The Bismarck tribune. [volume] (Bismarck, N.D.) 1916-current, 1921-11-15

IN RETAILING
is NECESSITY
Advertising Clubs Educational
Director Discusses Merchan-
dising at Meeting Here
CITES SALESMEN'S SUCCESS
Retailing a Profession, He Says,
Urging Study of Advertis-
ing and Merchandising
CITES SALESMEN'S SUCCESS

Concrete examples Of how many re.
tailers in small and large cities have
found ways to increase business
through application of scientific but
intensely practical methods of sales
c.lanship were laid before the heads Of
q large number of business firms OF
Bismarck and statesmen and saleswo,
r'en last night by J. A. Hall, director
OF the educational division of the AS
soc.ated Advertising Clubs of the
World. Mr.. Hall spoke in the Legion
hall to gathering assembled as
guests of the Town Criers club.
iMr. Hall also briefly detailed some
OF the great efforts Of the Associated
Advertising Clubs, through it's organ
izations in nearly every city of conse-
quence in America and in many for
-eign countries. He stressed the
necessity of patriotism and coopera-
ton in the entire country in the period
of readjustment. .,-.
The Associated Advertising Clubs,
through its vast organization, has un.
dertaken a campaign to stimulate the
country to revival of business by
December he said. He sketched the
great contribution of advertising abil-
ity and space that has been made to.
ward the effort
Retailing a Profession
Mr.. Hall took up the question of re-
tail merchandising, particularly in its
relation to national advertising. He
urged close cooperation by dealers of
nationally advertised goods with the
manufacturer through local advertis-
ing. He told of the experience Of
two merchants in a Wisconsin town,
both of whom had been sent a large
number of belts by manufacturer
who was making a national advertis-
ing campaign. One Of them returned
all of the belts but four. The other
sold all he was allotted and called for
more The first had not followed up
the national advertising; the second
had taken advantage Of the national
advertising to supplement it with To-
cal advertising and salesmanship and
had succeeded wonderfully.
He devoted time to, a discussion of
retail selling behind the counter.
"The salesman behind the counter
is engaged in a profession just as
much as a lawyer or a DOCTOR he
said. "The salesman who succeeds
must devote time to study OF retail
merchandising, must appreciate tha'
It is highly specialized profession
In one large store in New York 2S out
Of 40 assistant buyers. many OF them
women, started in the store as clerks
behind the counter and worked up tc
high salaried positions
The successful clerk, he said, must
study the national Advertising OF pro
ducts he is selling, must watch care
fully the local advertising of the
store. must know the product he Is
selling, the needs of the customer and
the possibilities Of increasing the sale
of the article through creating den
Mite, desire and need for it. The AS
sociated Advertising Clubs has pre-
pared course on retail merchandis
ing. which. he said, had been take1
up in many advertising clubs and hac
! proved of great value.
Urges Cooperation
; DEVELOPMENT of community SAFE
was discussed. The speaker told o
! the success rof many towns smalle
than Bismarck in community sales
held once a month, in which the loca
merchants have combined to make tn.
city one big department store witt
special attractions in each depart
ment from hardware to silks. Pett,
iealousies, chickering's must be forgo'
ten in these days. the speaker decla'
j ed. and real cooperation for the oenf
fit Of all must be substituted.
i Mr.. Hall told of the prediction q
president Macintosh of the Associate
! Advertising Clubs that within 1e'
years the name advertising woul
disappear. Advertising, he said, wa
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