The Lake County times. [volume] (Hammond, Ind.) 1906-1933, 1908-09-03
The A B C. and XYzof
ADVERTISING
SERIES OF TEN TALKS ON ADVERTISING NJ q
written by Seymour Eaton of Philadelphia mo. O

Most department store advertising may be
divided into three classes: bad very bad. and
damned bad ' anu
Bargain advertising is in the first class It does
sell goods; but if well done it could easily make
tnree blades OF grass grow where one grows now
The worth S2O-now $12 so" bargain offer has
Oeen Done to death The people buy the S12 so
article because S12 SO is much as they want TO
because they have the goods; because tbev
nave intelligence enough to know that they are pettna
good value Tor the price but for every one who buvs
mere are two others shoo-ed off by the rol-up,
tumole-up, throW-up- your money hurrah
An honest bargain properly announced ;s aI,vavs
good advertising. 1t controlled a newspaper page
should use nethrd of it, down the side for eSiti
mate BARGAINS should put the word Bargains" or
Today Bargains at the top and with the de scr;n
tons OF the articles should give selling Driees univ.
say nothing IN figures about values or cost prices
use tnat space FOR describing the goods. should
make tne descriptions as brief as possible leave
everything to the gnation Of the customer excent
the selling price; and now and then I should omit
mat; let the customer the store to find ont
lhen should make these bareains look lilo cb,-;+
Dy very contrast by using the remainder of the page
70 aoveruse my always stock cloth
ing and dress goods and carpets and furniture and all
tnat sort OF thing and should make this department
SO lun OF lie and spirit and enthusiasm for the goods
as to make my counters irresistible
The store that breaches is in The second c1sse
PREACHING isn't advertising It NAV be enterta;nira
ana instructive; it may analyze to nicely the ethical
Poncy OF the store; it may impress the weak-minded
VIII lat store great public
powerful influence TOR good in the comnuntv SORT
OF merchandise university which ought to be endowed
py the State But preaching doesn't sell goods. +
doesn't even draw a crowd
The formal refrigerator, my brass-pl is suff;
cent advertising is in the third class It has all the
dignity and drawing power of a corpse MARI W., r
am not cr1ticisng the idea. The idea is fine To he
CHOSEN people clothed in purple and fine linen: to
Oask III the sunshine of wealth or of aristocracv or
OF Iame TO eat where it eats, to drink what it drinks
10 wear what it wears, to buy where it BUYS to talk
Il talks' 10 dress your poodle dog with what it
oleeS us Pooole dog to be somebody exclusive
even one or two removed or second hand. that l.
greatness and people pay big money for greatness
even Tor the varnish or veneer It is the adver
using that is bad 1t might easily quadrupe the
trade and yet keep within the boundaries of the elect F
people don think You don't put salt on their
talls 1ney follow leader like sheep Your bsneos
IS 10 capture the leader bellyyeter of te
SET Inc rest IS easy The others pay for the priveoe
of standing in line - ny pAi'nese
EmDalm and bury the phosphate adverisne Use tho
space 10 tax to your customers them read adve~
poor Plebean should happen to read about
the worrying - ~ ie' nih 90