Yorkville enquirer. [volume] (Yorkville, S.C.) 1855-2006, 1905-08-22
SUCCESSFUL ADVERTISING.
Say the Right Thing Through the
Riaht Medium.

Right Medium.
| A prominent maker of lamp CHM
neys has been telling us in his ad-
vertisements that cheap eggs are as
good as cheap lamp chimneys." He
might have added that either is as
good as cheap advertising.
The comparison holds good whatever
definition your mental dictionary may
give cheap" II the word suggests
poor quality inferiority. lowness OF
price, you will understand that a poor,
low priced egg is as good as poor, low
priced advertising, and you Will be
correct II, on the other hand, real
izing that the best Is the cheapest,
YOU consider quality as well as price.
and understand cheap eggs to be those
in the purchase of which there Is the
greatest economy, and cheap advertis-
ling. therefore, the best advertising, you
are also correct.
| One doesn't have to live long to learn
that a poor egg Is about as useless a
thing as can well be imagined. One
doesn't need an extended business ex-
perience to know that II Jones Is offer
ings eggs at cents a dozen, while
Brown and Smith are both asking 80
cents for theirs, something Is the mat
ter with Jones' eggs. Any one OF or
dinary intelligence would pay Brown or
Smith their price rather than take
Jones'. would understand that to buy
Jones' eggs would not be saving
quarter, but throwing away a nickel,
Cheap Advertising Poor Advertising.
When It comes to question of ad-
vertising, however, a great many BUS
iness men often see the difference In
the price only, they do not look beyond
that and see what they get for their
money, which Is the real measure OF
cheapness. They do not appreciate the
similarity between cheap advertising
and cheap eggs.
To the uninitated 1t looks at first
glance as II space In the first class
daily costs too much. He believes In
advertising in some way, but 1t seems
TO him that q hundred dollars will go
| Illle way III q hS"op"PN''
inch, single column advertisement
twice a week will use 1t up in no time.
While he Is thinking about 1t some
one asks him to take a space on pa
per napkin for a church oyster supper,
or in a hotel register; the man who
paints signs on fences comes around
and a hand bill proposition Is pres
ented.
He figures 1t out that he can do all
these things for half his hundred dol
lars, thus making a clear saving Of the
other half, and congratulates himself
on the length of his head. He Is doing
three kinds of advertising for half the
price Of the one kind.
The economy of this performance Is
much like that of the person who would
buy three dozen Of Jones eggs for
half the price Of a dozen Of Browns.
The value of the three kinds Of adver-
tising that cost but $50 compared with
that Of the one kind that costs nun
dred, Is about the same as that Of the
three dozen eggs that cost 15 cents
compared with that Of the one dozen
that cost 80 cents.
Newspapers Give Best Results.
But there Is this difference In favor
of the eggs: The man who has bought
the poor advertising has lost, besides
the cost of it, the profit the better kind
would have brought him. He has was
ted opportunity as we'll as money, and
the value Of wasted opportunity Is
hard to measure.
1t may be argued that some good
would come from the napkin "ad,' the
hand bills, or fence signs, which Is
true. 1t also Is true that Of the three
dozen eggs some might be good ones,
but the proportion Of good eggs and the
returns from the advertising are not
likely to be large enough to justify the
expenditure to make 1t profitable
venture.
Few who see the church napkins
read the ads on them, and NOBODY
remembers them, what they were
about or whose. Hand bills are lit
ter, to most people, and when they
are found tucked in the handle OF
the door or scattered over the porch
or lawn their presence Is resented.
Fence signs are resented, too, by
those upon whose fences they find
unlimited lodgment; they must be too
short to tell anything. that Is worth
while or too long to be read In most
cases.
Now. in the case of the newspaper
ad all this Is different. The other
ads are intrusions the newspaper ad
Is an invited guest, 1t goes to those
for whom 1t Is meant when they are
In a receptive mood. 1t Is Is
proper ad, we'll written and dis
played, 1t offends nobody.
Judge Advertising by Results.
It Is or ought to be as much the
news Of the day as any other part OF
the paper. 1t costs more because II
Is worth more, infinitely more, just
as Browns and Smiths eggs are
worth more than Jones'.
Just stop and think, Mr.. Merchant;
did you ever buy anything because
YOU saw it advertised on a paper
napkin, or in a hotel register or
hand bill, or the name Of 1t painted
on a fence? Haven't you many
times bought something because you
saw 1t advertised ir your newspaper?
Did you ever buy eggs just because
they were to be had for a small
price?
Why not assume that the sort Of ad-
vertising which wins your trade will
win trade for you? Why not use
as much judgment in buying adver-
tising as in buying eggs?-Chicago