Business English: A Practice Book by Rose Buhlig

=Exercise 293= Give your opinion as to the effectiveness of the following advertisements: 1 A department store that was anxious to increase its trade on Mondays and Wednesdays included the following coupons in its circular advertisement one week: THIS COUPON AND 19c THIS COUPON AND 50c Monday only Wednesday only good for good for _6 Spools J. & P. Coats'_ _Misses' or Children's_ _Best 6 Cord Machine_ _White Canvas Pumps_ _Thread_ 2 strap model, heavy or light soles, Regular 30c value trimmed with dainty bow on vamp. All sizes up to 2. $1.50 value 2 $10,000 IN CASH TO CHARITY We ask our customers to decide by their votes the 250 institutions that shall receive this amount. Each ten cents' worth purchased entitles the purchaser to one vote. 3 The following appeared in the center of a page otherwise blank. On the opposite page appeared the advertisement of a well-known article. The announcement on the following page is so important that we have decided to leave this page blank. 4 The following was part of a circular: Following our annual custom we will again this year give away absolutely free a beautiful silk flag to every customer making a purchase of $1 or over, Tuesday and Wednesday, July 2 and 3. 5 The following appeared in a newspaper: A WORD OF APPRECIATION We have now been in our new location somewhat over a month. Our business has been all that we expected; in some departments, indeed, there is an increase, notably in the neckwear, ready-to-wear clothes, hats, and tailoring departments. Naturally, we had an abundance of faith in our new location; nevertheless, we must confess that there were times when we had anxious moments. We discovered, however, that our moving was at the "psychological moment"; we soon learned that in the minds of the people there was but one thought--success for Michigan Avenue. We have always felt that there was a closer bond of sympathy between our customers and us than is usually the case between buyer and seller. The unusual interest taken in our new store and in our success has more than confirmed us in this impression. Our experience during the last forty days has really made life worth living. The minds of hundreds of our customers have reverted to the beginning of our business in our old Dearborn Street store, twenty years ago, and they have made comparisons between that and the wonderful establishment we now possess; they have done it in a way that would almost suggest that it was their business that they were talking of rather than ours. It made us feel that, although we have made our mistakes, nevertheless we must have served the public well, and we insert this article in the hope that a few of our well-wishers may read it and understand that we appreciate and are grateful. =Exercise 294= Books that will Suggest Topics for Talks BALMER, EDWIN, The Science of Advertising. BELLAMY, FRANCIS (ed), Effective Magazine Advertising. BRIDGEWATER, HOWARD, Advertising, or The Art of Making Known. CALKINS, E. E. and HOLDEN, R., Modern Advertising. CHERINGTON, PAUL T., Advertising as a Business Force. DELAND, L. F., Imagination in Business. DE WEESE, TRUMAN A., Advertising (The Business Man's Library, Vol. vii). EDGAR, ALBERT E., How to Advertise a Retail Store. FOWLER, N. C., Building Business. SCOTT, W. D., The Theory of Advertising.