The model stock plan

Bibliographic data

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.

Chapter

Document type:: Monograph

Structure type:: Chapter

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

Collection:: Economics Books

PUBLICITY THAT BEATS COMPETITION 171 overstatement—it stands to reason that all of our publicity efforts, newspaper, windows, interior displays, will be far more effective than ever before. The general theme of our advertising, then, is that our goods are selected and bought by a method of intensive comparison that makes the entire stock right in price and style and equally good values throughout. The goods are offered in very complete stocks, every item of which must, under our system, be an unusually good value. This is something that the average store does not do, unless it is run under the same system as ours. Moreover, most of our goods are at prices that are lower than elsewhere.! We shall point out to customers that they constantly find in our three full lines goods which, in any store lacking the Model Stock Plan, would have to be priced much higher; for our method forces us to get these higher-priced articles into a full line, otherwise we cannot carry them. Of course, as we have occasion to announce new styles or exceptional values due to mark-downs, we shall do so by advertising prices that will draw customers to the complete stocks of one of the three full lines. In all of our advertising we must never overlook the definite value to the customer, as well as to the store, of the Model Stock Plan result that sets up an attractive, com- plete line of merchandise at fixed prices that customers are most willing to pay. Through all of our advertising will run the idea that every value in our store is exceptional. We shall find it profitable to educate our customers to understand the elementary facts of the Model Stock Plan already enumerated. As people read our advertising and observe in their dealings with us the workings of the Model Stock Plan principles, they will become, at least superficially, familiar with the reasons why they can count on more com- plete assortments and better values in our store than in any store where the Model Stock Plan is not in use. The sooner we get the public to understand these facts the better for us. 1 The publicity appeal of our de luxe departments and our basement store, ae we have already seen in Chaps. V and VI, will have to be a little different.

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