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.
