Music Trade Review

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The Music Trade Review
MARCH 5, 1927
Droop Ads Bring Home the Bacon
(Continued from page 3)
seen, it is read. It not only wins attention and
arouses buying impulses, but it also brings home
the bacon.
Droop advertisements say something in a few
well-chosen words and say it well, convincingly,
grippingly, persuasively, so that even the most
casual reader cannot help catching the message
and absorbing the high lights at a glance.
This type of copy not only provokes univer-
sal interest, but it also has strong suggestive
power, and through the psychology of sugges-
tion starts the ball of conviction rolling in the
direction of ever-increasing sales.
Such advertising also plays effectively upon
human motives. It realizes that in every in-
dividual there are a great many ready-made dis-
positions and interests which need only to be
touched off by the proper stimulus to produce
the necessary buying reaction. The buying germ,
once planted, soon blossoms into a ripened pur-
chase. Hence Droop advertisements put power
and imagination into ordinary language and per-
suade the subconscious mind of the reader in a
way that bids fair to "feather the nest" of the
advertiser.
"The Budget Advertisement" is a very good
one, pointing out the convenient payment plan
in an entirely different way from ordinary ad-
vertising, with the further stimulus of "Music
Is a Necessity in Every Household! All the
world craves Music—and it's so convenient to
have it, if your budget permits!", and "It is
wise to get your children started in music while
they are young, receptive and carefree!"
Spreading such excellent sales propaganda on
the daily page of a live newspaper is not only
good sales strategy, but it is money well in-
vested. It gets the desired results. Such adver-
tisements drive home the psychology of "want-
ing" and then of "buying." Sufficiently repeated
they accomplish the ultimate or immediate re-
sult—sales! And this personalized method of
establishing contact with the buying world suc-
ceeds very effectively in throwing out a sufficient
number of buying inducements which bring
more business constantly flowing into the till
of E. F. Droop & Sons Company, and move
more pianos and musical merchandise out of
the store.
Naturally Droop advertising is read. It is
short, snappy and interesting copy. It doesn't
preach a sermon. There is a worth-while story
to tell and it is told in a few well-chosen words
—and told well.
"The House That Stands f6f Quality Above
Profit," and "The very best of standard makes
of the smaller musical instruments are repre-
sented in Washington exclusively by Droop's,"
coupled with the slogan of "If It Is a Musical
Instrument We Supply It," is a good example
of tone quality injected into ordinary newspaper
advertising, the type that stands out head and
shoulders above the rest.
Droop advertisements have striking attention
value whenever and wherever they appear.
"Thousands of families—with one or more chil-
dren—are aspiring to ownership of a piano on
which the 'Kiddies' may 'take lessons'! It's a
worthy ambition and one in which we have deep
interest, because we know that there can be no
better foundation for the child's future happi-
ness and contentment than that which is built
on a well-rounded knowledge of Music! With
a piano in the home, with your child or your
friends to play for you—perhaps you play—
there can be no source of pleasure that is more
Hardman, Veck
make a fine piano
for every customer's
pocketbook
For*595«/.
marvelous Scandar
Player Piano
The models here shown, as priced to
the purchaser, are only a few leaders
in the complete line of grands, up-
rights, players, reproducing pianos,
and period casings. Every one
embodying the Hardman, Peck
& Co. qualities of unique,
round tone, beauty of
design, and durability.
A capcivating Standard
Grand Piano
Write
for catalog and
prices of pianos
xJMade and guaranteed by
For*375«/>
A fine Harrington
Upright Piano
Hardman, Peck (&f Ca
433 Fifth Avenue, New York
Eighty-five years of fine U j r i p ~D* n « / \ » Makers of the -world's most
piano making
A J.11C MT la.ll\J& durable piano—the Hardmar,
appreciated! It lasts, it wears; enjoyment comes
to you every time the 'Keys' bring forth sweet
melodies."
The net result of this type of copy is that
people do buy—and buy in ever-increasing num-
bers, for the constant repetition of this style o,f
advertising is having its necessary effect on Mr.
and Mrs. Public. "I'll just do that" is the ulti T
mate verdict, and so one by one they stream
into the line of sales-making. All of which
demonstrates the wisdom of the old adage that
"It Pays to Advertise"—"If You Know How!"
Yet the cost of this advertising is insignificant
in the face of certain results. The space occu-
pied is not overburdensome. The test seems not
to be—how much or how big—but how well
does your message go across the public foot-
lights.
Each advertisement is directed toward edu-
cating the public up to Droop's enthusiasm for
his own musical merchandise. It tries in an
interesting heart-felt way to get a worth-while
story across the newspaper headlights.
There is also an intimate and personal touch
in these advertisements which effectively assists
in putting the sales message over on the public
consciousness, while at the same time the im-
agination of the reader does more to supply
reality to these advertisements than any amount
of wordage or detail could hope to achieve.
Such advertisements hit upon the idea of profit-
able returns.
Such advertisements might be said to demon-
strate that nothing is too daring for modern ad-
vertising to accomplish, no height impossible of
attainment, if the space used is noc Durdensome
or unduly expensive, and if the words used
touch the sales-secret of buying success.
Plans for Fifth Annual
Retail Advertising Exhibit
Judging of Copy Submitted to Be Along Stricter
Lines Than Heretofore, According to An-
nouncement—Same General Rules to Apply
The Fifth Annual Retail Advertising Exhibit
will be a feature of the National Convention of
the Music Industries to be held at the Hotel
Stevens, Chicago, during the week of June 6,
1927, and will include the advertising that has
won awards in the annual national competi-
tion.
Competition as usual will be open to mem-
bers of the National Association of Music Mer-
chants and retail advertisers representing the
lines manufactured by other division members
of the Chamber. Competitors are invited to
submit twelve or more newspaper advertise-
ments which appear during the year ending
March 21, 1927.
It is stated that the judging this year will be
on a stricter basis than heretofore, owing to a
decrease in the number of awards. Silver
trophies and certificates of awards in both
classes will be given to the winners as in pre-
vious years. The judging will be done under
the same standard as before, namely, sales ap-
peal, prestige value, attractiveness, truthfulness
and individuality, by a joint committee repre-
senting the Chamber and the Associated Ad-
vertising Clubs of the World.
Pease-Behning Go. Leases
New Uptown Warerooms
Announcement has just been made by George
A. Scofield, of the Pease-Behning Co., New
York, that new warerooms have been leased by
the company at 710 Lexington avenue, at Fifty-
seventh street. The company, which has been
located at 22 East Fortieth street for the past
ten years, will remove to its new home about
April 1.