Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
OCTOBER 4,
THE
1924
MUSIC TRADE
REVIEW
Advertising that Appeals to Women
A Study of Retail Music Merchants' Advertising, Showing, by Typical Examples, How Merchants Are Appeal-
ing to Women, the Most Important Element in the Sale of Musical Instruments — The
Home Test the True Test—Written for The Review by Virginia Cauldwell
w
j> 4 ^f "^ y HAT s o r t °f advertisements do
women favor? This is a question
to which all merchants should give
careful thought," says Ruth Seymour, an ex-
pert in advertising to women.
"The woman, of course, is the buyer of the
family. Next to show window display (which
in a limited way is one of the best possible
forms of advertising) it is obvious that the
You will note that plenty of white space has
been left in the Sherlock Manning advertise-
ment. "The illustration is the first thing to
take the eye," says Miss Seymour, "but its pull-
ing power is greatly decreased unless it is
given the proper amount of white space and
is used in conjunction with the right size and
kind of type. White space properly used gives
quality to an advertisement.
The Sherlock-Manning is built to stay true
to tone.
Right there is another factor in writing ad-
vertisements for women. Miss Seymour puts
the second quality in a woman buyer as
economy.
"I refer, of course," she adds, "to the average
woman, one with a medium-sized family and a
husband earning a medium-sized income. She
more than he realizes the hundred and one de-
mands upon the family purse. She is more
economical than her husband."
YOUR CHILDREN
MUSIC'S CONTRIBUTION
Therefore women are likely to find interest
H»T« they rsached tht point In their musical educstiOD whet*
they need new Inspiration 1
when a definite suggestion is made as in the
One of our rare old violins msj be the hslp they a n looking for.
TO CULTURE
Come In u d talk them over with someone who is intimately ac-
K i d ourxlvt. w« may wcmS In deceiving otfMft.
advertisement of M. W. Jenkins' Sons Music
with tiohns and who may be able to five you some helpful
in our hurts we t . the truth about oui Uv«t.
W E We but CANNOT
Co., of Hutchinson, Kan.:
ars, whs* w> v i And this Jcpsacb •»«, nun,, owr? thtajt
Our minds cstm to ba wntitistd plans which rctsla photasrepfcit ban
W i l W s Music
p
Music Is Essential
•ions ol th. things w.
through Olt windows si our wshv
Tlit mon n a n al n h u n oastus? «p ta as, Ou broader oar nrtlook,
Shop around before deciding upon the piano
Hawaiian News & Thrum's, Ltd
—
-r appreciation tor th< thlaft which dtvtlop u> Into m l
you arc going to Ivy, but bay r. > piano until
Music, of aB tfca fins arts, brine* the (Teatest cultural influence rate „ . . .
No one is taa eM te learn to'love good music But the best time to becla
you visit Jenkins. Such investigatio 1 will give
st an early If*.
"The Home Tesl
you a better appreciation of the fact that Jen-
Many parents; auks tas mistake at tWrunn. tny eld plane wffl 4o unrfl « *
children new em This Is not true
children should k m the trvKxieuoa
k the
kins give you the most value for your piano
el s PINK PIANO with n perfect tone ell through their cpptCTKitCihrp,
Come to ear warcroorcit and hear the jrset pteao>, ef tWs aid oflior K m n .
True Test"
tieas all fathered «o»ether under one real. when, side by sjde. sttnd world,
dollar,
whatever the amount you wish to spend.
famous mabas si gmads. upn h«s tad players in r ^ r type. «yU and (inlsb.
Select the alow YOU v»ani_
It will reveal to you how the Jenkins Plan,
lownare mad* (ee tht old piano taken In enchant*.
one price, no commissions, saves you money
"let 0$ bt known by the quality of tht Pioaos we Ult"
and safeguards your piano investment.
STEINWAY
WEBER
VOSE & SONS
You'll be delighted to learn how easily you
SOUMER
KURTZMANN
SHONINCF.R
MATHUSHEK
SCHAEFFEP
CABLE-NELSON
can buy on weekly or monthly terms at cash
DUO-ART REPRODUCING PIANOS
prices. Come in or write.
AEOLIAN PIANOLA PLAYERS
Coupled with this tendency to economy is
VICTOR VICTROLAS and VICTOR RECORDS
Compute Stoda-I'natealhi, Sertk*
another characteristic of love of detail. "It is
permissible to use more 'copy' in a woman's
J. W. CARTER MUSIC CO.
advertisement than in a man's," says Miss Sey-
"The Home of the Steimsa\f
mour. "Why? Because women have a greater
819 Main Street
A m w fnm th« Beiuler
love of detail. When a woman reads about a
Box Office John, McCormack Concert Strict
new shipment of frocks she wants at once to
herlock- Manning Piano Company
know what material they're made of, what
London : : Ontario
colors, what styles, etc."
How long copy is used to emphasize the value
Examples of Advertising Appeal to Women
"One should not use cold severe Gothic type of choosing pianos after comparison is shown
greatest medium by which to attract women
to advertise orchids or silk lingerie. Would by the advertisement of the J. W. Carter Music
is the newspaper."
Music merchants will find some of the prin- you frame a small pastel-tinted landscape with Co., of Houston and Beaumont, Texas:
Music's Contribution to Culture
ciples given by Miss Seymour of value in pre- a heavy black frame? No; if you did the center
We cannot escape ourselves. We may suc-
of interest would be the frame, not the picture—
paring advertisements.
"In answering this question as to the kind one would kill the other. Even so with an ceed in deceiving others, but in our hearts we
of advertisements women prefer one must con- advertisement. The border for an advertise- know the truth about our lives.
We are what we are. And this depends upon
sider certain qualities said to be more charac- ment should be selected with as much discrim-
teristic of women than of men. One of these ination as the frame for a picture. The adver- many, many things. Our minds seem to be
is the artistic quality of aesthetic sense. When tisements appearing in the metropolitan dailies sensitized plates which retain photographic im-
a new home is built and furnished the man's favor more and more the narrow, simple border. pressions of the things we see through the win-
chief concern is the kind of stucco or paint In fact, it is now regarded as rather 'small dows of our souls. The more avenues of cul-
used, the shingles, plumbing, etc. The woman town' to use heavy black lines to attract atten- ture opened up to us, the broader our outlook,
the greater our appreciation for the things which
spends countless hours planning the color tion."
The copy, too, is expressive. Note the use develop us into real men and women.
schemes of the different rooms, choosing the
Music, of all the fine arts, brings the greatest
cretonnes, deciding on the exact position for of words that have a real meaning to women:
cultural influence into our lives. No one is too
The Home Test is the True Test
her lamps, rugs, etc.
They had seen many pianos—and they had old to learn to love good music. But the best
"Therefore if you want women to read your
heard them all played—but yet they were un- time to begin is at an early age.
advertisement make it artistic."
Many parents make the mistake of thinking
Now, just what does she mean by artistic? decided.
Then, one evening, they made a social call any old piano will do until the children grow
Will music merchants have to pay fancy sums
on a friend, a friend with a real home—and up. This is not true . . . children should have
for oil painting—or what?
No, what might be termed the every-day here they heard the piano that most took their the inspiration of a fine piano with a perfect
tone all through their apprenticeship.
black and white advertisem-ent can be artistic, fancy.
Come to our warerooms and hear the great
"Where did you buy that piano?" they ques-
but there are certain points to be watched.
pianos of this and other generations all gathered
Compare the advertisement of the Sherlock tioned their friend.
"Why, that was one of my wedding presents together under one roof, where, side by side,
Manning Piano Co., of London, Ontario, with
the things by which, Miss Seymour says, an —I've had it seven years. It's a Sherlock-Man- stand world-famous makes of grands, uprights
and players in every type, style and finish.
ning," came the surprising answer.
artistic advertisement is achieved:
"Seven years!" the couple echoed. "And you Select the piano you want—convenient terms
Attractive cuts.
with kiddies too—who would ever think a piano will be arranged and an allowance made for the
A balanced layout.
old piano taken in exchange.
could stay so true to tone all this time?"
A typeface that is appropriate.
With so many things bidding for her atten-
A border in keeping with the size and con- And now that this couple have had a Sher-
lock-Manning Piano for several years them- tion, the music trade dealer must make it hard
tents of the advertisement.
for the woman to pass his announcements by.
selves—they KNOW why!
Expressive copy.
K
aM
t
Highest
Quality
Highest
Quality