Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-02-09
CHAPTER LXII.
DEALER COOPERATION AND MED1AsELEcT1oN.

AS H. Cray has said IF you will the dealers
the country you will find that that general
big business for them beyond challenge. You will hear
Yes but what going do for us In other words
the know that that which will sell the goods for them the local
newspaper advertising either their the con
tons may demand incidentally, just think what would
salesman could the customer You will need little bigger
stock this time We going to advertise your local newspapers
We after the dealers cooperation
So in this the question of media will be decided largely by
plan OF distribution If you the dealers cooperation you
may decide differently in regard advertising details YOU
did not whether the dealers gave you his aid in the promotion
of your product
The big virtue of newspaper advertising is this dealer cooper1-
ton And analysis OF distribution problems has shown that the da
systems where he part OF the drbuve machinery, all
portan He controls the majority of Fyve
of hundred he tells what particular kn
a certain class of goods that customer buy.
lhat ato oaSeo on an mVeStsanoh oy some oeaso pup
they influenced goods Exactly S. per of those who
replied said they depended entirely the statements by the retail
dealer.
The manufacturer order get his goods into the homes
have support of the retailer and that support can't be forced il
IS of the people going depend what their
chants tell them If the manufacturer going spend
the dealer with local advertising here more to be gained through
this cooperation than along other lines the dealer refuses to
have anything do with the goods all the advertising the manufac-
do to reach the consumer won't be anywhere near worth
its cost ~ H. s--. -. T. :.
The dealer negative failure w-of-
gained and otherwise successful national campaign If the man in the
does lend cooperation sch the customer who into
articles advertised then he demand that
advertising has created be diverted the last moment
thing else z-.
advertising makes possible that dealer feel the direct
advertising He feels the direct effect the advertising
the consumer because the next Gay aer the aQ appears III
newspaper his negboood and ask for the
goods This advertising also has effect the dealer
He reads the ad and feels the additional enthusiasm
your goods Through fact that he thus thinks of
goods he is nstnctvey likely to push them.
MANY the national advertiser has the nse
of the dealer under the adj This peses the dealer
that the dealer has goods Practically almost makes
that he has goods for he proud
of the fact he that he carried your line
That Interpretation naturally keeps the dealer keen to push
goods Thus involves himself cooperation which he otherwise
might give However there objection to putting the dealer
the ad Many dealers refuse have their appear
the adj which includes the OF their competitors They
want appear alone II that privilege
dealers whose under the ad
antagonzed against goods and VIII have less eera
ton advertising all There always that dilemma
The salesman IN the the shall be solved
he knows the local conditions given community Those
Local conditions whether the
more should the newspaper ads as local dealers
In event the probability that more dealer cooperation can be
secured by localized advertising of this kind than by the of
eral media.