172 THE MODEL STOCK PLAN 
The time is coming reasonably soon when the department- 
store chains and voluntary chains of individual stores will 
use the Model Stock Plan intensively. They will be forced 
to it, because the single-line chains will eventually begin 
to advertise that on account of their concentration on single 
lines they can give customers better values. Then the other 
centralized chains and the voluntary chains will have to 
show that by their organization they are just as effectively 
concentrated on each single line as are the single-line chains. 
These other chains will advertise, too, the advantage to the 
customer of being able to find in their complete stocks not 
only as good values as, or better values than the goods that 
the single-line chains offer but also complete stocks at equally 
attractive prices of the same kind of goods at other standard- 
ized prices and in every desirable style. 
The eventual outcome will probably be that the single- 
line chains will get together and will do business in what are 
essentially department-store buildings.! The exceptions, 
of course, will be those single-line chains such as chain gro- 
ceries, which do practically all their business in convenience 
goods best adapted to small stores in neighborhood trading 
centers. 
Our purpose in following our declared advertising policy 
is definite. We shall strengthen the conviction of our regular 
customers that ours is the best store in town for them to 
trade with. Our prices and our complete stocks of wanted 
merchandise will stand squarely behind our claim. No 
stores have yet been able to advertise truthfully that all of 
their stocks every day have the right styles at the right 
prices. 
Our advertising will, it is plain, often be distinctly of the 
kind known as ‘“institutional” advertising as contrasted 
with advertising intended to make sales only of the merchan- 
dise mentioned in the advertising. Under the Model Stock 
Plan even our price or special novelty and style goods adver- 
tising will, in effect, be institutional advertising resulting 
raiser EET 
lL See also Chapter XI, p. 162.