Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-31
CHAPTER xL.
ARE SOM THINcs 0N.ADvERTIsABLEa

"A department store can successfully advertise anything
because anything be advertised on price But every
thing adyetsabe that places price minor factor
big advertising went into metal bed factory
and told the sales manager that they ought put $4,000 per
year into general publicity campaign to build up trade
mark their beds The sales told him that it
could not be done The advertising stated that certain
mattress had been tremendous success through advertising
and there why iron bed could not be made
great big thing N the any article pos
sessed of fair merit could be advertised in general pub
Lefty way with profit to the advertiser.
But analysis would that there certain
tce of merit which be successfully advertised
general way, except on the basis Of price.
Any article be advertised price a boatload
of sand Any article be advertised localized spec
fed But for general campaign whose end is simply the
popularzaton Of trade mark the establishment Of an att
ophere in favor of the thing advertised for that kind of
general publicity campaign make anything which
known Brand we'll known necessary that the article
be advertised that way must possess either Of these
two elements
III If it is of good repeat ''-if by getting Mrs. Jones
your crackers today she will likely another
tomorrow then it ond probably be profitable advertise
such thing with all sorts Of general publicity
~ Il It were thing that ALPHABETICALLY repeat if
the average person bought such article only every FIVE
ten fifteen years. then to be suitable for broad general
campaign Of publicity would have
either actual or potential
By actual difference meant that would have possess
distinctive difference such patented vue found
for instance the Gillette Razor Burroughs Adding Machine
things of that kind BY virtual difference meant quail
N which, If not actually different may be suspected Of being
different.
For instance the and SO mattress which that adver
Using mentioned might be ii every specification the same
that could be made by of half thousand other
In this country Yet might be successfully adver
sed because it has virtual difference its quality is not
entirely obvious Its construction its ingredients ETC., are
sufficiently mysterious the average housewife that the
dealer should seek prove her that she should buy another
kind (whose not famar lower price and higher
quality the would be suspicious She could not
for herself the claimed Of the two Therefore, she
might insist the Soando Mattress which years of adyer
sng had established in her mind the mattress which
she wanted
On the other hand suppose there were iron bed which,
like that Mattress had been advertised and advertised Sup
pose that this called the Steel Art Bed Suppose
in to buy iron bed and Steel Art kind
the floor next to name bed She would not be
nsistent for the Stee Art bed against the if
the dealer said they the Whyl Because she could
that there practically difference The face value
of the bed would be the actual value The comparison
would be obvious therefore she would believe the dealer This
would help negative the value of whatever advertising the
Stee Art people had done to make their well known
In that case if the Stee Art advertising had been in the
local newspapers the local dealers nae he would feel
good toward See Art beds that his cooperation might
49,.