Catoctin clarion. [volume] (Mechanicstown, Md.) 1871-1940, 1913-02-27
Advertising
- Talks p
- = !. 7
MODERN BUSINESS
NEEDS ADVERTISING
Careful Analysis Is Necessary in
Conducting All Publicity
Campaigns.


~ k.ARRy ". gzlMsMAsTER.
AAxaxsis,Ag today js recognized ~
. ,RsesasAW Rart of bHspses opera
tiqp. 80 .hfsRch 81 business 'is SO III
tie ApaslstoNd snd neglected Far'
sunas are Kaated actually on nothing
mSre tanxlble than meatal impres
sioAs.
AdxsEsiseEs take their likes and dis.
likes ~ the WssssArs OF sfe LIKES Anu
dislNas OF their cMstoners. Pretty
pictpEes In ,praHy papeIs, mixing up
advsrtieing policies EiA ones own
prejpa,sss AAd Aask ST confidence IA
advsEtisips has eAAssd ,lq4ny 3 CAM
paigp TO be unsuscssAf9i.
Advsrttsing ID NOT the spending OF
money in newspapers. street cars ana
on Allhosrds. but - the AGconRllsh-
mept 81 ? deanite purpose which y N
nuencing the human minds to do some
thing ,they paysr did before. 1t ~ 2
form Of ,progrsss and It interesls SnH
progressive people
What advertising needs today
business men with analytical mlnos'
Broad minded men who deal IN facts
and figures OF the present and past.
based on . most crreful analysis OF
re proposition in hand.
An advertiser first Of all should thor
oughly believe .in advertising and IN
the article that 10 to be exploited He
must be firmly convinced IN bis own
mind that his article possesses Ger
tain qualities that viii aatiafy human
desire: that 1t has certain merits that
appeal to certain people. He must be
in q position to manufacture this Ar
ticle and sell II pit q price that 10
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 ali adyertisins cam
paign falls short as result OF the ad
yertiser not studying his market A
national advertiser often would bring
more results II 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 1t 10 here that he
should put forth his energy. MERIDIAN.
disc that 10 In demand in the north
often finds no market In the south
and 10 1t 10 in all lines OF merchand'se
Certain COPY brings better results IN
certain sections Of the country. 30 ad
~ertisers should study the class OF
people he wishes to reach and spend
his appropriation at the most op
Fortune time by concentrating In the
markets where It does the most good
Careful Consideration.
Every element must be carefully
considered and analysed for q cam
paign to bring the greatest results.
The poorest advertising 10 that which
aisregards the common. ordinary facts
OF life To make your campaign q
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
. man can support a family pp $40 ?
week and how a 81. 600 month fam
lily spends It's income
You must consider their likes and
dislikes and then reach him through
the mediums that he 10 accustomed to
read. Many an appropriation " vast,
ed by wrong knsiipms end 1ho9Ghtless
use Of space. krch medium should be
carefully considsred and analysed. II
isn't what PHRASES you. but what
pleases your customers that should be
your guide in ,she selection OF me-
diums. EeSeT 70 your .sustomeEs. don't
ask them to wade through mass OF
copy full OF unnecessary details. but
present the faats Fp alain 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 yoYr COPY ~
these features study the article and
ind out its strong points and connect
It with something that the reaAer Al.
ready knows. BY this ! mean inject
ing into the copy the quality Of human
interest.
Advertising today Is no longer .
speculation. and costly mistakes ere
unnecessary. A preliminary .analy.
sis Is quite as necessary for a success.
full advertising campaign as is the Be.
curing of the appropriation OF
course. one cannot tell exactly just
what can be done and what cannot
be done by advertising. AeaAiAg RsAsh
human petuEe With an it's 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 snd results are sure
to follow. Conceptrastitap end persis.
tency haGkAd by courage md faith in
your article, and IN the paople. has
pulled many campaign over the
shoals to success.
There is nothing more essential to
an advertisers success than an az.
fective plan Of campaign Ciyjlizatio.
itself IL only 4 plan Of social and
economic life. which turns man en-
srgy into definite channels Of purpose
A plan y not only symptom of ~
tellectual activity. but ie typical OF .
mans civilized life. Advertising cam
paigns that win are those that are
based on the most carefully laid out
selling plan. Haphazard Advertising,
with no definite plan. with advertise
ments printed here and there accord
Ing to the impulse, never has paid and
never will pay. Planning an adver