Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-09-21
SPICEL TALKS TO AID. MEN
ON VALUE OF PICTURES
Advertising That j. illustrated
Gets Results. Members
Are Told.
Speaker Urges Less nnd Urttrr Copy,
md bigger mud U~ttrr Ideas,
Amn1Camation With Wumnn's Or-
Eanisation Planned for October IL.


Addressing tho members OF the
Richmond Advertising club and Il
large number of guests yesterday set
] o'clock on tho subject, ''Picturixins
Advertising Increases sales Fred E.
eric SpiScl. artist. briefly reviewed
tho history OF aivcrtising stating
that from fifty To thirty years ayp
was tho beginning az" IN advcrtiS-
!ng--the agate age. little space WAS
used and what was used had few
pictures In IL and fcw ideas. but II
sold some goods. Twenty years ago
and for the following FIVE to fifteen
years. was the brass sr. OF adv"r-
Using the louder one could holI"r
the prouder ono could dollar" tic
lures We're used, some Of them good
and some bad. Words were used. lots
of th"1i good and some bad.
Then three years ago came tho easy
9Ec--adrertisinC getting business as
easily then as getting hoot,cEgcr'S
address Is now. Big results from
little ideas sold many advertisers
their advertising Importance. This
was followed. the sneaker said hy
the gloom Ec-"BuS.n.ss-w hnr"
was il? on advertising. whore is thy
---cnEth, where is thy valor. where
IS thy rr"wcSs." was tho dramatic
appeal. Tho present Is the now
age" OF ADVERTISING, hn said /,
might be called the alarm clock ag".
for the alarm. Get business or get
ont has been sounded, and advcr-
t.scrs are now awake 20 tho import
ancc OF making advertising got down
and set business.
Mr.. SpiEcl said that one Of IN.
ways I" get more results from ad-
NertsinG * TO 90; advertising
worthy OF results; and To get advcr-
Using moro worthy Of results IL is
necessary TO get a working kuosi-
edge of the factors that go to make
nr"sont-d1y ads--idea. medium. copy
and art work He said il Was n-coS-
sary to ascertain the percentages of
power OF each factor I'm order Ia give.
each factor space according tn.i,4
power. particularly the copy and art
work factors. lie pointed out Il num-
Der OF Instances whore special articles
advertised had failed to move with
only IN" printed word regarding
them. hut when tho same advcrtis.-
ment was supplemented with pic
ture ~ til" article, the sales Increased
UPWARDS 81 500 To 800 per cent.
MIR SDiTcl said that this was tho
era Of Picture story in Adv.rtfsiug,"
and IA" said that out ~ 100 ot the
|
only ono did not use pictures In It's
ncwGpap"r advertising, but this par
tcular hrm was especially strong in
Illustrating it's catalogues
Tho speaker said that store advcr-
Using must hc done with more nf a
nDish-madc possible only with moro
preparation and more organized care
GU ckly prepared Advertising he said
gets slow response. and store owners
might we'll take some Of their energy
now used in considering nigh news.
paper rates and puJ 1t into consider
Ing high newspaper effectiveness. Mir
Sf!Ecl said that most OF his data
dealt with reta!l-storo advertising
and It's best medium. tho newspapers.
lie said that for various reasons, the
results have been much easier to
taHulate from newspapers than other
mediums.
in closing, Mr. sr,Ccl suggested
three things that, will help 10 make
advertising more effective: store ad-
vert.sinC. with more and better pic
tureS store advertising. with loss
and better COPY. and store advcrtis-
ius, with bigger and better idens.
These three things. he said. will get
AN! hr!H keep bigger and better
store business
+ Is Howard. chairman ~ the pro-
gram committee. who had hecn all.
sent for Two weeks during which
time ne became a benedict. was prr
senred with i pair. of sivcr candle
sticks Vice Presii'.nt Irving Green.
tree made the PRESENTATION address
on Behalf OF tho club.
w. r walker announced tho ton
ia'!vc plans :or the amaleama,iou Of
me mems and Womcu's advertising