The Denver Jewish news., 1922-09-20
Productive Publicity
By Sigmund the Ad Man
Denver. Colorado
Denver, Colorado


derstOOd.
Advertising as a business prOmOtOr-publicity
is but one feature of business building which,
without its satellites, becomes as lonesome and
ineffective and unprotlnctive the hub with
out the SPOKE the nail without the hammer,
the sunshine without the rain. the minister
without the congregation. the newspaper with
ont the readers, the Adam without the Eve
the seller without the buyer the complaint
without the remedy.
Advertising as lubricant is of little avail. I'M
less there is something to lubricate. generally
the wheels of industry.
Merely keeping your name before the people,
is not advertising in the sense that is usually
attributed to this more or less expensive boost
ing process.
An advertiser must have something to atlver-
tisp
An Individual or institution may keep his or
its name before the public in manner to in
jure instead of to benefit and while that would
he advertising, it would not cover the meaning
of the word as generally applied, which is to
laud, to make known advantages, to solicit
patronage. to sell product or service, to
buy publicity and to profit thereby.
So then, while advertising is an investment In
newspaper space. other media. it neverthc
less sometimes proves TO he n boomerang.
for instance when stOre-keeper makes his
offerings most alluring. only to disappoint
those who respond.
The satellites to which refer are Store Nam
agements Values Store and Window displays
retail merchandising. tho whOlesaling or selling
talents, or knowledge, experience. manual
labor, would come under the same heading.
Where there il advertising, there should be
something worth making known to those such
advertising is intended to interest in buying
wares, necessities, luXuries. service, talents, or
labor.
Management then, is important factor
management able to cope with the, kaleido
scOpic changes conditions. or emergencies
which may arise through fair or unfair COM
petition. through market conditions brought
on by current events, and innumernble other
causes
There should bel a leader to inspire confidence.
to create requisite enthusiasm. and to set the
pacc-One who would in turn display conii-
tence In his subOrdinates putting them on their
Inettle and holding them responsible for re-
suits.
And such "A leader is not n Car. He realizes
the Importance of a Board of Directors ad-
vsOrs, cabinet to which all important mat
tiers he referred. unless quick decision Is re-
Quretl then the leader must naturally assume
the responsibility: otherwise deliberations are
desirable.
Which may seem puerle. even ridiculously
superiluOrs to the officers of large mercantile
concerns banks. and other institutions In which
such meetings confabs are features of the
regular routine or pOlicy,-but it is neverthe-
less surprising how many concerns omit such
procedure. thus IN iling to profit by ways and
means which have contributed so materially
to the success of more prosperous, more sub
stantial Institutions.
go 80 far as to say. and to emphasize. that
there should be periOtlical meetings Of all em-
plOyees of every institution when the general
welfare of said institution should be discussed
freely and fearlessly. and where the porter.
and the driver and the office boy might make
suggestions for the general welfare. for the
betterInelt of his respective department. and
where such suggestions would be kindly re-
teived. duly considered. and properly appre-
ciated. whether adopted or otherwise.
Then comes the store and window display
no insignificant satellite. l have had mcr
chants or alleged merchants tell me that If the
advertisement was forcibly written and well
displayed In a publication protesting to bring
rcsiilts that then there should he window
display of these specific articles advertised
hpctitlsq the expensive advertising should do
the work without the assistance of such dis
plays -.
In their friItless efforts to demonstrate that
advertising does not pay. they naturally indi
cate.a desire to prove their contention. lack
Of cooperation and confidence which ultimate
ly leads to Oblivion. for which they blame the
publication, or the Ad. Man instead of looking
into the mirror for the real cause.
The results of advertising are cumulative. and
il In only by persistent and consistent adver-
tising that profits ultimately accrue to warrant
the exertiOn. and the outlay.
A doctor might prescribe twelve pills, one each
hour for twelve consecutive hours. and 1t would
be ridiculous to take pill with the expec
taton of noting beneficial effects or otherwise
cOndemning the pills and the prescriber. One
pill will not benefit One-twelfth as much as the
twelve pills. benefit iOta if not followed
up by the eleven more which constitutes the
remedy. and which in turn must he followed
by the next course prescribed.
And one pill n day for twelve consecutive days
will not bring desired results. because the eff
feet of one is lost before the next pill is taken
lust as the effect of an advertisement is lost
il not consistently and persistentls followed
up in order to keep the peoples interest
aroused in the establishment thus seeking