La Junta tribune., 1916-05-13
KIND OF ADVERTISING THAT
PAYS

any p'Hei plOltsslpH uuutT the sun,
Advertising is profession, for there
are many men who make their living
by advertising and they are em-
ployed only because they earn their
salary by increasing business.
II is natural to expect great
number OF mistakes in advertising
when so much of it is done by COM
paratiyely inexperienced men. OF
course the biggest mistake is in not
advertising at all. but the next big
gest is not advertising we'll.
The best advertising is found in
the large cities where experts can
make living by advertising. and
where there are masses of people.
each of whom is looking for the
most economical place to spend his
dollars. The poorer advertising is
found In the smallest country towns,
where the merchant neglets 1t alto
gether, or wites his own ads. with
out knowing exactly how to secure
best results.
one Of the greatest differences to
be found between advertising in
large and small cities Is in the pre-
scntatiou Of prices. The city man by
long experience. knows that money
talks, and he arranRes his prices to
talk appealingly The smaller re-
taller does not think much about
pricse In writing his advertisements.
sometimes he may be restrained by
sort Of ethics which forbids the
mention Of filthy lucre in proximity
to his line Of talk about quality and
service. There may be other reasons
why he does not announce his prices
publicly. lie may fear comparison
with the published prices of COM
petitors. Or he may maintain slid
ing scale of prices to fit the apparent
ability Of his customer to pay. He
may refrain from giving his prices
because he does not know that they
are very essential.
In any advertisement. the pre-
sentation of prices Is the strongest
appeal that can be made for the
trade Of the readers. Almost every
one must consider prices in buying
Census reports show that about sew
en-tenths of our citizens live on an
annual income of less than 5000.
Only five per cent have over $4,000
a year to spend.
Roughly, buyers may be divided
into two classes, There are those who
are forced to economiZe because of
the size of the family or the small
ness of the income Then there are
those who are not forced to econo.
mize. but even this class is saving.
Perhaps that is the way they become
independent II so, they may have
the habit so strong as TO insure its
continuation. Everything considered
there are few people who do not CON
sider the price OF an article very
seriously before buying.
Advertising men say that most Of
their appeals are directed to the
women. The women generally buy
all OF the necessaries of living and
their own clothes. They buy the
children's clothes and they have con
siderable amount of influence In the
selection OF the garments Of the
male member or members of the fam
lily. Almost every woman saves. II
seems to be second nature. Her ef-
forts may not show any very start
ling results AT the end OF "A year but
t. close account will show that she
has changed the natural course OF
many dollar. She II eternally plan
ming for the new house. or the new
plano. or next summers vacation
trip and every dollar she can save
on groceries, and clothes goes TO
which ever OF these purposes she Is
working for. To her the saving Of n
quarter is n supreme Joy and the ad-
vertisement that shows her how II
can be done has won her favor for
that dealer. II IL to the interest OF
the merchant to advertise prices.
that liz II they are inclined to give
inducements to buy. II is to the In
terest OF the buyer to watch for and
compare prices, making sure that
quality Is not lowered with the price.
Overwhelming % Sentiment for Teddy.
The ovcrwneIming sentiment In
the republican party OF Colorado Is