Brass tacks of advertising, an unmysterious analysis of the practical phases of the kind of advertising which analyzes

Front matter

> 4 oe 25 ps i Sees

THE UNIVERSITY

OF ILLINOIS

Table of Contents

PaGE Does Advertising Benefit the Public? 7 What Are the Two Divisions of Advertising? 9 What Does a Trade-Mark Accomplish? IO Who Should Learn About Advertising? na How to Advertise Something Unknown and Unwaaeel 13 To Find the Appeal of Something ‘Unknown and Unwanted”. 14 How to Advertise Sate nine <THall Knowl and Half-Wanted” 15 To Find the Appeal of the cc FAIS Kennan and Half. Wanted” 16 How to Advertise Somer hiner Umeabaene by- Brande 17 How to Find the Appeal of Pomeee ‘Unknown-by-Brand”’ 18 What Diction Best eank Appeal to ie Pyosneee 19 Is “You” the Best Word in an Advertiser's Vocabulary? 21 What is the Best ae to Atte the Eye? 22 How Does Mind-Display Do Its Work? : 24 Can Ads Be Made Effective ee Fusion with News? 26 How Does Size Aid Die 28 What Determines Size of Ad? 30 How Does Illustration Help Display? 32 A Few Typographical Rudiments 35 What Are “Layouts” and “Dummies”? nF A Few Printing Processes 39 What Kind of Engravings Are There? 40 A Few Points About Half-Tones Al First Analysis by Retail Advertiser 43 Further Preliminary Retail Analysis 44 How Conditions Decide Details for Retailer 46 Is Price Necessary in Retail Advertising? 47 Should Retail “Copy” Scatter or Concentrated 48 How Much Should a Retailer Spend? 49 Increased Retail Results at Decreased Cost 50 Purpose and Position of Retail Ads SI Retail Advertising by Other Than Newspapers 53

XXXITT.

XXXIV.

CHAPTER II. What Are the Two Divisions of Advertising ?

In entering upon an advertising campaign, there is one vital point which should always be decided at the start., That question is as to whether the campaign should be of Publicity or Action-Advertising. The nature of the product will determine which. It is too bad that there are these two divisions in the subject of advertising, but they exist and they should be held clearly in mind as distinctive divisions. Publicity, as usually considered, is atmospheric. It simply seeks the popularization of a name, a slogan, a trade-mark, or some one thing. By publicity the advertiser hopes, through suggestion, to put his product into the sub-conscious mind of the con- ‘sumer. Publicity does. not seek any direct result. It is content to build up prestige—gradually, insidiously and almost regardless of expense. |

Action-Advertising is absolutely distinct from this. It seeks incidentally to establish a favorable flavor for the thing advertised, but above all, it works hard to get action—immediate action in the form of purchase. Either it seeks to get the consumer to send for more information, as a step toward the ultimate purchase of the article advertised or, if possible, as in most newspaper advertising, it aims to get the consumer to go and buy the thing without further ado.

Publicity is the kind of advertising which is most effective in newspapers, although you see some of it on the bill-boards, on the electric signs, in the street cars and other places where the message is read at a glance. Always, it is just suggestion, and usually with the name of the article as the keynote of the message. Above all, it attracts the eye. Outside of that, it merely hints at some favorable reason why you should buy.

Action-Advertising, on the other hand, has got to do a much more thorough job than that. It has to attract the eye, of course, first of all. Secondly, it has to clinch the interest. Thirdly, it must move the judgment, and finally, it must open the purse of the reader. Argument, plus all the lure of eye-attraction—that is the kind of mind-persuasion that “reason-why” “copy” is made of.

Action-Advertising must be where it will be read, because its message has to impel action. Therefore it must contain more persuasion than any such mere suggestion could. Usually Action-Advertising cannot be read on the run. And so, while the low cost of newspaper-space makes the newspaper the best medium for mere Publicity, it is also true that for Action-Advertising, the newspaper is most essential.

As will be explained later, analysis of product and prospect should determine whether Action-Advertising, (with “reason-why” “copy’) should be used, or whether Publicity, (with merely suggestive copy) would be better. It is quite often true that an article may need the former kind at first, whereas later, it can be successfully promoted through non-persuasive—simply suggestive—publicity.

But if either one would work equally well, the Action-Advertising, such as is possible in the newspaper, is preferable, for frequently, in such cases, tomorrow’s sales pay for today’s advertising.

CHAPTER III. What Does a Trade- Mark Accomplish?

Particularly in Publicity, the keystone of any campaign is the trade-mark. This may be a coined name like “Uneeda,” or it may be an existing name like “Ford,” whose distinctive design js well-known to the readers of 5000 newspapers. Especially in the national publicity of a manufacturer, a trade-mark is indispensable, for the reason that the value of such advertising is not the sum of the separate values of each ad. There is a bigger value which piles up witn continuity. This is called “cumulative” value. It. increases geometrically with repetition.

The arguments upon arguments which the advertiser builds up in favor of his goods, will fall short of their full efficiency unless they be made to mean a particular brand of the kind of goods that are being described. What good would it do the Fels Naptha Soap people, simply to advertise the virtues of a Naptha soap in so many newspapers and so often? They have got to advertise “Fels” Naptha Soap. There must be a peg on which to hang the garments of superiority which advertising weaves in favor of the particular arttcle. In the case of Fels Naptha Soap, it is the combination name presented in a way that almost any newspaper reader can picture in his mind’s eye. In the case of a cleaning powder, it is “Dutch Cleanser,” (if the advertiser be Cudahy & Co.) or it is “Gold Dust” (if the advertiser be Fairbanks Company).

Trade-marks like these sometimes become parts:of our vocabulary. Who would think Kodak was a coined name owned by the Eastman Company? When such trade-marks do become by-words, they are worth fabulous sums. For instance, it is said that if Coca Cola were to be offered for sale, today, that name of eight letters would bring over $4,000,000—over half a million per letter. Think how much of a by-word “Shredded Wheat’ has been made through newspaper advertising, backed by magazine publicity, and you will see why anyone who starts off'on National advertising without a trade-mark which is distinctive, descriptive, easy to say, easy to rer member, and of pleasant suggestion, is very apt to fall short of maximum efficiency in his advertising. “Wrigley,” which you see in your newspaper almost every day, in connection with chewing gum, is worth almost as many millions as there are letters in the name— at least so the Federal Courts have decided.

The trade-mark that is all these things and is also a coined word is best because it is least apt to be stolen. Trade-mark registration merely establishes a prior right in ownership of the trade-mark, but this right is always open to question. Moreover, a descriptive or personal name cannot be registered except as to its special design or some other exclusive peculiarity.

It follows, then, that continuity is a prime essential of advertising. It is like rolling a barrel up a hill. If you quit, now and then, and let the barrel fall back to the bottom, you will make no progress. No matter how many hours you might spend in total on the task of pushing that barrel up the hill, if you did not keep at it, you will ultimately be just where you started. So it is with publicity. — You may advertise like wildfire day in and day out for a month, and then if you drop it for a year, you will have to begin all over again, for, in the meantime, the public will have forgotten. As a result, your article will be virtually as unknown as if you had never made that initial advertising expenditure.

Another inevitable A-B-C of advertising is the necessity to have on hand that which you advertise. If you are a manufacturer, and advertise your goods in a national way, you must make sure that, if Mrs. Jones of Jonesville goes to the corner store and asks for that which—through your newspaper advertising, for instance— you have made her want, she will find it on sale. Otherwise, she will take something “just as good” and your effort will have come to naught. Likewise, if you are a retailer and you advertise in your newspaper that you have kitchen chairs for 34 cents, you must make sure that you have those kitchen chairs on hand, when the people come in for them the next day.

CHAPTER IV. Who Should Learn About Advertising ?

So much for some of the general rudiments of advertising. How should a person study it in its many details? A general knowledge of the subject, in its many phases—that is the best goal to strive for. Every article offers its own specific problems. There can be no set of rules to follow. The only way to increase advertising ability, is to gain a general survey of the field of advertising. Then, knowing its many different phases, you will have a “hunch” what to do, and, above all, you will have a definite idea what not to do. You can combine that instinct with your experience in regard to the specific thing to be advertised. Thus, you ought to be able to make each advertising dollar bring in greater returns than it otherwise would.

Often, a retail advertiser, (or a retail merchant who should advertise) feels impatient about listening to a discussion of “national” advertising problems. But, the fact is that that retail merchant can learn a great deal that will help him in his own particular problems, if he learns the cardinal points in connection with the advertising of the manufacturers whose goods he sells, especially if that manufacturer is wise enough to localize his advertising through the newspapers. Certainly, the jobber or manufacturer should know what the dealer, on whom he depends for his distribution, has to face by way of advertising problems. In other words, the dealer should know something about national advertising problems, and the manufacturer should know something about retail advertising. Even if he is in the mail-order business, and defies the retail dealer, he nevertheless will find it of advantage to know something about retail advertising, just as it is wise for a general to get a good line as possible on the activities of the “other fellows.” .

How about the person who is not in a business where he either advertises or should advertise—for instance, that young man or woman who wishes to study advertising as a possible life-work? If you are of that class, a comprehensive treatment of the subject ought to be of the utmost benefit, for then you surely ought to have a general knowledge of all kinds of advertising. If you know its many phases, you will be better able to choose which particular branch you care to pursue. Moreover, after you start, even though you specialize in a particular department, you will find that it helps a great deal to understand the other phases of the subject.

However, do not deceive yourself that a study of advertising, no matter how thorough, will make a good advertiser of any Tom, Dick or Harry. Basically, you must possess other factors. For instance, if you are devoid of selling instinct, don’t try to enter advertising. No matter how you worked, you would never make an advertising expert. On the other hand, anyone of fair intelligence, who has had a reasonable amount of education, and possesses at least some of that instinctive ability to sell, ought to be able to find a living in the advertising field, if he will study the subject thoroughly. Of course, real ability, however, will come only when wide experience has crystalized that fundamental information.

Just to work at advertising is almost reward enough. No other field furnishes such fascination. But you have to be willing to pay the price of continuous alertness, for it necessitates an eternal qui vive. There are no rules or laws that you can apply, as in the sciences. Every problem requires a different solution. Therefore, to win in this field, you must develop a catch-as-catch-can versatility which can interpret each new case in the light of: (1) Knowledge of fundamental general rules; (2) Knowledge pertaining to object to be advertised; (3) Knowledge of the mental processes of mankind. This last is sometimes called “psychology.”

Yes, there is fun, and ever-new interest in advertising, but there are other rewards, too. For instance, there is the feeling that you are participating in a movement that helps uplift civilization, for many an improvement in the world’s habits has been the result of inventions, many of them nurtured by newspaper advertising, and other kinds of publicity. Then, too, it is pleasant for the advertiser to know that his is a part of a productive industry which increases the profit for the seller, and decreases the cost to the buyer, i. e. the public.

From a remunerative standpoint, there is a worth-while opportunity for an advertising specialist in practically every store and factory in the country. In almost every case, the services of a skillful advertising man will warrant a salary for him that ought to be second to that of the general manager, and, possibly, the head of the sales department. Moreover, there are comparatively minor places in the advertising field which will pay much more than the general manager of the average manufacturing plant can command. Yes— there are some opportunities in the advertising field which offer $25,000 per year and higher.

The purpose of this course, then, will be to consider in a coherent, logical manner, the many detailed phases of the subject of advertising. The aim shall be to give the reader a general survey of the entire field. Ina way, this will be a digest of the best principles laid down by the best authorities.

The treatment of the subject will be business-like from start to finish, and it will not be too academic. Little will be said ot “Psychology,” (which has become so hackneyed in connection with advertising, that it is erroneously regarded, by some, as a synonym for the subject in general). But the real meat of psychology, namely, the common-sense analysis of mind-processes, will be thoroughly covered in an every-day way, and in its naked essentials—all without effort to becloud that important phase of the study with any mysterious atmosphere.

Crit Rave

How to Advertise Something Unknown and Unwanted.

Whether a thing be of local or national demand—whether it be advertised by retailer or manufacturer—it can be looked at in certain basic aspects which will largely determine as to how it ought to be presented—as to what features in it are worth talking about, as to what qualities of the prospect can be appealed to—and as to what medium can be used as an avenue through which to carry those features of the product, or merchandise, to those qualities in the prospect in a way that will insure fair probability of success.

So, let us see if we can classify things to be advertised. Can we say article No. 1 can be successfully advertised by “A” method, No. 2 by “B” method, and No. 3 by “C” method, while No. 4, as a result of its very nature, cannot be advertised at all?

Let us try. In the first place, there are many things which apparently cannot be advertised except on price basis. Particularly is that true in retail advertising. In such effort, the aim, method, and result is to undersell the other fellow. Such advertising represents great bulk. It is the simplest form. That class is omitted from this general analysis of product and prospect.

Now suppose you have to advertise something entirely new. Before knowing what to say, how to say it, whether to illustrate it, or where to place your “copy,” you must know many things such as can be discovered only by analysis of the product to be sold, and

(N. B.—See Chart on page 6 in re Chapiers V to X.) 13 of the prospect to whom you hope to sell. For such analysis, the following chart is suggested:

Of course, this will not decide all vital questions in regard to how, when, and where you should advertise. But, with the exception-of the ‘class of goods which must rely on cut-price for popularity and which therefore must be advertised in the papers—perhaps these three “pigeon-holes,” A, B, C, may include almost anything you might have to present to the public through publicity.

For instance, take the stock of the Federal Baseball League. Probably the first temptation of any advertiser would be to use painted bulletin boards, which, in nice “June” colors, might intensify the call of the ball park. But, if you ask some questions of such stock: “How familiar is it? How keen is the demand for it?” -—you would have to answer to yourself: “This is an investment proposition. Such is not familiar to the average citizen. It is a new thing. Moreover, it is not actively wanted.”

You have got to make it known—and wanted. To do that you have got to put your story where it can be read thoroughly—namely, in the newspaper.

In other words, you could see at a glance that this baseball stock would fall under the class of the “Unknown-Unwanted.” Knowing that, you will then have to pick your prospective investor to pieces. You would ask what would be most likely to get his attention? Probably “novelty,’ would be the answer. Therefore, “FIRE THE UMPIRE IF YOU WANT TO” would be a characteristic headline for one of your ads. It would suggest the novelty of the investment. Moreover, no matter how slight his interest might be, that kind of an appeal would put the idea into the fan’s mind that this stock would give him a part in the management of the team. |

Chapter VI

To Find the Appeal of Something “Unknown and Unwanted’’.

Thus, if the thing were unknown and unwanted, being an article under Class “A,” it could win the prospect’s attention through novelty. For instance, if it were a share of Federal League Baseball stock, it could harpoon with a head-line such as “FIRE THE UMPIRE IF YOU WANT TO.”

Then, how would you accomplish the next step—create desire? Your proposition of itself ought to make him want a share or so— that is if he knew something about it. So, if the medium used is fitted for such, like the newspaper—description is the next essential. But, in addition to that, you would be up against the task of making Mr. Fan seek to get more information—or, in other words, to allow you to talk to him more PoeSrInEy ely? more persuasively, and possibly, personally.

There are three big avenues to influence people’s decisions as to whether or not to purchase. These are business, pleasure, and weakness. Of these, business-instinct is a. considerable element. You would appeal to your man on that ground, by showing how this Federal League stock ought to pay big dividends. Also, you might awaken his sense of pleasure in favor of your proposition, by proving that it would be good fun to be “among the first,” for, in the end, the possible buyer might like to hear himself remarking with pride: “I got a slice of the new Federal League Baseball stock —did you buy any?” Also, you could appeal to his human weakness, by giving the stock the atmosphere of a toy—something new which would tickle the kid-side of the grown-up fan.

So, when your analysis of product and prospect has taught you that much about what your task is in order successfully to advertise this baseball stock, your problem simmers down to a choice of whether you should spend your money on newspaper, billboard, street-car space, or how. Of course, personal work would be best, but it would be so expensive. Circular letters might be worth while, but their cost would be $20 or $30 per thousand of prospects reached, whereas the same sized space in the newspaper would be 40c or 50c per thousand of people to whom the message would be handed.

But, whatever the medium chosen, you know from the above analysis that your advertising has got to be of the “reason-why” variety—that it must be descriptive and persuasive, and that thoroughness of treatment is necessary.

Therefore, any medium that is read-on-the-run is out of the question. Your advertisement must be put where the reader not only merely sees but also looks, and reads. Therefore, in “A,” in the class of the “Unknown-Unwanted,” it is necessary to use the newspaper above all, with the magazine or some other medium which is closely read, as reinforcement of such, if needed. Unless you do put your advertising where it can both suggest, and actually persuade, then you cannot hope to make known the unknown, and to make wanted that which is unwanted—unwanted both as to the specific brand, and also as to the general class of which it is a part.