The Birmingham age-herald. [volume] (Birmingham, Ala.) 1902-1950, 1915-01-10
FINDS ADVERTISING
IS THE VERY BASIS
/ OF WHOLE BUSINESS
W.S.Parks of Columbia Pho
nOgraph Co. Is an Enthusi-
asst on Subject
PLANS ARE CARRIED
ON SYSTEMATICALLY
Constant Aim Is to Establish Name
Of His Machine in the Minds
of the American
Readers

advertising" yesterday stated w. S.
Parks. distribution manager in this
section for the Columbia Photograph
company. And our sales during De-
cember were so heavy that our stores
throughout the country this month
flrd themselves without stock and alb
solutely unable to fill orders.
without advertising do not believe
our business could succeed. In ma
tidDal Advertising, the central offices
OF the Columbia Photograph company
spend probably over 81. 900, 900 annually.
kut every distribution manager and
every individual Columbia dealer backs
up that national advertising with lc-
cal advertising 1T Is made part of
the contract which I sign up with ev-
cry individual dealer appointed that 1
will pay half his expenditures for local
| advertising.
I'VE advertise first the name OF our
product and second its quality and it's
price. The establishing of the name
OF our machine In the minds of the
American public is the real aim of our
advertising and to do that one thing
We consider as the connecting link be-
tween the local dealer, the prospective
buyer and the national advertising. A
man will notice and perhaps read en-
tIrely through an ad in one of the big
national magazines, but he will not re-
ceive the direct impulse in the majority
OF cases to go to the local dealer and
make inquiries. If, on the same day.
or day or two later, however. ne picks
up his local newspaper and sees per-
haps the identical advertisement or at
least one as near like the other as
possible, with the local dealers name
attached to it, he then becomes a gem
uine prospect and the chances are he
r,akes a call at the local store.
Campaigns Go Hand In Hand
"For instance, IL we spent $1,000 for
local advertising and did no national
advertising we would receive certain
degree Of results. But when we do
$1,000 worth of local advertising and
| link it up with the national advertis-
| ing we probably double or triple the
are made to cooperate as much as pos
sible. They are made to appear as
nearly at the same time as possible.
and they re made to resemble Zach
other in appearance and text as nearly
as possible. have even gone So far.
FER, as to have a Photographic repro
duction made of one of the large Yaga-
zine ads and print 1t in the local news
paper. This advertising in the news
papers IL left to the ingenuity and
ideas of the local agent entirely.
'The plan I usually follow Is to
have a local newspaper ad appear about
day or two after a big national ad
appears and have them practically
nike. Then we dress up our show win.
dow to conform as near as possible with
those two advertisements. We write
circular letters regarding the same ad-
vertisfng and place them In every bit
of mail that gees out of the office
In other words, I believe that IL it Is
worth advertising at all. 1t is worth
backing up your ad in every possible
way that affords itself through the
regular channels of the daily conduct
OF your business. And that kind Of
| advertising pays US an dpays big. I
am an advertising enthusiast and
Whenever I meet friend who Is In
c1ined to belittle the good results Of
advertising 1 always make it a point
1 to convert him to the true faith.
Will Sell What You Advertise
"What you advertise is what you
will sell. For instance, during the pre-
Christmas season / advertised here the
| higher priced Columbia machines and
the great bulk Of that big December
| business was composed of the high
PRICED machines Another dealer of
Columbia machines. however, to my
knowledge advertised the lower priced
machines. One day met him and asked
him how business was. He answered
that 1t was pretty fair. but that he
| was selling scarcely anything except
the low priced machines. You see the
difference. He merely was selling what
| he was advertising.