Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-01
CHAPTER XII.
ARE SOME SEEMING UNADVERTISABLE THINGS
ADVERTISABLE?

Are things of slow repeat and of little distinctive
ness, really advertisable after all?
How about pianos! Can they be successfully advertised.
though piano bought by individual even less often
than metal bed! Yes There element of mystery about
the piano Likewise watch be successfully advertised
That has element mystery Yet neither pianos nor
watches of 'repeve demand Nor does either possess
actual points of differentiation But from practical stand
point they capable of differentiation because in neither
the face value the main value.
But if article is necessity continuously in demand
then, though neither be actually virtually different it
may be successfully advertised because then of repetve
demand and do succeed in getting the prospective pu
chaser to try it out will that she will not only
once but many times Therefore the cost of switching her
to brand spread enough repeat sales make
your final cost sale lower than you could
possibly make it without advertising. II
Furthermore, though this differentiation Cor its
equivalent be lacking from such article repeat
can be successfully advertised because the publicity has
little work to do It's task minimum All it needs do is
persuade the prospect spend for this rather than that
does not have the spending money otherwise
would not be spent Therefore, advertising of repettve
product has less uphill work to do than has any other kind of
advertising
You may say that bricks are bricks vet they can be
cessuly advertised Yes, if there difference put
into them, such Tex bricks You may say that cement
cement Yes but there too enough of virtual difference
that the ultimate suspicious If advertising
has led him to believe that Alpha will stand better he
be willing to instruct his contractor to Alpha, though
1t may few cents per barrel He is afraid lest
that which the dealer may just good lack certain
weather the storms So he insists Alpha and the Alpha
advertising negatved when the final selling
from dealer to consumer.
But it would be folly to assert that this that cannot
be advertised in general way because it lacks these two fac
tors: a. repeat (2 difference But the possibility of that
fact should the advertiser anayze and refrain FROM
such yogisms Everything is adversabe therefore this
product be successfully advertised in this general way
Specifically iron bed of fair merit may not be suitable for
general publicity One manufacturer spent $4,000 to find that
out Therefore, the first question to ask in regard to
thing proposed for publicity campaign is this: Can this
thing be advertised" After that will come how " when,
" where and all the other questions
The trouble with the bed manufacturer who found that
he had wasted $4,000 trying to advertise metal beds (Which
he finally decided unadyertisable simply that he
did find the right formula He had used the magazines
and had tried to build his argument quality This has
switched to the argument of price and the newspapers
carrying the message that account of this facorys pro
uctiye capacity its products cheaper This is bringing
the business Therefore, the advertising There
FORE the product advertsabe-in that
This manufacturer refers to the change in his advertising
angle being along the line of department store methods
And why not! Price the most interesting thing possible
and if your argument that goods are cheap
sst why not use that fact in the newspapers