Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-29
CHAPTER XxXy1I.
THE AID MANS AND THE STORES BUYERS.

The department store organization consists of the
tive head with the department heads buyers These
the who also direct the sales each department They
have to perform kind of duty Individually they
practically managers of small within the big They
have buy and they have SELL and they have practically
direct advertising which their departments
The buyers however have little to do with credits of
toners They have nothing do with the financing of the
store in general But outside of that they have all these
duties Particularly to advertising the department
manager responsible for his department He doesn't get up
the ad the form which you in the newspapers Nor
does he need to know much about the mechanical details of
this phase of the work He may know size of type from
another halftone from zinc etching. And yet really
he is the who does the advertising And the depart
governs the merchandise and the merchandise is everything
keen department manager, buyer has got adverts
ing in mind time salesman comes to sell him
thing Every time he considers purchasing stock for his de-
partment he has ask himself How advertisabe his?
He has buy the basis of the goods appeal to his custo
He knows he buys simply SELL and to sell his goods
have to appeal the customer whether that appeal results
from the customer voluntarily Choking around" in his de-
partent whether he forces the appeawnning attention
the goods in spite the involuntary attitude of the custo
To do either he must offer desirable goods at desirable
price To do that he must buy with STABILITY the prime
consideration.
The advertising manager in department store is in al
way clearing house for the individual advertising abilities
of the department heads buyers His work is highly
caized Yet ought to be sufficiently generazed to bring
about harmony among all the different advertising ideas that
all these different buyers bring to him. But the adman job
largely to smooth down and to polish the advertising
The of the appeal depends the obvious value Of
merchandise offered
And So quite frequently advertising man, poor in the
sense of icon display ability and the other elements adj
vertsng writing when at work store which is
the phase of merchandise selection out quite
well brilliant advertising writer For department
store advertising simply And if the facts pre-
scented pleasantly they will win the business.
OF all problems, the advertising problem is about the
knotties buyer faces There guesswork this kind
Of advertising Every that spent publicity for his
department charged up against him. He knows just how
much has cost to keep the business coming far his
particular part of the store concerned He knows whether
the cost is at higher percentage than year ago. He
knows whether he getting the amount of business
that he was year ago. And with the Of adver
Using if he is not getting the amount of business he
he has either chosen the wrong kind of goods to adj
vere or in some other way has fallen down. Business
dtions weather other elements may enter in make
business today different from what was year ago. These
outside factors the buyer eternay up against these plain
figures of the cost of his advertising compared with the
current volume of his departments business.
And right there largely lies the success failure Of de
pament The department that does increase in volume
regarded as something to be looked into by the
And vet the department that increases in volume and in
too greatly advertising expense to be looked after
The buyer therefore etenay has to act the Dr.
Mr. HYDE an of business and decreaser of business
getting expenditures. III
CANCER EXPERTS lsthe
rQdum length Of pYD6cur and h