Selling Latin America

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Monograph

Identifikator:: 101030657X

URN:: urn:nbn:de:zbw-retromon-41609

Document type:: Monograph

Author:: Aughinbaugh, William E.

Title:: Selling Latin America

Place of publication:: Boston

Publisher:: Small, Maynard & Company Publishers

Year of publication:: 1915

Scope:: 1 Online-Ressource (VI, 408 Seiten)

Digitisation:: 2018

Collection:: Economics Books

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Chapter

Document type:: Monograph

Structure type:: Chapter

Title:: II. Brazil

Collection:: Economics Books

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.

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