The daily star-mirror. (Moscow, Idaho) 1911-1939, 1923-01-18
TESTING ADVERTISING.

few who have made a success through
their advertising are willing to make
tests, which perhaps would jeopardize
their business success in order to de-
termine the extent to which the adj
vertising may be credited with the
success, and thereby determine the
minimum percentage Of their sales
which should be applied to advertis-
ing.
An interesting test has come to our
attention which will prove of some
value. This dealer planned to save
some money for advertising by cut
ting his advertising appropriation
from 5 per cent Of his years business
to 3.42 per cent. The result was that
the next years business was only
BIB per cent of the business of the
previous year, and this loss automati-
cally increased the advertising ex
penditure to 3.9 per cent The next
year he boosted his advertising ap-
preparation to 1853 per cent. His
business increased "a per cent over
the previous year, and this brought
his advertising expenditure actually
2.6S per cent instead of 1853 per cent
Now, he evidently thought that his
business was growing SO fast that he
did not need to bother with advertis-
ing, SO he cut his appropriation to
"a per cent. The business lost that
year brought this advertising expense
up to BIT per cent The dealer did
only 63.78 per cent of the business of
the previous year.
He learned his lesson and the next
season went even farther than the
per cent which is usually recon-
mended for advertising, and appropri-
ated 6.35 per cent for advertising /
The business increased 26.4 per cent
which reduced this advertising ex-
penditure to but per cent.
AS will be judged, they apparently i
believed they had discovered the Sc
cret Of success, although it took a
long test to convince them, and SO
the next year they appropriated 9.46
per cent and the business increased
97.S per cent. This brought the adj
vertising expenditure to 4 7-S per cent 7
and they discovered the old truth that
you really cannot spend any money
for advertising University District
Weekly, Seattle :
"a - "a 7
The death of Senator Van Hoeser S
of Adams county, which occurred at 7
Boise, Monday, is deeply regretted :;
throughout the state. Senator Van
Hoesen was one of the states big 6
men. He possessed not only the o
qualities of a business man, but also = =
the qualities of statesman, and, had 6
he lived, would have been an import 81
ant factor in Idaho''s development. a
While he came here from the great
state of New York but six years ago,
he had become a real enthusiast for
Idaho and Idaho's institutions
was he a true friend of
the University of Idaho. He was de-
fClOpin5 q 81 cat VI Clidi u ~ oJOSS3 IL
volving an immense outlay of money,
and was in addition giving much time
10 public affairs. The young state of
Idaho needs such men as Senator Van
Hoesen and it is much to be regretted
hat he was taken at this time.
"a "a "a
Wholesalers of wearing apparel re-
port an increasing demand for good
which is an encouraging =
ign. For a time, because of the ex-
remedy high prices, people were buy
ng any kind of material that seemed
o offer little saving, and were
hereby getting gloriously bilked 1t
osts practically as much, in labor, to
make suit of clothes, or dress, su
rom second or third class material Id
S it does of first class material, while 70
he wearing value is not nearly 50
reat and the garment in short ha
me becomes unsatisfactory. While Of o.
fourth of the cost may have been ~
aved in the lower price, it is prob
Bile that the purchaser has secured W
.ss than half the service, and has
lerefore made a poor buy. The
sople have learned this and are ask yo
g for goods of good quality.
n "a ~
According to Nhe Idaho Statesman, Or
snator M e. Lewis, of Latah county,
sleeves in work. The senator's Latah =
,unty constituents knew this long
me ago. They know that he not only
slieves in work, but that he knows
80 !, s,,s3 hass sise4 he 'r'1'''F