Grand Forks herald. [volume] (Grand Forks, N.D.) 1916-1955, 1922-10-02
washington. D. c., Sept. ss.-Ad-

Washington. D. c., Sept. zS.-Ad-
vertising as a force 10 not new. 1t 10
very olds as old as the race itself, but
adyertiAng methods are constantly
changing. as improvements are dis
covered and introduced. Applied i'd
yertisins 10 >thef latest method to be
adopted BY progressive business men.
After years Of wasteful, rnisdirected
efforts, they have learned to apply
their advertising, to selected markets
instead Of scattering 1t extravasantiy
broadcast.
They are aware that the buying
habits of the people in various sec
lions Of the eounry: diner widely. BE-
cal conditions. They know that IN
many icases climate has an important
influtnce upon the vide Of = product.
So they study their markets first.
II 4 man ID the maker Of electrical
appliances, he must conSider h tact
that in one section Of the country -
per cent Of the population live In cleo
trically wired homes, while In apoth-
Or only 81 per cant enjoy this advan-
tage. He must also beat. In Mtnd that
many communities are supplied with
electric current only. during he night
time. IT. no 10 = manufactures Of Az
tomobiles or automobile appliances he
must know the per capita distribution
OF cars, which iS ~ high aS n for
every IL persons IN ~ section and
- low ~ one for every 81 persons In
another.
The manufacturer Of q luxury must
select his markets, with the aid Of fig
cures showing IncQfne tax returns
bank clsarings. wages, rents. and 9th
OF statistics OF earning and spendtna
power. On the other hand, the max.
Or Of = laundry soap or appli4hee Wall
be chiefly interested in the character
Of q community's water supply. One
such soap maker. for instance. has
popularized his product in Jackson
Vile, Florida. where, the water te ex-
tremeiy hard, by advertis!ng ''The
sonvtils Water"
The expert business man o. today
win not consider placing an adysrtts.
Ing contract until he. has mazda pre-
liminary iny~esttgation OF market con
section by seGtion, for selling people
the kind Of goods they want and can
use, and giving him an idea Of the
amount OF business he can expect
Then whom he has been able to ssti-
mate his probable profit, he sets aside
q certain percentage for advertising
costs. In other words. he diAtr'butei
his advertising accordin9 70 q budget
plan. ~
ga. Radscadsto = scdanlcs.
Contrast 1htst ssIsthod With: AL thu
others that h1vs 6ole1 before II, and
Eyou perceive tteti advertising Of, las
appears TO have been reduced 70 an
exact science. Originally, aAvsEtisins
was defined asSsthe aft Of making
KNOWN; later, 1t became the art yol
making known TO the largest numbal
lV people. and today u has becom1
Iths combined art and snlepcs OF max.
ling known, to the largest number o.
selected people.
The first form Of advertising de-
ysloped by the race 'was probably
gossip The early cave men doubt.
LEES dsppndsd& largely upon thetl
wives to advertise their pr0wsss and
possessions. Women, because Of th0li
| natural oauacity, inQnisitivelesA And
f~pracfcality, It ~ Thought, did the I'D.
lyartising Tor thsirstribes.. The 2ttiba
artists ;were also advertisers, 20 the,
made known In picture Form the Gus,
toms. pursuits and possessions Of thsil
clans. 5a
Later on when the art OF lettering
Twas developed, the poster advertise.
mant was introduced. The Greek!
and Romans were eSpscially5Y0 fond 81
this form Of pubii6lty, and tho thor,
0ughfares Of some Of their cities
notablyS Pompsii and HeFcuiansum-
were Inca With picturesque hoard.
iines announcinE plays and gladiatoria'
ahnua. AAacrfhim6 the TOYS Of I'M