Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-02-10
MESSAGE HELPS DECIDE MEDIUM.
CHAPTER LXXIII.

practical question of media fact
enjoy such excellent The class OF men the maya
their sales forces carry their story the advertisers
is notable. #&Es lis
Using agencies details contract position price,
the magazine representatives actually business
gve effort to show which class of medium best the
certainly lead all others As result maya
zines first blush be the best medium for almost anything
is only after the advertiser has gradually found out for himself
that decides to try the or farm Journals or other
medium As rule the advertiser started by the magazine
Likewise powerful solicitation advertising
novelties These wide field They usually high in
they are theoretically low
per number of impressions person These are
sometimes good because they be made ACKNOWLEDGEMENTS
fit the thing they permit the use of colors
But like cards and signs these novelties
are limited as to the that they They all require
abbrevon Of your sales story None present your
proposition the salesman could They simply suggest
Consequently if they to be used they have
article that is known and that is wanted.
How much result could get from advertising novelty
such lead pencil product meter to
even It did hammer home the trademark who would know what
meant The article would not be known would not be wanted
Using novelty would make possible could not help but be made
quate.
On other hand when thing is quite well known and sort
of half wanted the of automatic telephone them
gestive presentation do painted bulletin in that
good account of it's ability to show the article
But, rule all such suggestive media things
wanted and which known soda
and known You tell people crackers are and
why they should want be to divert the
demand there for soda crackers your particular kind
soda crackers Consequently the your message
would be the name IS q. -
On that which known and wanted there usually lot of
competition There many manufacturers of necessity
Consequently these all about when it comes to the
value of the articles they put They all offer good quality
They all sell about the price &c. to such articles it
rather impossible to build advertising argument the
basis of the quality other words the value of
your product, ~
Therefore you to concentrate
and when comes concentration the street card
and the ont door and the novelties lend themselves nicely
That kind of suggestive advertising which the task
make known but to explain the quality value utility
of the article.
But suppose you made something that required good thorough
instance cash register You could never make
anybody buy cash register by saying cash register to them
You couldn't make person buy cash reg
you go moving picture night to see the
name on the would have convince prospects
why they should consider the purchase OF cash
register. 4
That of argument requires persuasion and needs to be
forth TO Such advertising is impossible to put
the bulletin the street card the advert
ing novelty Either one of them be used help out educa
tona campaign which will give that persuasive effect But alone
hardly carry the load simply for the that people
such media in casual kind of and therefore
cannot get enough of the message to be convinced
So the character OF will help determine questions
you have story tell your audience seated
just want to shoot hint might deliver the
with good success.