Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-08-03

the successful didthus netting of 30c per
inquiry the who didn't analyze got only so nquir
les from each $50 worth Of advertising which that
he had to pay about 60c for his inquiry Also for the
that he had anayzed his selling expense was
something IKE 81 on $50. He failed
The point to that instance is that through analysis
and investigation, the successful man found that that
article could not be sold entirely through advertising
He that there had be personal demonstration to
make the prospect buy. The other man had simply fol
lowed something else that looked If it were about the
thing He tried to sell the article in his advertise
ment, instead of simply seeking to get the s.lead
inquiry as it is called which he could follow up with
persuasive literature which would land the order.
The analysis not only concerns the method Of dis
trbution Also it goes into the matter of tmeness In
publication advertising along July and August the
space used is far less than that used other times of the
year. That seems logical and obvious At that time, most
people busy with vacations and they do not rule
buy much as at other times of the year.
So the advertiser figures that people not hungry
for what he has to offer at that time Therefore, he
up his appropriation until they likely to demand what
he has to offer And yet tmelness would direct that
certain things be advertised in and at other
times Such facts look like simple fundaments when, for
instance, you say Well beverage ought to be adver
tsed during July August and September perhaps
ditions make, analysis determine, otherwise.
In other words, when manufacturer is about to de-
eide advertising campaign he only decide
what is the best way to distribute his goods but he also
has to decide If July, August September, May when
is the best time He must ask is this something had
better advertise twelve months in the year. better
to advertise it for two months and skip for ree7 All
these questions must enter in and they only be de-
cded the basis of very analysis as to the
tmeliness element And that analysis must be thorough
Superficial analysis is as bad as none For instance,
manufacturer thought that the time good
time for his medicine because the doctors said So He
planned to go-into advertising campaign during July
August But finding che total amount of this kind
of remedy that sold during those months he fohnd
that he had better keep his money until later.
In the automobile field this question Of tmeliness is
being fought back and forth all the time Many say that
the time to advertise automobiles the summer, be-
then the desire is keenest for automobile 9th
say that those who are able to buy automobiles
away at that time Then they do not read they do
the fab and winter. To get some Information that
point several automobile factories have sent out to all
the Of their products long question blanks called
"questonaries On these they have tried to get the
owners to say what time Of the year they are most
likely be interested the question Of new Such
analysis expensive but ike almost al analysis IN con-
nection with advertising viii find i viii more than
pay IN the long run.