The model stock plan

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Monograph

Identifikator:: 1820833348

URN:: urn:nbn:de:zbw-retromon-210730

Document type:: Monograph

Author:: Filene, Edward A. http://d-nb.info/gnd/123562244

Title:: The model stock plan

Place of publication:: New York

Publisher:: McGraw-Hill Book Company

Year of publication:: 1930

Scope:: xiv, 253 Seiten

Digitisation:: 2022

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

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Document type:: Monograph

Structure type:: Chapter

Title:: Chapter XII. Publicity that meets and beats competition

Collection:: Economics Books

CHAPTER XII PUBLICITY THAT MEETS AND BEATS COMPETITION Substituting facts for opinions in publicity. Rules for success in advertising, What we have to advertise. The functions of newspaper advertising, windows, interior display. Publicity to make complete stocks profitable. The best-paying “copy appeal.’ Advertising to beat the chains. How this brings in new customers. Improving the windows, Interior displays that ring the cash register. Drawing cus- tomers to other departments and other floors. Publicity that fits the selling calendar. ‘The serious, costly defects in current practices of retail advertising. ‘Bargain’ and “sale” advertising that drives trade to competitors and helps chain competition. Where Woolworth’s erred. Teaching customers that all of our goods are bargains all the time. Pusricity under the currently accepted merchandising methods has usually been profitable, although largely based on opinion. But epoch-making changes are taking place in production. In consequence, these changes are rapidly and definitely coming in distribution, also, and must now come still more rapidly. They will profoundly affect advertising, window and interior displays, and other forms of business publicity. Opinion is no longer a safe or adequate foundation for publicity in a successful business. Research is the basis of all of the most successful production. Likewise, the time has come when successful distribution must substitute for opinion facts based on careful research. In no better way than through the use of fact-based pub- licity can an increase in total profits in the field of distribution be made. The Model Stock Plan offers the simplest, most effective method of substituting facts for opinions in publicity. Under usual methods of merchandising the goods adver- tised are most often priced without the best definite relation to the rest of the stocks. By Model Stock Plan methods 164

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