Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-03-01
OUTDOOR ADVERTISING AND SIGNS.
CHAPTER LINK.

outdoor advertising the attractive
medium 1t attracts the reader 1t ae attracts the advertiser
When into your office and says: Here sign
ten times long your office and just high So many
thousand people will it every day. The cost You
rdicuousy small per capita Here is the cheapest of all
media when you figure the number people thar are
reteay reached That is the way the outdoor advocate
argues.
Outdoor media are divided into three general classes:
Posters painted bulletins and electric signs The posters
pretty well controlled by association which similar
to the company syndicate which controls of the eeear
cards But the Poster Advertising Association many
independent bill posters throughout the country These
panes take of fairly large local territories They own
the sign boards which they put up the advertising They
sell their space individually through the light selling or
CARNATIONS called official solicitors of the association
The poster is used connection with theatrical adj
yertising It lends itself quick change Of adj Likewise it
lends itself to szed portrayal of characters in all the aur
coor That why the poster has proved to be about the
most effective kind Of advertising that heaters have used
Painted bulletins the ads that painted directly
the sign boards They are therefore, suited to change
the paper posters which pasted Except for that
the painted bulletin and the poster about the
The electric sign usually localized Some manufacturers
however seek to the country and offer to furnish such
signs for national advertisers in countrywide way Some
say that electric sign the wanethat they have
reached the height of their preyaency.
Electric signs depend the eye. They the more eff
fecge the fewer there When many signs fight for at
their effectiveness decreases to great degree For
instance suppose the whole side big building covered
electric signs No matter how wonderful in color or size
your sign might only of several hundred signs yours
would be worth very little simply because those scores Of
signs would hammer at the of the passerby that he
would not get any particular kind of impression But It
yours were left lighted and the others put out yours
would worth many hundred times in its ability to
fash its message to those who saw it. rs
THE main thing that derenates the electric sign from
every other sign with the exception of the mechanical window
display is the feature of action Action has greater eye
attraction than color For the utilization of that fact there IS
nothing like the electric is there are not lot OF
other electric signs yelling out at the time Electric
siais make possible the use of both color and action
The electric sign rule is located SO that It reaches
people who where they buy the thing advertised Inns
fact makes for that element of tmeness OF appeal Also
with signs you select territory For instance L some
-four manufacturers selling Hour to be used Dy the
housewife for making her bread they would probably
decide that the best market for that kind of flour would be IN
certain kind Of district With sign of this kind they could
reach right into that section and concentrate cent OF
their appropriation on that Immediate market
Like the street cards. the sign must depend entirely
ondispay for its power nasmuc display decreases
poonatey with the amount of competitive displays OF the
kind that surround given sign therefore tile electric
sign apt lose its efficiency the popular becomes
as an advertising medium That the main trouble with the
electric sign of today The electric sign to adver
tse the of place the partcu
lar kind of merchandise handled certain shop is most
logical and we'll worth while But in that it does not
suffer from that harmful competition of adjacent signs
Like the card tie sign must also depend upon
suggestion for its message cannot persuade cannot
vince your intellect 1t simply reaches your involuntary
sne and tries to get You buy largely through suggestion
:. -, 22--Rupuon Maru tionckono