Catoctin clarion. [volume] (Mechanicstown, Md.) 1871-1940, 1913-02-27

paigp. Every DOLLAR must Dc "@oe
count and the .succsss OF . campaisn
Is almost always in direct ratio 20
the sum total Of experience benlno IT,
An Effective Campaign.
A plan Of publicity to develop Win
the maximum amount of certainty, the
dollar efficiency of an appropriation
must rest upon the following conal-
lions:
First-A useful article at the right
,pEice.
Second-An investment proportion
Ate 10 the result desired.
Third--A knowledge OF trade condi
tions And methods.
Fourth-A thorough study OF the ar
ticle to be exploited. to determine us
selling points.
,Hnh-selection Of the proper ad-
.vertising media.
Sixth-Determination Of the proper
time to advertise.
Seyenth-Good copy.
.Eighth-Best means Of A,strieut'on
Apd instruction Of salsspen
An advertiser cannot spend too
much time on his plan. and the cam
,paigps that are successful are those
that have been carefully laid out to
the minutest detail.
You must not expect advertising to
DO it all 1t Is Just a plain. common
sense, business proposition. 1t Is an
Investment and like all investments
1t takes time TO mature. requiring
careful attention Pill the time When
you employ salssmen to sell your
goods. you do not let them shift for
themselves. You 60 opel rate with them
IN every practicable way. That 10
what you should 90 when you adver-
,tise. Cooperate with your statesmen
and with your dealer Good distribu.
ton IL very essential to the success
OF an advertising, campaign. Without
distribution even though your demand
has been created the public interest
peters out. and your advertising cam
paign. which has cost real money. Is
q failure. II IL often possible to
create a demand for your goods to the
extent that q dealer will hunt up. and
drag the goods from you to NIL his
customers orders. This involves q
waste Of money. wasted energy and
wasted sales,
The advertiser who Is successful. se-
cures his distribution first. He coop
crates with his dealers by sending
them handsome folders Of proofs
OF their proposed campaign Sup
plying him with window cards and
hangers and rendering him the best
OF service advertising like Allah,
helps the man who helps himself" Co
operation with the dealer Is an I'm
portant factor and is quite as essen
tial as is the creating OF the demand
Distribution and demand 60 hand In
hand. and without one the other Is
useless The chief aim Of advertis-
ing Is to create the demand and
through good distribution get the
goods over the counter The dealer
and manufacturer most cooperate.
and work with one idea-to supply
the demand created by advertising.
in the best and least expensive meth
cd. Advertising is simply the tool
for the manufacturer and dealer to &C
complish their one purpcse-to supply
the demand In the most efficient way
An advertiser whether he Is exploit
ing a household necessity such az
kitchen specially OF food product.
must have distribution Without It,
unless II be q mail order proposition
his efforts and money are thrown to
the wind With a small appropriation
and by mail | mean All expenditure OF
five to ten thousand dollars q year. the
most effective plan OF procedure Is by
localized concentrated advertising.
With a small appropriation. study
the conditions in the small but good
towns Pick out town. cay OF So
900 population. and concentrate all
your efforts Keep away from the
larger centers as the advertising rates
are 90 high and the large advertisers
are too strong for you to break In on
their market,
First Of all secure good distribution
In your town. Without distribution
let me again repeat. your efforts will
be practically wasted. After securing
the distribution. then concentrate all
your advertising in this market. With
the Eight article and a well laid con
centrated localized plan OF compaign
a small expenditure can 20 long
ways. 1t is the logical solution for
the small advertiser, AID the great
thing ebout It an Us that with success
In one town. he then can 90 into the
next town. and 30 on without any
limit
Many a national advertiser started
In this way and many national ad.
yertiser failed as a result OF his hav.
Ing never tried cut his proposition
first in the small towns BY this
method OF procedure he learns eau
tion and grows IN experience as his
sales and SUCCESS grow The largest
campaigns OF today are those that
have been built up in this way and
the real advertiser Is the can who
proceeds slowly at rfrst with one idea.
make every dollar count and eau
TON" his motto