The San Francisco call., 1896-11-08
JUDICIOUS ADVERTISING.
Preparations Of drerttsensents-SeIect
of MediMns-C ConttnMitu.

AEoPuTottOft Il OF OBSERVATION-DISCLOSURES
of MediMnss-C Continuity.
Judicious advertising is the telling of your
business story in a striking, convincing man.
ner to the largest number of the right kind OF
people at the smallest possible cost.
Two rocks upon which many unsuccessful
advertisers stumble are the ineffective char
acter OF their advertisements and the injudi-
cious selection of mediums
one OF the most astonishing things in mod
ern business is the sight of merchant buying
hundred-dollar space in a news paper and
then turning to a handy dry-goods box and
scratching off-hand, without moments
thought. his ''copy'' to fill the space. This is
the manner in which much of the advertising
space IS filled. Would this same man think OF
buying hundred-dollar watct case and put
ting inside OF it 25-cent movement?
The wording and display OF advertisements
are generally the very asst point considered. II
should be the first. Unless an advertisement
is effectively displayed (and by display 1 do
not mean tremendous type; plain reading, if
surrounded by large-type ads, would be good
display it may no; be noticed at all among
the myriads OF other advertisements. Unless
an advertisement is interestingly and con-
yincingly written it VIII 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 prob
lem the advertiser has to solve. To advertise
cheap article, like working shoes, for in
stance, IN journal of "the four hundred" is
sure to be unsatisfactory. To advertise
Women's wearing apparel in papers which
reach only business men will not be remunera
tive. Yet these are common mistakes made
every day. In placing his advertising every
business man should investigate carefully the
mediums under consideration. Circulation
the class and amount of it; price of space and
the comparison of it with other mediums of
the same kind, and not least, if last, the in
huence OF the medium with the pubic; these
are the important points.
When once the mediums are selected and the
advertising started, then comes the necessity
OF doing 1t thoroughly-of keeping 1t up.
"Ihe strength OF advertising" says N. C.
Fowler, sis in its ontinuity. 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 1T. He forgets it again and very
likely forever, because ii he really wanted the
arHcie advertised, he buys it of some other
firm who is then advertising"
IL Is the continual dropping of water that
wears away the stone. By keeping your ad-
Ver1sement ever before the eyes OF the reader
ne Will become SO accustomed to your name
'he1 WHcu ne IS In neeO OF your wares ne Will
unconsciousIy turn his steps your way. To
certain extent the constant appearance of a
mans name and business is an assurance OF
reliability.
merchant told me short time since that
ne had tested advertising and found it did not
pay. On inquiry l found he had inserted in
daily paper four six-inch single column adver-
usements without position, the insertions be-
Ing hve days apart He received six calls
only that he could trace to the ads. In the
same paper, not only for the same days, but
also on a II dates between, found the adver-
rsement of his competitor occupying twice
Inc space IN superb position. This is mani
testify an unfair lest.
But to soy that even the four advertisements
OF this merchant did not pay is jumping at
conclusion. The accumulative effect of ad-
Vertislng is one of its peculiar phases. single
new customer never having been in the store
before comes in in response 10 the advertise
ment He makes small purchase, is nicely
taken care OF and frequently calls during the
year, making many purchases, probably to
the extent OF $3.50. The first cost to find this
customer was So, but the accumulative effect
produced by his continued patronage paid
Advertising is not side issue OF business
1t is an important link in the chain of trade
and should be studied and experimental upon
the same as any other department. of business.
And the sooner business men appreciate this
the sooner will their advertising show re-
suits' CLEMENT WIDBER.