Music Trade Review

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THE MUSIC TRADE REVIEW, MARCH, 19U
16
Create A Desire
to Purchase
Says Brent Williams Advertising Counselor
of St Louis Post Despatch at Sales Clinic
DDRESSING the St.
Louis Retail Sales
Clinic on "The Ideal
Piano Adv." Brent
Williams, Advertising
Counselor of the St.
Louis "Post-Des-
patch" stated that he
believed that the four
most important characteristics of a good
piano advertisement are lay-outs to at-
tract a reader's attention, and that text
office to make a sale to me personally. No
piano salesman has yet been to see me.
Because of my thousand dollars, I have
a cash register appeal to everybody who
has something to sell. It embraces dealers
in every commodity from A to Z. This is
competition.
Fleeting through my thousand dollar
mind from day to day I have embryonic
urges to buy first one thing and then an-
other, but I am still open minded,
(Turn to fa ye 19)
Largest Musette National
Advertising Campaign Launched
Build the room around the piano...and make
it a MUSETTE for greater eye-and-ear appeal
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oi
the
Winter
& Co.
Musette
Advertisements
Brent Williams
must arouse a readers' interest, create a
desire to purchase and finally impel pur-
chase action.
in its
Spring
Advertising
Campaign
WHAT COMPETITION TO EXPECT
At the opening of his address he
dwelled somewhat on the definition of
competition to prove his point as follows:
In the generally accepted definition, com-
petition is the effort on the part of one
merchant to take sales away from other
merchants engaged in the same line of
business. This is NOT competition—a
good name for it is Business Rivalry!
"Better to illustrate what competition
means, let's suppose that I have a thou-
sand dollars.
With that much money I become an at-
tractive prospect for piano men. I am
equally attractive to all of the automobile
salesmen, and I think about three of every
ten men are selling automobiles—at least
that's about the ratio that comes into my
The largest national advertising cam-
paign yet to be launched by Winter & Co.,
New York, on the Musette began in March
magazines with a full page in "Better
Homes & Gardens." In the accompanying
illustration is shown the full page which
will appear in the April issue of the
American Home Magazine. In addition to
this national compaign Winter & Co. are
supplying dealers with counter displays,
radio announcements and newspaper
mats to tie in with the national campaign.