El Paso herald. (El Paso, Tex.) 1901-1931, 1915-01-06
ADVERTISE now
FOR EXPOSITION
Expert Advises Exhibitors
to Tell Public What to
Look for Next Week.

Advertise before the Made in FL
faso' exposition, advertise while it is
in progress and after it has closed, q"
81 P. Carlock, advertising manager
fo1 the White House and an authority
uE effective advertising, advises the
exhibitors at the home products ex-
position
ut is none too early to start adver-
Using campaigns for the exposition,
and they should be kept up every day
until after the exposition closes.
Crowds viii attend the exposition. will
inspect all Of the exhibits and viii go
away with a favorable impression in
their minds about the things that are
made IN Fl PasO. A preliminary cam
paign viii educate the crowds to look
for special feature exhibits and follow
up advertising win clinch the talking
points Of the goods displayed and
make permanent impression on the
minds OF the buyers which will result
En- actual sales
III exhibitors are to reap the full
benefit Of the Made in Ell Paso' exhi-
biuon, ne said, they must begin ad-
Tertising their goods right now. Ad-
Nertisements should be run every day
right UP to the show and during the
show. People then read about the
goods and also have a chance to see
them BY the end of the show the
goods have gained a place in the minds
OF Fl EasOans. A consistent advertis-
inE campaign means steady increases
The people can't guess what the
manufacturer has to sell. 1t is only
when you tell the people that they
VIII know what you have to sell
Example, OF Advertising.
Coca Cola is a good drink. The
makers know IT is, and they knew il
when they first made If. But the
public didn't know. It had no way
10 know. The manufacturers knew
that no matter how good the drink
was il would secure, at best, only
local sale. So they advertised. They
advertised as much as any concern in
the world. Tie result is an annual
sale Of millions Of bottles.
Suppose there is a manufacturer
here whose product is Golden Rod Cof-
fee Beginning right now he should
tel the people about Golden Rod Cof-
Gee The advertising campaign should
lead I'D to the exhibition and then
there should be a demonstration Of
Golden Rod Coffee with a big pile Of
free samples in the demonstration
hUOth. Each day Of the show the
public should be told of the merits of
the coffee. Samples should not only
hs given away at the exposition, but
st all Of the grocery stores. And all
the time tell the merits Of Golden
Rod Coffee through advertising.
Make the ads attractive; dainty.
Tell the people something different
every day; give them a new angle on
the merits Of your product. But never
leave the trade mark or brand name
ont Of your ad. If you haven't a good
trademark, get one, 1t is a real. tan
Advertise All the Time.
II a firm is small and cannot afford Z
70 maintain a daily advertising cam
paigu, run an ad every other day,
twice a week; even once a week brings I
sure results
The very basis Of advertising. is the I
newspaper. Pick the paper that goes Z
into the homes and the success Of your E
is assured But don't ex-
pect results from one ad, or from six. \
IL IS the continued dropping Of water 4
that wears away the stone 1t is the
continued pounding away that brings !
sales. The accumulated effect of a
campaign is what brings the results,
IL one advertisement viii sell loo Il
pounds Of Golden Rod Coffee two
win sell 200 pounds the
Let the Public. Know.
Whatever your product whether it [
be- a pump or a pound of coffee, a
lairpin or an automobile, you viii
never secure large sales until the pub
lie know what you have to sell and
The public will never know anything
about your product unless you adj
Tertise III. If the local manufacturers
expect to sell their goods in FL PasO
they must let Ell Pasoans know what
they have to sell.
"The advertising committee Of the
exhibition is ready to assist adver-
Users in every way. Lay out regu-
ar campaign. If you need assistance
his committee viii be glad to give
you all in its power.
"But advertise The good an exhib-
tor receives from showing his goods
"a the Made in FL aso' exposition will
only be transitory unless he backs up
lie products with sytematic advertis-
NJ.