The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1908-12-14
The ABC and XYz of
ADVERTISING
SERIES or TEs TkLsls o. kDyERl4fva Nj 9
vrkfss y SeTss~ E1tsa - Phza4ssss - ,. -

Most department store advertising may be
divided into three classes: bad, very bad and
damned bad.
Bargain advertising IS in the first class It does
sell goods; but well done it could easily make
three blades Of grass grow where one grows now.
The worth S20-now-Sf2.5 so" bargain offer has
been done 20 death. The people buy the $3.50
article because $3.50 Is much they want TO pay
because they have the goods. because they
have intelligence enough to know that they getting
good value for the price but for every who buys
there are two others shOo-ed off BY the ron-uP,
tumble-up fhrow-up- your money hurrah.
An honest bargain properly announced Is always
good advertising. II controlled newspaper page
should one-third Of IT, down the side. for lsgh
mate bargains I should put the word Bargains OF
''Todays Bargains at the top and with the descip
tons Of the articles should give selling prices only;
say nothing in figures about values cost prices;
use that space for describing the goods. should
make the descriptions brief possible, leave
everything 70 the Imagination o 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 always 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 II may be entertaining
and instructive may analyze to nicely the ethical
policy of the store it 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 Il
doesn't draw crowd
The formal refrigerator, my brass plate is suffi-
cent advertising is in the third class. II has al the
dignity and drawing power of a corpse. Mark you
am not critcising the idea. The idea is fine To be
a chosen people clothed in purple and fine linen; to
bask in the sunshine of wealth or Of arisocracy or
Of fame to eat where eats to drink what it drinks
to wear what il wears, to buy where it buys to talk
what it talks to dress your poodle dog with what il
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 varnsh veneer. II is the adver-
tsing that is bad II might easily quadruple the
trade and yet keep within the boundaries Of elect E
elusive people don't think You don put salt on their
tails They follow leader like lot of sheep Your business
as an advertiser is to capture the leader Of the
set The rest easy The others will pay the privilege
Of standing in line
Embalm and bury the brass-pate advertising. Use the
space to talk to your customers Some of them read
hsements If poor plebeian should happen about
your goods and wander into your shop by mistake him
the worrying