The evening herald. (Klamath Falls, Or.) 1906-1942, 1922-11-06
MONDAY, NOVEMBER o. 1922
STOP BREATHING
REST YOUR LUNGS

q oMETlMES a simple little sent
- ence can contain a thought tha
will change all your ideas on an i'm.
portance subject.
When you talk about your al.
vertising do you speak OF It as an
advertising "campaiGn?" Is adyer.
tising, to yor. Something to be used
or not used, according to your needs
rs you see them7
Well, here Is man who has
started business men to thinSus
merely by saying There is no such
thing as an Advertising campaign.
He is |. II. DIETRICH who, accord.
ing TO Golfers, built a yearly retail
business OF sI,25o,OoO in twelve
years In n city OF 5000. He says:
"There Is no such thing as an
advertising camaplgn." unless
you want TO admit there is such
thing as a breathing cam
paign,' or a bathing campaign
You can stop breathing and let
the lungs rest, as stephen
Leacock once said, but more OF
you will soon be at rest than
your lungs. Just so with adyer-
tising. II goes on all the time;
your advertising or your COM
petitor's advertising. You can
make n short, special drive In
some one city II you are a man
ufacturer or a retailer, and you
can call that a campaign. But
the bread and butter advertis-
ing. which you do for a living,
can't be defined by any such
limited word"
Sales miracles are always with US.
Seldom, however. do they cause
comment because there Is nothing
spectacular about them.
Most OF the sales miracles are
wrought through steady. persistent
work in one direction. Results are
not always immediate nor startling.
Gradually. however. n constant re-
petition OF the story, either through
statesmen or through advertising, I'M
pels belief in the service or the pro-
duct offered. or both. and the sales
miracle Is accomplished.
Occasionally a single piece Of ad.
vertising causes great deal OF COM
ment and bring unusual returns, but
these instances are rare, and the
results are not permanent unless
followed up. Successful advertisers
depend on sustained effort rather
than on one stroke OF a genius 10
bring results. And, likewise. every.
one who expects 10 do successful
direct advertising should depend on
sustained rather than spasmOdic cf-
fort.
Successful advertisers know that
their prospects, busy with many
things other than the advertiser
story, get at best merely fleet
ing impression or one single idea
from the advertising each time !,
comes TO their attention. II is tho
multiplication Of these ideas or I'm
pressions that enables an advertiser
10 change a prospect into a pCrman-
ent customer or client.
They know also that their adyer-
tising is in competition with that o,
other live advertisers demanding at
tention for their goods. They know,
too. that the least slackening OF cf-
fort on their part either in the con-
tinuity or character Of their adycr-
Using may give competitors an op-
portunity to put them permanently
out OF the race for business, or at
least establish a handicap hard to
overcome.
So they make their direct adycr- /
tising permanent part Of their |
sales effort, supplementing the ef-
forts Of their sales forces. And for
the same reasons all direct udyor- /
tising should be planned on the basis .
Of at least a yearly effort. so ar
ranged that 1t will supplement and
the efforts Of the salesmen.
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