The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1872-07-10
The Science Of Advertising.

Commercial advertising should
properly be treated as an Investment,
or an article OF commerce and OF par
chase so much return for certain
amount Of capital expended, and u
certain amount Of subs antial behebl
in particular direction for u certain
amount OF currency in return. 1ht
science Of advertising in it's general
aspect is simple euodxh, and is found
ed on the fact thai publicity can re
certainly insured for q definite and
ascer,ainaLle sum; hut in lis applica.
ton TO any particular case the condl-
tions necessary for obtaining success
in the desired result, and to the fu'i
est extent, are matter OF fact.
knowledge and observation. 1t will
be generally granted that there are
hardly any branches Of puhIic or pr'-
vate busiress that do not receive Il
direct benefit from publicity or which
are not in d greater or less degree de-
pendent ON it. Advertisers OF what
ever kind may be divided into two
classes-those who have q regular
branch OF business to incrcae and
maintain. aud those who desire to
bring some particular speciality under
the notice Of the public, or some par
,icular branch Of the public, Ii may
be safely promised that no descriptions
of investment or speculation what
ever contrrs u more certain benefit
aud return than tliiS, when conducted
with ordinary prulrure and discretion.
Bread Of this kind, when cast upon
the waters. is generally found before
many days, In those descriptions OF
business, in which the amounts Of the
sale are large, or the quantity of the
desired article of traffic great, adver-
tisemcnts have ever proved them
selves to bea powerful ally toward
success upon a large scale. Whole
sale trades, especially. Increase in u
four-foll ratio, according to the ba>i-
ness transacted, and single stream
added to the river of trade at amy
time may prove the parent to other
currents or the means Of directing
their course into the main channci.
In regard to specialilieS and ordinary
trade, it is to be noticed that the di-
rect benefit to be derived from the
insertion Of adverti scments is more
definite and appreciahle when applied
in the case OF the former, while in
that Of the latter the. good moves 81
lently but not less sarcly on the Oh
jcclive point. Most establishments OF
find it TO thoir interest in
these times, although only on the
principle of self.deicnce, and to held
their own, to expend yearly sum i'll
this manner. while the fact hat some
successful enterprises are independent
of this aid does in no wise prove that
they do not stand y; u disadvantage
upon this account, or that they do
not thus place Il bar to the successful
following up of the full sum of their
advantages. Experience Oh the most
extended scale has proved beyond a
doubt that the benefits to be gained
by this Important adjunct to every
description Of modern trade aud com
merce, if they come silently, are upon
this account 10 lees real aud las i'm
And where Advertisers on a lr%e
scale have MT with mishap> The
cause has generally been found to
have been eXtrayagarce in very
different direction than the one under
present consideration. - Charleston
Ncws.