Great Falls tribune. [volume] (Great Falls, Mont.) 1921-current, 1922-10-22
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,ints at some reason why you should

hints at some reason why you should
buy.
Persuasive advertising, on the other
hand, has to do much more thar that.
1t cannot accomplish its purpose by
merely attracting the eye. It. has
four functions:
J.. To attract the eye.
2. To arouse the interest.
8. To move the judgment
4. To open the purse.
Argument, plus persuasive sugges-
tion-in other words, reason why"
copy-that is what persuasive adver-
Using is made of. It must be where
it can be read Its message must i'm
pei to action. 1t must carry a strong
er, more immediate appeal, than any
mere name emphasis does. 1t can
not be read on the run.
An analysis of your product and
prospect should determine whether
you should use persuasive advertis-
ing with reason why" copy or name
advertising with merely suggestive
copy). Sometimes an article may need
the former at first, and later a be
successfully promoted through non
persuasive-simply suggestive-name
advertising. But ever then, other
things being equal, persuasive adver-
Using is preferable. for by this method
tomorrow's sales may pay for today 8
advertising, and good will, instead of
being the mere knowledge of a name,
may become q public conviction and
faith concerning the distinctive quail
! ties of the product which the name re-
presents.
Persuasive Ads Best, As Rule
The general tendency is toward per-
suasiye advertising, because usually
this method impresses the trade name
| quite as we'll as name advertising, and
in addition. by way of excess value,
| plants in the public mind a definite
| feeling of positive favor toward the
product advertised.
Quaker Oats" used to be pushed
through name publicity. Emphasis OF
| the trade name was the back bone OF
the advertising. Why not? 1t sound
| ed reasonable. Every family used
oats. All that seemed necessary was
to shout the name Quaker loud
| enough and often enough. But the
plan shifted, and today Quaker pro-
| ducts occupy more than a million dol
! lars worth Of space a year IN
magazine advertisements which explain
in pictures and words just why and
how Quaker products are cheaper and
better than other competitive food
stuffs. That is but u OF many in
stances where persuasive advertising
has been finally preferred. Under the
old method the name occupied 10 per
cent of the space. Under the new
the name takes only a small fraction
but still it is so prominent that y
you but glance at a Quaker Oats "ad
you will see the trade name. Above
all, you will receive that suggestion
that reason why" which ~persuades az
well as reminds.
Must Be in Heart as Well as Mind
In fact. competition has necessitat-
ed more and better persuasive adver-
Using. In the old days, IL you painted
the name of your soap on elephants
backs. on barn roofs, on flat rocks
and wooden fences. you were a great
advertiser. But what chance would
soap so advertised have now against
Lux. and W~oodbury's, and Ivory, and
the other brands which make such In
t~riguing and persuasive " reason why
appeals? Many products are known by
name. many products are on the lips
of the millions-so many, that Il
yours is not in the heart, as well a.
on the lips Of the consumer, it vii
not be bought.
Emphasize the name certainly; bui