The Fairmont West Virginian. (Fairmont, W. Va.) 1904-1914, 1910-05-21

h
ADVERTISING
. sEs s.yn. s.s !. ss.5es No 8
Nest department store advertising may be
divided into three CLASSICS Bad very bad, and
Il damned bad. a
Bargain advertising is ii the first class. It does
sell goods; but if well done it could easily make
three blades Of grass grow where one grows now
The worth $20-noWS$ 1856 bargain offer has
been done to death. The people buy the $3.50
article because $12 50isas much they want to pay
because they have seen the goods; because they
have nteg 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 roll-up
tumble-up, throw up your money hlrrah.
An honest bargain properly announced is always
8 good advertising If controlled newspaper page
should use third Of down the side for lesii-
mate bargains. should put the word Bargains" or
t'Todays Bargains at the top and with the descrp-
tons Of the articles should give selling prices ony
say nothing in figures about values or cost prices;
use that space for describing the goods. should
make 1.-THE descriptions as brief as possible, leave
everything to the Imagination Of the customer except
the selling price; and now and then should omit
that letthe customer come tot store to find out
Then should make these bargains look like charity
byvery contrast by using the remainder Of the page
TO advertise my regular stock cloth
and dress goods and carpets and furniture and all
that sort Of thing andI should make this department
SO full Of life and spirit and enthusiasm for the goods
4 as to make my counters irEeSistblea
The store that breaches is in the second class.
Preaching isn't advertising. maybe entertaining
and instructive it may ahaly2e to anicety the ethical
policy Of the store it may impress the weak minded
with the fact that this store public benefactor,
apowerul influence for good in the community, a sort
ofmerchandise university which ought TO be endowed
by the State But preaching doesn't sell goods; it
doesn't even draw croId;s ft WEE
The formal refrigerator -plate-is- suffi-
Gent advertising is in hehird class. 1t has all the
dignity and drawing power Of a corpse. Mark. you'll
am not criticisine the idea The idea is fine. To be
chosen people clothed in purple and fine linen; to
bask in the sunshine ofIWealth, Of aristocracy, or
Of fame to eat where eats3to drink what it drinks,
to wear what it wears, tS by where it buys to talk
what it talks to dress your poodle dog with what
dresses its poodle dosiiItpyPe somebody exclusive,
even one or two removed or second hand; that is
greatness; and people pay big money for greatness,
even for the varnish oraveneer. It is the adveT.
Using that is bad Ii might easily quadrlple the
trade ana Yet keep within the Of the elect Elk.
elusive people don think You don't need put salt their
tails They follow leader Ike lot Of sheep Your business
as an advertiser is to capture leader the the
rest is easy The others will pay for the privilege
Of standing in line. gE 4.sSg
Embaii and bury tie Brass plate advertising Use the
space to talk your customers Some Of them read adysr-
seents If poor pebeian5 should happen TO read about
your goods wander into Your shop by mistake let Rim co
the worrying. a5sf
ITgII1lyt,c !,