The courier-index., 1921-05-13
SDLendid Lecture DeliUered
 On Modern Merchandising

yThey should control their business, their cash, their stock, and their help"
 Commenting upon the importance of store organization, Mir. Yunkes made the strong point that too many merchants are trying to do all the thinking and planning for their stores. He advised that re- responsibilities be divided. Fixing responsibilities encourages co-opera- tion among employees" he said. Remember it is team work that wins in business just as it does in 1 baseball"
 An especially interesting topic i discussed by Mr. Yunkes was news paper advertising. In this connec- tion he said:
 Among the important things to which merchants do not give suf- ficient attention because of the press of details is advertising, yet statistics show that hundreds of this neglect.
 Newspaper advertising travels far and wide. It is the medium through which the merchant gets his message to the people in their homes. Customers like to read their store news and general news to- gether. The merchant who fills | his ads with store news and inter- esting information about the goods he carries is sure to win the fa- vorable attention of the reader. Ask any merchant who his strongest competitors are and he will tell you, almost without exception, the names of the stores doing the great est amount of advertising. Unfortunately many merchants are of the opinion that it is nec- essary to exaggerate to get the at tention of prospective buyers. This is not true. Of course flaming headlines like The Greatest Values Ever Offered will attract atten- ton, but used too frequently will soon destroy confidence in adver- Using. It is sufficient to state facts. If you have an exceptional bargain, say so, but tell the truth about the goods"
 MT. Yunkes said it is foolish to spend few dollars in advertising, and then say that advertising does not pay. Tt does pay" he said, ''as is attested by thousands of merchants who have become success full through it use."
 In connection with a remarkable moving picture on the subject of advertising, Mr. Yunkes strongly urged those who write copy for newspaper ads adhere closely to these three rules-simple words, short sentences, few ideas. Big words and involved sentences will not be read" the speaker said. Newspaper advertising is simply good salesmanship in print. It per mits the merchant to talk to the customer in the home. How too many kinds of type and the poor ! arrangement of type may ruin an ad was shown in some clever pie lures.
 Referring to window displays, the speaker said, "Other forms of ad- vertising are good, of course. But 1t Is just as wasteful for a mer- chant to try them and neglect his windows as it is for a farmer to
 
 hls own to grow up in weeds. No where in advertising will a little money go so far"
 ]. The pictures and lecture on per sonal selling were of especial in- terest. The right and wrong wa- to sell and to serve were pointed out. Newspaper advertising and displays are valuable aids to sell ing the speaker said, but there IS absolutely no substitute for per sonal salesmanship. Nor is there any limit to the earning capacity of successful salespeople Wide awake merchants realize the value of their salespeople. They know that in the eyes of the customer : the salesperson embodies the per sonality, policy and service of the store; also that the good will of