The model stock plan

Bibliographic data

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.

Chapter

Document type:: Monograph

Structure type:: Chapter

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

Collection:: Economics Books

70 THE MODEL STOCK PLAN of anything we may put into our advertising to sell goods to the great mass of customers. Perhaps you are ready to object: “But how does this idea differ from the currently accepted methods of advertising; isn’t this exactly what every store except the de luxe shop is doing?” It is, within limitations. The limitations make the present general type of retail advertising too often weak and ineffec- tive, even though the newspaper advertising is, after the store itself and its goods and merchandising policies, our most valuable force for bringing customers into the store. Before we start to point out the defects in the kind of adver- tising that is now prevalent, suppose we have a look at what we propose to substitute for it. The most effective advertising in the future is going to be that which will make the public understand that all the values in our complete stock are bargains, that every day is bargain day in styles as well as prices all through the store. Obviously, we cannot specifically advertise every day every kind of merchandise that we have in our store, mentioning it by name, description, and price. The only type of retail institution that has found a way to advertise profitably in this way is the mail-order house, and it can afford to get out its advertisement, its catalogue, only twice a year. What we must do, then, is to advertise in a way that will carry the fact that we have thoroughly complete assortments and unusually good values at all times throughout our store. We must particularly do something that will teach customers that all of our prices and styles are so carefully compared with our BB’s, and through shopping the BB’s are so care- fully compared with all competitors’ prices, that not only those which are advertised today but, almost without excep- tion, all of our prices and styles are right.! If we can con- vince them of this fact—and since we are operating under the Model Stock Plan according to the principles explained in preceding pages of this book, this és fact and in no sense an ! For a complete explanation of this method of comparing all goods with BB’s and comparing BB’s with competitors’ stocks, see Chap. IIL, p. 46.

Access restriction

Copyright

fullscreen: The model stock plan

Monograph

Chapter

Table of contents

Download

Monograph

Chapter

This page

Image fragment

Citation links

Citation recommendation