Tazewell Republican. [volume] (Tazewell, Va.) 1892-1919, 1912-11-28


from the non-advertiser while he goes
on boastfully claiming that he does not
need to advertise. People trade with
merchant because they like him but this
friendship will not prevent the purchase
of better values elsewhere. Let us ad-
NIT that prestige can stand up against
advertising for time but Its losses are
well distinguished. The end is the end
which has overtaken many a CONNER
cial institution.
THE CHARITY THEORY.
In almost every community there is
another class of merchants which con-
slders advertising as a favor or a char
lty. They feel debt to institutions or
individuals and advertising presents
means of returning the favor. Talk to
these merchants and they will tell you
that the reason they advertise is to help
out the local newspaper or to keep the
trade of the local printer. The adver-
Using of such merchants is persistent
enough but it is of the "labeP' or card
type. 1t may keep the name before
public which already knows the name
but 1t sells little merchandise. Such adj
vertising certainly does not pay. When
merchant considers advertising an ex-
pense he usually makes it that. He
takes little or no interest in it because
he thinks it makes no difference.
Another class of merchants NAV be
classified under the heading of the
now and-then" advertiser. Som e
times they advertise because their COM
petitors advertise. They have no par
tlcular plan; they make no analysis but
when their competitors blaze the way
they follow reluctantly.
Others of the 'now-and-then' type
are those who may be called the big
sale" merchant. These advertisers ap-
pear about twice a year with large ads
for week or ten days. They use the
newspapers heavily. They circularize
the town and really do tremendous
business for ten days or a month. Then
you never hear of them for six months.
They believe advertising is a good thing
but they will tell you it does not paw to
advertise in dull season.
THE DULL SEASON MANIA.
The merchants opens his store fitty-
two weeks in the year. He hires his
clerks for six days in the week. His
window display is before the passing
public every business day. And vet
when it comes to printed publicity his
whole attitude some times changes and
he fails to understand that advertising
is essentially the same only that its DOS
sibilities to bring business are greater
than any of these.
When business is bad they quit ad-
vertising. Someone has said, that is
what keeps business bad. The dull sea-
son mania is practically unnecessary
three-fourths of the time. Very often
it is due to this cessation of advertising.
The spirit of the store is the store.
Merchants have been known to do the
largest volume of business during the
months of July and August by starting
a campaign for business.
The dull season is indeed largely inn
aginary. Vigorous advertising over
throws every dull season theory. 1t
clears away stocks. keeps salespeople
employed, pays bills.
Moreover, to cut out advertising en-
tirely is to sever communication be-
tween your business and the public.
One of the reasons for inefficiency in
advertising is the spasmodic sort An
advertising salesman once pointed out
to merchant who advertised once a
year that an engine of l-cat power run
ming all the time is more effective than
one of 4O-horse power standing still.
This is not idle talk when applied TO
advertising. The so-called advertising
graveyards are filled with those who
used this tremendous power-pubIicity-I
with forty horse power campaigns which
covered only certain distance and then
came to standstill.
Msny ''1-cat power" .aurpsign is
successful and growing, because it
runs all the time"
The advertising that pays biggest re-
turns is the result of actively developed
ideas backed by vigorous selling plans.
The reaction which advertising has up
on store is worth considering. When
a merchant goes to advertise consist
emily and with a determination to stay
with it, lively spirit is developed with
in the store which nroduraa mora hrs;