The model stock plan

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Monograph

Identifikator:: 1820833348

URN:: urn:nbn:de:zbw-retromon-210730

Document type:: Monograph

Author:: Filene, Edward A. http://d-nb.info/gnd/123562244

Title:: The model stock plan

Place of publication:: New York

Publisher:: McGraw-Hill Book Company

Year of publication:: 1930

Scope:: xiv, 253 Seiten

Digitisation:: 2022

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

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Document type:: Monograph

Structure type:: Chapter

Title:: Chapter XII. Publicity that meets and beats competition

Collection:: Economics Books

£66 THE MODEL STOCK PLAN progress with comparatively little advertising.! And, too, where the goods and values are not right, ineffective advertis- ing is probably less harmful than is effective advertising. Really effective advertising that sells customers merchandise they should not buy is one of the surest ways to reduce good- will and, consequently, total profits. Several times during recent years I have set forth in talks to business men and in articles what I regard as the basic rules for success in advertising, whether in advertising a store or a manufacturer’s product or anything else. Because they fit into the subject of this chapter, they will bear repeti- tion here: RULES FOR SUCCESS IN ADVERTISING 1. Advertise largely and courageously the things the people want and will be helped by owning. 2. Tell the exact truth in your advertisements, being sure to understate rather than overstate the good qualities of your products. 3. Do not lie. If a man must lie, let him do it without advertising his iniquity. 4. If you do not sell great quantities by this method, then improve the value of what you are advertising until it is more surely the best value in the market. 5. If you do not then sell greater quantities in this way, advertise still more courageously. 6. The greatest business successes of the next ro years are going to be the business men who are at the same time the most truthful and the most courageous big advertisers. What has the Model Stock store to offer to its customers in advantages that tie in with the six rules for success in adver- tising? Suppose we list them: 1 Tt is notable that many national chains of stores are now adopting national and local advertising and presumably finding it profitable, since they are increasing their expenditures. Of course, local chains, such as many grocery chains confined to compact areas, have been advertising generously—and profitably-—for many years.

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