Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-11
CHAPTER XIV.
FIRST ANALYSIS BY RETAIL ADVERTISER.


With working knowledge Of the mechanics of adver-
ing the problem begins to become specific As to how you
shoud advertise depends upon whether the business retail
and local. Wholesale and national If the latter You must
nevertheless know something of the retail problem There
FORE this localized phase is the fundamental. S.
There about two million retail stores in the United
States Many of them general but hundreds of thousands
of them special Many the result of accidents Others
have been planned to the extent OF being part OF chain
nearly thousand stores such for example, the DC and
Zoe syndicates.
Usually stores ssproduct or that is it's merchandise
the result of the kind of patronage which the store enjoys
The dealer keeps what his trade wants and what his trade
wants often depends upon the location which factor IN turn
determines what kind of people come into his store.
There nearly million soreslittle
grocery stores and candy stores for instance Their
best advertising probably the hand bill which their boys
distribute through the neighborhood Friday to announce
special bargains Saturdays Such advertising, plus
clean store and courteous treatment the first
for such merchants s-,sss fz1 4. - s,s
But II sueh dealer desires to grow into city
Gerry store to duplicate his store by the OF
others here and there the city, then he must study
advertising he find out what his product is namely
what his goods are to whom these goods will appeal
egt7on will determine whore he shall locate his stores and
also what kind of merchandising policy he shall employ
You may need advertising, if You do not seek any
such multiplication of business Advertising, subject
should interest every local dealer For though usually
gressve phase of his business advertising may be necessary
defense This particularly of the smaller communities
where ahe time, and more maorder houses fight
ing for foohods and welding their wonderful weapons OF
publicity And if these distant mercantile institutions do get
the trade it because they know how advertise They
woudn do business they didn't 1t is their presentation of
picture and price which starts the orders through the mails
such an extent that the mail single house keeps
many trucks busy every ays to carry the letters from the
postoce to the office building So if you local dealer
against whom the mailorder Ttans compete and you DOM
advertise at ALL if your advertising med, hackneyed
and unntersng then Mr. Local Advertiser had better
look out!
But before you advertise analyze Analysis is the best
way find anything First anayze the kind of store You
have high gradef Does it have its quail
ty9 Or is it popular because you offer pcesf If it is
the exclusive kind then you have but small part of the
aton your possible prospects your trade is built on
bargains then the majority of the rank file potential
customers In such the bigger your business the greater
your gains for even though you little each sale
you depend upon volume of business for your profit
To determine what class of trade go after you should
know the statistics regard community For instance
you should know that in the ordinary town of half Million
onerd of the population have income of less than
$40 week per family So you seek after that kind of trade
You will have lot of customers But your sales will mostly
be of the necessities of life You talk to such people
plainly You cannot whisper to them French SMILES
speak right out in good plain English to get
them store you cannot rely elusive
atmosphere of style Your argument must nge with
omy, durability, and dollar ndcent quality.
you know who your possible customers are and if you
know what you them the analysis brings
question of how to get the desire for your goods into
the your prospects the quickest and econom
zeal way AJAX.
A newspaper like this usually community. IL it
be mere district organ section of the city, and
ported by few politicians then it has real pull the
people But If you real newspapers ctyWide
culaonwhch you do it is possible for you
goodsized portion of yoIr the newspaper
lyour CHI tandb ost mp6ium