The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1910-02-03
The Alb C and X Yzof
ADVERTISING
SERIES or TEN TALKS ON ADVERTISING NJ Q
vrIlsa b seymour Eaten q PhIIadsIph. lNO. O

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 grows
The worth -$20-no~- $3.50 bargain offer has
been done to death. The people buy the $3.50
article because $12 so is muck they want to pay
because they have seen 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-rp,
tumble up throw up your money hurrah.
An honest bargain properly announced is always
good advertising If / controlled newspaper page
should third 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 only
say nothing in figures about values 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 to the store to 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
TO make my counters irresistible
The store that breaches is in the second class
Preaching isn't advertising It may be entertaining
and nstrucive it may anayze to nicely the ethical
with the fact that this store is great public benefactcr
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 crowd
The formal, refrigerator, mybrass plate suffi-
cien advertising is in the third class II has all the
dignity and drawing power Of corpse. Mark you,
am 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 what it wears, TO buy where it buys TO talk
what talks, to dress your poodle dog with what it
dresses its poodle dog to be somebody exclusive,
even one two removed second hand that is
greatness and people pay big money for greatness,
even for the varnish 1t is the adver-
hsing that is bad. II might easily quadrupe the
yet keep within the boundaries Of the elect Ex
people don't think You don't need put salt their
They follow leader like lot of sheep Your business
advertiser capture tne leader the beweher of the
The rest easy The others will pay for the privilege
Of standing in line.
Embalm and bury the brassplate advertising Use the
talk your Some of them read adver
hsemen If poor plebeian should happen read about
your goods and wander into your shop by mistake let him do
the worrying