Jasper County Democrat, Volume 14, Number 101, Rensselaer, Jasper County, 30 March 1912 — Advertising Talks [ARTICLE]

Advertising Talks

TURN THOUGHTS AS DESIRED Advertising Declared a Mental Science—Greatest Benefits in Cumulative Results.

I “Making Advertising Pay” was the subject discussed before, the Milwaukee Advertisers’ club at a luncheon the other day by J. J. Rockwell of New York. He said in part: "The science of making advertising | pay is a broad subject. You might as i w e’.l endeavor to lay down rules for ; making business pay, because it all : depends on experience, courage 1 and persistence. Regardless cf where th»

advertisement be placed, persistence :s the most influential element to be considered. This is especially the case when a pregram of advertising is contemplated for newspapers. “Among many advertisers seeking the best results.from newspapers, the element of time is greatly overlooked, because persistence is one of the most important elements in advertising as well as in the science of selling. “One of the'-conditions overlooked by many advertisers is In failing to give advertising credit for what it really performs. Advertising is like any selling investment, in that its greatest results are cumulative, and ' the results follow each other in sequence. If an “advertiser can trace a ' sale to some particular advertisement he generally gives it credit for that sale; but he fails to give it credit for future, sales which are a direct result of the first sale made. * “If a shoe dealer in Milwaukee, for instance, publishes an advertisement which Induces somebody lo come into his store and buy a pair of shoes, and this customer be satisfied, he or she immediately proceeds to inform his or her friends about the bargain secured. Then the parties who have been" informed of the trading opportunities afforded bv this house come and patronize it. so both the original and subsequent patrons of the house, in response to this advertisement, are credited definitely, or Should be credited, to the original advertisement, notwithstanding it made but a single sale definitely. “The chief use of advertising is found in these cumulative results. It forms a starting point of sales which, by reason of the mouth-to-niouth advertising following, makes advertising profitable. “Advertising should not be considered as a mere matter of paper, type and ink, but an exchange of thought—the transference of the work of one mind to another. It is a mental science. for which the best definition is that it makes people think as the advertiser , wishes him to think.” .