The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1919-05-20

Tanlac is sold by leading druggists
everywhere.
ing for which you pay money, and
receive practically no benefits.
Now, We get around to the class
OF advertising for which, without
question, we receive dollar for dol
lar in return benefits, and in order
to get full benefit of this character
| CT advertising it is necessary for the
merchant to deliberate carefully up
on what he has to say in his ad.
ITO begin with, under no circum-
stances, should a merchant attempt
to misrepresent in his advertisement
and expect to get away with it The
public is very critical and is trained
to a point where they can readily de
tect the difference between deduc-
ton and one that savors of the fake
character.
1T is well to give your Advertising
matter your personal attention and !
greater sort of cooperation with the
ad medium. ] mean by this that
your copy should be well thought out
and plainly written, so as when it
gets in the hands of the competitor.
he will be able to give you the ad'
vantage of his experience, in properly
setting up your ad. It will place him
| In position to greatly improve the
| pulling power of your copy, which,
| after all, is what the merchant Is
| striving to accomplish. 1t will also
place him in position to submit 20 you
a proof of your ad, for inspection and
| correction, If any, thereby avoiding
many unbalanced and unsightly ads
and errors, that would slip through
otherwise.
1T is also well to bear in mind,
to select from your stock for your
adj items that are timely and attrac-
tive AS an illustration, in Becem-
Der. display and advertise gift goods
suitable for the Christmas peri1d--in
April, begin to display and advertise
refrigerators, freezers, mosquito nets,
tireless cookers porch and lawn fur
niture, as will appeal to outdoor COM
fort-then comes your fall display
which should cover stoves, heaters,
indoor heavy furniture and such 9th
err items that appeal to indoor com
forts. This character of copy judi
ciously used in proper seasons con
centrates the buyers mind upon the
immediate needs of the home furnish
ings, and at this point your attention
is drawn to the connection between
your ad and the buyer. BY construct
ing your ad copy on seasonable goods |
you create sales that would be other
wise passed over by the customer or
possibly lost to some other store.
The furniture business, in particular
Is a character of business that will
stand for lots of the proper sort of
publicity. There are many articles
that the merchant has in his stock, |
end which the customer can get along |
without, but by drawing his atten-
ton to the comforts that he VII re-
ceive by improving HIS home with |
furniture, you will create in his mind
a desire for pieces of furniture tina
will give him comfort and which he
does not own.
There are thousand and one 9th
er matters that can be discussed in a
matter of this kind, but the problems
touched upon are the more important
ones.
There is another feature OF adver-
Li6iHB Ahdt IubcltSLs d SUOu many luGT |
is what should my advrtis-
ing cost as against my gross sales.
would say that your advertising as
against your gross sales should not
cost over per cent. This will keen
you within the safety line. Also an
other question that has often been
lsked-shall charge my advertising
70 expense or to good will? BY ali
means charge this item to expense.
There is no other place on your books
or it. but in the expense account.
Il might also add that in order to
lplift our furniture business to tha
high plane of other high-class bust
lesses, it will be necessary tc let |
greater part of your advertising read
oward furniture of the better char
lcter, not necessarily the most expen- |
live furniture in the world, but the
better furniture. Most people have
certain amount Of old broken-d down.
INF -of-dafa furuffuro and n vaur "A 4