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

Ma. pcrsoninninE every woman
and constituting the greatest buying
power in the world. is moved to un-
loosen her pursestrings by six de-
termininG factors in ADVERTISING"
said Faith q. Sharratt, advertising
manager OF tho 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 n resume
OF his speech. And these factors
arc In the order of their Importance.
price. style. quality, brand names or
trade marks. sclf-interest and Law
out" the speaker said.
There are many more, but these
six will cover the most important
and quickest ways OF getting mas
patronage.
Il have placed price appeal first
on the list. much against my own
VIII. don't like TO think II of
"ooo'ooo clever women. and person
any believe tho Importance of the
price appeal has been, encouraged to
an extraordinarily great degree by
buyers and business men too on
ihusiastic 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
contain, nit upon price appeal as the
easiest point to play up, and the
quickest way through the daily Grind.
Ma always has price to con-
sider In this way; she generally has
10 mako two dollars grow where ono
dollar grew before. Consequently IT
taxes some scheming TO produce
1000. clothing, etc, for even a fair.
sized family. leaving the always-to-
oe-considered savings account. And
ia has TO have his tobacco. and
his occasional Coca-C Cola with his
friends-so Ma listens long and
closely to the siren call of the
greatest Sale In tho City and the
Grand Clean-Up Event With
money to cover home expenditures.
oeiicVe price appeal ceases to thrill
Ma--Quality, style and beauty arc
what her soul really yearns for.
Price Best Appeal.
Ihus 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
aser or one OF our largest stores
even goes so far as 10 say that 1T
any other than special price Items
The manager of another great store
more exclusive in tone. saws that
although certain general adyertis-
ing is necessary to maintain their
position or style supremacy, the only
copy yielding satisfactory returns Is
price COPY The average department.
sure man says the same thing. as
Vo nine out OF ten buyers.
IND that the quickest. most tan
sibIe results are obtained by special
price advertising: next call goes to
advertising featuring goods at n
popular price. but regular price.
ouch advertising is not constructive:
IL encourages women to shop about,
instead or tying them to your flrm.
irlce advertising II not construc-
i've. and 1t easily becomes positively
oestructiFe unless 1t is absolutely
truthful. Even then unless the mer-
chandise offered is attractive and IN
iairiy good condition. the same
chance of losing more trade than
you go after is apparent.
Ma knows prices when she sees
II and quality as well. When old
r. L. Barnum said. There's one born
every minute he made no allusion to
women. believe me.
"style" Wenk Spot.
But Ma 1000. 900 strong does have
weak SPOT in her heart for style.
Women have deep, innate sense OF
the beautiful and the Appropriateness
OF the beautiful to time and place.
which is style. 1t Is this element
which Is reached in style appear Seven
million women read 100000 Vogues
narper's Bazaars. Elites, Ladies'
rome Journals and what not, and
'hen walt with batcd breath to sec
what the stores In their own town
VIII have to say about It.
Thousa nds OF national and local.
advertisers nave proved without
doubt that women can be prevailed
upon to buy by quality talk, ir-
respective OF price. Ma is a crank
on now things VIII wear. With