Evening Star Newspaper, March 11, 1927, Page 13

- STORESPINFAITH | IN “CORRECT” ADS Reputation Has Become Mat- ter of Representation and Fulfillment. BY J. C. ROYLE Special Dispatch to The Star NEW YORK, March 11 of the United States are proceeding rapidly with their advertising plans but they are more determined than ever to get their “money’s worth That is, they wa to take full ad- vantage of sales pportunities which advePtising bring looking for results “So potent is thur Freeman of Gim mere announcements new in windows or elsewhere I ed wonders in selli W part of a complete sales plan the pos sibilities for multiplying the efficacy of advertising are unlimited proper scientific ales plan should combine all the elements in a store which make for selling success and focusing the effort where it is most needed. Merchants he Copy and Medium. i Advertising has only two considera tions—the copy and the medium. in other words, it has the message and the vehicle with which to deliver it. We must remember that what we arej trying to get over is not the wagon but the load. The best advertising copy is that which has back of it the right goods, el, service and display. It need be clever, nor pretty, nor nc simply must have somethin and tell it “Good illust proper type pleasing arrangement and fine vead-| ing are all essential. But these can even be dispensed with and yet have good advertising. Yet to have all the g00d secondary factors and miss the essentials is to lose the value of all. Everything in % store’s make up ultimately contributes to its sales. Merchandise service, personnel, dis- play, atmosphere, good will, the season and finally advertising are all part of every sale, and the best de- partment store advertising is done by those men who recognize this fact. Any one can pick out from most ads those goods which should not be represented for which is untimely, improperly priced, too limited in quantity or un- profitable for advertising. Yet they continue to make their appearance in the ads because the man who knows the goods and the man who does the advertising are not on speaking terms.” Forecasting Consumer Demand. Forecasting consumer demand is the big problem of the moment in retail stores, according to F. McL. Bradford, merchant of Seattle. “When we have what people want it walks right out of the store with little effort on our part,” he said. *But to provide what they are going to want is largely guess work. If in our retail store advertising we could carry powerful editorials on the store and its service it might be possible to do away with the daily menu of #pecial offers. Stores are placing too much empi s on dollar days, one Ccent sales, month end clearances, anniversary sales and all the rest of them. The public is becoming sati- &ted with sales. Advertising is the surest protection possible for the purchaser, according 1o A. S. Rodgers, president of the ‘White Sewing Machine Co. “Advertising is too expensi for fiy-by-nights,” he gy “Gypsies don’t advertise. 1If we spend hundreds of thousands of dollars to tell who and Wwhere we are, we've got to stay there and remain who. When advertising became general, the ‘bewaring’ shift- €d. At first advertising was just noise, Then sellers began to see that advertising was just another name for reputation, and since advertising cost money it was obvious that reputation had a cash value, “If there is any fear left today in eneral merchandising, it is the sel- er’s. He has bet his big advertising eppropriation that his customer -will come back well pleased. He does not dare cheat, misrepresent or disappoint. & customer. Advertising has made buying safe, speedy and pleasant.” U’LL BE GLAD YOU SAVED YOUR MONEY! When You Are Old FEDERAL-AMERICAN As EBONITE Strings oo Stick 2~ Around the Gears It's a wonderful lubri- cant for the transmission as well as the rear axle || gears. Beware of Substitutes. Just say “EBONITE” Be Sure You Get It. 20 C in one tablet for Colds Modern science has deviloped four | effective helps for colds. Now they are combined in one tablet, called HILL'S. One of the world's largest Iaboratories perfected the prescrip- tion. It is so well-proved, so .quick | and complete that we paid $1,000,000 | for it. HILL'S stops a cold in 24 hours. It checks the fever, opens the bowels, | tones the entire system. It is kept | ever-ready in millions of homes by | people who have proved its powers. | Don’t rely on lesser help. And don't | de A cold need never develop if | you keep HILL'S on hand. And it need not continue when you get it. Start it now. BeSureh's‘\‘gsPriceSOc 1{ CASCARA & QUININE l oM™ wits portrat +| dominant upward frend to prices. Spring business, {retatively. $323.3 2, sumption of the previou per cent in volume and 12 in value. beverage Nation if the waiters could be duced to vary their suggestions with cocoa and milk, instead of continuing the coffee. consumption further evidence of the rising standard of cans, further addicted to a habit? year of extraordinary tion among sellers. THE EVENING to mean that the consumer’s- dollar will go further. Favorable to Chain Stores. The spirit of the times is favorable the scientifically managed chain which continue to grow far rapidly than business as a The principal chain systems substantial ga in MEN AND MONEY By M. S. Rukeyser. (Copyright, 1027.) to stores, more whole. reported February. 1t present conditions persist through the year, 1927 will'be known as a vear of selective prosperity. It will be a year of varied results, with marked gains to the efficient and in- creased mortalities at the other end of the line, Even railroad earnings are in uniformi Of the fi The mysteries of speculation—the inscrutability of the market place— follow no regular seasonal movement vet in the last three years March has become identified in the financial mind with reaction. There is logic to the timing. The country has been in the midst of a prolonged period of prosperi! Business has not been moving in ac cordance with the typical trade cycle Accordingly, at"the beginning of each new year, speculators wondered whether the peak of the upswing had been reached. In January and ebruary there would be uncertainty s to the answer to this question, but seasonal liquidation, resulting in a marked credit ease, would give a lacking t 63 railrodds to report on January earnings, 27 carriers re- ported increases in gross income over January, . and 36 showed de creases. Three revealed deficits. The favored thus far have been the coal car inasmuch as fuel loadings thus far have been un precedentedly heavy, in anticipation of a strike by the unionized bituminous | miners on April 1, when the so-called | Jacksonville wage agreement expires. As we as a people grow rich we in- crease our demand for so-called luxury items. In January and February business men habitually pay off their indebted ness, and commercial activities ex- perience a Midwinter post-holiday lull By the third month of the year, in rations are made for This usually results and has resulted this year—in an 1k loans for purely ccordingly, in creasing prey Perfume Output Grows. The output of perfumes and toilet | preparations in the United States mul tiplied six times in the last 10 years. According to a by the Ameri can Chemical Society, cream and rouges stood first in value, dentrifices next, and the others followed in this order: Perfumery and toilet waters, | hair “tonics, hair dyes and miscel Increase Coffee Consumption. {lancous cosmetics. The total annual The setback this year came later|oUtput of cosmetics reached $141, : v 58,000, than in the two previous yvears, and | 500 o0 o Dlain the great ex- far has extremely mild | pansion i this industry, the learned society veferred to “the great addic- tion of girls and women to cosmetics of all kinds than before the World War” and to the rise “of artificial and synthetic aromatic compounds.” In a complex business civilization like ours giant industries depend on meeting milady’s whims and fancie Economic demand consists of clamor for whatever may be wanted. Food, shelter and clothing, the old | fashioned essentiuls, mark just the | beginning, not the entirety, of demand, expansion of b commercial purpose terest rates stiffen somewhat, and the market is bereft of the tonmic of extraordinarily easy money. The rise in money rates, though only moderate. induces profit-taking after the earlier speculation which had been fostered by cheap money 50 been Waiters in every restaurant in the country are in a natural conspiracy to i e coffee consumption of the | average moral is subject | » suggestion, and the disposition of waite cach patron whether tremendous sales | factor. American people used more coffee last year than ever before | 1,500,000,000 pounds, valued at 82, This exceeds the con r by 16 5 per cent What would the effects be on the drinking habits of the in THE BUSINESS OF GETTING AHE, Traits Which Lead to Success. The individual who seeks an analysis of his own qualities and character is often an object of exploitation. Fake character readers, palmists, phrenolo- gists and physiognomists prey upon living of Ameri-| his credulity. The art of reading merely becoming | character is still in its early stages of development. Psychologists are just beginning to formulate it. Few living men are better qualified to discuss the traits which conribute irresistible repetitive appeal of Is the new high mark in coffee or are we As anticipated, 1927 is proving a keen competi This should tend TFhat Boy of needs this Spring is just around the corner. Golden days of hard play are near. And days of hard study, too . . . be- cause lessons will be harder from now on right up to examinations. Other Auth Products Frankfurters Royal Pork Pork Pudding Scrapple Smoked Ham Cooked Ham Braunschweiger Lard Meat Loaf Ham Bologna STAR, WASHINGTON, to succesd than G, Stanley Hall, plo-|and there neer psyehologist and world famous educator. He stresses eight foremost characteristics, First, “To succeed.” he says, “one must, first of all, be a good animal. Decli in physical vigor is the cause of most failures, and poor physical condition is the cause of many accidents.” Second, second breath the world's best work,” explains Dr. Hall, “has been done in a state of mental exaltation akin to what ath- letes call the second breath. This is the state of inspiration. Second breath is a natural phenomenon. It is the tapping of the reserve energy of the individual's inheritance. Vital Part of Education. “This power to let oneself o can best be acquired during adolescence. FPe riods of excitement are necessary to its development. To command this | ability is a vital part of higher self- | education. The great man is he who has learned successfully to tap these energies.” Third, emotional control. ““There are dangers in too much sorrow or joy,” continues Dr. Hall. “The great man is he who has the elasticity of vebound to experience extremes of emotion and does not vemain domi nated by them.” iourth, sympathy. “Sympathy, savs the psychologist, “is the power to feel with others, to see the“world as others see it. It is sometimes called the herd instinct. IKvolution has broadened this concept, intensify ing sympathy with all living. There is an enormous range in this im portant trait of character. Mobilty up and down the sympathy scale is the highest degree and that quality usually is found in a great man. The | opposite to this is the man entirely doimnated by selfish personal inter ests th, love of nature. Sixth, sublimation. says Dr. Hall, “is the spiritualization of the animal tendencies in life. Tt| {is the substitution of soctally desir- | able activitles for others less desir able. The senses originally developed to warn of danger and assist in the | food quest have been sublimated to | the quest for knowledge. Man owes his aggressiveness to wrath. No one can be too angry If angry aright Fear is the beginning of = wisdom. The number and intensity of intel- lectual interests is the best measure of sublimation of sex.” Capacity for Leadership. Seventh, capacity for leadership. he great scholar,” says Dr. Hall, s rarely an executlve and the cap- n of industry rarely scholar. This is the distinction of James' tough and tender minded, Jung’s extrovert and introvert, of the leader and the led, the doer and the knower, the “Much_of “Sublimation D. C, FRIDAY, MARCH 11, 1927. can always be the question of predominance of a trend in one dirpction or the other. Voca- tlonal success in different occupations calls for different degrees of these qualities.” w Eighth, loyalty. “Loyalty,” asserts Dr. Hall, “is allegiance to the group and subordination of self to service. Loyalty to self condition all other loyaltles. This is the idea of con- science. There is loyalty to parents, friends, country and ideals, This trait is the taproot of all soclal institutions. Loyalty recognizes authority, from which it will not revolt. There are many grades of loyalty. Kxcess or defect constitutes a prime determiner of success or failure in life. * These success hints are based on a “lifetime of mature thought and expert study. They have been culled from Dr. Hall's extensive writings and speeches by “Industrial Psycholog) e hundred square miles of sugar S and rice lands in Japan are to be ir- rigated at a cost of nearly $4,000,000. WOULD EXPAND MARKET. Curb Governors Plan Admission of European Brokers. NEW YORK, March 11 (®.—Plans for broadening the scope of the New York Curb Market by the admission to associate membership of an un- limited unmber of European bankers and brokers is announced in a letter from the board of governors to the members of the curb market. This is seen as another step toward the development of New York as a lead- ing world securities market, follow- ing upon the movement of the stock exchange for legislation 4o permit the listing of foreign securities in their original form. Hitherto associate memberships have been restricted to citizens of the United States and Canada. Applications have been re ceived from a number of members of the lLondon and Paris stock ex- changes. We Offer Our Services as Executor Our detailed knowledge of the many steps to be taken in settling your estate and transferring your property to your heirs may save them needless work and worry. If you have any customary executor we shall be matter with you. )]: i I procedure questions about the in appointing an glad to talk over the Two Banks for Your Convenience 1 Second National Bank “The Bank of Utmost Service” 509 Seventh Street N.W. 1333 G Street N.W. active and the passive. There are, of course, no pure types, but many degrees between these two extremes ours od now Son needs plenty of brain and body food to meet these new demands on him. For three generations AUTH’S PURE PORK SAUSAGE MEAT has made Springtime mealtimes .easier for thoughtful mothers. It's a nutritious food, it's an enticing treat; with the tempting tang of rare spiciness and the flavor that only ANOTHER helping of Auth’s can equal. Gladden tomorrow’s breakfast with Auth’s. appetizing for luncheon or dinner, too!) (And it’s just as In Convenient Pound Paékayea From Your Butcher or Grocer Old Dutch SATURDAY’S SPECIALS Santa Clara RUNES 2 Lbs., 21c Sweet Fruit of the Popular 40-50 Size Pork Loin Roast Ib.. 27¢ Fresh Hams lb., 28¢ Fresh Picnics 1b., 20c¢ Lean Pork Chops 1b., 25¢ Fresh Boston Butts lb., 23¢c Smoked Picnics Ib., 17¢ Smoked Bacon lb., 25¢ FRESH EGGS, »= 26¢ LEG O'LAMB Lb., 37¢ woasror LAMB Lb., 27¢ BREAST OF LAMB Lb., 15c Choice cuts of home-dressed veal at all markets. PORK KIDNEYS " Lb., 10c FRESH SPARERIBS, 2 Lbs., 35¢ DERRYDALE CREAMERY BUTTER, Lb., 58¢c Cats of choice quality steer beef PRIME RIB ROAST ... ...... ........lb., 30c Blade Cuts, Ib., 25¢ ...lb., 18¢ ~ Whole or Half Small Sizes Small Sizes Nice Sizes By the Strip Selected Cuts, 1b., 20c ROAST pues ROLL 1b., 22¢ b, 17¢ BOTTOM ROUND ROAST . . . ... .Ib., 25¢ ROUND STEAK .. o ol sriliiey SN BEEF KIDNEYS. .. wwersis oo o oy RO FRESH FISH AND OYSTERS AT ALL MARKETS SATURDAY EXTRA ravcy CHICKENS ROASTING STEWING Lb., 38¢ Lb., 32¢ Not Withstanding the Exceptionally Low Prices Quoted— The Quality Cannot be Surpassed. RIPE BANANAS . doz., 27¢ NORFOLKSPINACH . .3 lbs., 25¢ SWeer POTATOES . 4l1bs., 15¢ NEW CABBAGE . . Ib., 5¢ CHASE’S ‘SUNNILAND SWEET FLORIDA ORAN GES Doz. ) 50 COMPARE THESE WITH ORANGES BEING OFFERED ° BREAD = Cross Rib 3 16-05. Loaves 2()c Silver Lake BEETS . . . .. ........2 cans 25¢' OLD DUTCH ' COFFEE, Lb., 33c PLANTATION Pineapple ... .. No. 2V, can, 25¢ LE GRANDE Peas . .... .,..a.s.cs.. .2 cans, 25¢ B W CoMn:. . . irvinnsrvare sanvaneid O IO VAN CAMP'S Hominy . ...... .....3 cans, 25¢ VAN CAMP'S Pumpkin. . . .. . .can, 10c WHITE No. 3 Size .3 cans, 59c stan. TUNA Neo. % Size 3 cans, 39c BLACK EYE PEAS ctare HAND-PICKED PEA BEANS 3 lbs., 20c 3 Ibs., 20c DRIED LIMA BEANS . . ..............3lbs, 25 CRACKED HOMINY ... ... 41bs., 10¢ COFFEE3 Ibs., $1.20 PER LB., 42 Maraschino CHERRIES. . . . . . . .3—3-0z. bottles, 25¢ Hartlove SUCCOTASH . ................can, 10c Gold Medal BUCKWHEAT ... pkg.. 10c Pure GOLD SYRUP, No. 1Y, Size .2 cans, 25¢ | Rumford’s BAKING POWDER,. . .. .No. ", can, 15¢ The above prices are for cash and at our District of Columbia and Clai markets. Pan- American service lon, Va.,