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

PUBLICITY THAT BEATS COMPETITION 181 such an indictment? Essentially, because it teaches the customer that whenever she can possibly wait to make a purchase she should do so, until some store advertises a “bargain” or “sale” on this article. Then she goes to that store and buys at a reduced price. In other words, bargain advertising leads the customer away from buying the store’s regular stock at regular prices. It tends to teach her to come to a store only when it offers a special sale of mer- chandise that she needs. Inasmuch as the bulk of our yearly sales must come from goods that are not especially advertised, this is manifestly injurious. It should not be good business—and it is not—ifor us merchants to spend enormous sums of money to teach cus- tomers to buy only when bargains are advertised and not to teach them that all of our stocks are tested good values. Of course, we merchants as a group do not believe that that is the result of our advertising, but much of our traditional advertising will be found upon examination to give just these unprofitable results. We have built, and properly continue to build, among our customers the habit of looking through the newspapers for our advertisements. Where we get off the road that leads to greatest total profits is by teaching them to look for bargain advertisements, which means that we are advertising “for today” or “for this week” instead of striving to build the goodwill which, over a long period, makes our store surely and steadily profitable. As we know, no store can advertise all of its merchandise every day. By bargain advertising we have developed in our customers a buying habit that teaches them not to come to our store most of the time; and this in the face of our avowed purpose of getting customers into the habit of going past other stores to trade with us. Of course, our bargain advertising teaches them to come to our store, today, instead of to other stores; but just as surely, it teaches them to go to another store, tomorrow, if it offers bargains in articles that we are not then advertising. Every advertisement in which we tell the customer that goods which we have been selling for $1 can now be had for

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