LIST OF ILLUSTRATIONS Table for figuring net profits.. Example of assignment slip issued daily to each clerk.... PAGE 74 114 115 124 Examples of advertisements using a question for a headline. Daily statement sheet used by Standard Drug Co., Detroit, Mich... each day on sheet..... 125 258 Example of selling point story on a common article-a loaf of bread 196 First page of four-page store paper which brought good results..... 244 Example of use of correspondence space on souvenir postcards for carrying advertising message on specialties and novelties...... 250 Example of advertisement emphasizing "difference point". Three advertisements illustrating: (1) "Success story"; (2) chatty personal style; (3) "reason why" sales are made..... Examples of advertisements adapted to seasonal changes and of "quality ad."... Advertisements showing novelty of arrangement.. 260 261 262 263 Example of a combination Easter advertisement along department store lines... 321 Menu of the Standard Drug Store, Detroit, Mich., showing the growth of the soda fountain lunch idea....... 336 Example of concentration advertisement on chocolates, featuring box goods.. 340 LIST OF PLATES Example of store arrangement with shelf bottles in the rear. Best locations in the store devoted to soda and patent medicines... Frontispiece Front of Liggett's drug store, Toronto, Canada. Example of modern recess store front with facilities for four different window displays Pharmacy of Donovan & Fallon, Charlestown, Mass. Example of the new idea of store planning. Note the position of the soda fountain beyond the cigar and candy cases. The soda customers are brought to the middle of the store... Example of straight store front, neat and inviting. Note concen- Interior of independent drug company's store, Amesbury, Mass. Window display arranged for opening day. Note profusion of flowers Pharmacy of H. D. Smith, Roxbury District, Boston, Mass. Example of a clean and sweet store. No dusty show cases, no flyspecked glass, no tumbled goods, no disarranged price tickets. Store always immaculate. Sweet and cool in summer, sweet and warm in winter. Example of showcase display which suggests purchase. Goods ticketed, priced, easily inspected, and occupying most prominent location in store... Example of how display of signs suggests purchase. These signs answer unasked questions........... 220 Example of display of one thing at a time. Display of tooth brushes, a closely allied article subordinated, giving emphasis to the tooth powder..... 298 Soda window display of Riker-Jaynes drug store, Springfield, Mass. Note effective use of artificial vines and fruits and liberality of display. This window proved a big attraction. A good example of color harmony also.. 304 306 ..... Window and store fixtures add attraction value and salesmanship to displays.... Two displays with novelty effects. The sponge window depends upon its figures and novelty of arrangement to attract attention. The beef, iron and wine window bids for attention through the side of beef, which also suggests strength of the preparation ..... 310 ... 312 Display featuring a group of preparations, laboratory products. 314 Display showing the modern tendency of pharmacists to push safety Twenty-nine-foot ice-cooled innovation in drug store of Katz & Display showing how the show window can help to build up the soda PAGE 326 332 332 334 Twenty-seven and one-half-foot ice-cooled innovation in drug store 336 336 Example of generous candy display, with a business-like appearance 348 SEP 19 1917 LIBRARY A TREATISE ON COMMERCIAL PHARMACY PART I PHARMACY ESTABLISHMENT DIVISION I FINANCING, PLANNING, AND ARRANGING CHAPTER I. THE IMMEDIATE DEMAND FOR COMMERCIAL PHARMACY. Do you realize that the money-making end of your business is the commercial end? Do you know that commercial ability is recognized as high as professional ability? To acquire commercial ability you must be a good buyer, a good salesman, and a good judge of clerks; again, you must give the best service to your customers, you must have a thorough knowledge of your business, and you must always know where you stand. To conduct your pharmacy for profit, then, you personally should thoroughly master the commercial end, the moneymaking end of your business. COMMERCIAL PHARMACY 65 PER CENT.-Some contributors to trade journals estimate that pharmacy is 50 per cent. commercial. Others claim that 75 per cent. of the day's sales consists of cigars, soda, confectionery, and miscellaneous articles. The writer's estimate is from 65 per cent. to 67 per cent. Considering 65 per cent. a conservative estimate, the scientific end of a pharmacist's business is but 35 per cent. 1 |