Business Management for Small Retailers

Business Management for Small Retailers

List price: US$13.03

Currently unavailable

Add to wishlist

AbeBooks may have this title (opens in new window).

Try AbeBooks


This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1921 edition. Excerpt: ...a character that by replacement or otherwise is likely in the end directly to bring in its cost. Goods that all shops stock should not as a rule be used for this purpose. In regard to writing a newspaper advertisement, the average retailer will usually have to make the best idea of how he wishes it displayed in a pen sketch of the advertisement, but a few hints may help. In the first place your advertisement should be well balanced so that it gives no "toppling over " or " out of tune " impression. Secondly, the type should be chosen so that you are pretty sure to catch the eye of the individuals you expect most to interest, at the first glance. That is, you want to consider, say it is saucepans you are advertising, that a certain proportion of the readers want saucepans, but that none of the readers will read through the whole of the advertisements, consequently your illustration, or your headlines or big type matter, must so cry out " Saucepans for sale" that only those who do not want saucepans will pass by on the other side, and all who do will read through the advertisement they would otherwise have passed. Thirdly, you should be reasonably brief and not overcrowd the space taken, for unnecessary words are usually waste of space, and overcrowded advertisements fail to catch the eye. Better use small types and plenty of spacing than a large type that looks like a jumble of headlines. Fourthly, fancy type is not as a rule suitable for small advertisements, nor can the advertiser who cannot afford an advertisement of several columns in width, use quite the same methods as would be followed for large advertisers. Fifthly, a knowledge of printing processes, the views of professional advertisement writers, and...
show more

Product details

  • Paperback | 40 pages
  • 189 x 246 x 2mm | 91g
  • United States
  • English
  • black & white illustrations
  • 1236891260
  • 9781236891266