The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1905-06-16
PUBLlcITY VERSUS NoToRIeTY.
l.. y. Elliott Shows tile Difference to q =
Audience of Business Mon.

!
Audience of Business Men.
General Publicity was the theme
Of L. B. Elliotts talk to an interested
audience at the Rochester (N. " Busi-
ness Institute. He said:
General publicity should be distin-
guished from notoriety. General pub
licity is intended to create favorable
public sentiment in favor of the pro-
duct advertised 1t is intended to
make the people want that product
and to show how they can use it.
"The name Of product or a business
may become notorious through adyer-
tislng which blazons it upon every
rock, barn, billboard, street car or
newspaper in the land without produc-
ing a desire in the public mind for the
article, or a knowledge of what the ar
ticle is or what it can be used for.
"A great many advertisers are de-
ceiying themselves with the idea that
if they merely keep their name before
the public their business is bound to
prosper on that account The public is
surfeited with announcements which
stare at it from every conceivable di-
rection, and with modern conditions il
is necessary to give information about
the article and reasons why 1t should
be used in order to create an impress
sion.
while it is a fact that general pub
licity in the long run is even more val
liable to a business than those adver-
tisements which are primarily intended
to produce immediate orders, it must
be publicity and not notoriety merely.
believe, however, that the wisest adj
vertiser combines these two primary
elements.
I'm newspaper and periodical adver-
Using it is possible to construct the ad-
vertisement so that it will bring the
name of the article and Of the business
prominently before the public; that it
will educate the public and at the same
time suggest the placing of an order
either with the advertiser or with the
trade who are his distributing agents.
Even in those advertisements which
are intended to give publicity to an ar
ticle of general distribution it is often
possible to pay large part or all OF
the advertising expense by the sale of
some low-priced article especially pre-
pared for the purpose which can be Of
fered for direct purchase in an incon-
spicuous part Of the advertisement,
for, if the general advertisement is
sufficiently attractive the small article
will receive its share of attention and
will be purchased.
Display space in the newspapers is
one of the most profitable forms of
general publicity for things of every
day consumption.
For the luxuries and higher priced
necessities the magazines offer a field
of their own which concentrates the
advertising expenditure upon the bet
ter class, the public which is the mar
ket for these goods, and they offer
for many manufactures the only profit
able means of general publicity.
General publicity advertising must
be based upon the broadcast knowledge
of the people, their habits, their re-
sources, their tendencies and the
things which occupy their minds at
the moment. The seeker of general
publicity must keep his finger con-
stantly upon the public pulse and
must know weeks or months in adj
vance the trend of popular thought
and what the probable condition of
the public's purse will be in order. to
attain success"