The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1913-07-19
The ABC and KY Of
SERIES OF TEN TALKS ON ADVERTISING MI @
wrIhen BY Seymour Eaton Of philadelphia lNOs .

Most department store advertising may be
divided into three classes bad, very bad, and
damned bad
Bargain advertising is in the first class. II does
sen goods but if we'll done it could easily make
three blades of grass grow where grows now.
The worth $20-now so" bargain offer has
been done to death The people buy the $3.50
article because $125 is much they want to pay;
because they have the goods; because they
have intelligence enough to know that they getting
good value for the price but for every who buys
there two others shoo-ed off by the rol-ap,
tumble-up throw-up- your money hurrah.
An honest bargain properly announced is always
good advertising If | controlled newspaper page
should one-s third Of it. down the side for egih-
mate bargains. should put the word Bargains" or
'Todays Bargains at the top and with the descrip-
tons of the articles should give selling prices only;
say nothing in figures about values or cost prices;
that space for describing the goods. / should
make the descriptions brief as possible, leave
everything to the imagination Of the customer except
the selling price; and now and then should omit
that let the customer come to the store to find out
Then should make these bargains look like charity
by very contrast by using the remainder Of the page
to advertise my eguar- priced awaysin- stock cloth
ing and dress goods and carpets and furniture and all
that sort Of thing and should make this department
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
Preaching isn't advertising 1t may be entertaining
and instructive; it may anayze to a nicely the ethical
policy Of the store il may impress the weak minded
with the fact that this store is great public beneactor
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 draw crowd
The formal, refrigerator, my brass -plates-suff-
Gent advertising is in the third class. It has all the
dignity and drawing power of a corpse. Mark yon
not cridcising the idea The idea is fine To be
chosen people clothed in purple and fine linen; to
bask in the sunshine Of wealth. of aristocracy or
Of fame to eat where it eats to drink what ii drinks
to wear what it wears, 10 buy where it buys to talk
what talks, to dress your poodle dog with what
dresses its poodle dog TO be somebody exclusive,
even one or two removed or second hand; that is
greatness; and people pay big money for greatness,
even for the varnish or veneer Il IS the adver-
Using that is bad. It might easily quadrupe the
trade and yet keep within the boundaries Of the elect Ex
elusive people don't think You don need put salt their
tails. They follow leader like lot OF sheep Your business
advertiser is to capture the leader the bewehe of the
set The rest easy. The others will pay the privilege
Of standing in line
Embam and bury the brass-plate advertising Use the
space talk TO your customers Some Of them read adver-
tsements II poor plebeian should happen about
the worrying
L1lau,ulatt5,