The Calumet news. [volume] (Calumet, Mich.) 1907-1938, 1913-12-11
ADVERTISING IN ENGLAND.
Novel Methods Adopted TO Reach the
Purchasers.


The problem of suitably advertising
articles of merchandise in India re-
quires special attention and consid-
Grafton of local conditions in order to
reach likely purchasers out of total
population Of over 3I5OOOOOO people,
only small percentage of which can
read the English language and per-
haps not ever nifty per cent of which
can read the native vernacuars.
Newspaper advertising, even though
il reaches only small proportion of
the total population of India, is prob
ably the best general medium for ad-
vertisiDg such articles as are used
by the most Well-to-do and we'll odu-
Gated persons with a high standard
.of living Although. i'm proportion to
circulation, Indian newspaper rates
for advertising are high as compared
with the United states, nevertheless
expenditure I'm such advertising, if
kept mp literally and persistenty un-
doubleday produces good results The
latest statistics of newspapers in
India show that there are Cos news
papers and 1?O2 periodicals published
in this empire. They are chiefly in the
English, Tamil, Urdu, Gujarati, Mar
athi. and BenSali language.
Pictorial advertising is undoubtedly
of peculiar benefit i'm India, as it
appeals To people of many languages
and even those who are iliteratc. The
Of this sort of advertising
has lately caused the organization OF
several firms for the particular pur~
pose Of drawing pictures for use 10y
adl crtisers. For popular advertising OF
simple ana cheap articles, to reach all
classes Of people. there is no better
method than to display pictures or
trade marks of the same, SO they are
frequently and constantly To be seen
in even the most out OF the way plac-
es. Sometimes merely letter or ini-
tial of a firm. with the trade mark
ana some simple picture, helps bust
ness better than great deal of dcs-
advertising literature, which
many people can not read or under
stand.
Among various advertising novel
ties much used in India may be men
toned umbrellas, fans. mirrors. and
paper weights. Several large firms in
India give immense numbers of cheap
on which appear adver-
tisementS Of their business. The native
receiving these umbrellas seem to be
glad to get them gratis, and do not
mind the advertisements on them. as
they carry them over their heads
through crowded streets. These ad-
umbrellas are especially use
ful in southern India. where natives
like 70 have protection for their heads
from the strong sunlight, just as
much as from the rain.
Another small novelty which a lead
ing English soap firm has introduced,
and which seems extremely popular is
4 card scented with a perfume used
i'm the soap sold by the firm, and with
a picture on the card of the particu-
lar flower from which this perfume
IS derived. These cards may be car
ried in the pocket used as sachets, as
etc. The natives of India
are extremely fond of perfumes, and
when they buy soap the merit of the
article, in their opinion, is usually
more in the scent than i'm the lather-
ing qualities.
For advertising in business offices in
n
be used 10 as important an extent as
the calendar. The present use of pow
orful electric fans over almost every
office desk makes it necessary TO use