Honolulu star-bulletin., 1916-02-01
CHAPTER LXVI.
THE DEALERS STORE AS A MEDIUM.

To link up your advertising with the dealers you may
his medium You install Autographed signs,
window displays and many other kinds of selling aids inside the deal
er's place of business.
This phase advertising probably use up as much
thing danger So
vertng which seldom from the where
is unpacked into the front of the where it should be-
AS result manufacturers vie with another get
which that dealer naturally of s
cnt value deserve place the front of his Some adve
se give away signs which 81 each And this only window
sign. They money because they
of place the window exhibition there will pay
for the before the sign has finished its term of duty
The dealers window is big part national advertising
day. link between the dealer and the manufacturers national ad
vertng that syndicate has been found lease the window
space certain certain district These windows leave the
of the who the The syndicate which
leases the window has the right whatever that
desires, ..- .<~
So instead of the manufacturer getting space those windows
for nothing he has fairly large rental the syndicate for
minute that his display in those windows And this tendency to
change for window space is on the increase a .. s-
systematze windows,
effort has been made by certain advertisers get organization
of do nothing else than install window displays One big
citation of advertising through Walter Werlem has
worked for over two years on plan to institute some sort OF ma
chne OF to make possible for big advertiser hand
out 1000 window displays and say Here put these displays M M into
you suclrandsuch amount for this work.
The idea back of store displays is that into
wants soap She will the your
brand the window and therefore is likely ask for kind The
trouble is that everybody tries to help sales by this method And OF
you have your sign Likewise the signs there
putting all of signs the dealers place of business the
The tendency these days good the dealers
shop That tendency the increase.
advertising department would have take of these
dealers aids and this regard would have work closely with
selling organization There much waste the distribution
of this kind of advertising matter that just the fact of much
going often makes such efforts Improbable Whereas If the
makes arrangements for the purchase of the goods he asks
reduced But unfortunately the salesman has many
grips carry that it is hard to get him to signs too
Another have special order blank that after the
makes for the purchase of the goods he asks
the dealer what aids he wants by way OF Then ne puts
list this special order blank and he has the dealer put his
signature promise that he will this ad matter conceno1sy
Most dealers are honest and as result tins written promise res
more efficient distribution of the advertising matter
manufacturer tried distribute window transfer He had
he sold least every three four months
ordered 1000 of these transfers. lest of his dealers
anxious have of these signs Before he nised
offer prizes in order those 200 transfers stuck
windows Yet he had 2 statesmen to help get those signs
put to work ID .@. Il, ~.. : -
But before place order make that get
Them utilized by the dealers. =. -