Evening star. [volume] (Washington, D.C.) 1854-1972, 1927-03-11
STORESP|NF FAITH
IN CORRECT ADS
Reputation Has Become Mat
ter of Representation
and FuIfilIment.
BY J. c. ROfLE

Special Dispatch TO The star
NEW YORK, March 11.-Merchants
of the United States are proceeding
rapidly with their advertising plans.
but they are more determined thafl
ever TO get their moneys worth
That is. they want TO take full al
vantage of sales opportunities winch
advertising brings to them. They are
looking for results, not pretty ads.
so potent is advertising said Ar
thur Freeman of Gimbel Bros. that
mere announcements in newspapers,
in windows or elsewhere have work
ed wonders in selling. When made
part of a complete sales plan the pos
sibilities for multiplying the efficacy
of advertising are unlimited. The
proper scientific sales plan should
combine all the elements in a store
which make for selling success and
focusing the effort where it is most
needed.
Copy and Medium.
Advertising has only two considefa-
tions-the copy and the medium. In
other words, il has the message and
the vehicle with which to deliver it.
We must remember that what we are
trying to get over is not the wagon
but the load. The best advertising
copy is that which has back of il the
right goods, personnel. service and
display. 1t need not be clever. nor
pretty, nor noisy. II simply must
have something to tell and tell it.
Good illustrations, proper type
pleasing arrangement and fine read
Ing are all essential But these can
even be dispensed with and yet have
good advertising. Yet to have all the
R0Aa Gpnnndns~u "a D nd mis- he
essentials is 10 lose the value of all.
Everything in a stores make up
ultimately contributes to its sales.
Merchandise service, personnel, dis
play, atmosphere, good will, the
season and finally advertising are all
part Of every sale. and the best de-
partment store advertising is done by
those men who recognize this fact.
Any one can pick out from most ads
those goods which should not be
resented--advertising for which is
untimely, which are improperly
priced, too limited in quantity or un-
profitable for advertising Yet they
continue TO make their appearance in
the ads because the man who knows
the goods and the man who does the
advertising are not on speaking
terms"
Forecasting Consumer Demand.
Forecasting consumer demand is
the big problem of the moment in
retail stores, according to f. Mel
Bradford, merchant of Seattle.
when we have what people want
II walks right out of the store with
little effort on our part" he said.
But to provide what they are going
TO want is largely guess work If in
our retail store advertising we could
carry powerful editorials on the store
and its service 1t might be possible
TO do away with the daily menu of
special offers. Stores are placing too
much emphasis on dollar days, one
Cent sales, month end cIearances.
anniversary sales and all the rest of
them. The public is becoming sati-
ated with sales
Advertising is the surest protection
possible Cor the purchaser, according
to A. S. Rodgers, president of the
White Sewing Machine Co.
Advertising is too expensive for
fiy-by nights he said. 'sC;ypsies
don't advertise. If we spend hundreds
of thousands OF dollars to tell who and
where we are, we've got to stay there
and remain who. When advertising
became general, the 'bewaring' shift
ed. At first advertising was Just
noise. Then sellers began to see that
advertising was just another name for
reputation, and since advertising cost
money 1t was obvious that reputation
had cash value.
IF there is any fear left today in
general merchandising. it is the sci.
ler's. He has bet his big advertising
appropriation that his customer viii
come back well pleased He does not
dare cheat, nisrepresent or disappoint
customer. Advertising has made
buying safe, speedy and pleasant"