Clarksville chronicle. (Clarksville, Tenn.) 186?-1872, 1872-07-20
WHOLE NO. 2,g21.
The science of Advertising.

The Charleston News SAYS: Com.
mercial advertising should properly be
treated as an investment, or an article
of commerce and of purchase; so
much return for certain amount of
capital expended, and a certain amount
of substantial benefit in particular
direction, for certain amount of cur
rency in return. The science of ad
vcrtising in its general aspect is simple
enough, and is founded on the factthat
publicity can be certainly insured for
a definite and ascertainable sum; but
in its application to any particular case
the conditions necessary for obtaining
success in the desired result, and TO
the fullest extent, are matter of tact,
knowledge and observation. 1t will
be generally granted that there are
hardly any branches Of public or pri-
vate business that do not receive a di-
rect benefit from publicity or which
are not in greater or lesser degree de-
pendent on it. Advertisers OF what
ever kind may be divided into two
classes--those who have regular
branch of business to increase and to
maintain, and those who desire to bring
some particular speciality under the
notice of the public, or some particular
branch of the public. 1t may be safe
ly promised that no description of in
vestment or speculation whatever con,
fers more certain benefit and return
than this, when conducted with ordi-
nary prudence and discretion. Bread
of this kind, when cast upon the wa
ter, is generally found before many
days. In those descriptions of busi-
ness, in which the amounts of the sale
are large, or the quantity of the dcsir-
ed article of traffic great, advertise
ments have ever proved themselves to
be a powerful ally toward success
upon large scale. Wholesale trades,
especially increase in four-fold ratio,
according to the business transacted,
and a single stream added to the river Of
trade at any time may prove the parent
to other currents or the means of di
recting, their course into the main
channel. In regard to specialitics and
ordinary trade, it is to be noticed that
the direct benefit to be derived from
the insertion of advertisements is
more definite and appreciable when
applied in the case of the former,
while in that of the latter the good
moves silently but not less surely on the
objective point. Most establishments
of importance find it to their interest
in these times, although only on the
principle of self-defence, and to hold
their own, to expend yearly sum in
this manner, VIII lie the fact that some
successful enterprises are Independent
of this aid does in no wise prove that
they do not stand at disadvantage
upon this account, or that they do not
thus place a bar to the successful fol-
lowing up the full sum ofthoir advant-
ages. Experience ON the most extend
ed scale has proved beyond a doubt
that the benefits to be gained by this
important adjunct to every description
of modern trade and commerce, if they
come silently, are upon hisaccount no
less real and lasting. And where ad-
vertisers on a large scale have met
with mishaps, the cause has generally
been found to have been extravaganza
in very different direction than the
one under present consideration.