PUBLICITY THAT BEATS COMPETITION 167 
t. The three full-line prices at levels that most customers 
are most willing to pay; buying goods to these fixed selling 
prices assures giving customers exceptional values at each 
price level. 
2. Real completeness of stocks at each price level.  - 
3. Better values of every article throughout the stock, 
because of a better way of definitely comparing the entire 
stock with tested standards of best values. 
a. Better styles at more popular prices. 
5. Staples at lower prices; the merchandise the customers 
want and will be helped by owning. 
6. Fresher stocks, due to fast rate of turnover. 
7. Mark-downs invariably to the next lower full-line price, 
thus drawing to complete stocks at the same price. 
These are the great gains to publicity with the Model 
Stock Plan. No other business activity is so completely 
the victim of personal opinion as is most advertising, and 
this despite statistics which are usually compiled as to the 
presumable results of the advertising. What is needed is a 
better substitute for personal opinion in advertising. In 
the Model Stock Plan we find a simple, easily understood, 
and easily handled method of substituting facts for opinions 
in advertising, both as to the quantity of advertising which 
will yield the greatest total profits and as to the arguments— 
or “copy appeal,” to use the advertising jargon—which 
will prove most convincing to the public at all times, because 
every advertisement will be supported by a complete stock 
at the advertised price level. 
This is how the three major forms of store publicity per- 
form their principal functions: 
1 As we have already seen at a great many different points in this book, 
this very process of buying to sell at fixed prices is the same force that has 
compelled Woolworth, Chevrolet, and Ford to be so successful in reaching 
mass-distribution levels with their goods. Buying to a fixed price strengthens 
the whole buying process. When Ford or Chevrolet sets about producing a 
new car, the whole operation starts from the predetermined price which itis 
known will sell the car in mass quantities. Starting from the price of the 
finished article sets the price that can be paid for each component part. 
Then the producer has to devise some means of manufacturing the part 
profitably, fully up to the specifications required, at the price that has been 
predetermined as the outside limit.