=Exercise 293=
Give your opinion as to the effectiveness of the following
advertisements:
1
A department store that was anxious to increase its
trade on Mondays and Wednesdays included the following
coupons in its circular advertisement one week:
THIS COUPON AND 19c THIS COUPON AND 50c
Monday only Wednesday only
good for good for
_6 Spools J. & P. Coats'_ _Misses' or Children's_
_Best 6 Cord Machine_ _White Canvas Pumps_
_Thread_ 2 strap model, heavy or light soles,
Regular 30c value trimmed with dainty bow on
vamp. All sizes up to 2.
$1.50 value
2
$10,000 IN CASH TO CHARITY
We ask our customers to decide by their votes the 250
institutions that shall receive this amount. Each ten
cents' worth purchased entitles the purchaser to one
vote.
3
The following appeared in the center of a page
otherwise blank. On the opposite page appeared the
advertisement of a well-known article.
The announcement on the following page is so important
that we have decided to leave this page blank.
4
The following was part of a circular:
Following our annual custom we will again this year
give away absolutely free a beautiful silk flag to
every customer making a purchase of $1 or over,
Tuesday and Wednesday, July 2 and 3.
5
The following appeared in a newspaper:
A WORD OF APPRECIATION
We have now been in our new location somewhat over a
month. Our business has been all that we expected; in
some departments, indeed, there is an increase,
notably in the neckwear, ready-to-wear clothes, hats,
and tailoring departments.
Naturally, we had an abundance of faith in our new
location; nevertheless, we must confess that there
were times when we had anxious moments. We discovered,
however, that our moving was at the "psychological
moment"; we soon learned that in the minds of the
people there was but one thought--success for Michigan
Avenue.
We have always felt that there was a closer bond of
sympathy between our customers and us than is usually
the case between buyer and seller. The unusual
interest taken in our new store and in our success has
more than confirmed us in this impression. Our
experience during the last forty days has really made
life worth living.
The minds of hundreds of our customers have reverted
to the beginning of our business in our old Dearborn
Street store, twenty years ago, and they have made
comparisons between that and the wonderful
establishment we now possess; they have done it in a
way that would almost suggest that it was their
business that they were talking of rather than ours.
It made us feel that, although we have made our
mistakes, nevertheless we must have served the public
well, and we insert this article in the hope that a
few of our well-wishers may read it and understand
that we appreciate and are grateful.
=Exercise 294=
Books that will Suggest Topics for Talks
BALMER, EDWIN, The Science of Advertising.
BELLAMY, FRANCIS (ed), Effective Magazine Advertising.
BRIDGEWATER, HOWARD, Advertising, or The Art of Making Known.
CALKINS, E. E. and HOLDEN, R., Modern Advertising.
CHERINGTON, PAUL T., Advertising as a Business Force.
DELAND, L. F., Imagination in Business.
DE WEESE, TRUMAN A., Advertising (The Business Man's Library, Vol. vii).
EDGAR, ALBERT E., How to Advertise a Retail Store.
FOWLER, N. C., Building Business.
SCOTT, W. D., The Theory of Advertising.