Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-03
CHAPTER XVII.
WHAT DETERMINES SIZE OF ADJ

In seeking to find an answer to the question: What
should ad BET" experiments have been made These
have tended build contradictory conclusions Some tests
instance would prove that full page four times eff
fectve half page and half page three times effect
i've quarter page But such proof fallacous In fact
enough establish any such law
These experiments purposed for determining some kind
of law made the basis of few advertisements For
instance they ask to look through magazine and see
what ads he remember Then they have another do
the thing Then it is found after adding all these ads
up that the subjects recall four times many full adj
vertsements as they do half page ads
But aas-so many different kinds of foreign factors enter
into such that the conclusions can't be final For
stance may remember full page advertisement of
Williams Soap that is the kind with which he himself
shaves So if he recalled Williams Soap ad that wouldn
mean that recalled solely of the fact that it
occupied large space
What's the use We can never fix any universal law that
will determine all questions of space Yet there ought to be
possibility of knowing just how big space you should
for kind of article under conditions
By experiment you find such rather conclusive
H But them if you those tests in diff
erent parts of the country you would know with any
mathematical certainty For the quarter in the
East and the half the West will bring results
And the sales in the West twice great the
East that would necessarily prove that your half page
twice effective the quarter page Other
have brought the result
Size depends on the kind of product you adver
se and upon the merchandising conditions which surround
your proposition For instance suppose that product
wins voluntary sort of interest on the part obthe
you do not much space you required nvoun
ary attentions you had make your prospect read your
ad in spite of his instinct In other words you advertise
separator agricultural publications you would
JOY voluntary interest because people the market for that
kind thing the time would probably of their accord
look through the advertising pages of that publication for
kind of separator Therefore they would look
your ad with purposed attention.
On the other hand If you advertising aerOpane
would probably find very few of the readers who would
in the market for such luxury Practically would
look purposely for proposition such your ad presented
Therefore in order to force attention. you would have to shout
louder Consequently you would have to bigger space
Take an example less farfetehed than aeropane Sup
pose you advertise some soap Nobody says Where
this weeks Journal want to if there any soap ad
verements in it, Yet Mr. Farmer frequently says Where
this weeks Journal want to if there any cream
separator advertisements in it, &c. regard to your SOAP
get attention will have to work for it. and in order
to create that unwilling interest it must talk through fairly
large space. -"
Luckily often that the universal the posi-
BILE demand thing the less voluntary the interest
CURED The may be that that which is of universal
need usually made by many different manufacturers that
is continually widely advertised For instance take the
case of cleaning powders They advertised and advertised
By virtue that fact readers become used to cleansing powder
ads When people do pay attention to them it is not because
of their will but because the power of the copy compes their
interest in spite of their apathetic instinct.
Articles of universal demand enjoy great enough sale
that the expenditure necessary for increased size of
But the other hand the demand is limited
and specific for instance the of rubber roofing
could not afford to such big space because small
cenage readers would happen be in the market for
that thing that particular time Yet by this lucky
coincidence you would need such big space because those
readers who earnestly in the market for rubber roofing
that time would be seeking out such advertising They
would apply toward voluntary rather than involuntary