Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1915-01-02
RESULTS Of REQ
AD TREMENDOUS
So Says Sales Manager Rueschaw
in Commenting on Recent
Two-page Advertisement

Perhaps no recent occurrence in the
realm of publicity has created so much
interest and speculation among pro-
gressive manufacturers and merchants,
which is TO say, those who use modern
methods in their business. as that which
has resulted from the REQ automobile
announcement which appeared two
weeks ago.
All conditions considered, IL was one
of the most daring things ever attempt
ed 1t was daring from whatever
standpoint you look at it. yet to those
who did IT. 1t was the obvious thing
to do and the REQ officials assert that
1t had never occurred to them to con-
slider it daring.
View from the outside-here were
the conditions:
In the first place 1t involved the ex-
penditure of over $4,000 in cash and it
is said to have been. therefore. larger
by some $4,000. than any previous
single advertising campaign.
Secondly: 1t occupied two full pages
in more than 125 OF the leading news
papers in all principal cities and dis
tributing points throughout the United
States. simultaneously in principal
" tShliGSs III SOUlc thirty d6Il-
cultural papers and the automobile
trade journals.
Thirdly: There were more than 5000
words in the copy This called for
large part of t being set in eight-p point
type-the usual type used in the news
columns of newspaper. will they read
it? was the question frequently asked
by other advertisers.
And most daring of all, X was pub
hshed in the middle of December. in a
year when, because of conditions in
q 20 ~ sNE A ri
can business houses are retrenching or
cial resources
And finally. it advertised what we all.
so recently. regarded as a luxury.
Was any factor wanting to make
TINS m the most daring feat OF publicity
most self-styled advertising experts
put TO each other. And just when they
had settled il to their own satisfaction
and in the negative, there came the
Tremendous unprecedented re-
sults"' says Sales Manager Rueschaw-
the one man who ought to know.
ROW do you trade the resultS?" Mr..
Rueschaw was asked.
II only recognize one kind of re-
suits from any advertisement - and
that is, orders, accompanied by the cash
or check Not words of commenda-
tion or criticism, not results arrived at
by profound theorizing - just plain
orders. And these have come breezing
twenty-four hours after the ad had ap-
peared Lansing had become the mecca
for automobile dealers zrom every
where.
I'VE are accustomed to an annual
stampede when the REQ announce
are made, but nothing to equal this has
ever occurred before" says Mr.. Rue
schaw.
And the best part of it was, not the
interest and enthusiasm created among
dealers or the hunger for REQ cars on
fB - t.VVk h. Al III l.
daily campaign actually sold the pro-
duct to the ultimate consumer.
Here's an angle that illustrated
I'VE stated in the last paragraph of
the ad Deliveries OF demonstrators of
the new Four-cyllnder model would not
begin before December Is, and of the
Six January !. Inasmuch as il will
require the full capacity of the factory
up It'll February / to supply our 1900
dealers with demonstrating cars alone,
liver car to the consumer within that
time.
Nevertheless. Monday morning we
began to receive telegrams from our
dealers telling us thew were embar-
rassed by the crowds of people who
came in wanting to see the new mod
els and were disappointed that they
couldn't. Those thousands-and they
run into thousands-are still waiting
eagerly. and will continue to wait. to
see these REQ models before buying. OF
COURSE, we are equally comment tnat
when they do see them they will be-
come REQ owners-but the point is, this
big campaign created the buying spirit
on the instant so that to-day when
REQ dealer is given his allotment of
cars for the coming season he is prac-
tically certain that everyone of them
Is already sold
"In other words. this tremendous cam
paign has justified itself from every
standpoint. We think that 1t has Gre
ated an optimistic atmosphere every
where. It showed that we were not
afraid TO spend money lavishly at this
time-and the results show that there
is a ready market for an quantity of a
product in which the buyer can see the
quality and the price"
The Harrisburg Telegraph was Sc
lected in this city as one of the 125
leading papers to carry what was the
largest of any previous single adver-
tising campaign