Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1896-11-21
srmcIous ADVERTISING.
Preparation of Advertisement seiec'
t,on OF mediurns- Continuity.

ing Of your business story IN
striking, convincing manner to
the largest number of the right
kind Of people at the smallest
possible cost.
Two rocks upon which many
unsuccessful advertisers stumble
are in the ineffective character OF
their advertisements and the in.
iudicious selection of mediums.
One of the most astonishing
things of modern business Is the
sight of merchant buying a hun
dred dollar space in newspaper
and then turning to handy dry
goods box and scratching off hand,
without moments thought, his
"copv" to fill the space. This is
the manner in which much of the
advertising space is filed. Would
this same man think of buying a
hundred dollar watchcase and
putting inside of it a 25 cent move
ment?
The wording and display OF ad
vertisements are generally the
very last point considered. 1t
should be the first. Unless an
advertisement is effectively dis
played land by display | do not
mean tremendous type; plain read
ing, il surrounded by large-type
ads, would be good display it
may not be noticed at all among
the myriads of other advertise
menta. Unless an advertisement
is interestingly and convincingly
written it will be valueless even
after having been read.
Finding the proper medium
the medium that will reach the
largest number of the people you
desire to reach at the smallest
possible cost-this is probably the
most difficult problem the adver-
tiser has to solve. TO advertise
cheap article, ,likeworking Shoes for
instance, in a journal of "the four
hundred" is sure to be unsatis-
factory. To advertise women's
wearing apparel in papers which
reach only business men will not
be remuuerative. Yet these are
common mistakes made every day.
In placing his advertising every
business man should investigate
carefully the mediums under con-
sideration. Circulation-the class
and amount of it; price OF space
and the comparison of it with
other mediums of the same kind,
aud not least, if last, the influence
of the medium with the public;
these are the important points.
When once the mediums are
selected and the advertising start
ed, then comes the necessity of
doing it thoroughly-of keeping
it up.
"Ihe strength of Advertising"
says n. G. Fowler, sis in its con-
tinuity. Many reader sees the
Monday ad, forgets all about it,
thinks about it Tuesday and looks
for it then. The Monday paper
is lost, the Tuesday paper does
not contain it. He torgets it
again and very likely forever, be-
cause il he really wanted the arti-
Gle advertised, he buys it of some
other firm who is then advertis-
ing" -...-
1t is the continual dropping Of
water that wears away the stone.
BY keeping your advertisement
ever before the eyes of the reader
he will become so accustomed to
your name that when he is in
need of your wares he will un-
consciously turn his steps your
way. To q certain extent the con-
slant appearance of mans name
and business is an assurance of
reliability.
A merchant told me a short
time since that he had tested ad-
vertising and found it did not
pay. On inquiry L found he had
inserted in u daily paper four six
inch single column advertisements
without position, the insertions
being five days apart, He re.
ceived six calls only that he could
trace to the ads. In the same
paper, not only for the same days
but also on all dates between, |
found the advertisement OF his
competitor occupying twice the
space in a superb position. This