The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1912-07-10
The ABC and XYzo of
ADVERTISING
AsERIEs OF TEN TALKS ON ADVERTISING NJ O
srstsa hy seymour Eaton Of Phiadslphla mo. D

Most department store advertising may be
divided into three classes: bad, very bad, and
dnned bad.
Bargain advertising is in the first class II does
sell goods; but If well done it could easily make
three blades Of grass grow where one grows now.
The worth -$2O-now-$ so" bargain offer has
been done to death. The people buy the $3.50
article because S1250 is much as they want 10 paw
because they have seen the goods because they
have intelligence enough to know that they are getting
good value for the price, but for every one who buys
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. If controlled newspaper page I
should use oneshrd Of it, down the side for leeiti-
mate bargains should put the word Bargains or
lodays Bargains at the top and with the descrp-
tons Of the articles should give selling prices ony
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 nov and then should omit
that lei the customer to the store 70 find out
lhen should make these bargains look like charity
BY very contrast by using the remainder Of the page
70 advertise my regular priced, always-i stock cloth
ing and dress goods and carpets and furniture and all
that sort OF thing and should make this department
50 fun Of life and spirit and enthusiasm for the goods
as to make my counters irresistible
The store that breaches Is in the second class
1AedShAlg lSht advertising. 1t may be entertaining
and instructive; it may analyze to nicely the ethical
policy Of the store it may impress the weak-minded
th the TACT that this store is great public benefactor
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 even draw crowd.
The formal refrigerator ry- brass-plate-is.suffi-
cient advertising is in the third class 1t has ali the
dignity and drawing power Of a corpse Mark YOU. I
am not cIitieising the idea. The idea is fine 10 be
chosen people clothed in purple and fine linen; Is
bask IN the sunshine Of wealth or Of aristocracy or
q fame 70 eat where It eats to drink what Il drinks
tc wear what It wears to buy where it buys to talk
what i talks, to dress your poodle dog with what It
dresses Its poodle dog to be somebody exclusive
even one OF two removed OF second hand; that IS
greatness and people pay big money for greatness
even Tor the varnish or veneer. It Is the adver-
Using that IS bad II might easily quadruple the
trade and yet keep within the boundaries the elect ~
elusive people don't think You don't need to put salt on their
tails They follow leader like lot Of sheep Your bsness
as an advertiser Is to capture tne leader the
set The rest Is easy The others win BAY for The rvsee
Of standing in line
kmbaln and bury the brass-plae advertising Use she
Space to talk o your customers Some OF them read advcr
usements # poor pehean should happen to read about
your goods and wander into your shop By mistake e him d0
the worrying
AAAgAA 49, - -