Tazewell Republican. [volume] (Tazewell, Va.) 1892-1919, 1912-11-28
THURSDAY. NOVEMBER Is, 1912.
RETAIL ADVERTISING

NerIising later. BEFORE dong so, how
ever, we want to quote an article by
Joseph E. ChRsnoff on the Retail AID.
vertiser and the Newspaper" from a
work on advertising that will soon be
issued by the Ronald Press Company, of
New York.
The article was written primarily for
the newspapers and the retailer, but the
general public is as much or more inter-
ested in advertising as either the retail
er or the newspaper, and it will be of
interest TO them, as it treats the sub
Jeet from an unbiased standpoint 1t
will certainly interest the retailers for
1t will teach them to advertise effect
ually, and when they do this there will
be less complaint that the mail order
houses are taking their business. Of
course they will take it IL merchants do
not let the trade tributary to them know
what they have in shape of service and
for sale, which the mail order houses
persistently and everlsstingly keep be-
fore the people with offers placed in an
attractive form. MIR. Chasnoff's article
follows:
THE RETAILER AS AN ADVERTISER.
Let US turn first to the retailer as an
advertiser. The problem of all com
mere in this day of quantity production
is SELLING. Every merchant knows
that he can get plenty of goods if he
has a rapid outlet for them. Moreover,
ne is forced To buy heavily because with
present day high living and store COM
petition has grown up public which is
most fsstidious in its selection. The
public goes where it finds what it wants.
AZ seeks large and we'll assorted stocks.
Even IN smaller towns merchants are
carrying larger stocks than they ever
did before. At the opening Of the sea-
son shelves are filed and bills are due.
Action Is demanded and demanded
quickly. The buying inertia of the con-
sumner must be stimulated. In middle
season buying enthusiasm must be kept
up. To keep his old customers and add
new ones he must hold out special in
ducements from time to time. Perhaps
IN his community there are certain
classes of people that are not buying
from him because they do not know
what he has to offer. Perhaps his reg
ular customers are not buying as much
as they should
Such problems of selling make it good
business for the merchant to use every
possible factor at his command which
will keep goods moving. Of course the
basis of merchandising goes deeper than
selling. Trustworthy goods must be
bought right and offered at fair, honest
prices. Merchandise plus service make
a good store and are essential to perma-
nent success in selling. And the pub
JIG" to borrow the phrase of E. st.
Elmo Lewis, els sensitive. 1t goes
where it is invited and it stays only
where it is we'll treated" The merch-
ant cannot reach the public personally.
In the list Of selling forces are his win
dow displays, courteous salespeople,
liberal policies, store service and AID
VERTISING. In the broad sense any
~fhing that attracts attention TO a store
is advertising. Anything that people
find out about you is advertising for
you. But in the sense we are consider
ing advertising here, advertising is the
means of getting into the minds of
many. through print, particular mes
sage. 1t is selling force which Gre
ates and directs demand. 1t should
never be considered apart from bust
ness. 1t alone never made a perma-
nent success. 1t is merely the express
sion of what the store has 70 offer; aud
every merchant who succeeds in adver-
Using understands this fact, for upon
the store itself depends the resultful-
ness Of all advertising. What the store
has to offer in merchandise, in price, in
policy, in service, the way a store salts
1ies customers-these are the things
that differentiate the successful from
he unsuccessful advertiser.
ADVERTISING AS A SELLING FORCE.
1t is quite true that the public finds
Dut sooner or later about the merchants
Dfthe town. 1t is equally true, IN pres
ent day merchandising that the merch-
ut cannot wait for business; he must
nake it. OF all the sales forces which
le has yet discovered advertising is the
nd<t effective. II reaches more people |
n De shortest time at the lowest cost.
II salesman that can sell more |
= than any other. The purpose Of
~, il simply 70 sell goods