One method of keying is based on some variation of the offer, this being particularly applicable to adver tising in periodicals. The seedman may offer a free sample of alfalfa seed in one journal, a sample of clover seed in another. Comparison of returns gives approximately the pulling power of each medium.
For general use, nothing has been found more prac tical than to vary numbers, letters or names. Where a firm occupies a building with several street num bers, each number may be given in a different me dium. Frequently, wide range is permitted in the use of such numbering; some firms even use those outside the limits of their own frontage. Vari ous letters of the alphabet, either singly or in com bination, as "60B Grove Street,' may be made to serve as keys. "Desk A," is a favored variant. "Ad dres's our Mr. Nye, personally," also serves as a key. Reference to a specific department may serve a simi lar purpose especially where coupons are used. One method followed is to use the word "Department" preceded by a descriptive name or followed by a num ber or letter.
14. The coupon.—In order to assure a large num ber of replies, a part of the advertisement may be de voted to making an "easy request." Analysis of several thousand coupons, several of which are given on page 156, Chapter X, brings out the following facts: (a) An imperative sentence or phrase, or one strongly suggestive, usually displayed prominently, separates the coupon from the advertisement proper. "Mail Coupon Today," "Mail This Coupon," "Mail for Trial Box," and the like, are among the impera tive forms. "Better Protection Coupon," "The Way to Opportunity," "I Will Save You Money," are strongly suggestive.
(b) Simplicity is obtained by the use of a "boiled down" request. "Please send me full information about ," "Send me without charge, Moore's Modern Methods," "Send me book of 100 coupons for which I inclose $2.50"—these requests are made as terse as possible.
(c) Obligation on the part of the inquirer is often waived. "Without cost or obligation," "Without obligation on my part," are telling phrases.
(d) Blank lines for name and address are more commonly provided than is the request made to "Write name and address in the margin." (e) The lower outside corner of the advertisement is the preferred position. The ease with which the
coupon can be clipped is the test of the place to be used.
15. Grouping the three factors that make up the advertisement—heading, body and close—should be given prominence commensurate with the work each is to perform, and should blend so as to produce a proper effect.
In preparing an advertisement the question arises, "What shall carry the main idea?" While each part should be subordinate to the general plan, one phase of the advertisement should present itself to the mind as a dominating factor. Obviously the most essential consideration is to get a working plan for the main idea, trusting that the remaining factors may be brought parallel to it in strength, thus pre serving the unity of the whole.
16. Fitting the advertisement to the medium.— One of the difficulties of preparing advertisements is the necessity for producing copy that can be recon structed. Give even an ordinary writer his choice of mediums and all the numerous advertising points of a proposition, and he may produce, with compara tive ease, an advertisement which will be successful in the right medium. This, however, may be far from the ideal advertisement for all mediums. For in stance, slang in a Scribner's Magazine advertisement would be inappropriate, while this form of expression might prove very effective next to the sporting page of a newspaper.
The ideal advertisement, judged by the environ ment in which it must appear, should .stand condensa tion, expansion and modification to suit the demands of various mediums. A well-prepared advertisement on a subject of ordinary interest should be of moder ate length, but at the same time it should be capable of being condensed to suit the requirements of a street car card or capable of being expanded to the limits of a small booklet.
A further requirement demands that the advertise ment be adaptable to mediums either general or tech nical in character. A well-written advertisement of aluminum ware, for example, should admit of changes that will make it appeal to any one of various special readers. Such elasticity is possible only when the advertisement is prepared according to correct principles.