New Britain herald., 1924-06-12
phandise for tne attention of the pub.

chandise for the attention of the pub
 lie.
 Take any newspaper or any maEa- zine or trade paper, ana ysu will see the competition for attention. The ar-
 resting quality of an advertisement is indispensable for getting that adyer- tisemcnt read. There are many dif- ferent ways of putting an arrestinr quality into an advertisement. Ju6g-
 ment and resourcefulness determine which way shall hs adopted. but it must arrest, Now, let us assume
 that we have arrested the consumer
 that ours is one of the advertisements i he is going to read among the many which are bidding for flls attention. { He reads. The moment he starts we hase got to get his interest There are many ways Of doing this But there is one cardinal rule that is a safe guide. We must lead him into think
 ing of his need or want for our com
 modity.
 l have mentioned the paint and
 ,arnish industdy They adopted the
 slogan Use More Faint" as a theme
 10 guide their advertising appeal to
 public state Of mind. It was never
 used. Ii would have told the public
 how eager that industry was to seu its product, That industry adopted in- stead Save the Surface and you say. a'f and that idea has been telling tn,
 public for over five years how valu- able it's property is >sI how rapidly it will loose that property fl it doesn't preserve If, and that it eas preserve it by the systematic use Of paint and varnish.
 Every successful salesman knows
 that the pompous approach to the
 prospect seldom brings an order. The
 salesman may represent the greatest
 house in the world and the best product, but he has learned that true salosmanship consists in cultiyating the prospects sense of need for the product, We are mostly all alike. The salesman may be actually selling us when We are buying, but we prefer to think that VIC are buying even though We are actually being sold. Advertising can safely stick 10 this rule. The best advertising docs.
 The question has often been asked, How long should an advertisement bo?' The best ,.nswer is As long as it will hold the willing interest of the reader The man who IS going to pre- pare the advertisement has got to see the subject from the consumers side and has got to put the quality of in- interes into what he sees
 But it is quite possible to be in- terestine without being convincing and we have done nothing to the state of mind until we have started the process Of conviction. The rule here is, what you say, however individual, however clever in salesmanship. however in- teresting in quality of e,presv,on. must ring true.
 Modest men are almost inyaribly truthful men. But because man is truthful, he is not required to be modest, but it is idle 10 talk to New England business men on the subject Of truthfulneEs. No section Of the country abounds more in the solid qualities Of character inherited from the Puritans who settled 1t, than New England.
 No discussion of advertising can af. ford to leave out merchsndising--that process of planning out an advertising in a manner to take ad- Of every opportunity present. cd hy the manufacturers salcsnen. by lis iobberS by hts dealers and by their clerks Every phase Of selling and bears its influence en Inc consumers state Of mind, Adver- Using in tho commercial war. unsnp- ported by the intelligence division, the infantry, the artillery to say nothing of the commissary. can seldom win Inc battle. The word "eamraiEn" in connection with advertising is well ap- ,lied and campaign" means a plan irst based on a knowledge Of ihs ield Of battle. q knowledge Of the nemy and effective coordination of all ,f tho resources Of the army.
 No discussion Of advertising would ,e complete without a reference 10 ad- cruising media. now SO organized as Q permit any type of advertiser to each any marker in which he Is in- crested with minimum Of waste ef- ori. And the question of media will ot be complete without reference to hc great amount Of standardizinE one in recent years to enable the ad- ertiser 10 know what he is buying
 Practically no publisher of import nee in the United states today refuses Q yield his books to an impartial udit which will establish the exact minimum circulation he Is giving to he advertiser for the price the sd. ertiser pays
 Market research practically un- noVn twenty years ago has made immense strides for the purpose Of re- ealing 10 the advertiser the condi- 'ons favorable and unfavorable which e must meet on hi. battle ground.
 Commercial art--a by-product not . long go-rcpresents today an normous field of activity. attracting D it many of the brightest geninses. ndovrd with artistic talent. There ! a whole series nf commercial art rhools where the principles of art s. prlied to The influencing ef state of lind in favor Of a commodity are be- lg taught
 "A survey of the advertising sctitf- les of thts country as a whole. would Q impossible here. But if it could Q made, it would add emphasis and roof to the subject of this addres. .hich | have so iusdequateiy handled. nmeIy that the greatest state in ths nion Is the state Of mind.-
 The Herald ciassired sd depart Ient is by far and away inc best ia is city.