The daily silver state. [volume] (Winnemucca, Nev.) 1903-1907, 1904-01-12
CateChism on Advertising

Q.-What is a good advertisement?
"A good advertisement is one whlch
contains just what you would say In a
personal talk to a customer or o pros
pective one.
O.-What Is a bad advertisement?
A bad advertisement is n in
which you and ycur business are plac-
ed in a false light; in which you say
things about your business which
would make your wife laugh at you.
Q.-What is a timely advertisement?
A timely advertisement is one
which strikes the same note as the
days weather and the peoples inclina-
tions; it pushes your business on the
ines of the least resistance.
Q.-What is an untinely advertise
ment? Am untimely advertise
ment is one in which you say today
what you should have said yesterday;
1t is like the man wLo always misses
the trains.
Q.-When is it wise to slow up in
ad gertisins? Alt is advisable 10
slow up in advertising on the day that
you discover that III business is
too Dig, tE~t you must W
to stop its growth.
Q.-When is the right time of year
to increasing the advertising appro-
priation? A.-The right time TO IN
crease the advertising appropriation IS
the day you conclude that you can
handle more bushes and that you can
grow accustomed to a larger bank bal
ance.
Q.-Should an advertisement be
changed every day? A.-One stroke OF
the hammer on the anvil does not fash
iaA the horseshoe. Sensible reiteia-
tion is sometimes necessary In an adj
vertisement to properly impress a
reader.
Q.-How often should In advertise
ment be changed? Am advertise
ment should be changed as often as
your business story changes. Some
times this may mean every day.
Q.-What proportion of newspaper
readers read advertisements? A.-The
proportion of newspaper readers VINO
read ads. includes all of the thrifty,
careful buyers of goods; all of the
MISUNDERSTANDING" people.
Q.-What class OF newspaper read
ers do not read the ads? A.-The class
of newspaper readers who do not lead
the ads. are the people who do not read
advertising of any sort. m there arr
so few of them that in this city they
could be housed IN a very modest build
ing indeed and still have apartments
to let.
Q.-When does newspaper adve4 It's
ing cost too much? A.-"Now and
then" newspaper advertising costs toe
much; for you canno afford to have
your business prosper only now AND
then.
Q.-What does newspaper advertis-
ins cost too little? A.-Stfangely
enough, newspaper advertising costs
too little only when it costs too much,
and that is when a poor medium is Sc
lected or when a good one is used sell
dom. A clock is useful only when II
Is running.
Q.-When may a merchant know
that his ad. is a good one? Aft q
merchants wife. on reading his ad
finds something in it which she would
like " uu1 even IL HIS COlipSlilOi SUI
it, that ad. is a good me-.
OWN a poor advertisement in q
good newspaper pay? A poor ad
If in a good newspaper. may sometimes
pay-Just as a store, luckily located
but without enterprise, may sell goods
But a good ad. in a good newspaper il
better.
Q.-Is there not as much danger In
overadvertising a business as in over.
capitalizing it? A.-Overcapitalizing {
business and ov~eradvertising 1t Nigh
be equally dangerous, but as the lat,
telling.
Q.-Admitting that newspaper adver'
Using is a good thing. may not a bust
ness become drunken through using
too much Of 1t? ALI a merchan
ever failed in business through to,
much newspaper advertising. his exni'
b!tion throughout the country woulC
rejuvenate the museum business.
Q.-Is a newspaper advertisement Of
as much value In selling goods as al
artistic show window? A gooc
show window is an ideal advertise
ment. but the people have to go and
see 1t. and they don't all do it. The
right kind OF a newspaper ad. take:
your show window into the homes Of
the people.
Q.-Is there any use of advertising
IN other ways h a through newspap-