THE object of this book is to provide the man who desires to increase his business, by bringing it into the light of publicity, with an impartial view of the advertising field before undertaking a campaign. The book provides for the guidance of the wouldbe advertiser, clear and concise explanations of the various media of advertising, enabling him to form a judgment how best to choose and use them in addition to any expert advice he may secure, pointing out what to do, what not to do, the most s

ADVERTISING is the art of “making known” and, as far as this book is concerned, of selling the advertised article by the use of publicity in one or more of the following media: the Press, Hoarding, Shop-window, Circular, or Booklet. Advertising is also the world-wide traveller, distinguished from the representative inasmuch as whilst the representative works slowly and individually the advertisement appeals at one and the same moment to many thousands of all sorts and conditions. It will be both

Successful advertising may be summed up in two maxims: “Attract the Attention” and “Rivet the Attraction.” The first is governed largely by the media used, the second by the matter contained in the advertisement or capability to interest and convince with type and illustration. The value of the former can be learnt, the latter is a gift—few obtain it otherwise, and only those few by long experience. At the same time, you may possess the gift although latent and in such case it is not difficult t

The following are the principal mediums of advertising: Press, Billposting, In and Outdoor Spaces, Distribution, Circulars and Circular Letters, Price Lists and Booklets, Novelties, Window Display. The Press. First and foremost comes the Press, and under this heading many volumes might be compiled. The expression, “The Press,” covers all and sundry publications of great, little, and no importance, whether daily, weekly, monthly, or yearly. That part of them which is devoted to advertisements is

Under this heading is classed House-to-house distribution of Pamphlets, Samples, & c., Sandwichor Board-men, Postal and other Public Distribution. Where private men are employed, this medium has the drawback that they are usually of the Weary Willie type, and much prefer to drop the bills or articles in the river or elsewhere to fairly carrying out their part of the distribution. Respectable distributing firms stop this tendency on the part of the men, by the employment of inspectors, who certai

ATTRACTING THE ATTENTION Introduction. By the time the reader has reached this page he will have discovered how vast is the advertising field. Should any medium have been omitted, it is because it does not fit in with a general scheme of ordinary advertising. In the foregoing pages an endeavour has been made to acquaint the advertiser with the essentials of the work he would enter into. It is now necessary that the advertiser should choose those mediums which he will select for his use. In makin

Let us turn to Billposting, and we find this a suitable medium for advertisements entirely of an illustrative character or which permit their story to be told in a few words; it has been previously observed that the bill « Attracts the Attention” but momentarily, yet long enough for the eye to take in the bill as a whole, therefore the main points must be brought into relief that they may strike the eye and “Rivet the Attraction” at a glance, which brings us to the point desired to be impressed.

The medium of distribution is one suited to almost all classes of advertising, and there are grades from the cookshop leaflet to the highly toned illustrated booklet in a penny closed envelope. ““ Handsome is as handsome does”; so high-class goods require high-class distribution. It is not a high-class method to carelessly thrust leaflets into letter-boxes. The graduations are the Handbill or Leaflet, Circular, Booklet, 3d. open and penny closed envelope. You must decide for yourself which fits

A Form letter is one sent in answer to a previous communication, whereas circular letters, whilst they may be addressed to individuals, are the initiative stage, that is, their purpose is to awaken the interest which in the case of a form letter has already been established. Circular letters are pure advertising, whereas form letters are usually the following up of the inquiries obtained from advertising, and are therefore frequently known as followers” or “follow-ups,” and form the basis of eve

Boor STREET, NORTHAMPTON. January 1, 1920. John Bull, Esq., Cheapside, London, RE.C. Dear Sir, We have pleasure in introducing to your kind consideration our Hercules Boots, which have now been installed in your district. With the object of proving that our brand is worthy of your attention, we are making a most unprecedented offer of a rair of Boots or Shoes to measure at the stock price the goods are now sold at by your Bootmaker. Let it be understood that only one pair can be made to measure

Boor STREET, NORTHAMPTON. January 8, 1920. John Bull, Esq., Cheapside, London, E.C. Dear Sir, May we remind you that we have not received the measure for your boots. You have evidently omitted to visit your Bootmaker, and select the style you prefer. The Fit we see to--it is our part, but we cannot proceed in the matter until we know what style and price boot you require, and what are your measurements. Ask your Bootmaker to measure you for a pair of Hercules Boots, send us the measure with the

Boor STREET, NORTHAMPTON. January 19, 1920. John Bull, Esq., Cheapside, London, E.C. Dear Sir, We are grieved that you have not yet taken advantage of our offer. We know of no other way to obtain your confidence in our goods and workmanship than by a trial. We offer an inducement to you to make this trial. We ask you to refer to your Bootmaker, he will assure you of the genuineness of our representa-tions. In fairness to yourself, you should accept our trial pair of Hercules Boots, made to measu

Boor STREET, NORTHAMPTON. February 11, 1920. John Bull, Esq., Cheapside, London, E.C. Dear Sir, Many thousands of people in this country, and many in your own neighbourhood, have taken advantage of our offer. Yet we cannot trace any communication from yourself. Has it been lost in the post? Our offer is unprecedented. It has had a magnificent reception, and we shall be closing it very shortly now. However, whilst it is still open, we would do all in our power to gecure your custom, knowing that,

Boor STREET, NORTHAMPTON February 19, 1920. John Bull, Esq., Cheapside, London, E.C. Dear Sir, Our unprecedented offer is only good to you for another seven days from this date. After that we cannot accept your measurements for a pair of Hercules Boots to measure at the regulation stock price. After the ( date), special measurement boots will come through as "Special," and be charged accordingly. The quality and workmanship will be Just the same as we offer you now for the one pair, but the pric

Window display is a good medium, being in the sense of the idea a proprietary hoarding which the public will stand and look at, the attraction being brought about by the apparently real articles (although possibly dummy imitations), for realism is the spice of life and advertising. Holding no brief for the window dresser, let us rather dwell on those cases where the advertiser does not employ a professional, but leaves the matter to the shopkeeper, supplying him only with the necessary articles.

A List of the periodicals published in the country can be easily obtained for the purpose of choosing those you intend to use. In selecting, remember that your object is to cover the most profitable ground at the least possible cost. It is obviously useless to advertise a cigarette in a dressmaking paper; nor, on the other hand, would one expect to find an advertising discourse upon corsets in a paper devoted to engineering. Again, there is the class distinction. High-priced luxuries are likely

From the preceding chapters the following points may be deduced. Seeing you cannot use every medium thoroughly, is it better to use one well, or each sparingly? The writer's opinion inclines towards the latter. It 1s better then to meet your public, sometimes in the Press, sometimes on the hoardings, again at the shop and at. the home by distribution. At the same time it 1s equally advisable to concentrate when the appropriation 1s not sufficient to apportion to each medium a suitable amount. It

A Few words of advice would not be amiss as a preface to Part III. The essentials of advertising are, firstly, ‘ Attract the Attention”; next, * Rivet the Attraction.” The first mainly concerns the media to use, the second combines style, arrangement, and matter, the latter consisting of either illustrations or reading matter. If your abilities lie in other directions than composing advertisements don’t attempt to write them yourself. If you want to know whether you can write, ask yourself these

For the Baby—For the Invalid— Makes a meal in a moment for all. Sold by all GROCERS and STORES. 3, &, 11b. Scaled Tins, The Fruit Food Co. London. "LSINODDOVEOL ANV LV TJINONI jure) eo1mayd Aue wolf 991) 000eqOf, oy) Burdosy snyy ‘pemnuewr A(eroynie jou f0s poops Aqeroads wo umoid ‘oodeqo, urudnip jo jsaind oy3 wo worsiazadns (nyoIed jsow 9Yj I9pUR IPE SY) ‘0008qO J, CIUISIIA) Saind dAINIdd the main points, which could not, or rather, should not, be omitted, and therefore if placed first show ho

In composing a poster advertisement it should be, in contra-distinction to one in the Press, more headings and less reading matter. The story must be told in the fewest words possible, and the simplest way of doing this is to write a few brief head-lines which the eye can take in at a glance, and which convey enough suggestive outlines to enable the reader’s mind to fill in the details, Direct the train of the reader’s imagination so that he cannot but form the conclusion at which you desire he

THE advertising agent is the party who deals with the proprietors of media on behalf of the advertiser. He is, or should be, an expert in all matters pertaining to advertising, and qualified to successfully plan and handle the advertiser’s appropriation. The proprietors of advertising space allow commission to agents, and this commission is a varying quantity with different proprietors. Generally speaking, whoever pays is the employer, and the payee the servant, hence the agent would appear to b

PRINTING is the great influence underlying all advertising work. The most perfectly designed and worded advertisement is spoilt if badly printed. See, therefore, that your printing is the best you can procure. A newspaper (one of the worst media for printing) can hardly give you any extra attention in this direction. The machines upon which newspapers are printed run at a high rate of speed, and print usually upon the cheapest quality of paper, two combinations most likely to produce bad work. T

The printer holds stock types, but if you want specially shaped lettering or pictures they must be specially prepared for your needs. Firstly, drawn by an artist or the article or scene photographed, the picture is handled by a block-maker who prepares the necessary printing blocks, and who can tell you just what process is most suitable for a particular purpose. To the uninitiated the two great divisions of printing blocks are half-tones and not half-tones, both being usually called electros an

IT is not intended to teach book-keeping under this heading, but to mention what accounts are desirable to be kept, and how returns may be checked so as to show the actual advertising value of each particular medium to the advertiser. It is always of service and advisable to have a record of when your advertisements appeared in the paper, and the size and cost thereof, and if possible the pulling results. This will be of great help in arranging the next campaign, showing where to insert, and whe

THE average shopkeeper who reads this work might consider advertising so vast a field that to enter therein is beyond his capability, and that it is only applicable to large concerns with unlimited capital, but such is not the case. The object of this chapter is to combat that idea, and point out how each medium may be profitably employed by local shopkeepers prepared to appropriate but a small sum for the work. Incidentally, it may be mentioned that the majority of the large present-day adverti