Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-01-07
Why Do |
Advertise?

vi lnOueS III duNeTlISluk, nave
you ever stopped and asked yourself this
question! Doubtless your answer would
be: ITO increase my business
.EXACTLY-and surely that is the only
sane answer
NOW,
believing, as you must, that it is good
business to invest money I'M advertising,
anti that for the certain amount that Won
are at present apprOpriating toward adj
vertising, you are reaping fair profit,
WHY
wouldn't You increase your net profits
pro rata by Increasing your advertising
appropriation!
1t is logical, it is sensible, to believe that
you would. You may possibly reply:
"For the size of my store I carry as
much advertising as / can.
"Big advertising is all right for con-
Germs who have varied line and Il wide
field to cater to-but for me, whose scope
is limited to a few staple articles, it would
be foolish" etc, etc.
4. LISTEN, MIR. MERCHANT:
Do You realize that the largest enter
prises existing today specialize in one par
ticular line of endeavor! And that they,
all had small start? For instance, let
me cite you two of the most prolific ex-
amples as they occur to my mind:
The Wrigley Spearmint Chewing Gum
Co., which started operations upon a capt.
tai of less than one hundred dollars, today
is investing cool million dollars every
year in advertising. And remember that
this firm deals exclusively in one little
article which RETAIL.S for nickel
package. so. ,s H.. ~ X.
1t is volume that "does the trick
and advertising built up that immense
volume, don't forget that. .
Then: There is the Goodyear Tire Co.,
another gigantic concern which invests
million annually in advertising, and again
all in the marketing of one article, to be
sure the gross receipts are larger. on sale
but the percentage of profit per capita in
vested is no larger than on package of
gum.
These are days of keen competition and
rapid progress, therefore he who would
not be left at the post" must, per force,
be up and "agoin'"
There is a certain number of people who
are going to purchase something in your
line, tomorrow The large per cent are
still open to conviction as to where they
shall make those purchases. Isn't it reas-
enable to suppose that if one of those pros
pective patrons, in reading this evenings
paper, should see and read an ad telling
just where the particular article in mind
could be had, at certain price, that adj
yertiser would receive call from the
reader!
Ii is asnatural sequence!
Such being the acknowledged case,
would II not be we'll worth your while to
place your advertising upon such basis
as to have an ad appear daily! just sim
ply to make, If nothing more, every posi-
Bile sale IN YOUR STORE, of some ar
tiele of which a certain number will be
purchased each and every day. H..
If you carry variety of lines, so much
the better; alot the days of the week in
such manner that each and every de-
partment will have a consistent representa-
ton in your ads. If You specialize. moth
ing like concentration and constant
.'hammering" will insure your success.
From mere force of repetition, if nothing
else, the thought of your line will natur-
ally be followed by the thought of YOUR
store-and ultimately will build for you
the firInest of foundations for lasting bust
ness success.
And by all means never look upon your
advertising appropriation as an expense.