PUBLICITY THAT BEATS COMPETITION 169 
mean more complete stocks and better advertising, we right 
the failure to sell, we atiain the required volume of annual 
sales, and solve the whole problem along with it. 
This does not, of courseggnean that we can use a formula 
to determine how much advertising we must do under the 
Model Stock Plan to attain a given volume, but there must 
be enough effective advertising to turn complete stocks a 
profitable number of times. This figure must vary with the 
individual business, with the line of business, with the 
strength of the local and neighboring competition, with our 
own store’s relative standing in our city or town. In advance 
we can feel sure of just one set of facts: 
1. Under the Model Stock Plan our advertising will be 
more effective than ever before, because for the first time itis 
based on definite facts and standards that lead to the greatest 
practically possible results from advertising. 
2. Tt will be more effective than that of competitors who 
are operating on opinion instead of on facts. 
3. Fot the first few months after we adopt the Model 
Stock Plan and go hard after a larger sales volume, our 
advertising may be less effective than it will be by the time 
customers have learned that every day is bargain day in 
styles as well as prices all through our store. 
Under the Model Stock Plan we make greater total profits 
through cooperating with our customers by offering them the 
goods they want at the prices they are most willing to pay. 
And as we have seen, the one best way to attain the greatest 
total profits and the most rapid sound growth over a period 
of time is by increasing the goodwill of the public toward 
aur store. 
We also know that, assuming at least equally good style 
and taste and general quality in our complete stock of goods, 
price is the determining factor in building goodwill. People 
want complete stocks of attractive merchandise to choose 
from. But the greatest number of customers will not con- 
tinue to trade with a store where they find they have to pay 
higher—even just a little higher—for the privilege. Com- 
plete stocks and good values, then, have the strongest appeal