The Montgomery advertiser., 1909-06-04

enjoyed by all. Mr.. weever arose and
brought out the purposes Of the League
in the following short address on
Few Salient Points on Advertising.
Mr.. weever's Address.
He said.
II viii only make short talk. as
the subject. Salient Points Of Adver-
Using is too broad TO go Into the min
utia at this time. As ! stated In my
letter to you, there Is more good
money spent In bad ADVERTISING than
in any other way in the business
world. and II can tell you anything
that would be an advantage or even
emphasize that which you already
know, shall be very glad Indeed.
The amount Of advertising one
should do is very hard 10 determine.
Generally Il should vary with the
community and the character OF busi-
ness. 1t has been said that one should
apply from one to three per cent. OF
his earnings. However. II is just as
great fault to overdo as not to DO
enough.
at is also very hard to determine
the character Of advertising that will
suit, for the kind that will suit one
business or community win not always
meet the needs OF another. The gen.
eral fundamental principles, however.
can be applied to them all.
IAN advertisement should be con-
else.
THE smallest words. meaning the
most, should be selected.
"The language should not be too
highly colored.
'The goods should be on hand to
back the advertisement.
ut Is the permanent customer that
you are looking for. and while the
extremely highly cofored wording does
sometimes produce temporarily good
effects, there Is no denying that there
follows a reactfonary effect from the
too strong stimulus.
'Saies. as an advertisement. are all
right, provided you do not sacrifice
quality or reputation. But the con-
slant hammering on sales has the ef-
feet Of making sales-customers, in
stead of the substantial kind.
weekly or monthly leads are al
ready taking the place OF frequent
sales. For these leaders good articles
at good prices. are selected. The ar
ticles and the prices should be such
as cannot help but attract attention.
Right here would like to take up
the subject:
). Does it pay to cut one another's
"No. emphatically. 1t does not; for
in cutting the other fellows throat,
you only slash your own, with the re.
suit that you ruin the trade for all
and when your new spring or fall
goods are put on sale. your customers.
know that the slashing will soon be-
gin, walt for the cut and you there
fore not only injure the other fellow
but yourself and make cut price Gus
toners.
aDo not try to put the other fellow
out OF business, as you may fall out
of the ranks yourself In the endeavor.
Friendly competition Is the most lucra-
tive after all and certainly the most
decent.
.The salient of advertising are. first.
attention or publicity. The question
is now best to get this. The reply is.
get out of the ordinary. When the
circus or vaudeville manager selects "a
new act, he knows that 1t must be out
OF the ordinary, in order to attract at
tention. Frequent changes are also
necessary for even bad change is
better than no, change at all. If you
attended picture show two nights in
succession and found the same pic
lures both nights. you would probably
not stay to see the show out the sec
ond night and still, some merchants
require the public to look at the same
ad day in and day out and expect
good results. that is all. however. 'ex-
pect.'
Next. impart an Individuality to
your ads. You cannot all expect to
be Tom Murrays, still, from time to
time you can select that which you
have not used before and something
that Is different from your competi-
tors The great trouble in opening a
newspaper IL that the ads look too
much alike. fa Sc
Illustrative Work Effective.
The advertising world Is becoming
more and more convinced that illus
trative advertising work is very effec-
tive. II the busy world Is too rushed
to read all your advertisement, the IL
lustration will tell most of the story.
Creating a desire in the public mind
is another strong point sought by the
ad writer. The confidence of your pa
irons is a thing you must have. Do
not advertise that which you cannot
deliver and II you have gotten custo-
mers in your store, be sure that your
treatment will be such that will make
them come again. In other words
make friends of them.
Advertising through the mail is
form of publicity that Is frequently
not fully appreciated. but one fact is
to prove it's Importance. The Chicago
mail order houses alone have driven
$4,000 retail stores out of business.
LAS water constantly dripping on
the rock viii wear it~away. 80 will
the constant personal appeal through
the mail win customers.
do not count too much on direct
results for in only very small per
cent do you get results. In fact. out
side Of quoting special prices on an
article, the greater part of results OBJ
tanned are accumulative and gathering
In character.
I'm closing, let me emphasize one
fact: Cheap advertising that does not
bring results is dear at any price and
expensive result-setting advertising is
cheap at any price. In selecting adj
vertising matter. figure whether you
think 1t will get results, rather than
how much 1t will cost. as frequently a
dollar saved in cost is ten dollars lost
in effect"
Views Are Expressed.
After this Secretary Viewer called
on many of the men present for their
views and ideas concerning an organ
ization of this kind and r. s.. Ball,
president Of the Commercial Club, the
first one called upon, stated that he
could never recall a time when the
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