The Daily Missoulian. [volume] (Missoula, Mont.) 1904-1961, 1910-01-07
Business Bringing System.

looking through the advertising an
nouncements of their favorite dealers
ever stop to consider the labor in
volyed In placing all this varied in
formation, Illustration. description and
price proposition before them day by
day?
Yet here is miniature encyclope-
dia or shopping guide always at hand,
and brought right down to date with
the seasons latest announcement and
fashion plates. This fund of infor-
nation is spread before the reading
public without cost. and is available
every day in the year in form es-
pecially designed to be not only as
attractive as possible. but also as in
teresting and instructive as il can
be made. Such is the busness-briug-
ing system of the small dealer and
the large department store as de-
signed to aid the buyer in the selection
OF the desired goods and commodities.
Task Of the Ad Writer.
In large department store, for in
stance. it is the daily duty of the
advertising manager to obtain from
the heads of the several departments
a complete list of the special offer
ings to be featured on the following
morning. He then proceeds to lay out
a dummy" of the exact size of the
space to be occupied on the printed
page, indicating the particular loca-
ton of each announcement, with the
appropriate headings. illustrations and
border designs. and referred to by
number. Tor the cloak department.
FOR instance, his carefully gathered
Information will quite likely be set
forth somewhat as follows:
No. 176-A stylish red or gray coat
Tor young ladies. The correct thing
Tor early fall A fancy. all-wool coat
ing richly colored in shades of dark
red trimmed with red velvet, or gray
trimmed with gray to match. Style
Just as shown in illustrations; sizes
10 TO 20 years. Such a garment would
regularly sell at $3.50 and upwards.
Our special price today only S. Cloth
samples by mail free upon request.
A study of the details of this an
nouneement will reveal fund of ac-
curate information that must have
been in the possession of the adyer.
Using writer before he could under
take to set down the Offering on pa
per. Through all the other depart
ments the same degree OF accuracy is
to be Observation-Disclosures the ad man
Is describing shoes. table linens, kitch-
en- utensils, carpets, upholstery or fur
nishing goods-in each subject dealt
with he must be master of detail as
wei as student of all the varied
whims and fancies of discriminating
and critical public.
Such Is the task nf the advertising
manager and such are the means nv
which he points the buyer To the door
OF profitable opportunity.
What shoppers Want to Know.
So much for the viewpoint of the
advertising man. Turning now to the
shoppef-the man or woman with full
or half-full pocketbook who goes into
the market with the idea of one or a
dozen purchases-the question arises:
What definite information is needed
IN order TO make these purchases the
most advantageous
IL ought to be understood that sue
cessful buying is almost as much of
an art as successful salesmanship-
perhaps more SO, considering the wide
range Of opportunity for the exercise
OF Jhdielous discrimination i'm the mat
ter of each individual purchase.
IN any case. however. the level
headed buyer will first take care to he
Wen assured of the honesty and re-
liability of the dealer and will care
fuiiy avoid those stores which in the
past have failed to live UP 10 the very
letter of their published announce
ments.
Inc successful shopper will also take
pains beforehand IN learn the special
offerings Of the day by careful study
OF the advertising columns with a
view 10 grasping opportunities for
making the desired purchases at a
profitable price concession. As.in ey-
cry field of human activity. true sue
cess Is matter of study and prepare
ton. and the really successful peonls
IN any community, whether buyers or
sellers are those who study the facts
and who act decislveiy on basis OF
Definite and exact knowla3re