Tazewell Republican. [volume] (Tazewell, Va.) 1892-1919, 1912-12-12
THURSDAY. DECEMBER IL, 1912.
ADVERTISING Thai PAID.

some actual advertising campaigns that
paid, and to explain why they paid, we
will preface the article with few words
on what advertising really Is.
Advertising is sslesmsnship just as
much as the talk of the man behind the
counter or the travelling man who makes
the sale to the merchant; it is good,
bad, or Indifferent, just the same as the
work of any other salesman, and de-
ponds for success on just the amount of
time and thought you give it.
But the merchant will say: what
bearing has this on my business? What
will it do for me?" 1t has simply this
bearing: 1t establishes q principles
principle which Mr.. Sheldon, founder
and head of the Sheldon School of Sales
manship, sums up briefly in this man
ner:
Good advertising first secures IA
vorable attention, which, properly
held, grows into interest, interest
into desire, and desire into action
which means the purchase of goods.
Then, if the goods have merit back
Of them. you have a satisfied GUS
toner; and satisfaction with the ar
ticle engenders confidence In the
dealer, which is the GROWING sheaf
OF successful salesmanship."
Now. let US repeat briefly the differ
ent stages of the process: favorable at
nticn, interest, desire. action or pur-
chase, satisfaction. confidence. Given
these six. the success of the merchant
is beyond question. lfut notice that
only two of the six requisites depend on
the goods-the other -four on advertis-
ing.
Now, then, for some advertising cam
paigns that have paid. In these allu-
sions we will only refer to campaigns
outside of Tazewell, as we wish to deal
with the lucal situation in another ar
ticle. Until recent years banks sell
dom advertised, and when they did they
wasted their space IN a sermon like an
nouncement that 1.-The Bank of Blank,
Capital $50. coo, Surplus and Undivided
Profits $50, 600, offers its patrons all the
accommodations consistent with conser-
vative banking. We solicit your ac-
count" Some banks are getting away
from this old-fashioned, ultra-conserva-
tive form of advertising and are put
ting ideas and suggestions into their
ads. A bank in New Orleans, in a page
ad, devoted two-thirds of its space to q
picture Of girl sitting at typewriter,
and the story alongside told how Miss
Mary Costing had become independent
by depositing part of her weekly salary
In this bank. The new deposits this ad
drew paid the bank well.
Such large space can only be used by
city banks. Ideas, however, can be
used in smaller space. A surprisingly
large number of people are not informed
as to banking methods, the convenience
and accommodation offered by particu-
lar bank, or the safety of bank &C.
count. A special class of people may
be addressed in an ad. 1t is better to
talk to particular class than to adj
dress everybody in general-for this
usually means nobody at all. Write an
ad for someone and Everyone will read it.
To advertise churches seemed undig-
nified, on first thought. There may
have been some basis for this, as the
time is not far distant when some mer-
chants thought the same way. But ad-
vertising served business as perhaps no
other selling force, and city churches
are now following the methods of good
business men. 1t costs a given amount
to run q church each year. A certain
number, on an average, join each year.
Thus it costs so much for each new
By advertising churches can
snesease their attendance and the num-
berl of new members at q less average
cost Isn't it worth while? Chicago
Rnd pms of the eastern cities have so
hp6 1t. and each week the city dailies
from two to three columns. or
pf advertising matter for church.