Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-07-23

Ma pcrsonihninE every woman
| and constituting the greatest buying
| power in the world. Is moved to UNI
| loosen her purscstrinGs by six de-
termining factors in advcrtising,"
said Faith q. Sharratt, advertising
manager OF the John Taylor Dry
Goods Company. Kansas City. TO re-
tailcrs attending the convention OF
the Associated Advertising Clubs OF
the World. local delegates here
stated last night in giving resume
OF his speech And these factors
arc In the order OF their Importance.
price. style. quality, brand names or
trademarks. selt-intcres; and lay
out" the speaker said.
There arc many more. but these
six will cover the most important
and quickest ways OF getting mas
patronage.
on the list, much against my own
Will. don't like to think 1t Of
100000 clever women. and person
ally L believe the Importance Of the
price appeal has been encouraged to
an extraordinarily great degree by
buyers and business men too en-
'husiastic about their goods, and also
am sorry to say by the Ignorance
OF many advertising writer's. who
lacking the cleverncss to discover
the real advertising news their goods
&C tain, hit upon price appeal as the
easiest point TO play up. and the
quickest way through the daily grind
Ma always has price TO con-
sioer In this way: she generally has
TO make TWO dollars grow where one
dollar grew before. Consequently It
takes some scheming TO produce
food. clothing. etc, for even fair
sized family. leaving the always-to-
oe-considered savings account And
IA has TO have his tobacco. and
his occasional Coca-Cola with his
fricnds-so Ma listens long and
closely TO the siren call OF the
greatest Sale in the city and tho
Grand Cleanup Event With
money to cover home expenditures. |
oe!ieve price appeal ceases to thrill
Ma-ouality, style and beauty are
what her soul really yearns for.
Price Best Appeal.
Thus the fact remains that price
is the best appeal in advertising to
women. Three-fourths OF all retail
newspaper advertising. the country
over. Is price advertising. The man
ager OF one OF our largest stores
even goes so far as to say that 1T
is a waste OF money to advertise
any other than special price Items
me manager OF another great store
more exclusive in tone, says that
although certain general advertis-
ing is necessary TO maintain their
position of style supremacy. the only
COPY yielding satisfactory returns IS
price copy. The average department.
store man says the Same thing. as
GO nine out OF ten buyers
L IND that tha ouiCkeet ypnat fap
Gio!e results are obtained by special
| price Advertising: next call goes to
advertising featuring goods at a
popular price. but regular price
! 9uch advertising is not constructive;
| " encourages women to shop about
instead OF tying them to your firm.
Price advertising 1t not construc-
| two. and 1t easily becomes positively
destructive unless 1t is absolutely
truthful. Even then unless the mer-
chand!se offered is attractive and IN
fairly good condition, the Same
chance OF losing moro trade tina,
you go after is apparent.
| Ma knows prices when she see:
IT and quality as we'll. When old
p. T. Barnum said There's one born
every minute he made no allusion tc
! women. believe me,
"styie, Weak spot.
But Ma 100000 strong does have
weak spot In her heart for style
| Women have n deep. innate sense o.
the beautiful and the appropriateness
OF the beautiful to time and place
| which is style. 1t is this elemen
which is reached in style appear. Sever
million women read 100000 Vogues
Harper's Bazaars. Elites, Ladies'
Home Journals and what not, ant
then walt with bated breath to Sc,
what the stores in their own towr
VIII have to say about It,
thousands of national and loca
advertisers have proved without
doubt that women can be prevailed
upon 10 buy by quality talk, ir
respective OF price Ma is a crank