The Fairmont West Virginian. (Fairmont, W. Va.) 1904-1914, 1911-02-08

70 witness the thrilling spec: business was formerly owned bS&
5ag ss A1& Jones Co.'S
ne A B G and
ADV nd ! ! En- / !
ssss' y ,os s,yas. sA .ss sss ! ssH s5'sss. No
Most department store advertising may be
divided into three classes bad, very bad, and
damnedsbad aaa5
Bargain adyertisingli is inithes first class ii does
sell goods butt If We'll donesi tscould%easi make
IA three Blades of grass grow where onsSggHroWs now.
Ths crthss$$ 20;noW-ss 12..5 argaingoffsr has
%been@done 10 death. Tie people buy The $3.50
article becauseS$ 12.50i as much as the top
because they have seen the goods because t1ey
have enceF enoughto know that flleysarre#S getting d
good value fort the price but 3everysoneas@lioEbuy 1
there are5tWo others shoo.ed off 8bYg file oII.a.pp
tumble-up, throw-up-y ur-mo1ey hurrah.Sss
An honest bargain properly annoIncedi always
good advertising.sI IL - controlled newspaper page 4
Ashould use one hird of down the side, #sforsl esiis
mate bargains. Z should put the word against
To-day, Bargains at the topTandsWiti hesdsserips
tionsso + The articles 4 should give selling Prices ssssonlS
say nothing in figures about yaue or cost prices
use that space for describing THE goods.s@T should 1
make the descriptions as Brief as possible leave
everything to theai imagination Of the customer except
the selling price and now and then Should omit
"a that let the customer come Is the store IT, find OUT
Then I should make these bargains look ike charity
s bY$yery, contrast; byusingst the remainder Of hgssSpaggs
I to advertise my re gdlar- priced alWay sSinr-sto eksc CLOTH
ing and dress goods and carpets and urrnnitureeean all
e that sort3of thing /; and Isshould; make this d apartment
SC full Of life, and spirit and enthusiasm for the goods
sasHto make my counters irresistible. as@ss8
The store that breaches is ine thessecondESIas
Preaching isn't advertising ItSmay4 be ggentertainin
and nstructiye il may analyzeA to- nicely tile the ethical
policy ct the store; st may imPres TIE veal. minded
Withthc fact that this store is a great public benefactors
poWerfulinflue ncef for good in the mmunity,Sasso
Of merchandise university which ough ftosbe endowed
athe8S State. But reaching sell goodg;SK i
@doesn't even draw a crowd sss$9sssF ss@ss
The formal refrig erator, rass.plate.is.sufffr
a Gent advertising issin5 the hird$classs..8 s It Has aaiissfhfe
dignity and drawing powerSo al corpse, Mark You
amSnot8 criticising the; idea Tie idea iisSSfnes Tosbe
\ aschose people clothed in purple and fine linen .ta
Il bask inSthe unshinesof wealth, orfEo aristocarac 81
OF lame s to eat where itseats, to drink what itd drinks. II
to wear what it Wears, to buy Wheyes IL buys, toStalkaassI
what it talks, to dress your poodlessd log with what HI
dresses its poodle dos; ;sftcS be somebodyS exclusive
even one Or tWosrenoye Or second hand; ~tkSatsfsl
greatness 3 ands people pays Plg money ffo v gsnrsathfsssss
Using that's Bad II might easily aquadruupie he
trade andSyst kesp within tie Boundaries fthss elect ES.
elusive people don't think. You don need need u pufSsalf onaasir 4
11S,S1 . .St0. a S@usA AksS difoGoI% Shccps5f ourtb uStrgs SSSf
8ssas: an advertiser is toS capture sth~s ieaderf theb sIiweffhhssiFof the
of standing milne 8a@SSSs %
Embaim; and bury the brass :plate advertising asuscsiss
Stsements:ss1fl at poor pebeian shouts happen Stosfceaadi asst
our3eoodstsnd S$Wande into your shop ya mistak ssitst IimS al
#theSWorryinssSS9 ssss
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