6. "For sale at Wanamaker's."—The change from the general direction to the specific shows how vital it is to let the customer know where an article can be purchased. Substitution thrives on general ad vertising which says "sold at all good stores." To announce, for example, that an article is for sale at Wanamaker's makes the offer more concrete while at the same time it ties to it a name well known in the locality, thus serving the further purpose of sug gesting the article when the purchaser is on a shop ping trip to that store.
The Columbia Graphophone Company has adopted the method of making monthly announcements of its new records.
For the metropolitan district of New York City, one hundred or more dealers are specified by name and address in the advertisements of the Co lumbia Company. Furthermore, the Manhattan dealers are classified according to location—"Below 14th Street," "14th Street to 43rd Street," "43rd Street to 96th Street" and so on.
7. "Sold nowhere else." When the Holeproof Hosiery Company came to New York City, it got Brill Brothers to exploit its goods. The company might have taken another method and sold them thru twenty stores. To have done so, however, would have been to gain extensive at the sacrifice of in tensive sales effort. When the firm could announce "Sold nowhere else" a premium was put upon the goods by means of the exclusiveness implied, and at the same time the dealers did not feel that they were advertising a competitor as strongly as they would advertise themselves.
One of the prime features of the advertising of the Coward Shoe on page 164 is seen in the effect upon a reader who. is forced to the conclusion that a firm which is able to say "Sold Nowhere Else—James S. Coward, 262-274 Greenwich Street, New York," surely must have a superior article or he would not last long in a business where competition is most keen. It might also be well to compare the general copy of this advertisement with the Douglas shoe ad vertisement on page 167. The Coward ad has no price, no general description, no bargain suggestion, but a simple, straightforward appeal to quality and then—"Sold Nowhere Else." 8. Directing the reader thru display.—Much suc cessful advertising has been done by directing the reader thru tying up the appeal in the ad vertisement with dis play signs,. and win
dow displays. The Socony Oil copy Urg ing the reader to pur chase his oil and gas oline at the store or at the garage which dis plays the Socony sign is an illustration of this.
On the other hand, where the distribution of an' article is cen tralized, much de pends upon specific directions showing lo cation and the ease with which the store can be reached. These ele-. ments are well illus trated in the Redfern Corset advertisement. The whole advertise ment is_, based on the . n . idea directing e reader. From the familiar .trademark and the num ber 510 over the door, down to the diagrammatic lay out of the streets in the vicinity of the shop, everything points the way and suggests the ease with which a customer can reach the Redfern Corset Shop. No tice how this feeling is heightened by the use of the familiar landmarks of the Public Library and Grand Central Station.
9. "Take no other make."—A more common copy is that which uses the authoritative form of expres sion. "Beware of substitutes," "Take no other make," "Insist upon your dealer's supplying you," and similar phrases are used to warn the reader. These are likewise based upon the suspicious element which is particularly alert when a man thinks of spending money. It startles a reader like the double challenge of a red light flashed in the dark, accom panied by "Halt! Who goes there?" There is nothing subtle in this type of copy except that the motive appealed to is carefully concealed by a strong bid for the reader's confidence in a straightforward mail-order type of copy and" display. The use of this phrase by the Douglas Shoe Company may be seen in the accompanying advertisement.
10. Establishing new trade conneetions.—Where it is the house policy to sell thru the retailer, or where distribution thru the retailer is the most practical, the producer often advertises direct to the consumer. Such advertising takes into account the following ob jects: (1) To get the consumer to call on the retailer, and either (1) buy the article advertised, (2) ask to be shown the line, or (3) ask for a free sample.
(2) To impress the trade-mark and special fea tures of the product upon the consumer's mind, se that the advertised line will be preferred and selected over others.