The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1902-06-01
SCIENCE OF ADVERTISING.


Thoroughly Understand.
Advertising Man in Kansas City Journal
1t is perhaps needless to say that the
newspapers are the support of the local
merchants-the opening wedge TO public in
terest and approval-the mediums through
which the merchants wares are introduced
to the people-his sponsors, as it were, his
advocates and indorsers. AS they are the
accepted mediums of conveying the news
from one part Of the world to another, so
are they become the messengers of store
news from the merchant to the consumer.
Retail advertising is or ought 10 be store
news. A special sale is out of the ordinary,
therefore, news. The arrival Of the spring
stock is news-the production of new styles
the fixing OF special prices-the absorp-
ton of a bankrupt stock-or fortunate
purchase from an overstocked manufac-
turer all this is news. 1t should be so
treated, not in a sensational or bombastic
way, but in a concise, straightforward,
plausible manner in language that is strik-
ing, sincere and forceful. Advertisers must
forget that they are Gods chosen people
and superior in every sense to the common
public. Trey must at least assume that the
public is as wise as they and write, design
and prepare with that idea in mind. They
must not assume that the people are all
fools and easy to be "gulled." The people
are no more apt to make mistakes In dis
eliminating between advertisements, than
they are in the selection of a chief magis-
trate for the Nation. Though at times the
people seem to be at fault, in the end they
always manage to do about the right thing.
Retail advertising should be wholesome,
clean, succinct, forceful and convincing. II
should be treated as news and be displayed
IN telNv ~nrIh 1N nv q
to the public say ii. Don't haggle about or
fight around il. Don't concoct any puzzle or
indefinite phraseology. Don't get it into
your head that you are writing for an audi
ence of college professors and that high
flown language is essential to awaken
appreciation. Don't write over the heads of
the peOple-assume that you are a sales
man and have your customer before you.
Talk to him in plain, simple and easily un-
derstood English. Tell him what you have
TO sell and tell ii promptly.
Don't be afraid to display your matter
don't be afraid of white space. Advertise
ments in the daily papers must not be dull
or stupid or commonplace, If you desire the
full worth of your investment. Be distinct,
original and individual. Buy your own type
if necessary; your own border, if you use
one, and exercise care in the selection of
your illustrations. Use illustrations that il
lustrate. Don't use a cut simply for the
sake of having picture in your ad. Make
the cut pay for itself. Make it sell goods in
dependently of the prices and reading mat
ter. Give 1T a distinct value. The people love
pictures from infancy to old age. Give them
a specimen view of what you have-a faith
full artistic representation, for 1t is better
than a window when its circulation is con-
Sidered
1t is an unfortunate fact that many of the
merchants who use the newspapers heavily
do not appreciate the broad significance of
advertising and the real principles on which
it is based They view the advertiser and
advertising from superficial standpoint
They regard the advertiser as successful
nd ha in
striking English and design a pretty pic
ture TO accompany IL.
The advertising man must necessarily
study the class of trade which predomi-
mates and after that he must study the
publications and ascertain, If possible what
percentage Of the trade is traceabe to this
source and the other. He must learn to
what classes of people each publication
goes. and govern his ads accordingly. In
this he may be largely aided by the news
paper solicitor, who, If he knows the classes
that read his paper. is a valuable man to
his employers and who. if he does not, be-
comes a detriment to the publication and a
mere carrier of copy.
Many of the advertisers in this country
write over the heads of the people. and
their employers have given the matter so
little thought that they apparently do not
see it. They prepared learned dissertations
that to any one but the student are con-
fused, complicated and indirect. Their stock
in trade is their ability to juggle words.
| Juggling words and clever illustration may,
and often do. deceive the merchant as to
the real worth of his advertising, but they
| do not strike responsive chords in the minds
of the common people, or add single stone
| to the foundation Of the institution. Woe
| fully superficial are many writer's of retail
advertising. They do not look beyond their
nose, but paint word pictures that the reg
| ular patrons of the store ignore, and which
| do not impress those who might become
| patrons If appealed TO properly. The retail
| advertiser should know:
First-The value of the newspapers he
uses. their circulation and relation to the
! class of the store.
Second-The classes of people that buy
| the papers, whether wage earners, people
| of medium means or the wealthy and indie
| pendent class
| Third-To operate along the lines of least
] people and not try to force the people to
conform to his ads
| Fourth-To use the kind of phraseology,
| argument and illustration best suited to the
people of these various kinds, instead of
| trying to dazzle or confuse them with
| something they cannot understand and
which they will not take the pains to inves-
| tigate.
Fifth-To lead the mind of the reader
| through easy channels TO a natural con-
! clusion, instead of throwing together a
| bunch of high-fown sentiment, philosophy
and learned trash that it requires scholar
| TO understand.
Sixth-To REQUIRE that every salesman
| and saleswoman make 1t his or her bust
ness to read the ads promptly and thor
oughly in order to be able to meet the
customer intelligently the occasion of
his call in response to the advertisement
Seventh-To avoid bombast and extrava-
CANT statements that weaken assertions in
tended to be strong in the future He can
the greatest day after day and expect the
people TO be impressed with his sincerity
Very soon it gets to be an old story and
the people naturally lose faith.