Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1922-10-02
THE EFFECTIVE
ADVERTISING is
EXACT SCIENCE
BY FREDERIC J. HAsKIN.

the latest methods to be adopted
by progressive business men. After
years of wasteful, misdirected eff
forts, they have learned to apply
their advertising to selected mar
kets instead of scattering 1t eX-
travagantly broadcast.
They are aware that the buying
habits of the people in various
sections of the country dlffer
widely, because Of well known al
ferences in local conditions. They
know that in many cases climate
has an important influence upon
the sale of product. SO they
study their markets first.
II a man is the maker OF cleo
trical appliances, he must con-
slider the fact that in one section
of the country 10 per cent or the
population live in electrically Wlred
homes, while in another only "a
per cent enjoy this advantage he
must also bear in mind that many
communities are supplied with
electric current only during the
night time. If he is a manuiac-
turer of automobiles or automoplle
appliances he must know the per
capita distribution of cars, when
is as high as one for every IL per-
sons in one section and as low as
one for every 81 persons in an
other. .---
The manufacturer Of a luxury
must select his markets with the
aid of figures showing income tax
returns. bank clearings, wages,
rents, and other statistics of earn
ing and spending power. On the
other hand, the maker of a laun-
dry soap or appliance will be
chiefly interested in the character
of a community's water supply.
One such soap maker, for in
stance, has popu1arized his prod
net in Jacksonville, Fla, where the
water is extremely hard, by adver-
Using 1.-THE Only Soap That VIII
Lather in Jacksonville Water
The expert business man of to-
day will not consider placing an
advertising contract until he has
made a preliminary investigation
of market conditions showing him
his opportunities, section by sec
ton, 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 when he has been able to es-
innate his probable profit, he sets
aside a certain percentage for ad-
vertising costs. In other words, he
distributes his advertising accord
ing to a budget plan.
Reduced to q Science.
Contrast this method with all
the others that have gone before
It, and you perceive that advertis-
ing at last appears to have been
reduced to an exact science. Orig
inally, advertising vas defined as
the art of making known; later. 1t
became the art Of making known
to the largest number of people,
and today 1t has become the COM
bined art and science of making
known to the largest number of
selected people.
The first form Of advertising de-
veloped by the race was probably
gossip. The early cave men doubt
less depended largely upon their
wives to advertise their proves
and possessions. Women. because
of their natural loquacity, inquisi-
tiveness and practically, it is
thought, did the advertising for
their tribes. The tribal artists
were also advertisers, as they
made known in pictures from the
customs, pursuits and possessions
of their clans.
Later on when the art of letter
ing was developed, the poster ad-
vertisement was introduced. The
Greeks and Romans were especial
ly fond of this form of publicity,
and the thoroughfares of some OF
their. cities-notably Pompeii and
Observation-Disclosures lined with
picturesque hoardings announcing
plays and gladiatorial shows; de-
scribing the joys Of the fresh and
salt baths, and informing the pub
lie of real estate sales. of articles
lost and found. of the disappear
ance of runaway slaves and of alb
sconding debtors, and of the latest
police regulations.
The public crier also held a posi-
ton of great importance and dig
nifty in ancient days. He was a
parsonage who made his rounds in
state accompanied by a musician
and delivered announcements with
flowery eloquence. Through the
middle ages the office of public
crier was likewise held in high
esteem, but as commerce expanded
the position deteriorated until
eventually hawkers and employed
apprentices took over the greatest
part of this work, making their an
nouncements directly to the public
Press Advertising Noiseless.
In this connection it is interest
ing to note that the average city OF
medieval times was not the quiet
haven romance has painted it. but
was quite as noisy as any modern
metropolis. Compared to the in
cessant, raucous clamor Of the
street hawkers and apprentices of
those days, indeed. the roar of our
twentieth century street traffic is
probably mild. Press ADVERTISING
has greatly mitigated the noise of
our modern cities. Back in the
eighteenth century people lived in
a perpetual babel of advertising.
The birth of press advertising
dates from 1477 when William
Caxton introduced his printing
press into England. He started out
by printing advertising posters and
FASTING them on the walls Of tav-
ems, town halls and churches,
where they created a tremendous
sensation. Printed pamphlets and
sheets were the next step until the
civil war. between Charles 1 and
Cromwell, when the need for news
concerning the combatants of both
sides became so acute that weekly
journals came into existence as a
matter of course. 1t is recorded
that one Nathaniel Butter was the
first editor to accept a trade an
nouncement, thereby inventing one
OF the greatest sources of revenue
ever known.
The Importance of Mr.. Buffers
example was not lost upon his col
leagues, and the acceptance of
trade announcements soon became
general practice. Even the early
| American journals copto;,o5 = 4