The Crittenden press. [volume] (Marion, Ky.) 1919-current, 1920-11-26
NATIONAL CASH REGISTERS
FEATURE FILM SHOWN

foundation for success In business
vas made last Monday evening be-.
fore a large gathering ~ merchants
and business men in the Strand
Theatre by Mr r. u Kennedy. of
Dayton. Ohio. representative ~ the
National Cash Register Company
Accompanying the lecture was
moving picuire showing how the
man who Tucsscs is almost certain
90 be more or les of a failure and
sure to be- the first 20 ~ % the
wall in times ~ stress.
The lecture and pictures covered
methods ~ advertising. salesman.
chip. and many uf ihe other points
Of the best modern business practice.
Speaking of advertising. Mr. kenne.
dy said chat Newspaper advertising
n The most effective and cheapest
form oi uh.th ihe merchant can
iake advantage Practical methods
BOZ preparing oop uere shown In one
of che most remarkable newspaper
hlma ever shown.
Tho speaker urged more attention.
however. 90 window display. declar.
ins that the more roods shown in an
attractive manner the larger the
sales "iour Windows owe you mon.
ey Make them pap. said Mr.
Kennedy "use colors and arrange.
menis 60 call attention % the dis.
plays. ix your hrhts so they will
shine upon the goods. not in ihe
cYea ~ the passefbY
The lecture u a very practical
way Illustrated ne Importance ~
ssrtirc. treatment - the customer.
system and business control
The feature film un community
Improvement als0 ga well received.
o. showed some ~ ihs main features
n tho great welfare vork that has
been promoted hy ne Naiional Cash
Register Company
During hr iau ar. Kennedy laid
emphasis ou ~ vaius ~ newspaper
advertising 30 the retail merchants.
ile rad boz rart;-"i believe am
.afe .n saying that ten merchants
fal to-day he1ause they advertise too
hite. 90 every one who fans b..
cause b. ADVERTISE Too much. Hun.
irsi. ~ STORES have REMAINED small
because ~ ihis nerleet
-Ad,erii..Hr b. simply rood sales.
manship Boz print u b. easy o.
understand. an AL must b. made of
simple wurds. short ssuisncc. fsu
hsa nir pori. and involved sen.
tencrs uil uat bs read.
"for many pourle o. read q. an
ai ma.t D. sri ln plain tyIe and
must b. mrroedsi and unoonfused
hy nesi'sss cuts. borders and orna.
mruis. n an ad isiis ~ bui one lins
of raods. It mas ,aich ihe eye. bot
u BE- b. crowded with many IDEAS
ihe changes au i will not b, Rad
DO b. uot thr humber of Articles sau
aitrrise That eaunis. hut ihs number
~ peraons vhn come into your store
io bus the foods you advertise. I
io n1t mean that v sou have a large
space. sou should use it io ten u
ONE arilelr a half pare or a page
sd b. really "a collection of smaller
ads o. each of whhh the principle
stated 'hould apply Each should
isn ~ bui one lnc ~ roods
"Cwiy cues Boz tyrs ami slaluraisly
i,airnsd hauirr ave not desirable
use simple iyp, and plain bordsrs.
ln order io r,spud o. an ad. people
must b. able to read % easily. be-
able b. understand b. easily. aud ~.
cri,r hum impression easily. favor.
ahls and definite
"Make Sour ads different Don't
copy vhai other pcople aay. Put
yuur personality into them. Tell
ihr sio1 about your coods iusi a.
you would iel t lu che store.
"Cuts arr rooi " they rcally %.
lusirair. bui a bai sac b. wor.r than
nanr nauf usr cut that ISN'T
ia.t utai 500 uani. simply hr,auss
$500 on rt t cheap o. make o.
iawnhF mruasnn. an al must
have a lmmrifbal form. atifaetiv,
lettering. AND appealing Illustrations
In preparing iour ads write them
out as best you ,su and tasn say ths
same thing in half as many words.
To make hrm impression. an
al must be- devoted to one main
suhiv,t. and all subordinate items
separated. An IA may be made cm.
phaiif hy contrast m ,ypc.siics
siruur hcad.ltncs and few ~ them
and masscd white space Edcctiv,
heading. must b. used 10 tell ths
story. or 10 capture attention only
"Youf advertisement should iaks
an. t..d.f .,.f an. sUv. at..,s "A