The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1912-07-11
The eABC and XYzof
ADVERTISING
SERIES or TEN TALKS on ADVERTISING nj q
vrlttsn by Seymour Eaton q PhladslDhia mo. D

Most department store advertising may be
divided into three classes: bad, very bad and
damned bad.
Bargain advertising is in the first class It does
sen goods; but If well done it could easily make
three blades Of grass grow where one grows now.
lhe "worth-$2O-now $3.50" bargain offer has
been done to death. The people buy the $3.50
article because $3.50 is much as they want to pay
because they have the goods because they
have intelligence enough to know that they are getting
good value for the price but for every one who buvs
there are two others shoo-ed off BY the roll-ap
tumble-up, throw-up-your- money hurrah.
An honest bargain properly announced is always
good advertising. II controlled newspaper PAGE
should use onethrd Of it, down the side for leeiti-
mate bargains should put the word Bargains" or
lodays Bargains at the top and with the descrip-
tons OF the articles should give selling prices onv
say nothing in figures about values or 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 now and then should omi4
that let the customer come to the store to find out
Then | should make these bargains look ike charity
~ very contrast BY using the remainder Of the page
70 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
50 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
~A~"Naa5 AsAA advertising. Il may De entertaining
and instructive; 1t 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
apoWerful influence for good in the community sort
OF merchandise university which ought 10 be endowed
Dy the State But preaching doesn't sell goods; it
doesn't even draw crowd.
The formal refrigerator my brass is-suffi-
dent advertising Is in the third class It has all the
dignity and drawing power Of a corpse. Mark YOU.
am not crihcsing the idea. The idea is fine To be
chosen people clothed in purple and fine linen; I'd
bask IN the sunshine Of wealth. or Of arstocracv or
Of fame 70 eat where il eats to drink what It drinks.
to wear what i wears, to buy where It buys, to talk
what It talks 70 dress your poodle dog with what II
dresses It's poodle deg; 70 Be somebody exclusive.
even one Or two removed OF second hand: that Is
greatness and people pay big money for greatness.
even for the varnish or veneer II i the aaver
Using that is bad. It might easily quadruple the
trade and yet keep within the boundaries Of the elect r.
elusive people don't think You don't need put salt on their
tails They follow leader like Of sheep Your business
as an advertiser to capture tne leader the beether he
SET IAe rest easy The others will pay for the privilege
of stabdng in line
Ambalm and bury the brass plate advertising Use the
space o talk y your customers Some Of them read advr
usements Il poor pebeian should happen ID read abon4
your goods and wander into your shop by mistake let him do
the worrying
DllflllIQlA1 0lN.