Evening capital and Maryland gazette. (Annapolis, Md.) 1910-1922, 1913-11-07
advertising
Oaks
HOW ADS FOR LARGE
STORES ARE HANDLED
Constitutes an important Ele-
nient Of Actual News" and
Preparation Requires Care.

Preparation Requires Care.
That the advertisements in news
paper constitute an important element
Of actual news and that the prepare
ton Of them requires a highly special
ICED sort OF knowledge and training
are considerations which often fail
TO enter the consideration Of the read
ers Of the daily newspaper
However. this is the case. OF the
thousands Of people who read the
newspapers. a very large proportion
are interested in the advertisements
The immense number OF women who
purchase the family clothing and
household supplies. in particular de
pend upon the advertisements. read.
ing them with care and watching them
as closely as the investor in stocks
and bonds watches the financial news
Indeed. the advertising columns are
financial departments, in a very real
sense Of the word, to the domestic
economist
OF the work, the thought and the
careful preparation that goes into the
preparation OF clever advertisement
that # may attract the eye Of the
reader and hold his attention, few OF
its perusers take any cognizance, Still
fewer realize what a truly all-round
person the advertising manager must
be
Must Know Human Nature.
For to al the bill he must know
hupan nature. clothes and drygoods,
from A TO Z. He must keep abreast
OF the times and the fashions. lie
must be an expert judge of values,
and he must be possessed of a pecu-
liar extra sense" that he may know
and seize the psychological moment
where in to spring a particular sale
Given the man and the fitness there
oil. it is interesting to know how the
big department store advertisements
in Milwaukee, for instance, are plan
ned by the advertising managers. who
rank, BY the way, foremost among
men in that special line in this coun-
try The methods which prevail here
are typical, with immaterial differ
ence. Of the same work throughout
the country.
Especial sales are Of two kinds
the. big periodical sales, which are
planned for months in advance and
" hich come about as unfailingly and
I'd gularly as the seasons, and the
quick special sales. OF merchandise
suddenly acquired.
The last sales are heralded by the
buyer for that department, who tells
the office Of certain merchandise
which he has unexpectedly bought
The buyer and the advertising man
hold consultation, and when the goods
arrive they visit the warehouse and
look them over
If. in the sober Judgment Of the adj
vertising manager. they prove equal TO
the buyers enthusiastic description OF
them. the advertising man decides to
give them place in his advertise
ment on a certain day The proper
tionate size of this space is based
upon the percentage Of that depart
ments sales
Then the buyer. ar assistant buyer,
and person at the head OF the stock
confer with the advertising manager
and decide on the best way OF putting
he sale to the public The advertis
ing manager has the responsibility Of
seeing that proper provision is made
Tor the display of the goods, the ar
ranEement OF the display tables, etc
Then he writes his advertisement.
The buyer meantime. has iotted down
for him the interesting points in con-
ncction with the goods. and from
these the advertise ment is worked
out
Much Thought Required.
When it is remembered that a big
store may wen have special sales in
dozen different departments at one
lime ard that each one is conducted
IS carefully as this, the amount OF
labor and thought required may be
imagined
The advertising manager is always
two o. three days ahead in bis work.
The copy must be sent to the news
papers Oh one day is set up, q proof
n urned the next day, the proof Is
corrected end returned TO the paper
IN time for publication that night.
After thc advertisement appears In
the paper copies are sent to the
garious men in the store who are in
teregted It is cut into sections and 1
aach department manager receives his
own advertisement One store makes
4 practice of requiring each manager |
and each sales person in a department
rs read the advertisement and sign il.
Whatever the method, each salesper- |
son IS required to be familiar with
rha advertisement. that they may
lynow exactly what is on sale In case
Of biz sales. q conference OF manag |
ars aud salsspeople is held and a talk
given on the goods IN order to GRE
ate interest and enthusiasm.
The periodical sales are planned at
least three months in advance, after
aonf ercnces with the buyers and the
hsade IT denariments and much the