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

sales during be
On the Other hand suggestion can often be used to
good effect connection with Mind Display to take the
place of many words There is the ease of the beautiful
girl wearing niagara Maid gloves Although she is pic
tured in the black 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-
whiskered face of the kindly old doctor who looks up
out OF your newspaper His eye just flashes with the
sparkle Of health That keen look. plus the words g He
doesn't ecoee suggests volumes of persuasion
furthermore acconpshes its first task of winning the
readers eye Such is combination of Display with
Mind Display, with some persuasion through suggestion
also included.
Repetition is likewise accomplished through Mind
Display In fact for that purpose Mind Display is
supfemey important Some of the nationally advertised
articles which million is spent each year,
financial failures With most of them, the first
year showed balance the wrong side of the ledger
But the men who then lost weight Numbering how they
were going to meet their advertising bills, mostly
retired mlonaires today The little element of accunl
lative resuthrough repetition has been the key
note to their successes
This snow ball process by which the effects Of an
advertising campaign keep piing up, depend repeti
tion For instance suppose H-O, which you in the
newspapers week and week out had changed its
to Sweet Oats after the first year and then after that
to 'Oatles" and after that to something esechanging
its name year after year. Suppose the first year they
used Dutch Girl as the keystone of their advertising
and suppose that the second year they used soaring
eagle their trade mark Such suggestions FOOLISH
but the point is this: If HO had not stuck to certain
trade mark and had not adhered to that style of adver
Using with which every newspaper reader is familiar
would O be the factor that it the cereal market of
today
81 No. Any sensible knows that H-0 (and all the
Of the big that advertising has to its credit
las been built repetition. 1t may be repetition of
giment 1t may be repetition of trademark Probably
it is repetition of all the different elements. Parcu
oliohi If N1uHD nv,
which, at glance the ads have continually caused the
readers to say 81 have heard about that before Thus
if the atmosphere Of your advertising kept continuous
and fairly unifornl-and il the Mind Display of this
weeks ad enjoys favorable Fusion, harmony, with
the Mind Display of the ads that have BEEN then there
apt to be repettve value which makes for cumulative
result-wIieh will give total of advertising benefit
which will far exceed the sum of the separate benefits
of the individual ads
Take the case of a 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-
fore1 is this cumulative result Most department store
ads could be identified by newspapers readers, ii
tale The Mind Display would suggest many previous
ads that the reader would almost feel that this
So-and-So's announcement.
That continuity Of Mind Display. is what makes
cumulative benefit out of repetition of advertising tno
only works for the local institution also makes big
successes of national enterprise In the of Casofia
the simple repetition Of name with or two honel
arguments has Few know what Castoria y reasoh
why saws but the mere name-in connection with that
Mind Display of peculiar appearance-talks through the
newspapers almost every daytoday the whisper OF
very small spaee-tomorrow in the thunder of quarter
page szeto the result that Castoria becomes mbedded
in the public mind institution though largely built
of the ink and pulp which makes newspaper
Tomorrow s chapter win be: '.Can Ads Be Made IF
fective Through Fusion With News