22. Plan of the final plan is definitely decided, the following factors must be taken into consideration: (1) continuity of the campaign; (2) the consumer's point of view; (3) stocking the dealer; (4) selection of mediums.
23. all this information col lected and carefully digested, we are ready to lay the detailed plan for the campaign. Several laws enter here to limit our planning. The entire plan must be made to carry thru the ultimate purpose of the cam paign. There must be continuity thruout the entire series, and whatever idea gives this continuity must be strong enough never to be lost sight of, yet not so strong as to destroy the individual values of the ad vertisements.. The relative importance of display and of text argument should be clearly determined from.the start.
24. Consumer's of and most important of all rules is that every advertisement in the series should be written from the point of view of the purchaser. Many campaigns have been spoiled and their effectiveness lost thru too much em phasis on what the advertiser thinks of his product, too much discussion of mechanical detail, too much emphasis on the size of the plant, the pet hobbies of the proprietor, catch phrases or trade slogans that appeal to the owner of the business, when as a matter of fact the advertisement that sells goods is the one which presents the customer's side of the question and talks from his point of view. The prospective buyer is constantly asking, "What is there in this for me?" He cares little about where the article is made, little about the age of the firm from which he buys it, and especially if it is an article for which he pays cash and on which repair service is not essential. He cares everything for the service which the article may ren der him after he has secured it, everything for the care with which it has been adapted to his needs, and a great deal for its presentation in terms which he understands.
25. Stocking the dealer.—A definite portion of the plan is that which relates to the 'dealer. It is as im portant to shape the advertising so as to have the trade prepared to meet the increased consumer de mand, as it is to make the advertising reach the con sumer. Advertising in the trade journals to the
dealers often becomes an important part of the com plete campaign. Especially is it necessary in some way to make the trade, both jobbers and retailers, thoroly familiar with the fact that a general adver tising campaign is coming and that increase of de mand is to be expected.
26. Selection of mediums.—The final step in the plan is the selection of the medium thru which to ap peal to the public's interest. Shall the advertisements be inserted in magazines or in newspapers, shall they appear on billboards, on painted signs, on street-car cards, handbills, circulars, or in several or all of these? How shall the budget for advertising be appor tioned among these mediums? After the advertiser has determined to use magazines as a medium, his problem of selection has only just begun. Many con siderations enter in determining what magazines to use. Different magazines appeal to different classes of readers.
The territorial distribution of the magazine is also important. One would hardly advertise heavy un derwear in a magazine which has its circulation mostly in the far South, even tho it is a most excellent ad vertising medium for products which are of use in that section. Iri the case of newspaper selection also, es pecially in large cities, if the article to be advertised is an economically priced shoe, a set of metropolitan newspapers would be selected which would be quite different from those chosen if we were advertising a very high grade of ladies' wearing apparel.
When the mediums have been selected, the size of the space determined and all subordinate parts of the campaign completely laid out, the actual work of writing the copy and preparing the illustrations may begin. If the campaign is to be well carried forward, the series comprising the first large section of the campaign should be completed and accepted as a whole before the publication of the first advertise ment. Only in this manner can a complete, compre hensive and thoroly effective campaign be put thru with maximum results.