We have in creative work twenty men ; in clerical work connected with the creative men, six men ; in record work— that is, taking care of our prospect files, addressing and send ing out advertising matter-109 people ; in our printing department, which is now doing about one-half of our print ing, thirty-three people ; our stock department, which takes care of our stock of advertising matter, stationery, and printed matter for the home offices and branches, five people ; buying printed matter, engraving, and art work, two men ; a total of 175 people. The work of the creative men is roughly divided into : A. Research : that is, studying in the office and in the field how Burroughs machines are used in various lines of business on various sorts of work, and putting this knowledge into printed form. B. Publicity : advertising in popular, business, and banking publications. C. Direct mail advertising. D. Answering inquiries. E. Direct advertising, consisting of writing articles for publica tion in all sorts of house organs and class publications, help ing to show the business readers of these publications how they can know more about their business, and stimulating a desire for this knowledge.
7. A small advertising department.—A much more simple organization is that of the National Veneer Products Company, makers of Indestructo trunks, Mr. Charles R. Stevenson, at one time general man ager of the company, describes the department: Our national advertising is handled thru our agency ivho prepare the copy subject to the writer's O.K., and place it in accordance with the schedule agreed on between us at the beginning of the year. The inquiries received as a result of this advertising are handled by two of our stenographers who send out a carefully prepared form letter with the neces sary literature. The names are entered on cards and filed for follow-up work. A series of four letters in all are sent to each prospect. The record of the inquiry is sent to the dealer in the town where the inquirer resides, with a return card inclosed in order that we may be advised what action has been taken in regard to the inquiry. Dealers' inquiries are handled in the same way, another series of letters being used.
From time to time we get out folders, hanging signs, window displays, etc., which are generally designed and ordered by the writer. Samples of these are then sent to our dealers and placed in the hands of our salesmen. As requests for these materials come in from our dealers, the order is made out, which is sent to our printer, who imprints the folder, or whatever it is, forwards it to the dealer, send ing us a memorandum to that effect. We then send out a form letter to the dealers advising them that the advertising matter has been forwarded and asking them to acknowledge receipt. From time to time we get out catalogs, broadsides, folders, etc., which we send to our list of dealers. These are addressed by the two stenographers in the department from our carefully maintained list of dealers.
So you see our advertising department really consists of the writer and two girls who do the detail work for him.
8. Territorial advertising departments.—Some large organizations maintain an advertising depart ment at the home office, and in addition, separate de partments in each of the branch offices or territorial districts. The men in the branch advertising depart ments work closely in cooperation with the home of fice, and usually are responsible to it. Their work is chiefly to study local trade conditions and to prepare newspaper and circular advertising particularly adapted to these conditions.
The advertising department of the National Lead Company is organized in this way; the International Harvester Company also follows this plan; the Multi graph Sales Company and the Burroughs Adding Machine Company introduced territorial advertising departments in 1916 after thoro investigations of the opportunities offered by such a plan. In large or ganizations in which many campaigns of varying na tures are being pushed at the same time, and in which a close touch with the sales force is necessary, the ad vantages of the territorial method of organizing the advertising department are great.
9. Cooperation with sales department.—'We have said that sometimes a single individual is in charge both of advertising and of the salesmen. This, per haps, is the ideal method of obtaining cooperation be tween selling and advertising, but it is an ideal that is not as yet often realized. Ordinarily one of the real problems of the advertising manager is to develop plans which will insure the salesmen's cooperation with the advertising, just as the sales manager too often finds the advertising manager lacking in ap preciation of sales problems and sales values. There should be no lack of harmony between the salesmen and the advertising. Advertising is merely one of the factors in selling, and it cannot be properly cob ducted unless selling methods and selling problems are constantly in the advertiser's mind. Mr. L. S. Hamilton, of the National Tube Company, says, "After a number of years of experience, I have found one thing, namely, that the big thing in advertising isn't copy and it isn't style of type; neither is it cuts or booklets or anything of that kind. The success or failure of any advertising department rests on its ability to connect up with the sales idea." Jealousies sometimes arise between sales managers and advertising managers because of inadequate con ception of the close connection of their activities and because of the desire of one or the other to get per sonal credit for all that is accomplished in the promo tion of sales. The advertising manager should keep the sales department closely in touch with all that lie is doing and planning to do, and the sales depart ment should give him all the information he needs, and should work in the closest harmony with him. Neither department should plan a new campaign by itself ; new plans should be the result of conference in which the dovetailing functions of advertising and salesmanship are clearly recognized.