Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-03-02
THE ADVERTISING NOVELTY AS A MEDIUM
CHAPTER LINK.

Another medium which depends on suggestion is the adj
versng novelty This is supposed to be low in cost on ac
of the number of days that it continues to reach the
cipent Novelty advertising is of the original kinds.
Many people used to spend money than on almost
any phase At first novelty business developed of ITSELF
But recently these manufacturers have tried to build an
organized promotion favor of their particular phase OF adj
vertising
The advertising novelty usually high in cost per per
son. but low in person per day. The pencil that you
get with the of store it costs more than would
have that message sent to through almost any other
medium One could tell the of the store and something
good about the business for far less than the cost OF that
The only in favor of the pencil the theory that you
will it for 20 DAYS and every time you use 1t you VIII
think Of the store adveses If that then the pencil
other novelty would be tremendously good medium
But unfortunately does not work out entirely in that way
Because something in front of you does not that
YOU will observe it. Herbert n Casson has said: That
which YOU see all the time you at all Haven't you
suddenly noticed in your home something which had been
there all the time but which you had never sensed before
How many buttons there Your coat sleevef you are
like most people you will have count them you have
worn the coat for months.
Many time have sat at their desks day in and day
out continually looking certain calendar in front of them
se they do not know The first impression when they first
about the only their minds received After
that though they looked at it every day. they only
what they sought to see-that is, the date
Amanaes and novelties of all kinds have been put around
from house house effort advertise to the housewife
Like other media of this kind these usually give but
sage which newspaper ad could give much per
person reaehed The advertiser is willing to pay
for the novelty is because of the false theory that
city keeps giving forth its message continually and repettve
The fresh appeal of the newspaper worth than
big cereal manufacturer expresses
this pontas follows The big advantage possessed by
shall call varied continuity the thing
that appeals me- than anything else To illustrate:
salesman would get the best results by varying his appeal
sometimes by visit when his business not menoned
another time when price would be discussed in detaand the
order secured.
'The schedue-made up to include all type copy text
with Illustration and sometimes only picture gets attention
all along the neand if kept up, will be to have its
effect
'Ths age of living and learning 1t not enough to
tell the American housewife that you have something sell
to her. must tell her what u.s. how is made how packed
and what advantages possesses for her other products
supposed to be similar.
As far concerned, am obtain bet
ter results and larger share of permanent satisfied customers
by telling story of newspaper advertisements
Of course do not reach every one; there
OF the circulation buy claims doubted by certain
percentage of newspaper readers and people do
our advertisements at all The law of average however
safe to follow