THE RETAILER'S ADVERTISING FIELD.

Press, Volume LXIII, Issue 12963, 16 November 1907, Page 6

THE RETAILER'S ADVERTISING FIELD.

(By W. Clement Moore.)

The majority of retail dealers do not take advantage of the excellent advertising opportunities which aro offered to them. They should do a fair amount of supplemental advertising in order to get their proper share of the trade •round them. We mean by this more particularly that where the manufacturer of a certain product advertises it thoroughly, it will pay the retailer doubly well to supplement tho advertising of the manufacturer by advertising of his own. . ■Many of these wholesalers and manufacturers are extensivo advertisers; now the purpose of advertising is generally to educate the consumer along certain lines and create a demand for a certain, product advertised, directing him Almost invariably to the nearest aud most convenient place where the object of the advertisement can be purchased at the regular advertised price—in other words, the primary purpose of the advertisement is to increase the sale of that particular product, and consequently is a means to increase the business of the ne.ttl.f dealers. The propelling force which compels one to enquire into the merits of a thing is also tho force which educates people to secure the product. Hence, if the advertisement of the manufacturer mates the statenient that their goods may be secured at tho nearest "grocer," "furniture store," or whatiever tho case may be; and if the advertisement be strong enough and convincing enough as to place the customer in a receptive mood, whero *ho ie convinced that the goods nro reliable, that they ere better than any-, thing else on the market, and that it is better to be suro and safe, with tho. reliable than to experiment with others; then the work of the retailer is easy, and the only thing left for him to do is to issue periodical invitations similar to the following, but covering a different lino each time:— "You Aro Invited to Como to HOSKIN'S GROCERY. "We keep the famous 'Cream, of Wheat' you've read so much about. It's only 7sd a package. All the other: leading goods at our store." Something on this order, about some widely advertised product which you carry, will prove an inexpensive method of advertising successfully.— "Advertising World."