The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1913-05-09
The Alb C and KY Of
ADVERTISING
A SERIES OF TEN TALKS on ADVERTISING Nj Q
written By Seymour Eaton Of PHILADELPHIA my. q

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
sell goods but if well done it could easily make
three blades Of grass grow where one grows now.
The worth $2O-now $12 SO' bargain offer has
been done to death. The people buy the $3.50
article because $1250 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-1p,
tumbleup, throw up-y your money hurrah.
An honest bargain properly announced is always
good advertising. If controlled newspaper page
should one-shird Of it, down the side for legit
mate bargains. / should put the word Bargains
"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
use that space for describing the goods. should
make the descriptions brief possible, leave
everything to the imagination of the customer except
the selling price; and now and then should omit
that LET the customer 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 regular priced always 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; may analyze TO nicely the ethical
policy of the store it may impress the weak minded
with the fact that this store great public benefactor
apowerful 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 my-brass- -pate-is-s suffi-
dent advertising is in the third class Ii has all the
dignity and drawing power of a corpse. Mark you,
not criticisng 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 It drinks
TO what If wears, to buy where 1t buys 10 talk
what il talks TO dress your poodle dog with what il
dresses its poodle dog; to be somebody exclusive
even one two removed or second hand that is
greatness; and people pay big money for greatness,
even for the varnish or veneer. It is the adver-
tsing that is bad. It might easily quadruple the
trade and yet keep within the boundaries of the elect Ex
elusive people don't think You don need to put on their
tails They follow leader like LOT Of sheep business
advertiser is TO capture the leader the beIether
set The rest is easy. The others will pay the privilege
Of standing in line
Embam and bury the brass-pate advertising. Use the
space to talk TO your customers Some Of them read adver-
hsemens If poor plebean should happen e read about
goods and wander into your shop by mistake let him do
the worrying