Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-08
CHAPTER NLvII..
HOW ANALYSIS DECIDES METHODS.

1
poets and where they then you will know not only
where advertise but also you will have much better idea
of how advertise.
For instance suppose you had an automobile accessory to
put the market OF your first would be
the people in the city your article because this kind of
sales development be done at the least expense compare
lively but if You knew that in Pennsy and Ohio fairly
authoritative investigation shows that 2 of the farmers
autos; and if you knew that in Indiana about 19 of them
motor vehicles and if you knew that in Nebraska nearly
800 of them drive then could well that the farm
population ought to be reached by your advertising plans
Suppose you had something sell that would appeal to
housemaids only. You would have figure how many
possible prospects this class of workers comprise OF
of you able to sell to hundred million people, it would
probably be for to make price low possible
because in that would get the greatest But
if you knew there only million houseas in the
United States you would know that you could with
maximum efficiency sell only PC of the people that would
help decide your advertising methods 4 .::- .
Suppose you advertising of the many prepara
ons which exist which designed to straghen out the
kinks in the hair of coored people You might think there
would be very small market for this article The fact is
however that there nine million eolored folks the
United States and if your advertising in the South
large percentage of the public might be persuaded to buy
product It"-=
Some of the big advertisers today using their sub
ecs the familiar figures of the railroad world the fireman
and the engineer These characters surrounded with
atmosphere OF romance and have an indirect appeal on that
ground But such characters when used advertisement
have direct appeal to all those who interested in the rail
road industry and when you consider that there seven
million such in the United States you can what great
popuace you talking terms of their daily work
If iron and steel badly hurt by industrial conditions
and production has been reduced to minimum this trade
then you know that many who live by their earnings from this
industry for the time being without the wherewtha to-
buy what you have to SELL Oand you might think that this
comprised but small percentage of the total buyers But
high grade statistics will give you the truth of the matter
which that there five million who make their living in
the iron and steel industry of the United States.
There probably farm statistics than any OtherI
kind of official figures These will be of help in almost any
kind of advertising problem. As example, YOU adj
vertisng stump puer where would your market be! In
the North Atlantic the farm lands comprise nearly
10000 improved against 10000 of wood lands In the
South Atlantic states the proportion half and half Thus
there far stump pulling to be done the oner
than in the latter and consequently the knowledge of this
comparison might tell you which would be the better market
to work. *.."."*
When the thermos bottle first put the market the
idea that this novelty would be great aid to the
of the picnes of the wealthy As the thing developed
it found that tremendous market existed among the
factory workers who would like to take drink to work
with them be used at the hour This discovery changed
complexion Of the market Instead of the prospects
being comparative handful of wealthy people, the circle of
possible buyers changed millions of AS
result the entire advertising method underwent trans
formation. Also, the price changed to be within
reach of the greatest possible number of buyers
That has been the history of many marketing problem
Experience has changed the entire plan and has often resulted
the widening of the market and the decreasing of the price
knowledge of statistics and analysis of conditions will
go great way part of the expense which
forseen experience always involves.