Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-15
CHAPTER XVII.
PRICE NECESSARY IN RETAIL ADVERTISING?

Action advertising almost always emphasis of price
The bargain is usually the thing that makes people into
the tomorrow in response your ad of today.
In the first place. your possible customers the
wealthy possess bargain instinct Human beings seek the
thing that be had for es For that the ad that
full prices likely be read The very possibility
interesting bargain people to give such adves
ing voluntary interest.
So for the of price Price isthe
best incentive to action If you spread through
about the quality OF goods would not get
much direct result with less space devoted to 13 de-
scrption of values Why should into your store to-
morrow if simply know your goods good?
in the next day just we'll But you advertise bargain
WELL that different That particular lot of goods may be
sold out by tomorrow afternoon Therefore, had better
tomorrow morning That is why price is the feature of most
actionful advertising.
Now and then You find departures from this general pr-
ce that retail advertising must be done through price,
announced In the newspapers yours class store
such exclusive furniture storeyou ignore price
In this your business would be comparatively small
Therefore you might not need to the price appeal But
which seeks universal general hard
store which tries to trade in the East North South
and West side of the community store hardly get
along without the price appeal
At least this is the rule One big store of this kind
Gently tried to prove that the principle wrong They sought
to establish theory that people do not want prices and that
they seek simply the knowledge that the goods be had
fair price, So this quit the newspapers and put their
messages outdoor painted bulletin boards One sign
that for kitchen utensils here was the place Another
specialized on cut glass.
The idea simply that these announcements to the
people telling what could be had at store at reasona
BILE prices sueh announcements supposed to bring
much trade to the store if they advertised price But alas
the expermenter had get back the newspapers Now
they trying to make their newspaper story carry that
kind of message But such message has little appealt has
appeal For such does not persuadeit simply advises
merely that eve doing business and
are handling merchandise and think won't
charge YOU
But rule matter where you look in retail business
business that touches the consumer price is mine
times of en the appeal that There has to be real
service along with price Very few stores however sell
on service entirely Some such highcass florist can
or perhaps high grade eweler But most stores must win
their the ground that their customers
money if they buy from that particular store.
In the matter of copy the necessity for
may carry the copy writer into dange-he apt to make
the ad verabe price list That may do in the advertising
of chain grocery store which simply Uneeda Biscuits
Sc h. and Such may simply record cut prices
and win But rule the advertiser who keeps away
from that catalogue style and puts into his price argument
further appeal based quality utilty-that kind of
advertiser apt to win out better than the other who
simply lists his prices IA