Synopsis
This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1911 Excerpt: ... as Chicago's leading Christmas store for men. Knit mufflers, close-fitting, 50c to $1.50; silk mufflers, $1 to $3; pure silk motor scarfs, $2.50 to $7; motor scarfs, iridescent weaves, $9 to $12. Xmas umbrellas, $1 to $15; canes with plain, silver and gold handles, $1 to $16.50; umbrella and cane sets, a splendid gift, $10 to $22. OPEN EVENINGS One of the most attractive Christmas advertisements appearing in Chicago papers during the season of 1910. to meet its special requirements. The advertising must reflect exactly the policy of the store. You must convey to the prospective customer the same impression by your printed matter that you would if he were to visit your store in person. Every retailer has his own particular problems. He has a certain class of people he desires to soil to a certain public he must reach and place his name before and let them know what he is selling. There are probably one to a dozen ways you can do this. After taking under consideration the many details of your business, your merchandising policy as a whole, your location, the kind of goods you arc selling, the class of people you desire to reach, select the method which promises the greatest success and use it forcibly and consistently. You may not at first find the best method. It is necessary to keep trying and learning all the time. You must progress in advertising knowledge as in all else, but the absolutely essential thing is to start and then if you will carefully and earnestly study the particular needs of your store you will shortly solve your problem. You will find the method which best fits your particular case. With a few minor exceptions not worthy of note there is not an article of merchandise sold over a retail counter which cannot be successfully advertised. Th...
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