CHAPTER XII 
PUBLICITY THAT MEETS AND BEATS 
COMPETITION 
Substituting facts for opinions in publicity. Rules for success in 
advertising, What we have to advertise. The functions of newspaper 
advertising, windows, interior display. Publicity to make complete 
stocks profitable. The best-paying “copy appeal.’ Advertising to 
beat the chains. How this brings in new customers. Improving the 
windows, Interior displays that ring the cash register. Drawing cus- 
tomers to other departments and other floors. Publicity that fits the 
selling calendar. ‘The serious, costly defects in current practices of 
retail advertising. ‘Bargain’ and “sale” advertising that drives 
trade to competitors and helps chain competition. Where Woolworth’s 
erred. Teaching customers that all of our goods are bargains all the time. 
Pusricity under the currently accepted merchandising 
methods has usually been profitable, although largely based 
on opinion. But epoch-making changes are taking place in 
production. In consequence, these changes are rapidly and 
definitely coming in distribution, also, and must now come 
still more rapidly. They will profoundly affect advertising, 
window and interior displays, and other forms of business 
publicity. 
Opinion is no longer a safe or adequate foundation for 
publicity in a successful business. Research is the basis 
of all of the most successful production. Likewise, the time 
has come when successful distribution must substitute for 
opinion facts based on careful research. 
In no better way than through the use of fact-based pub- 
licity can an increase in total profits in the field of distribution 
be made. The Model Stock Plan offers the simplest, most 
effective method of substituting facts for opinions in 
publicity. 
Under usual methods of merchandising the goods adver- 
tised are most often priced without the best definite relation 
to the rest of the stocks. By Model Stock Plan methods 
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