PUBLICITY THAT BEATS COMPETITION 165 
every advertisement, even of special or mark-down lots, 
draws trade to a complete stock at the same price, so that 
advertising any goods—even goods which are themselves 
unprofitable because marked down—will almost always be 
found to result in an immediate net profit. 
Publicity urider the Model Stock Plan yields greater profits 
to the store because under this system it is part of the system 
itself and is carefully worked out to be most effective with 
the planning, buying, and selling of the stocks it advertises. 
At the same time it increases the goodwill value of the store 
because it performs a greater service to the customer. 
We shall, therefore, as Model Stock Plan stores, use adver- 
tising more freely than other kinds of stores can afford to. 
It will bring us incomparably greater proportionate returns 
in sales volume. For the Model Stock Plan advertising will 
not only draw to the immediate goods advertised but, of 
necessity, will also emphasize that it pays the customer to 
trade with the Model Stock Plan store every day, because 
the whole stock has been scientifically built up by a 
new and better method of selection to have extraordinary 
completeness, extraordinary style, and extraordinary price 
values. 
“Publicity,” as the term is used in this book, includes: 
1. Paid! advertising in newspapers and other media. 
2. Window display. 
3. Interior store display. 
Much store advertising today is handled illogically from 
the standpoint of goodwill and, therefore, contrary to the 
fundamental rules that bring the greatest total profits. 
Probably the blame for this belongs to the unscientific 
merchandising methods upon which the advertising is based. 
Store advertising can hardly be expected to exceed the 
efficiency of the distribution technique of which it is a part. 
It is this lack of full effectiveness of much store advertising 
that has permitted the chain stores to make such rapid 
1 We are not considering any forms of so-called “free” publicity, for these 
should not and do not fit into the proper functioning of the Model Stock Plan.