West Virginia argus. [volume] (Kingwood, W. Va.) 1877-1946, 1915-04-15

Talks
TIMELlNsss IN ADVERTISING
Facility for Quick and Appropriate
Adaptation Adds Greatly to
Value and Interest.


Timely advertising adds greatly to
its interest-stale ideas and illusions
fall fiat. The American public re
spends quickly and with genuine ad-
miration to the advertiser who shows
that he is up-to-date and fully abreast
Of the times in the wording and gen.
eral preparation OF his announce
ments
Thickness is often the keynote to
success-tordiness TO that of failure.
More and more do we look for news
in advertisements. and news must be
new to be interesting. The text In
the introductions to most OF the sue
cessful department store advertising
is founded upon some important news
item OF the day And IL has now be-
come a tad, even with those who do
not advertise in the daily newspa
pers. to display "up-to-the-hour news"
In their store windows. This shows
the tendency of the modern belief In
having advertising matter thoroughly
up-to-date.
There is always something going OH
Of sufficient Importance TO the com.
munity to make the allusion TO II in
advertisement OF special interest TO
the public. 1t is an appeal for quick
attention. and the public responds to
the demand. IL is rapid transit
from the news OF the day to the news
of the store. and interest can be east.
ly maintained in the transition. Even
a writer with average intelligence can
est in this way.
The greater and more important
the event, the quicker will the public
become interested in the allusion to
II and the facility with which the news
is used TO lead up TO store intelli.
gence.
The seasons and anniversaries of
important dates ought TO be remem-
bered and used when practicable. The
public is invariably in responsive
humor to patriotic talk around Lin.
| coins and Washington's birthdays
the Fourth of July and Thanksgiv.
| ing. 1t would be considered an error
| OF Judgment to refrain from some
| pertinent allusion to those days In
ones advertisement.
| And the Christmassy flavor in the
announcement! At Yuletide IL would be
| an objectionable crime to omit hints
at the festive season, the spirit OF
goodwill to all men mot forgettins
the ladies. God bless 'em). and this
holiday decorations. Woe betide the
careless advertiser who would APP
| proach his public around the Christ
mas holidays without proper ven
Grafton for the season and its cour
/ tesies.
But the seasons and anniversarie,
are fixed and usually are far be
tween. The advertiser cannot depend
upon them for the "timeliness" of hi
text. He must be ready all the yea
round to avail himself of the curren
| NAVE and so have his announcement
at all times timely II is not n diff
cult matter. II requires no knach
and calls for no special training.
FACILITY for quick and appropriat,
adaptation is all that is necessary I,
Keep the advertising at all times I'M
to-date and interesting. Such adyer
Using is looked for and generally wei
coined by the public, where stale an,
trite statements go unread and un
needed.
| Last weeks newspaper has yer,
little interest for us today, but 10
nights news, being news. is awaite,
| by eager readers. And advertising
being news of the store, of trade an,
commodities. is read and enjoyed on,
when fresh in facts and the mannel
| OF presentation.