Evening capital and Maryland gazette., 1913-02-27


plc not ealy sgwnion OF IN
ctiysts. but IS typical OF
s v zed lie Aoyertising can
pai win ere those that are
ba ed Oh the most carefully laid cut
J selling PLAN Haphazard advertising,
with no definite plan with advertise
ments printed here and there accord
ing 70 the impulse. never has paid aud
never viii pay Planning an adver-
using campaign is a FORM Of strategy
| and without experience il cannot be
done any better than a raw recruit
could have planned NaPoleon's cam
poign. Every dollar must be made to
| count and the success of "A campaign
Is almost always in direct ratio 70
the sum total of experience behind it.
An Effective Campaign.
A plan OF publicity to develop with
the maximum amount Of certainty. the
! dollar efficiency OF an appropriation.
must rest upon the following oondi-
tions
First--A useful ar.icle at the right
price
Second An investment proportion
ate to the result desired
Third knowledge of trade condi
tions and methods
Fourth-A thorough study Of the ar
ticle to be exploited to determine its
selling points
ftfth-Selection Of the proper ad-
vel,istng media
sixth Determination Of the proper
time 20 advertise
Seventh Good cory
Eighth-Best means Of iistriDpaoE
ana instruction of salesmen
An advertiser cannot spend too
much time on his plan. and the cam
paigns that are successful are those
that have been carefully laid out to
the minutest detail
You must not expect advertising 20
do it all It is just a plain. common
sense. business proposition. Ii is an
investment and like all investments
it takes time to mature, requiring
careful attention all the time When
you employ statesmen to sell your
goods you do not let them shift for
themselves. You co operate with them
in every practicable way That Is
what you should do when you adver-
tise. Cooperate with your statesmen
and with your dealer Good distribu-
tion is 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
failure. It is often possible to
create demand for your goods to the
extent that a dealer will hunt up. and
drag the goods from you to fill his
customers orders. This involves a
waste of money, wasted energy and /
wasted sales.
The advertiser who is successful, Sc !
cures his distribution first He coop
crates with his dealers by sending /
them handsome folders Of proofs I
of their proposed campaign Sup I
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 I
portant factor and is quite as essen I
tial as is the creating of the demand. |
Distribution and demand go hand In |
hand, and without one the other is
useless. The chief aim of advertis- /
ing is to create the demand and I
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 I
cd. Advertising is simply the tool /
eor the manufacturer and dealer to ac- 1
complish their one purpose-to supply /
the demand in the most efficient way. I
An advertiser whether he is exploit !
ing a household necessity such as a !
kitchen speciality or a food product, |
must have distribution. Without it, |
unless it be a mail order proposition |
his efforts and money are thrown to !
the wind. With a small appropriation |
and by mail mean an expenditure Of |
FIVE to ten thousand dollars 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, say Of So
coo population. and concentrate all
your efforts. Keep away from the
larger centers as the advertising rates
are so 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 viii
be practically wasted. After securing
the distribution. then concentrate all
your advertising in this market With
the right article end well laid con
centrated localized plan of compaign
small expenditure can go long
wavs. II is the logical solution for
the small advertiser, and the great
thing about It all is. that with success
m one town. he then can 90 into the
next town. and so on without any
limit
Many national advertiser started
"a this way and many a national ad
vc~tiser failed as a result of his hav-
ing never tried out his proposition
arst in the small towns. BY this
method of procedure he learns eau
ton and grows in experience as his
eales and success grow. The largest