Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-07-23
SIX REASONS WOMEN
BUY is TOLD AID. MEN
IL. G.. HALL.

fixed amount 10 spend tho ultimate
in quality is necessary. All the
great. enduring businesses in the
world have been built on this basis
and no other.
Quality advertising is advertising
OF education and enlightenment. 1t
is constructive. always. and ac-
cumulative. bedding. table linen.
furniture, kitchen equipment. rugs.
draperies. food. toilet articles, drugs
and all other merchandise are Sc
lected with this though uppermost in
mind. II is the second detcrminins
factor in style.
When department store lees the
wisdom of using an individual mark
on some Of Its individual merchandise
II certainly indicates the value OF
such step. Probably every woman
who is constant customer buys a
part OF her needs by its specialized
name! So says a writer In the New
York Globe.
Brands and trademarks are magic
tai'smen in opening Mas heart and
pockctbooh. The minute firm
stamps It's goods with an individual
lied name it has given n standard OF
value. easily recognized and Of Won
derful force in increasing the recorder
possibilities OF the goods.
"Brund" Good Factor.
"A brand eliminates Eucsswork-it
is guarantee. a protection TO tho
buyer. Names and trademarks stick
In tho mind long after advertising
which II not specific Is forgotten.
We not only remember the name. but
We remember tho trademark which
stands for IT. Names stamped on the
brain by constant publicity arc used
subconsciously as the need arises.
Mas self-in1erest does not stop
there, however. for she is a neat eff e.
Client little person, always working
TO keep the home spic and span and
up to date. All you have TO do is to
explain TO her the workings OF your
vacuum cleaner, electric washer. rub
no-more washing powder. or any ar
;icle which makes for efficiency or
beauty in the home. and ma will try
II once, and II she likes 1t will try
It again. This appeal Is more subtle.
more lasting in it's impression than
any other.
When II comes 10 tho appeal otad-
Hertistng layout ADM, that had
always considered il had certain
effect ON the mind of the reader. but
never thought OF it ms an important
factor in appeal 10 women. But on
asking a very clever business woman
what one thing appeals to her mos,
strongly in retail advertising she
spoke without hesitancy OF layout
the appearance OF the ad.
JudEcs by Advertising.
She said she always Judged Il
stores goods. its reliability, etc, by
IT'S style OF advertising. AS We
talked II over II seemed that she
might we'll be voicing the opinion OF
many women. A clean. well-set-uE
ad, telling clearly and without ex-
aGgeration OF the merchandise offered
lot sale. creates desire to buy. a
confidence in the things offered and
oelict III the stores integrity. which
Is invaluable.
DO your advertisements lie? DC
poor illustrations. namboyant type
an everlasting and eternal cry Of
spcciaf and reduced Of greatest
and most wonderfully create a false
impression Of really fine, depend.
aoie business house. undermining tn,
commence you are striving TO create
and the high principles you arc striv
ing TO maintain? Not only watci
what you say. but how you say II
Clean up your type, your Illustration.
and your white space.
by all means treat ma square
Judge her by your own wife, mother
sister and you VIII pretty accurateI,
gauge the mind ana temperament O.
inc 100000. Don't try to fool he
Tor she is pretty shrewd. Is ma anc
not fail to give her copy with 10,
per cent appeal"