The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1913-02-11
The ABC and X XYzof
SERIES OF TEN TALKS ON ADVERTISING NJ Q
written BY Seymour Eaton Of PhlladsIpha lNO. O

Most department store advertising may be
divided into three classes bad, very bad and
damned bad
Bargain advertising is in the first class. 1t does
sell goods but if well done it could easily make
three blades Of grass grow where grows now
The worth $50 now $3.50 bargain offer has
been done to death. The people buy the $3.50
article because $12 is as much as 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 roll-ap,
tumble-up, throw-up your money huIrah.
An honest bargain properly announced is always
good advertising. If | controlled newspaper page
should use one third of it. down the side, for legh-
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;
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 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 alway stock cloth
ing and dress goods and carpets and furniture and all
that sort Of thing and should make this department
SO 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 It may be entertaining
and Instructive it may analyze to nicely the ethical
policy Of the store it may impress the weak minded
with the fact that this store 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- plate is suffi-
dent advertising is in the third class 1t has all the
dignity and drawing power of a corpse. Mark YOU
am not crihcsing the idea. The idea is fine To be
chosen people clothed in purple and fine linen; to
bask in the sunshine of wealth. or OF arStocracy or
of fame to eat where it eats to drink what drinks
to wear what it wears, to buy where it buys to talk
what it talks, to dress your poodle dog with what it
dresses its poodle dog; 10 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 veneer. 1t is the adver-
Using that IS bad It might easily quadrupe the
trade and yet keep within the boundaries Of the
elusive people don't think You don't put their
tails They follow leader like lot Of sheep Your business
advertiser to capture ne leader the bewether of the
set The rest easy The others will pay for the privilege
Of standing in line.
Embaim and bury the brass-pate advertising Use the
space TO talk customers Some of them read adver
tsemens If poor pebeian should happen about
your goods and wander into your shop BY mistake let him
the worrying
n.aot.