Evening capital and Maryland gazette., 1913-02-27
M0DERa BUSINESS
NEEDS ADVERTISING
Careful Analysis Is Necessary in
Conducting All Publicity
Campaigns.
ey HARRY ". zlNsMAsrER.

BY HARRY w. ZiNsMAsTER.
Advertising today Is recognized as
q necessary part OF business opera
/ ton. No branch OF business Is so lit
tie understood and neglected Fer
tunes are wasted actually on nothing
more tangible than mental impress
sions
Advertisers take their likes and dis
likes RS the measure Of the likes and
dislikos OF their Customers Pretty
I pictures in pretty papers. mixing up
advertising policies with ones own
| prejudiccs ard lack cf confidence in
advertisus has e-ased many cam
paign 10 be unsuccessful.
Advertising Is not the spending OF
money in newspapers. street cars and
on bnlboards, but is the accomplish
ment of a definite purpose which is in
auencing the human minds to do some
thing they never did before II is
form of progress and 1t 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 a 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 lie
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 position to manufacture this ar
ticle and sell it at price that is
within the reach OF the people
A successful advertiser should know
all the real facts and figures of the
territories that ne 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 cd
vertiser not studying his market A
national advertiser often would bring
more results If he concentrated his
advertising in certain sections Of tho
country Every advertiser has cer-
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 ad
vertisers should study the class of
people he wishes to reach and spend
his appropriation at the most op
perfume time by concentrating In the
markets where it does the most good
Careful Consideration.
Every element must be carefully
considered and analyzed for a 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
man can support family en- SO a
week and how a $1,000 month fam
lily spends its income
You must consider their likes and
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 analyzed. It
isn't what pleases you, but what
pleases your customers that should be
your guide ia the selection of me
diums Cater to your customers. don't
ask them to wade through 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 analyzing
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
It 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 q
speculation, and costly mistakes are
unnecessary. A preliminary analy-
sis is quite as necessary for a success
full advertising campaign as is the Sc
cnring of the appropriation OF
course. one cannof tell exactly Just
what can be done and what cannot
be done by advertising, Dealing with
T
/ peculiarities makes it impossible 10
tell exactly what the results viii be.
The only thing we can do is to an
alyze each element. base our plans on
facts and figures and results are sure
/ 10 follow. Concentration and persis-
! tency backed by courage and faith in
your article. and in the people. has
pulled many a campaign over the
/ shoals to success.
4 There is nothing rno~a aaear4t.f q.