The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1909-12-02
The ABC and XYz Of
ADVERTISING
SERIES OF TEN TALKS ON ADVERTISING
writer by ssymsus Estea u PhIIsdsIphis

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 one grows now.
The worth $40 now So. so" bargain offer has
been done to death. The people buy the $3.50
article because $12 so 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 two others shoo-ed off by the roll-up. =
tumble-uP throw W-up-your- money hurrah.
An honest bargain properly announced is always
good advertising. 1t controlled newspaper page
should one-third of it. down the side, for egit-
mate bargains. should put the word Bargains
"Todays Bargains at the top and with the descrip-
tions Of the articles should give selling prices only;
say nothing III figures about values cost prices
that space for describing the goods I should
make the descriptions brief possible, leave
everything to the gination of the customer except
the selling price; and and then should omit
that let the customer to the store to find out
Then should make these bargains look like charity
by very conrast by using the remainder of the page
to advertise my regular priced alway 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
as to make my counters irresistible.
The store that breaches is in the second class.
Preaching isn't advertising. It may be entertaining
and instrucve it may analyze to nicely the ethical
with the fact that This store is public benefacto
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-
ient advertising is in the third class 1t has all the
dignity and drawing power of corpse. Mark you,
not critcising the idea The idea is fine. To be
chosen people clothed in purple and fine linen; to
bask in the sunshine of wealth, of arstocracy,
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,
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 of the
elusive people don't think You don't put
tails They follow leader like lot Of sheep Your
advertiser to capture leader the beweher
set The rest easy The others will pay the privilege
of standing in line.
Embalm and bury the brassplate advertising Use the
space to talk your customers Some
dsements If pebeian should happen about
goods and wander into shop by mistake let him do
&nm1v rrwutr6