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 183 In the past this faulty advertising was not so important. In the pioneer stages of retail distribution rough methods were still effective. But this is no longer true. Powerful distribution organizations, soundly conceived and ably operated, are competing with all of us to a degree never known before. We can no longer expect to continue profit- ably in business if we use wasteful methods. While we go along in the old way of advertising, the chain stores are taking our established lines of merchandise away from us, one by one, on the basis of good values all through their stocks. Our fallacious ideas of how to advertise interfere with the profitable readjustment of our businesses, whether large or small, to these new, threatening conditions of competition. When we begin to advertise more ably under the Model Stock Plan, this new program will carry us along rapidly toward meeting this growing chain competition and toward greater total profits. We agree, then, that the best advertising approach for our store is to create among customers an understanding that the Model Stock Plan is constantly at work to afford them the best values and the best styles in complete assortments of the goods they want at the prices they are most able and willing to pay. We must be careful not to allow any idea, no matter how it may glitter, to distract us from this basic conception of the proper advertising policy for our store. We should be warned by the mistakes of other people who, having painstakingly built a substantial goodwill, allow themselves to be diverted to a shift that endangers their hard-won advantages. As this is written, the most recent and probably the most conspicuous instance of all time was Woolworth’s advertising which appeared in national maga- zines of large circulation in 1929. For years Woolworth’s had been building up in the public consciousness a firm belief that every article offered for sale in Woolworth’s stocks was exceptional value. Then, out of a clear sky, came a tremendous volume of advertising that in essence—though not, of course, in so many words—told

Access restriction

Copyright

fullscreen: The model stock plan

Monograph

Chapter

Table of contents

Download

Monograph

Chapter

This page

Image fragment

Citation links

Citation recommendation