Jasper County Democrat, Volume 14, Number 99, Rensselaer, Jasper County, 23 March 1912 — ADVERTISING THAT GIVES BEST RESULTS [ARTICLE]

ADVERTISING THAT GIVES BEST RESULTS

By William C. Freeman.

K. S. Fenwick Recently made a very interesting talk before Canadian business men on, the subject of advertising, in which he said: • There are two methods of advertising in common today. The first might be described as “business building,” and the second as “business stimulating.” The first Is used persistently, systematically, intelligently, for the purpose of making more sales, day by day and month by month, than were made In the corresponding period of the previous year. The second is used for the purpose of making the sales take a sudden jump, when it is found that business is dull, when it is desired to raise money, or when any one of a hundred other conditions may arise. The first, used alone, results in permanent gain and continuous growth, when .intelligently applied—the second, used alone, even when accomplishing the desired result, inleaves the business in a weakened condition, from which it takes time to recover. We all like to see quick results—that is natural. We are Inclined to .consider the Immediate benefit as more important than the ultimate profit, on the principle that "a bird in the hand Is worth two in the bush.” But It should be rem.embered that continuous advertising has a cumulative influence worth more than the sum of its immediate, traceable returns. The cumulative effect of continuous advertising is to biaild up public confidence and to sell goods through the influence of repeated suggestions. The constant dropping of water on a stone will wear it away in one spot —the constant contact with the advertisements of any business will make an ever increasing impression on the public mind. Stop the dropping and the Stone will soon wear smooth—stop the advertising, and the impression will soon be crowded out and replaced by other Impressions. The trouble with special effort In advertising is that the desire to stimulate business creates a condition that makes the merchant sometimes very well contented With the results of advertising, but more often It makes him feel as though advertising has lost its power. The steady, long pull—always at It always giving good value —always making good one’s promises—always being painstaking in the matter of service is the kind of advertising that in the long rqn gives permanency and reputation and profit to a business. Spend what you can afford, but spread the amount over a persistent course of advertising. Whatever you do, don’t be spasmodic.

Whatever an advertiser should do, he should be fair and honest. I think one of the most important factors involved in good advertising Is truth—good, clear, concise facts. It can be taken as a standard rule that anyone that advertises things untrue is not deriving full benefit from his advertising. He may stimulate tra d prosper for awhile, but it <. last.