The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1902-02-14

terial substance which can be seen with
eyes. or touched with hands, but definite,
positive Impression on many human minds
which is shown by the voluntary purchase
OF goods the advertiser wants 10 sell
Advertising does not consist in merely
attracting attention. a man could go 10 MS
business with dress suit ana req neck
tie. he would sacrifice the potent force OF
dignity. A bullhght on the campus OF TINS
university, If authorized and conducted oy
President Harper, would give MN ana TINS
great institution more free publicity all
over the world than any great scientnc
discovery that could be announced.
Advertising must secure attention, rat
il must come from the right kind or people
and in a way that produces respect for the
article advertised. Hence. all possible
knowledge of the human mind. its mysterl-
Gus and subtle manifestations and the IN
huence of affirmation, argument color,
suggestion or an appeal TO the IMAGINATION
must enter into the deliberations OF the
mind that plans and executes an adNerus-
ing campaign.
LET US imagine for an instant that
man had never shaved himself or knew
that such a thing could be done After see
ing a razor skillfully manipulated suppose
he should try il on himself with one OF
those so-called knives his wife keeps In the
kitchen? Would he be competent TO Soy
that his face was different ana that shaN
ing was not adapted TO his peculiar cohol-
ton.
These Illustrations are no more over
drawn than the notions some people have
about adTertising. This. of course is due
TO lack of accurate observation ana an
alysis OF the fundamental principles on
which its operations are conducted
MILLIONS SPENT.
Notwithstanding the wide prevalence OF
mistaken ideas about advertising and It's
true functions, the money spent amounts
to millions annually and much of II is spent
with intelligence and great effectiveness
though l believe much the larger portion
is wasted in a desultory manner along
lines that even a gambler would despise Tor
their lack of justification.
THE men who have made a success of ad-
vertising have not looked at il as matter
of luck. They have believed its great pow
ers were subject to immutable laws and
have sought to become familiar with them
Illustrations. words and space and the cost
of the same while carefully weighed and
considered, have been subordinated TO the
main purpose of producing a mental I'M
preston. l can imagine Millet, the painter
of the "Angelus," testing colorS and canvas
and demanding only the best the market
could afford, regardless OF price, but never
asking the dealers in artistic materials TO
! submit bids. The best service and the best
articles cannot be secured by asking Tor
competitive offers in price.
The place Of advertising in modern busl-
ness is secure. 1t occupies the most I'M
pOrtant position, Notwithstanding its true
functions are SO larselg h iIsuIloei SooO of
The merchant princes. the monarchS or
manufacturing and the generals of distri-
button have found advertising absolutely
essential to the upbuilding and conduct or
their enterprises.
Great retaners have found that adver-
Using will bring purchasers TO their stores
wise come. Rent, clerk hire, insurance and
all the other fixed expenses of business
must be met before there are any profits.
/ If "A store is rushed with customers from
/ IL a. N. to 5 p. m, there are really only SIX
/ hours TO do business. AS advertising OF bar
/ gains and special sales Will bring IN Gus
/ toners two and sometimes three hours
! earlier the fixed expense for those hours
/ are not increased. In this way advertising
/ saves rent, clerk hire, insurance, and re-
duces the fixed expenses, to say nothing OF
! giving the master mind who pilots the big
modern department store through the seas
! of business a close insight into the tastes.
/ habits and desires of the people.
advertising also has educational val
/ ne which enables the seller of merchan-
/ disc to convince people what they want TO
! buy before they come to the store. In this
/ is able to wait on more customers and the
/ ratio of expense is thus lowered.
| CUSTOMERS TASTES NODDED.
There are many great stores which have
! acquired the confidence of large numbers
/ of people in their newspaper announce
ments In this way the tastes of these reg
! ular customers are nodded to a consider
! able degree and the buyers for this store
are enabled to secure lower prices by plac-
/ ing larger orders as they have the assur-
ance that the advertising Of the house will
/ DE ableFto create a demand for the large
! purchases they have made.
"a shrewd advertising man in large re-
tail store is able in time to divide the Gus
/ toners of the house into several classes
/ and influence all OF them by advertising.
"A certain number want high class and
/ excIusiveness. They are and held by a
4 studied catering TO their wishes. Another
class will spend its surplus cash Tor bar
| gains, no matter what kind they are. These
I are known and the best method of reach
/ ing them tested, and the house is thus aDle
\ to overcome errors of too sanguine buyer
| TO take advantage OF manufacturer 5
misfortune.
"A shrewd advertiser at Christmas can
/ influence the people who want quality Il
\ spend more money by suggestive adVerus-
/ inc. MANY A man who has decided TO spend
I so his wifes present mas been lntiu-
/ enced to spend S25 after having Ii I'M
/ pressed on his mind that about that amount
\ was necessary to get those things Whlcf
/ ne knew nice little woman really wanted
i A man who regards a piece OF jewelry as
\ a luxury and an extravaganza reads a
/ suggestive advertisement and buys an ex-
| pensive ring as an expression of sentiment
/ which would be cherished for the sake OF
/ the sentiment ana tnQS Dy us COnSldIl
| suggestions keep alive and honor a reclpro-
cal feeling.
THE business of buying and selling space
/ in newspapers, magazines, street cars
! posters and signs has grown TO enormous
proportions. The men engaged IN II. both as
/ buyers and sellers, are remunerated more
| literally than [ believe the same grade OF
| talent secures in law, medicine or any OF
| the other professions. The tone OF the ad-
| vertising business is higher than ten years
/ ago The men of dignity, high character
| and wide knowledge are rapidly forging &c
| the front. The most successful sellers OF
| space are those who seek only those adVer-
! tfsers VINO have a proposition peculiarly
/ adapted to the space TO be sold. The best
/ sellers of space refuse to sell where there
! will be certain dissatisfaction on the part
| Of the buyer. Hence, the advertising sales
/ man, TO be really successful, must possess
/ in addition to selling ability that of know
/ ing what the buyer can and Will do with
1 his purchase. The men who can do this are
| so scarce that the demand is greater than
the supply and the young man who gives
/ quickly snapped up and so eagerly sought
/ for that he positively requires the rare
/ quality of balance and ABILITY to bear pros
/ perity to make him permanently success
[ full Advertising embodies all the pleasures
/ Of the chase with the creative delights OF
/ seeing ideas materialiZe 1t Is an intoXi-
eating business. a clear head, rigid adher-
I see things as they are and not become lee
1 away by the seductions Of ones own ego
/ tism or the excitement of a gay social life
/ must be possessed by all who would wir
I and hold the honors so lavishly given &c
| those who succeed in advertising.
THE ADVERTISING AGENT.
1.-The advertising agency has evolved