Ottumwa tri-weekly courier. [volume] (Ottumwa, Iowa) 1903-1916, 1916-05-04


tine, talked for an hour Tuesday after
noon on the ways and methods which
are used to attract people to a store
and to interest them after they are
there.
Mr.. Reinemund has long been study
ing the problem of the proper method
of appealing to the consumer and he
had for his subject, Influencing the
Consumer" He has been very sue
cessful in working out the principles
which can be applied to different
forms of publicity and which can be
used simultaneously to build business
as well as to get immediate results.
He compared the methods of appeal
designed to attract men as distinguish.
ed from those designed to appeal to
women. The facts brought out in his
talk could furnish a foundation for a
lively discussion. T..
| Talks Of Advertising.
Mr.. Reinemund discussed the vari
Gus methods of advertising. In taking
up the phase of attracting people to
the store and the Offering of it through
, the newspaper medium he mentioned
the various things to be taken into
consideration along this line.
These included the size of the ads,
the style of type, number and kind of
illustrations and the distribution of
type, cuts and space. He cited the
sporting page as being good location
for advertisements to attract men, the
society page for women and the mar.
ket page for farmers.
He said that a woman trusts to her
intuition when she is buying and a
man, on the other hand, uses his judg-
ment to a greater degree. In discuss
ing ads for men, the speaker was
emphatic in his remarks that a man
is attracted by something that will ar
range for his ease, comfort or the ef-
flciency in completing the transaction.
A woman is attracted more by some
thing of beauty, lateness of style and
individuality.
IF you tell man there is not an
other suit in town like his; he won't
wear it. He is afraid somebody will
laugh at him. But you tell a woman
that and it is just the thing she
wants. the speaker said.
Good Sales Force.
Mr.. Reinemund discussed the selec-
ton of a sales force. Their health he
regards as primary; for if is god then
they are able to give good service; are
capable of becoming a valuable asset
to the store and have clear heads to
give suggestions which may In turn
save hundreds of dollars and hours of
time in it's management.
The effects of poor lighting and
good arrangements were talked OF and
explained in comprehensive way.
The selection of locations, the style of
lighting fixtures, the placing of win
dows and sky lights all came in for
their share Of the discussion.
Courtesies and cordial treatment on
the part of the sales force and man.
agement of store were brought out
clearly. The effect, which one little
word, act or thought, may have on the
customers future relation with the
store was outlined.
Educational Program.
A. A. Adler of the National Cash
Register Co., gave an illustrated talk
along the line of profitable business.
The aim was to give the merchant
some suggestions which may help him
in his business. His problems we're
divided into four general classes: mer-
chandising, publicity, organization and
equipment, financial and recording.
Which class Is giving you the most
trouble? This was the question asked
the merchants and information was
given them to help them solve their
problems.
Under the heading of merchandising
problems Mr.. Adler discussed what
quantity, kinds and process Of mer.
chandise shall be carried, the DISPOSE
ton of merchandise and buying. Under
publicity problems came the topics,
printed advertising, window advertis.
ing, interior display, exterior display
and telephone advertising. Organiza-
ton and equipment problems were
discussed as the store plant, the store
and supervision of opera
ton. The establishing of financial
working basis and the handling OF
records and accounts closed the talk
Shows Store Fronts.
Irving Fellner of Niles, Mich, rep
the KaWneer Construction