Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-06-22

TN the OTHER hand suggestion often be used to
good effect in connection with Mind Display to take the
place of manly words There is the case Of the beautiful
girl wearing niagara Maid gloves Although she is pic
tured in the black and white of the newspaper page she
is dainty enough to suggest the quality and refinement of
the kind of gloves she wears. And remember the be-
whskered face of the kindly old doctor who looks up at
YOU out your newspaper His just flashes with the
sparkle of health That keen look plus the words He
doesn't use coffee suggests volumes of persuasion-
furthermore aecompfshes its first task of winning the
reader eye Such is combination of Eye Display with
Mind Display with persuason through suggestion
also included
Repetition is likewise accomplished through Mind
Display In fact for that purpose mind Display is
Supremacy important Some of the nationally advertised
articles on which million is spent each year,
were financial failures With most Of Them the first
year showed balance the wrong sdeof the ledger.
But the who then lost weight wondering how they
were going to meet their advertising bills, mostly
retired millOnares today The little element of accu
atiye resutthroug repetition has been the key
note to their successes.
This "snow ball process by which the effects of
advertising campaign keep pilng up depend repet
tion. For instance, suppose H-O, which you in the
newspapers week in and week out had changed its name
to Sweet OATS after the first year and them after that
to '0atets and after that to something elsechanging
its year after year. Suppose the first year they
used Dutch Girl the keystone of their ADVERTISING
and suppose that the second year they used soaring
eagle their tradem mark Such suggestions are foolish
but the point is this: If HO had not stuck to certain
trademark and had not adhered to that style of adver
tsing with which every newspaper reader is familiar
would H0 be the factor that it in the cereal market of
todays
No. Any sensible knows that H-O land all the
of the that advertising has to its cred
has been built on repetition may be repetition ar
gument 1t may be repetition of trademark Probably
it is repetition of all the different elements. Partcu
larry, the repetition probably of Mind Display, by
Iafan IaY a1c hove y-
readers to say Il have heard about that before Thus
if the atmosphere of your advertising kept continuous
and fairly unforn-and if the Mind Display of this
weeks adj enjoys favorable Fusion harmony with
the Mind Display of the ads that have BEEN then there
apt be arepettve value which makes for cumulative
resuIt-whch will give total of advertising benefit
which will far exceed the sum of the separate benefits
of the individual ads.
Take the of department store. The reason it
does business this year of far and above last year
(which in turn showed bigger volume than the year be-
fore is this cumulative result Most department store
ads could be identified by newspapers readers II
they not signed The atmosphere would tell the
tale The Mind Display would suggest many previous
ads that the reader would almost feel that this
So-and-Sos announcement
That continuity of Mind Display is what makes
cumulative benefit out of repetition of advertising 1t not
only works for the local nsttutiont also makes big
successes of national enterprise In the of Castora
the simple repetition of name, with two horneIy
arguments, has Few know what Castoria's reason
why says but the naneEln connection with that
Mind Display of peculiar appearance through the
newspapers almost every day-today in the whisper of
very small space-tomorrow in the thunder of quarter
page szeo the result that Castora becomes imbedded
in the public mind nstittionthough largely built
of the ink and pulp which makes newspaper.
Tomorrow's chapter viii be-: "Can Ads Be Made IF
fective Through Fusion With News