Honolulu star-bulletin., 1915-12-20
CHAPTER XXI.
PURPOSE AND POSITION OF RETAIL ADS.

WE .
After retailer has decided how much he ought to ap
propate for his advertising he then up against the
ton What particular purpose do wish my advertising to
fulfli'
It is curious that although the retail advertiser takes his
advertising seriously although he realizes how much it COSTS
although he appreciates that is the only way
the average retailer pays too little attention
to his advertising.
Whyi The answer is as usual Human Nature as
manifested in the fact that is easier to buy than sell You
have salesman try to get you to buy something than you
would to sit down and work method of making
through ink and paper feel that they ought and
buy something from you.
And so the usual retailer apt to be just buyer OF
he has to buy his merchandise right give proper
value STILL he also paid keen attention to the sales develop
ment of his business the advertising phase Of his business
then his business would progress with greater strides
No matter what values You have to Offer if people don't
know about them they worthless No matter how desirable
goods may be- if you don't create those
goods You fall short. 4 ~ .tafl
Despite acknowledged Importance advertising to
retailer newspapers sometimes find that people
who spend couple of thousand year advertising apt
write their ads in five minutes whle the boy waits Some
them hand ads occupy foot square which sketced
the back of calling card they only realized how much
they could get from their money if thegs time
and analyzed their problem there would be otnore retail
advertising And the biggest analysis rather the first
this question Of the purpose of their advertising
OF course the general purpose is to get people into the
That every retailers purpose But the aim may be
specifically to get people to buor to get people to look
to get people into store tomorrow to get them into
the store the next time they in the market for that special
kind of merchandise.
Yet there retailers who clearly visualize the
purpose of their advertising that they go far to have
their advertisements set up by their printers For
stance there store which seeks to radate atmosphere
of artistic dstncveness Although the typography in the
newspapers they good be had still this adver
tser spends $40 every time ad for
order get the petties border and the fetching kind
of type and the cassies possible taste into his store
men he has his printer compose the type and turn the
completed form over to the newspaper.
When the question of the purpose of your ad
verising you have to decide another important deahat
of position speciality store particularly, rule ap
peas to either women to certain class Such
advertisers have to choose where that newspaper their ad
will do the most good "A haberdaser for instance want
to be the sporting page department store put
little ad opposite the woans the society page and then
place their entire ad wherever they The little ad the
social page calls attention to their main the
subsequent page Some big stores believe this method
thoroughly that quite often they will have their general ad
the back page of the newspaper and their particular items
page while ads of the mems garments will be the mens
page-all in edition.
Perhaps your business cant stand an ordinary adverts
this phase attention to positions may pay You should
be careful to select the proper classification.
Even the small merchant in the country unconseiousy
weekly paper of of less than 10000 little items in
gard tile bargains the local interpreted the
local paragraphs. Sometimes these put in
fhe nersonals and soncfineg of