The Daily Ardmoreite. [volume] (Ardmore, Okla.) 1893-current, 1919-10-05
Dealers Awaken to Advertising value


Among the most interesting tire ad-
vertising developments is the pronounc-
ed increase in dealer newspaper copy
appearing Throughout the country, ac-
Cording to VIM. S Campbell, advertising
manager Of the Miller Rubber Company
of Akron, Ohio. incidentally he lay
much stress on the effectiveness Of
newspaper copy and also throws con
siderable light on the reasons for the
$3.50 advertising plan between the FAC
tory ana the dealer.
AS MI Campbcu expresses il: The
dealer has felt SO Conyncinsly the sell
ing power Of the copy placed 10y his man.
ufacturer that he realizes it has become
an indispensable part OF his own oper-
ating plan"
1t was not long ago he continues,
when the average tine man felt it d
great injustice il he were asked to spend
money for local advertising in conjunc-
tion with his manufacturer. lie thought
his overhead Woul5u't permit it. He
didn't understand that the increased vol
urne of mis- business and frequent turn
over resulting from the advertising
would more than couuteract its cost
q In other lines OF business such as
shoes, hats and shirts. etc. most man
utacturets have no local working agree
meat with their dealers tor adyertis
inE Tire dealers are unusually for
tunate in this respect. Not until The ad-
Vent Of the automobile did such broad
advertising plans develop. The whole
country had to be informed at once
about the merits OF the motor car. The
layman had to be taught mechanics and
the gas engines made popular. Dealers,
distributors ana prospective car own.
ers had to be educated alike.
"A tremendous number of sales helps
] resulted Eventually the motor car as
surned an almost unbelievable popularity
ali as the outcome OF keen foresight
on the part Of the manufacturer plus
liberal cooperation with the dealer and
extensive merchandising plans with dis.
trigutors.
Then, it was suggested that the deal.
er buy part Of his manufacturers well
/ thought Out and carefully prepared plan
ana localize il. BY SO doing he would
get double the results from the same
amount of money spent his own way.
Local advertising efforts are good But,
the manufacturer who coOperates with
his dealer gives the benefit of a big ad-
Ner1iSing and merchandising system
Ana the wise representative quickly sees
tbs advantage Of tying up closely with
his manufacturers advertising News
paper advertising that the dealer pays
q part for, written b. the manufactur
er, Is exceptionally good Expensive art
work and high.power copy are furnished
without charge. Usually, only one-half
OF .ne cost of insertion is asked-as in
the Miller case.
4 In the last analysis it is not a $3.50
plan at all-it is more like a 1920 plan
with the manufacturer shouldering the
big part of the load. This is because
the manufacturer stands all of the pre-
sparhtory expense, including plate mat.
ter and details with the publishers as
well as taking care of the billing.
!. Actual demonstration of newspaper
advertising effectiveness has convinced
more dealers to consistent advertising
than any one thing. For instance, one
of the Miller dealers didn't believe that
the Uniform Mileage message could be
told in his local newspapers in such a
way that it would bring results. ''It
costs too much he said, not knowing
that the cost is very low compared with
the benefits derived therefrom.
+ In the meantime. national advertis.
Ing was spreading the Uniform Tire |
Mileage messages throughout the coun.
try and requests for more information |
were coming into the dealers office. |
Some customers who called on the deal
tr expressed-surprise that he didn't say
anything in his local papers about what
he teE3ad such an unusual tire. If It !