The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1910-07-01

The A B C. and XYzo Of
ADVERTISING
A SERIES or TEN TALKS ON ADVERTISING
writes y ssymsar Esssn Il Philadslyala

Most department store advertising may be
divided into three classes: bad, very bad and
damned bad.
Bargain advertising is in the first class Ii dres
sell goods; but If well done it could easily make
three blades Of grass grow where grows now.
The worth $40 now $i2. so" bargain offer has
been done TO death. The people buy the $3.50
article because $3.50 is much they want to pay
because they have seen the goods; because they
have intelligence enough to know that they are getting
good value for the price; but for every one who buys
there are two others shoo-ed off by the roll-ap,
tumble up, throw-up-y your money hurrah.
An honest bargain properly announced is always
good advertising. II controlled newspaper page
should third Of IT, down the side for legiti-
mate bargains. / should put the word Bargains" or
Tcday's Bargains at the top and with the descrip-
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 as brief as possible leave
everything to the imagination Of the customer except
the selling price and and then l should omit
that let the customer to the store 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
as TO make my counters irresistible
The store that breaches Is in the second class
Preaching isn't advertising 1t may be entertaining
and instructive it may anayze to nicely the ethical
policy Of the store it may impress the weak minded
with the fact that this store 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 it
doesn't even draw a crowd.
The formal, refrigerator, my-brass- -pIate-is suff
cent advertising is in the third class 1t has all the
dignity and drawing power Of corpse Mark YOU
am not crtcisng the idea. The idea is fine To be
chosen people clothed in purple and fine linen; to
bask in the sunshine Of wealth. or of aristocracy or
Of fame TO eat where il cats to drink what ii drinks
to wear what wears, TO buy where II 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 or second hand that is
greatness and people pay big money for greatness
even for the varnish or veneer II is the advcr-
tsing that is bad 1t might easily quadruple the
trade and yet keep within the the elect Ex-
elusive people don't think You put on their
tails They follow leader like lot sheep Your business
~ advertiser is to capture the leader beweher the
set The rest is easy The others will pay the privilege
Of standing In line.
Embalm and bury the brass-pate advertising Use the
70 talk 70 your customers Some OF them read advcr.
isements II poor pebean should happen to read about
goods and wander into your shop by mistake him do
the wcrr Ing