Advertising Mediums 1
Advertising Mediums 1. Place Of The Medium In The Campaign.—we Have Discussed The Demand For The Product, The Possible Market, The Competition And The Men Who Conduct The Advertising Campaign. Our Next Question Is : How May The Advertisements Be Brought Before The Public? What Instrument Or Instruments Are We ...
Analysis Of Competition 1
Analysis Of Competition 1. Competitive Tendencies.—before A Manufac Turer Starts To Advertise, He Should Consider Carefully Competition. Competition Must Always Be Met Even By The Manufacturer Who Fancies He Is Protected By A Patent. The Advertising Of A Patented Article Must Fight Two Kinds, Of Competition: First, Competition Of The ...
Analysis Of Possible Demand
Analysis Of Possible Demand 1. The Necessity Of Preliminary Investigation.— Advertising Is Expensive, And A Considerable Length Of Time Must Be Consumed Before Returns Can Reasonably Be Expected From The Investment. An Advertiser Must Have Definite Knowledge, Therefore, Of The Con Ditions Of The Market As They May Affect His ...
Campaigns To Obtain Dealer
Campaigns To Obtain Dealer Cooperation 1. Place Of Dealer In The Campaign.—the Attitude Of The Dealer Is One Of The Vital Considerations In Plan Ning An Advertising Campaign. The Success Of The Campaign Depends To A Great Extent On The Degree To Which Dealers Will Be Willing To Cooperate With ...
Campaigns To Obtain Distribution
Campaigns To Obtain Distribution 1. Four Kinds Of Cain,paigns.—thus Far In Our Study Of Advertising Campaigns We Have Considered The Elements Of The Campaign And The Uses To Which Different Advertising Mediums Are Put. Now We Are To Consider The Various Things The Campaign May Ac Complish And The Ways ...
How Periodicals Are Used
How Periodicals Are Used 1. Place Of Periodicals In The Campaign.—in Pre Vious Chapters We Have Listed The Various Kinds Of Pe Riodical Mediums And Have Briefly Shown How They Are Related To The Other Mediums That Are Available For The Carrying Of The Advertiser's Message. In This Chapter We ...
Letters And Direct Advertising
Letters And Direct Advertising 1. Components Of Direct Advertising.—all Direct Advertising Thru The Mail Centers About The Letter. In A Broad Sense Any Letter Written To A Customer Or Pros Pect For The Purpose Of Obtaining Business Partakes Of The Nature Of Advertising. But This Term Is Not Often Applied ...
Mail Order Campaigns 1
Mail-order Campaigns 1. Kinds Of Mail-order Campaigns.—there Are Three General Kinds Of Mail-order Campaigns: (1) The Campaign Of A Mail-order Specialty House, Which Sells One Line Of Goods Or Service, Or Several Closely Allied Lines, And Which Uses The Mails To Make Sales As Part Of The Established House Policy. ...
Methods Of Identification 1
Methods Of Identification 1. .necessity Of Identification.—the Pivot Around Which Every Advertising Campaign Revolves Is The Thing Or Things By Which The Public Is To Identify The Article Or The Service Advertised. This May Be A Name, A Mark, A Package, A Slogan, Or One Or More Of Many Other ...
Public Sentiment Campaigns 1
Public Sentiment Campaigns 1. A New Use For Advertising.—advertising To Mold Public Sentiment Is New. Only Recently Has The World Begun To Understand The Great Power Of Adver Tising To Accomplish Things Entirely Outside The Field Of Commerce. The Public Service Corporation, The Political Party And Even The Government Are ...
Sampling 1
Sampling 1. Extent Of Sampling.—sampling Has Been Largely Responsible For The Success Of Many Standard Prod Ucts. It Is One Of The Oldest Kinds Of Advertising And, When Properly Used, One Of The Best. Little Has Been Written About It, However, And Few Records Of Sam Pling Results Have Been ...
The Advertising Agency 1
The Advertising Agency 1. What An Advertising Agency Is.—in The Broad Est Use Of The Term, An Advertising Agency Is An Organ Ization Of Merchandising And Advertising Experts Who Assist Business Houses In Planning And Carrying Out Advertising And Sales Campaigns. The Advertising Agent Is A Professional Man. He Resembles ...
The Advertising Appropriation 1
The Advertising Appropriation 1. How Much To Spend For Advertising.—the An Swer To The Question, "how Much Will It Cost To Ad Vertise?" Is Much Like The Answer To The Question, "how Much Will It Cost To Build A House?" A House May Cost All The Way From A Few ...
The Advertising Department 1
The Advertising Department 1. The Director Of The Department.—back Of Every Advertising Campaign There Should Be One Man Who Is Responsible For Its Success. His Title May Be Advertis Ing Manager, Marketing Manager, Advertising Coun Sel, Sales Manager, Sales And Advertising Manager, President, General Manager, Merchandising Director, Or Perhaps Something ...
The Campaign As A
The Campaign As A Whole 1. Final Problems Of The Advertiser.—at The Con Clusion Of Our Study Of Advertising Campaigns There Remain Three Important Things To Be Considered. They Are Not All Closely Related, But For Convenience They Are Grouped Together In A Final Chapter. The First Of These Three ...
The Purpose Of The
The Purpose Of The Campaign 1. The Struggle Of Business.—the Word Campaign Signifies Careful Planning And Careful Coordinating Of Effort. Its Significance In War And In Business Is The Same. The Advertising Campaign Includes Every Thing Done By An Advertiser To Promote Sales Thru Publicity, All Planned In Advance, And ...
The Use Of Signs
The Use Of Signs 1. Window Trims.—experienced Advertisers In Planning Their Seldom Overlook Anything That Can Help Them To Sell Their Goods. One Of The "little Things" Of A Campaign, But Also One Of The Things That Can Do Much To Make The Rest Of The Cam Paign Effective, Is ...
Weighing Circulation 1
Weighing Circulation 1. The Value Of An Advertising Medium.—there Are Two Problems In Selecting An Advertising Medium. First, What Class Of Mediums Should Be Used? Sec Ond, In The Class Or Classes Chosen, Which Particular Mediums Will Aid The Most In Accomplishing The De Sired Purpose? In This Chapter We ...
Weighing Prestige 1
Weighing Prestige 1. The Meaning Of Prestige.—in Weighing The Value Of An Advertising Medium, The Advertiser First Considers Its Circulation—the Unit Cost Of Reaching Each Possible Purchaser. The Careful Study Of This Problem Involves All The Things Discussed In The Last Chapter. After Weighing Circulation, The Advertiser Next Asks Himself ...