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REVIEW
THE
VOL. LXXXIV. No. 9
Published Every SaUrday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N.Y., Feb. 26, 1927
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35 Chicago Dealers
Adopt Advertising Standards
Meeting Called By the Chicago Better Business Bureau in That
City, Results in the Adoption of a Series of Advertising Stan-
dards to Eliminate False and Misrepresentative Methods in Trade
TANDARDS of practice in advertising and
selling musical instruments were adopted
at a meeting held recently at the LaSalle
Hotel by the Chicago retail music houses and
called by the Chicago Better Business Bureau.
A survey of retail musical instrument adver-
tising and methods of selling had been made
during the past four months by the Chicago
Better Business Bureau. The Bureau, in addi-
tion to following carefully the advertising of
the different concerns, purchased instruments,
learned methods used in selling, ascertained
down payments, carrying charges, etc., with an
idea of securing a clear perspective of Chicago
conditions so that proper standards could be
suggested in remedying the advertising and sell-
ing of instruments and fighting bait methods.
The Bureau found that, in addition to using
bait advertising in certain instances, salesmen
and canvassers representing some houses were
using tricky methods of selling. In several in-
stances bait methods were, no doubt, used with
full intention, while in other cases legitimate
houses who had salesmen out and who could
not govern each individual salesman's presenta-
tion, were also being misrepresented by bait
methods that the salesman would use to get
prospects into the store.
Chief among the
abuses was quoting unusually low prices to get
the customer to go look at the "bargains" that
were offered.
After compiling this information and propos-
ing a set of standards of practice for musical
instrument advertising, the Bureau called a
meeting inviting Chicago retail music dealers
to discuss the various problems confronting
the local trade with the purpose of adopting
these standards to govern advertising and sell-
ing.
About thirty-five dealers were present, in-
cluding leading loop houses as well as the out-
lying neighborhood stores and representing a
good cross-section of the trade. The Bureau
outlined the work that it had been doing, cited
conditions that were found in conducting the
investigation and presented the standards pre-
pared to help control conditions. These were
S
heartily accepted and discussed, and suggestions at that price, (b) The use of a price or price
were made by the dealers to incorporate sev- card with the amount in large figures and the
eral other standards including terms and carry- word "reduced" in small type, when this amount
ing charges and rules regarding outside sales- is, in fact, not the selling price, but the amount
men. Those present pledged themselves to ad- of the reduction.
The actual selling price should occupy a posU
here to these standards, while others who were
unable to be present at the meeting also ex- tion nearest the article to which it refers and
pressed their desire to follow the rules set forth. not be placed where the reader would mis-
The following "Standards of Practice for Mu- construe it to apply to any illustration other
sical Instrument Advertising" that were adopted than the one to which it really belongs.
5. "Blind" Advertisements
Rt this meeting are being sent out by the Bureau
Dealers or salesmen shall not advertise from
to all local retail dealers, and the Bureau an-
nounces that action will be taken to have the a residence address nor use "blind" advertise-
local trade follow these standards which repre- ments such as a telephone number or address,
sent the expression of good merchandising in without stating the name of the firm.
6. Comparative Prices
the opinion of the majority of local dealers:
When comparative prices are used they should
1. "Knocking" Type
Derogatory statements of any nature, com- not be in excess of the regular prices of similar
monly known as "knocking" type of advertising, instruments in the same condition in competing
which reflect on competitors or their merchan- stores. The price of a new instrument should
not be used as a comparison for the value of
dise shall be avoided in advertising and by sales
a used instrument of the same model and make.
men. Just respect and consideration for com-
Such terms as "Formerly Priced," or "Reduced
petitors shall always be recognized.
form" shall be understood to mean the last
2. Used Instruments
price from which the instrument was reduced.
Used instruments shall be so advertised that
The minimum comparative price should be
the reader cannot be confused into believing given as well as the maximum.
that they are new. The word "used" should be
7. Terms and Carrying Charges
displayed in equal point type with the headlines,
Instruments offered in advertising through
and not buried in the body of the text.
the inducement of favorable terms should be
3. Bait
for sale at the prices and terms stated.
*
All advertised instruments shall be for sale
When an additional amount is added for car-
and willingly sold at the prices and terms of- rying charges or delivery, that fact should be
fered. There should be a sufficient quantity to clearly stated, provided such charge is not in-
satisfy the normal demand arising from such cluded in the selling price named in the ad-
advertising. When only a few instruments are vertisement.
available for sale at the advertised price the
8. Outside Salesmen
number should be clearly stated. All forms of
Dealers' outside salesmen, when calling on
"bait" advertising shall be considered unethical • prospective customers, shall at once state their
and should not be used.
business connections. They should maintain
strict observance of good business ethics in
4. Illustrations and Layout
Inaccurate or misleading illustrations which their sales demonstrations and forbear any un-
show the instrument in false and exaggerated truthful statements exaggerating the urgency
tor the sale.
proportions shall not be used.
The following abuses should be avoided: (a)
Outside salesmen and their employers shall
The placing of an attractive price or price card
be held strictly accountable for anv statements
in close proximity to an instrument not for sale
{Continued on page 4)
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