Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-07-23
SIX REASONS WOMEN
BUY IS TOLD AID. MEN
IL. e.. 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
iected with this though uppermost In
mind. II is the second determln!ns
factor in style
When department store tees the
wisdom of using an individual mark
on some OF It's 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
taismen in opening Mas heart and
pocketbook. The minute firm
stamps Its goods with an individual
lied name 1t has given n standard Of
value. easily recognized and of won
derful force I'm increasing the recorder
possibilities OF the goods
GRAND" Good Factor.
"A brand eliminates guesswork--it
is guarantee. a protection to the
buyer. Names and trademarks stick
In the mind long after advertising
which If not specific Is forgotten
We not only remember the name. but
we remember tho trademark which
stands for 1t Names stamped on the
brain by constant publicity arc used
subconsciously as the need arises.
Mas self-inlercst does no, stop
thcre, however. for she Is a neat, eff
cicnt little person. always working
10 keep the home spic and span and
up to date. All you have 10 do is TO
explain to her the workings OF your
vacuum cleaner, electric washer, rub
no-more washing powder. or any ar
ucie which makes for efficiency or
beauty In the home. and ma will try
1t once. and II she likes IL will try
II again. This appeal is more subtle
more lasting in its Impression than
any other.
When IL comes 10 tho appeal ofad-
Nertising layout | admit that I had
always considered il had certain
erect on the mind OF the reader. but
never thought of 1t as an important
factor In appeal TO women. But on
asking very clever business woman
what one thing appeals to her most
strongly in retail advertising she
spoke without hesitancy OF layout
the appearance OF the ad
Il nd no
She said she always Judged 4
s'ores GOODS, It's reliability, etc, by
us style OF advertising. AS we
TAXED II over 1t seemed that she
might well be voic!ng the opinion of
many women. A clean. weiI.set.nn
al, telling clearly and without e1
asgeration OF the merchandise offered
Tor sale. creates desire to buy. 2
confidence in tho things offered and
De!icf in the stores integrity. which
is invaluable.
10 your advertisements lie? Do
poor illustrations. namboyant tyne.
an everlasting and eternal cry OF
spcciai and reduced Of greatest
ana most wonderful create a false
impression Of a really fine, depend-
doie business house, Undermining the
coincidence you arc striving to create
an" the hisn principles you arc strIy-
ing 10 maintain? Not only watch
what you say. but how you saw 4,
cream up your tyne. your illustrations
ana your white space.
ny All means treat ma square
yuuse ner py your own wife. mother,
sister. and you Will pretty accurately
gauge the mind and temnorament -,
The 100000 Don't try TO fool bor
lor she Is pretty sheewd, is ma. and
not fail to give her copy with 100
per cent appeal"