The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1903-07-12
MODERN ADVERTISING SCIENCE.

1t is with not a little difidence hat the
Journal undertakes even a brief discussion
of the science of advertising in this day
and age, when there are experts galore in
the profession, each one of whom is pub
fishing some kind of magazine giving the
public the benefit Of their thought, study
and experience. Indeed, the marvellous
growth of advertising is marked by the
very existence Of this multitude of experts
and magazines, for If there were no demand
for them they would not long exist.
Time was when the only general advertis-
ers were the manufacturers of patent med
icines and proprietary articles, but now
there Is scarcely a large manufacturer of
any kind disposing of his own output, or an
extensive merchandising concern in the
country that does not regularly do more or
less advertising. Not a few of them do 1t
in rather whimsical, hit-or-miss fashion,
but a large and growing number regularly
employ the services Of an advertising agent
either some man in their exclusive serv-
ice or one of the various professional adver-
Using agencies or experts. These men, as
a general thing, have made so careful a
| study OF the proposition they have in hand
| that they have reduced 1t from an intangi-
BILE, up~-in-the-air business to a fairly exact
| science. They, of course, know exactly how
they usually make a fairly successful effort
to know how much they get in the way of
| returns.
The first step for the successful advertiser
Of any product is a study Of the product
itself. Are there any limits on its trans
portation that confines the territory for its
distribution? What is it used for? What
| manner of men or women use it? Who buys
it for them? Who influences this buyer in
determining the question? Can a new de-
mand be created, or is it something for
| which the demand must exist through some
necessity? What are the habits of thought
and methods of life of the user, the buyer
and the people that influence them? How
can they best be reached, interested and
convinced? All these are the questions with
which the advertiser must deal, and on his
ability to get correct information and do
straight thinking along these lines depends
his success, which may mean a barrel of
money for the concern, or his failure, which
may mean a barrel Of money thrown away
and none will dispute either that great
successes are made by advertising or that
a good many barrels of money are thrown
away every year in unintelligent advertis-
ing.
The main point for the advertiser to bear
in mind is that there are scarcely two COM
modities to be advertised in exactly the
same way. The same method that will sell
corsets will not apply to reworks or locate
possible customers for structural iron. In
deed, either the manufacturer or the jobber
of woolens would be foolish to use the same
methods that prove so successful with the
retail dry-goods store, though the product
disposed of is the same. The people they
want TO reach are different. About the only
uniform principle that can be laid down for
all advertising is that both the method and
| the medium should be such as to inspire the
7 confidence of the possible purchaser In the
stability, integrity and good faith of the
advertiser.