The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1910-01-31
The A B C and X Yzof
ADVERTISING
SERIES or Ten TALKS on ADVERTISING NJ @
written BY Seymour gs,sa Of PhiIadsphia INO, O

Most department store advertising may be
divided into three classes: bad, very bad, and
damned bad
Bargain advertising is in the first class II does
sell goods but if well done it could easily make
three blades OF grass grow where one srows now
The worth $20-now- so" bargain offer has
been done 10 death The people buy the $3.50
article because S12 SO much as 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-Ip,
tumble-up throw your money hurrah.
An honest bargain properly announced is always
good advertising If controlled newspaper page
should ne-shird Of it, down the side for legiti-
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 ony
say nothing in figures about values or cost prices;
use that space for describing the goods / should
make the descriptions brief possible, leave
everything to the imagination Of the customer except
the selling price; and and then should omit
that let the customer come to the store to find out
Then should make these bargains look like charity
by very contrasts by using the remainder Of the page
70 advertise my regular priced, awaysin- 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. II may be entertaining
and instructive it may analyze TO nicely the ethical
ponCy OF the Store IL may impress the weak nlnQeu
with the fact that this store is great public benefacor
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 even draw a crowd.
The formal, refrigerator brass plate is suffi-
cient advertising is in the third class 1t has all the
dignity and drawing power Of a corpse. Mark you,
am not crihcisng the idea The idea is fine. To be
a chosen people clothed in purple and fine linen to
hask in the sunshine Of wealth Of arstocracy,
Of fame cat where il cats to drink what it drinks
to wear what it wears TO buy where il 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 biz money for greatness,
eve,4 for the varnish veneer II Is the adver-
Using that is bad It might easily quadrupe the
trade and vet keep within tho boundaries of the elect Ex
elusive people think You don't need 10 put salt their
tails They follow leader like lot Of sheep Your business
as an advertiser capture tae leader the beweher Of the
set The rest is easy The others viii pay for the privilege
Of standing in line,
Embam and bury the brass plate Advertising Use the
space talk your customers Some Of them read adver
tsemens II poor pebeian should happen to read about
your goods and into your shop by mistake let him do
A.M nr~rgtVn