The home journal. (Winchester, Tenn.) 1858-188?, 1875-07-29
ADVERTISING RUSEs


|
which advertisers now and then resor
to, ARE worth recording and form NJ
interesting study. One daring genius
for instance, not long ago called on {
large advertising concern in this city
and proposed to post the advertisement
of patent plaster for the chest on the
tomb stones in Greenwood cemetery
OF course howl of Indignation would
have been raised from Maine to Texas,
aud the plaster would thereby have
received an advertisement that hun
dred's of thousands of dollars could not
have purchased The agent, however
declined the tempting offer, much tc
the youths astonishment, who dreamt
he had made the happy discovery which
was to float him on the full tide to for
tune.
ANDERsoN's CHEWING TOBACCO.
The first successful experiment in the
way of Outre advertising was made about
fifteen years ago by Anderson, the to
bacconist, who adopted the following
method Desiring to have his goods
introduced extensively among the retail
dealers, he employed number of mem
10 "work," as the politicians say, the
various wards of the city. One of these
canvassers would enter cigar store and
ask the proprietor for paper of can.
derson's fne-cut." The tobacconist in
all probability had never heard OF the
article, but recommended some other
makers, which the canvasser contempt
uously declined. In about an hour an.
other customer would come in and make
similar demand, and before the week
was over the proprietor would find SO
many inquiries for this special brand
that he was compelled to make a pur.
chase, and as the article was only sold
in large packages, it became necessary
for him, in order to effect sale, to rec
ommend it to his customers, and so the
article became quite'popular. The can
vassers were oftentimes compelled to
buy, but as the goods were returned to
the manufacturer and resold, very little
was lost in the transaction. Ten men,
therefore, at a salary of $S n week, for
those we're the days of low wages, could
in three months have induced every
cigar.store proprietor to make pur-
chase, and thus at an expense of hardly
81 900, the goods were effectually intro
duced to the trade.
THE PRI2E-PACkAGE.
This idea, though very old, was sue.
cessfully tried by the Lorillards about
four or five years ago, and emulated, as
some wag remarked, by the parsimoni-
Gus farmers in the Dutch districts of
Pennsylvania, who put pennies in bun
dies of straw to encourage purchasers.
The Lorillards advertised extensively
in the newspapers that bills from 800
to 81 denomination were placed III their
papers of prize-tobacro, also orders for
meerschaum pipes, &c. The cupidity
of the chewing public was aroused, and
every man who found bill--for the
precauton was taken to keep one.half
of it at the Ofice-Or an order, was
obliged to register his name and resi-
dence which were in due time pub
lished in the papers. The LorilIards
also placarded the advertisement exten-
sively over the city and throughout the
country, until the article became a
household word Owing to the princi-
pie perhaps that habit is second nature,
tue man who purchased this brand for
the sake of n probable prize became
accustomed to ask for it, and the sales
got to be quite extensive.
TELEGRApHIC DISPATCHES.
ALout six years ago well dressed
person called upon the proprietors of
one of the large sewing machine manu-
facturers, and for a very moderate CON
sideration offered to bring before the
notice of a large number of residents
the qualities and superior advantages et
their make The offer was accepted,
and the enterprising protector hired a
number of boys and attired them in a
plain uniform somewhat resembling that
now worn by the conductors on railroad
lines. These youths had books similar
to those used by telegraph messengers,
and their duty was to deliver at various
residences what purpOrted to be tele-
graphic dispatches. On the receipt of
these ominuus. looking missives of
course, there was great cOmmotion in
a. -, M - ,Lo ,oor,od o.,
.he Iousei ino ooy, "no LnI ~ "
have been porn III hurry, anu nau n".
reached point OF leisure, would insist
on having his book Immediately signed.
The anxious recipient, after opening the
formidable looking envelope, would dis
cover only circular about sewing-ma
chimes, and in the first outbreak of in
dlgnatlon u. Geine paoiy so'i w. soulu os.nr
crush IL up ana snroW !. asaue onorai1r
little calm consideration geheIaii
picked II up 10 snow IL 10 her huspanu l
played upon heI' Inc cLrouiar i .: was e iea ~ !
Lr,,, ,,,oob;na tho nomas of tbe makers