; to
bask in the sunshine Of wealth or Of arstocracy or
of fame to eat where it eats to drink what drinks
to wear what it wears, to buy where it buys to talk
what it talks, to dress your poodle dog with what it
dresses its poodle dog; TO be somebody exclusive,
even one or two removed second hand that is
greatness; and people pay big money for greatness
even for the varnish 1t is the adver-
Using that is bad. 1t might easily quadruple the
trade and yet keep within the boundaries elect Ex
elusive people don't think You don't put salt on their
tails They follow leader like lot Of sheep
as advertiser TO capture the leader the beweher Of the
set The rest easy The others will pay the privilege
Of standing in line.
Embalm and bury the brassp plate advertising Use the
space to talk to customers Some Of them
tsemens If poor pebeian should happen read about
your goods and wander into your shop by mistake let him do
the worrying.