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Making the Selling Appeal on the
Basis of the Institution
How the Dreher Piano Co., Cleveland, Ohio, Features the Standing of the House in the Community Through
the Steady Use of Institutional Advertising Copy—Successfully Promoting the Confidence
of the Buying Public in the Advertiser and the Products Handled
T
H E R E is an increasing tendency among
many music houses at the present time to
make use of "institutional" copy in their
advertising as a means of offsetting the mass of
"bait" advertising and the piano advertising
confidence for such merchandise as is not
already familiar to local buyers.
Although the national advertiser or the maker
of a widely known product that stands on its
own name and reputation sometimes resents in-
is to associate the name of the concern using it
directly in the public mind with the products
handled, such as musical instruments. This
means that when an individual finally comes to
the point of buying an instrument he will be in-
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There's a Piano
at Dreher's
For You
Three
Typical
Your Piano from Drehers
Examples
An Intimate Asso-
ciation With the
Handiwork of Genius
conveys a mark of quality and
distinction at a cost that's
surprisingly low
of the
Institutional
Advertising
Your Piano from Drehcr's Conveys a Mark of
Quality and Distinction At a Cost That's Surpris-
ingly Low!
Theie are none of us who would, knowingly,
purchase an article of inferior value for our homes.
Yet, there are many of us who do not realize
how reaJly inexpensive is a good piano—one of
national end international prominence.
For three-quarters of a century The House of
Dreher has handled pianos of national recognition
—pianos that are works of art to the music lovers
of the world.
There's a mark' of quality and distinction—a
deep-rooted satisfaction of real worth—when your
piano is from Dreher's- And, too, a comparison
of prices will instantly tell you that *the* finest
pianos, purchased from The House of Dreher,
cost no more and often less than elsewhere.
.,,
The House of Dreher is at your service today
just as it has been at the service of thousands for
75 years.
T\TONE of us would, knowingly, pur-
*• ^ chase an article of inferior value for
our home. Yet there are many who do
not fully realize how really inexpensive
•3 a good piano — one of national and
international prominence.
Copy
Which
Is Used
Grand Pianos—5650 up
by the
For three quarters of a century, The
House of Dreher has handled musical
instruments of recognized high grade,
instruments that are works of art in the
field of music.
Duo-Art Reproducing Crand
Dreher
Pianos—$1875 up
Piano Co.,
Moderate Terms of Payment
Cleveland, O.
There's a deep rooted satisfaction of
real worth . . . when your piano is from
Drehers. And, too, a comparison of
prices will instantly tell you that the
finest pianos, purchased from The House
of Dreher, cost no more and often less
than pianos purchased elsewhere.
THE DREHER PIANO CO
We are at your service today as we
have been at the service of thousands
for 73 years.
1226-1236 Huron Rd.
at Euclid
Pianos—Phonographs—Radios
The Dreher Piano Company
Sllllllllllllllllllllllllllllllllllllllllilililllllllllllllllllllllllli?
Phonographs
The DREHER PIANO Co.
Home of the
Steinway Piano and the Duo-Art Reproducing Piano
Pianos — Pianolas
Phonographs — Radio
Our stock was never more complete
Let us aid you in the selection of your musical instrument
D R E H E R ' S , 1226-1236 Huron Road, at Euclid Avenue, C l e v e l a n d
with the price appeal uppermost that is so
widely used.
Institutional copy is designed primarily to
promote the confidence of the buying public in
the advertiser and the product he handles. It
puts the name of the retail concern first;-in-the
local field and makes that name stand as a guar-
antee back of the merchandise sold, supplement-
ing the reputation of the national advertiser
where his products are handled and winning
1226-1236 Huron Road, at Euclid
j
stitutional copy as subordinating their own
advertising and reputation to that of the local
dealer, it is generally agreed that in the long run
institutional advertising places the local house
on so firm a foundation that it offers an excep-
tionally fine outlet for merchandise that, al-
though of good quality and worthy of the com-
pany's endorsement, would move slowly upon
its own limited standing with the public.
Another service rendered by institutional copy
11
c
Pianolas
Radio
clined to go to that company which he has
learned to recognize through its advertising as
headquarters for the sort of instrument he
wants, and then to rely upon the reputation of
the house to insure him good value for his
money.
In the recent exhibit of newspaper advertising
during the convention of the music industries in
New York, it was noticeable that a very sub-
stantial percentage of the copy entered in the
competition was more or less of the institutional
type, which in itself affords an excellent indica-
tion of the growing sentiment in favor of that
type of publicity.
Among the prominent retail concerns of the
trade which have gone in more or less for insti-
tutional copy may be included the Dreher Piano
Co., of Cleveland, whose publicity is in charge
(Continued on page 12)