Greene County herald. (Leakesville, Miss.) 1898-current, 1913-01-10
| Advertising \
=: D Talks c c:
MODERN BUSINESS
NEEDS ADVERTISING
Careful Analysis Is Necessary in
Conducting All Publicity
Campaigns.
BY HARRY w. zlNsMAsTER.

Advertising today is recognized as
a necessary part of business opera
ton No branch of business is so lit
tie understood and neglected. For
tunes are wasted actually on nothing
more tangible than mental impress
sions
Advertisers take their likes and dis
likes as the measure of the likes and
dislikes of their customers. Pretty
pictures in pretty papers, mixing up
advertising policies with ones own
prejudices and lack of confidence in
advertising has caused many a cam
paign to be unsuccessful.
Advertising is not the spending of
money in newspapers, street cars and
on billboards, but is the accomplish
ment of definite purpose which is in
fluenciag the human minds to do some
thing they never did before. 1t is a
form of progress and it interests only
progressive people.
What advertising needs today is
business men with analytical minds
Broad minded men who deal in facts
and figures of the present and past,
based on most careful analysis of
the proposition in hand.
An advertiser first of all should thor
oughly believe in advertising and in
the article that is to be exploited. He
must be firmly convinced in his own
mind that his article possesses GER
tain qualities that will satisfy human
desire; that it has certain merits that
appeal to certain people. He must be
in a position to manufacture this ar
ticle and sell 1t at a price that is
within the reach Of the people.
A successful advertiser should know
all the real facts and figures of the
territories that he wishes to cover.
He should analyZe his demand and
| concentrate where the demand is
strongest. Many an advertising cam
paign falls short as a result of the adj
vertiser not studying his market. A
national advertiser often would bring
more results If he concentrated his
| advertising in certain sections of the
country. Every advertiser has GER
tain sections where his goods are in
greater demand These sections are
his market and it is here that he
should put forth his energy. Merchan-
| disc that is in demand in the north
often finds no market in the south,
and so it is in all lines of merchandise.
Certain copy brings better results in
certain sections of the country, so adj
vertisers should study the class of
people he wishes to reach and spend
his appropriation at the most OPP
perfume time by concentrating in the
markets where it does the most good.
Careful Consideration.
Every element must be carefully
considered and analysed for cam
paign to bring the greatest results.
The poorest advertising is that which
disregards the common. ordinary facts
| of life. To make your campaign a
success you must analyze the people
you are to reach. How they live, what
| they eat and wear, what they read and
/ talk about. You must understand how
a man can support a family on $40 a
/ week and how a $1,000 month fam
/ lily spends it's income.
! You must consider their likes and
4 dislikes and then reach him through
/ the mediums that he is accustomed to
read Many an appropriation is vast
| ed by wrong mediums and thoughtless
use of space. Each medium should be
carefully considered and analysed. 1t
/ isn't what pleases you, but what
pleases your customers that should be
! your guide in the selection of me-
diums. Cater to your customers, don't
ask them to wade through a mass of
copy full of unnecessary details, but
present the facts in plain simple terms
straight from the shoulder. You can
not spend too much time in Analysing
and studying the people.
You must be able to pick out certain
elements of your article that are good
selling points and build your copy on
these features. Study the article and
find out it's strong points and connect
! 1t with something that the reader al
ready knows. BY this ] mean inject
ing into the copy the quality of human
interest.
Advertising today is no longer a
speculation. and costly mistakes are
unnecessary. A preliminary analy-
sis is quite as necessary for success
full advertising campaign as is the Sc
curing of the appropriation. OF
course, one cannot tell exactly just
what can be done and what cannot
be done by advertising. Dealing with
human nature with all its fancies and
! peculiarities makes it impossible to
tell exactly what the results will be.
The only thing we can do is to an
alyze each element, base our plans on
facts and figures and results are sure
/ to follow. Concentration and persis-
tency backed by courage and faith in
your article. and in the people, has
pulled many a campaign over the