Greene County herald. (Leakesville, Miss.) 1898-current, 1913-01-10


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
melts printed here and there accord
ing to the impulse, never has pad and
never viii pay. Planning an adver-
Using campaign 10 form OF strategy
and without experience 1t cannot be
done any better than a raw recruit
could have planned Napoleon's cam
paign. Every dollar must be made to
count and the success of campaign
Is almost always in direct ratio to
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 condi-
tons:
First-A useful article at the right
price.
Second-An investment proportion
ate to the. result desired.
Third-A knowledge OF trade condi-
tons and methods.
Fourth-A thorough study of the ar
ticle to be exploited, to determine its
selling points.
Selection of the proper adj
vertising media.
xth-Determination Of the proper
time to advertise
Seventh-Good copy
Eighth-Best means of distribution
and instruction of statesmen.
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 to
do it ali. 1t Is just a plain, common
sense, business proposition. 1t 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 cooperate 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-
ton 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
a failure. 1t 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
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 go 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 ac-
compIish their one purpose-to supply
the demand in the most efficient way.
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 mail order proposition.
his efforts and money are thrown to
the wind With 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 q small appropriation, study
the conditions in the small but good
towns. Pick out town, say of 50-
600 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 will
be practically wasted. After securing
1 the distribution, then concentrate all
your advertising in this market. With
the right article and well laid con-
centrated localized plan of compaign
a small expenditure can go long
ways. 1t is the logical solution for
the small advertiser, and the great
l - vx-r& h r1rn aeyr