INDEX 
Advertising, see also Publicity 
bargains, 180-182 
policy involved, 147 
cheap goods, customers’ reaction, 
120 
“copy appeal,” 167 
defective, x80 
expense compared with total sales, 
174 
facts as basis, 169 
first floor displays, 179 
“institutional,” 172 
interior store displays, 164, 163, 
168, 176-180 
newspaper, 49, 165, 168, 178 
rules for, 166 
window displays, 164, 165, 168, 
173-176 
American Telephone and Telegraph 
Company, operating plan, 4 
Anpals of the American Academy of 
Political and Social Science, 6 
Artcraft, hosiery, 190 
Atlantic and Pacific stores, 215 
Automobile tourist camps, 214 
A 
n 
Banks and bankers, merchants as 
credit risks, 223-224 
Bargains, 7, 40 
see also Basement stores 
advertising, 180-182 
policy involved, 147 
entire stock of, 7, 147 
methods of creating, 40-50 
Model Stock Plan, use in relation 
to, 147 
policy regarding, 42, 43 
sales dependence upon, 7 
Basement stores, 20, 28, 82 
Basement stores, see also Bargains 
automatic bargain, go-99 
mark-down plan, go 
novelty goods in, 234-235 
operating plan, go 
overpricing, 08 
reserve stock eliminated, 93—g4 
service in, decreased, 96 
supply and selling adjustments, 
02 
turnover rate, 8 
unsold merchandise, 8 
buying for, 83, 88, 162 
zo00ds, discontinued styles, 05 
‘ncomplete assortments, 85 
priced above highest-priced full 
line, 87-88 
priced below cheapest full line, 
82,8 
seconds, 95 
importance of, 82-83 
independent of other departments, 
82 ‘ 
operation, 84-83, 88, 89 
personnel, 82, 88 
publicity and advertising, 88, 8o, 
90, 171 
Best Buy goods, (BB's), 30-51 
advertising value of, 49, 50 
competition in, 45-46 
development of, 44-45 
full lines, carried in, 49, 148 
goodwill created by, 42, 43 
more-profit results from use of, 46, 
50-51 
purchases in quantity, 40 
sales, quantity, production costs 
lowered, 201 
shopping of, essential, 46, 148, 170, 
78 
special salespeople for, 40