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

180 THE MODEL STOCK PLAN in the United States, the higher-grade hotels have display cases from outside shops; the shops are glad to pay high prices for these displays. The Hotel Ritz, in Paris, has a very long corridor with cases and samples and salespeople. Certainly if such displays are profitable, downstairs displays of our own upstairs departments will be far more effective. If we are to use interior display in this way throughout our store in order to permit the Model Stock Plan to yield its greatest total profits, we should value all interior display space and charge the department for it just as newspapers charge for their space and many department stores charge for their window space. While we are on the subject of interior store display, let me call attention to a means it offers of strengthening our Model Stock Plan advertising message. In every depart- ment we should have posted prominently, so that the cus- tomers and salespeople cannot miss them, two vital messages: 1. You can, as a rule, find extraordinarily desirable styles and desirable materials in each of our three price lines. 2. Practically all of our goods are at all times better values than can be found in stores not operated on the Model Stock Plan. Repeatedly we have said, in general terms, that there are manifestly serious, costly defects in current practices of retail advertising. It is time that we support these assertions with something specific. Of course, not all of the current retail advertising is defec- tive. Some stores have built much of their goodwill through good advertising backed by the goods, the prices, the service they offer their customers. But the drawing power of any good advertising is seriously impaired if the store also uses advertising that is basically wrong, even if such advertising is commonly used by its competitors. Almost every good- sized store that I have studied in this respect uses at least some demonstrably wrong advertising. Usually it is bargain advertising that goes directly contrary to the principles of sound merchandising for the greatest total profit. How does bargain advertising so often merit

Access restriction

Copyright

fullscreen: The model stock plan

Monograph

Chapter

Table of contents

Download

Monograph

Chapter

This page

Image fragment

Citation links

Citation recommendation