Marketing (September-December 1908 & January-December 1909) . instalments is to govern the sale. From these particulars itwill be seen that hard andfast conditions attach them-selves to furnace retailing,which shift the final onus ofresponsibility from the manu-facturer to the dealer—to thelatter the buyer must lookfor thoroughness in installa-tion, or, in plain words, asuccessful job. This being the case, retailfurnace advertising is, obvi-ously, nothing if not primarilyinstallation talk. Learningfrom their friends that a goodfurnace may be badly in-stalled and vice versa, as they generally d
Marketing (September-December 1908 & January-December 1909) . instalments is to govern the sale. From these particulars itwill be seen that hard andfast conditions attach them-selves to furnace retailing,which shift the final onus ofresponsibility from the manu-facturer to the dealer—to thelatter the buyer must lookfor thoroughness in installa-tion, or, in plain words, asuccessful job. This being the case, retailfurnace advertising is, obvi-ously, nothing if not primarilyinstallation talk. Learningfrom their friends that a goodfurnace may be badly in-stalled and vice versa, as they generally do, people are going to becanny in signing any specifications which do not guarantee inblack and white the all-important matter of setting up. There-fore, in reading furnace advertisements in general, men aregoing to be influenced by three things: what the manufacturerhas to say about the construction of his furnace, what the dealerhas to say about the installation of a furnace, and what conclu-sions, after perusing both types of ads., they themselves can. Just received our first carload of furnaces and hove alarge Stock of Furnace Pipeail made up waiting for yourorder. Drop u* a line or i-aii u» ever either phone L. C. Noland 605 Story St. The Old Way 24 Economic Advertising Nov., 1903 arrive at regarding the merits of furnaces in comparison withother forms of heating apparatus. In such media as booklets, magazines and newspapers, thepeople have had plenty of furnace manufacturers advertising,and much of this has been of a controversial character, butlittle of the real article from dealers has as yet greeted the installation is a phase of the situation which manufacturerscannot appropriately touch on unless they sell direct to theconsumer, the retailers negligence, both practised and pronouncedin this regard, has led to many unsatisfactory furnace sales andmany lost sales. True, some of the more enterprising furnacemen have for years been using the electrotypes suppli
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