Honolulu star-bulletin., 1915-12-23
CHAPTER XXXIV.
STORE CONDITIONS HELP DECIDE AID oUEsTi

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There are many store conditions which tend to determine
retailers advertising problems For instance, is quite
essential to know whether to have your ad appear Monday
/ or Wednesday, or Friday, when, -"
This question always determined by the kind of
by analysis of the individual problems you are adver-
sng bargains in competition with all the other stores town
you will probably your advertising appear the day be
for the day which is commonly regarded Bargain Day.
in that town In such cities by consent Friday
to be Bargain Day. Consequently Thursday is good time
to advertise if you offer bargains in general competition be-
the shopping public will be down town that day and it
easier to them to walk from other store to
than it is persuade them take the trouble all the
way down town just to look the merchandise you adj
vertise
On the other hand many advertisers might better choose
days other than Thursday and Friday OF course your ad
paper that thousand apt be less effective than
if it among fewer ads Consequently if you do not de-
pend upon the Friday shopping crowd perhaps you had better
use the Saturday Monday editions when the paper would
have fewer ads against which your naturally compeat least
for attention.
There is rule to this point either 1t depends
trey the particular store In fact many stores find it
profitable into the papers Sunday and the theory is
that though there lot more advertising on that day. 1T is
also true that people have time to study the adve
tising on Sundays
But above all this there another point which should be
obvious retail advertiser the best kind of judgment
to where to place his advertising lie accurately answer
the questions When the best time to my advertsng?
He perfect "copytrutu conservative and effect
ve And yet he may faes he is to fail if he does not
give service WHAT he
merchandise is value plus service And if he falls down
either he dsapponts This will lose him trade fast if
he to be untruthfuI in his advertising
That is axiomatcal But there is little point in
necton with retail newspaper advertising to which the wise
retailer gives attention and every day That is the
cooperation the part of the saepeope in the store Form
er the usual advertiser would simply trust that the people
the store would the stores advertising in the papers
Now he makes his staff look at the announcements.
The big retail advertisers today realize that efficiency de
mands that saespeope keep with the stores advertising
In stores the management actually holds classes to
plain the things offered that empoye will be ntel
gent when approached by customer who has in the
result of the advertising. +"#
The sales person is about the biggest factor in advertising
the last analysis The president OF nationally known
glove industry recently stated that in out of ten
the sales person determines what brand Of glove shall
buy Most people think that the acuapublc demand for this
that is everything But when right down to it. the
demand is largely in the sales persons mind This manufac
told story about store in Detroit The of
glove department said: I'VE can't sell your brandthe
demand is for such and such glove The manufacturer
asked him what he meant. Hi"
'sWhy' replied the buyer nine people out of ten who
in here for gloves ask for your competitors brand
The manufacturer challenged the truth of the buyers con-
cluson To test it out they stood there and counted Of the
people who for gloves while he there not
Of them asked for any particular brand They all simply
asked for pair of gloves and the sales persons said You
mean such and such glove In most the customer said
yes So that demand in the mind of the sales person
Interpreted by the department manager real demand in
the mind of the public.
1t follows them that this cooperation of the sales person
is the biggest manufacturer get in his retail dis
rbuton Likewise, it is also absolutely necessary for the
retailer such ntramura cooperation he is to make
his advertising approach the ideal of efficiency.
The exports 900 feet The Ger