Appendix F.—AN ADVERTISING CHECK LIST
This advertising check list was worked out by the Chicago Tribune for appraising the effectiveness of retail advertising. Copy which gets 70 points or better has proved to be satisfactory. Sample checking of your advertisements against this table occasionally is suggested.
| Rating | ||
|---|---|---|
| 1. | Does the headline contain news value? | 15 |
| 2. | Is there a promise to the reader's self-interest? | 15 |
| 3. | Is there an appeal for direct action? | 10 |
| 4. | Is the advertisement of proper size for the importance of the offer and for its most favorable presentation? | 10 |
| 5. | Is the advertiser's signature clearly displayed? | 5 |
| 6. | Is the merchandise or service mentioned in the headline? | 3 |
| 7. | Does the headline include the name of the firm? | 2 |
| 8. | Does the illustration show the merchandise or service in use? | 5 |
| 9. | Does the illustration invite the reader to project himself into it pleasantly, profitably, or favorably? | 3 |
| 10. | Does the lay-out locate elements logically and eye-invitingly? | 5 |
| 11. | Is the lay-out exciting or attention compelling? | 3 |
| 12. | Does the copy tell what is new, different, or better about the merchandise or service, especially from the style angle? | 3 |
| 13. | Does the copy inspire enthusiasm for the merchandise or service? | 3 |
| 14. | Does the copy have a definite ring of truth and sincerity? | 5 |
| 15. | Does the copy tell the merchandise or service is priced to save money? | 2 |
| 16. | Does the copy tell that the product is guaranteed, lasting, and gives good service? | 3 |
| 17. | Does the copy develop and appeal to price? | 2 |
| 18. | Does the copy or illustration imply the merchandise increases sex appeal? | 3 |
| 19. | Does the copy tell why the merchandise is so priced? | 1 |
| 20. | Does the copy tell of the seasonal appeal of the merchandise? | 1 |
| 21. | Does the copy describe the merchandise or service with reasonable completeness? | 2 |
| 22. | Does the copy indicate a personal loss for not buying or using the product? | 1 |
| 23. | Are all negative thoughts connected with the product eliminated from the copy? | 2 |
| 24. | Does the copy indicate enthusiasm of users, such as testimonials? | 2 |
| 25. | Does the copy bring out superiorities of the merchandise or service over competitive products? | 1 |
| 26. | Is the urge to action repeated three times—in the heading, in first paragraph, and in closing? | 5 |
| 27. | Is the price displayed so it will command sufficient attention? | 3 |
| 28. | Is there a free deal, free offer, free trial, or something free included? | 3 |
| 29. | Have all details to facilitate action been included? (Phone number, order blank, store hours, mention of air conditioning, parking, etc.) | 2 |
Appendix G.—FIVEFOLD SELLING PLAN FOR FLOOR COVERINGS[35]
One furniture store has enjoyed a record of sales increases every month but one for the last 2 years in the floor coverings department. This is attributed to a fivefold merchandising approach based upon "style" and "value."
During the entire year, other than at special "sales periods" this company promotes oriental reproductions, finer broadloom (tone on tone) carpeting, washed carpet, inlaid linoleum (yard goods), always accenting "Style" and the necessity of fine floor coverings in relation to fine home furnishings.
During the so-called "sale periods" of the year, the store features "Room-wide floor coverings," "Bound broadloom remnant rugs," low-priced 9 by 12 Axminsters, and, in February and August, oriental reproductions at reduced prices. The store theme is, "Value in every advertisement." Customers are always sold the advertised merchandise, and full stocks make it unnecessary to say—"Madam, we are sold out." These two things build customer confidence in the store's publicity and in the store itself.
Here are the fundamentals of the "Fivefold Plan":
1. Advertising.—Based on 5 percent of the departmental volume, the floor covering department is represented in the newspaper 52 weeks of the year. Constant promotion insures results.
2. Window display.—A window is assigned to the department every week wherein may be found the advertised merchandise, or new and highly styled floor covering innovations. A Window Every Week.
3. Inner-store displays.—The theme is "Fine floor coverings are a necessity in the home of today." Every one of the model rooms features as an integral part of the furnishings a fine rug. The same holds true in the "Smaller home groupings." These rugs are not placed on the floor and forgotten. The furniture salesmen call attention to them daily. The carpet salesmen from time to time make use of these groupings as selling aids.
4. Trained salespersons.—New merchandise is sold first to the salespersons. They are taught also that "truth" is the most powerful selling argument.
5. Service.—The customer is not sold to be forgotten. This company keeps in constant touch with the customer after the sale is made, both to foster business and to keep her satisfied.