Jasper County Democrat, Volume 15, Number 3, Rensselaer, Jasper County, 13 April 1912 — GIVE ADVERTISING CREDIT [ARTICLE]

GIVE ADVERTISING CREDIT

Too Many Advertisers Overlook Cumulative Effect, Its Greatest Value. J. J. Rockwell, of the McGraw Pub lishing Co. of New York, in an address before the- Advertisers’ Club in New Orleans declared that advertising does 1 not get credit for all the work it does. “bne of the greatest difficulties coni fronting an advertising man is that advertisers fait to give advertising credit for what it really performs. The advertiser usually checks up on his advertising like any other investment in that its greatest results are its cumulative value. However, the results fronnhat advertisement should not be figured front one sale only, but from all other sales which are made-to the same people. ’’All that advertising can do is to bring new or rather I should say it brings people to a store or establishment, as the case may be It is up ito the salesman to do the rest. / . •

‘ All business resulting from an advertisement, whether received at once, or later as the direct results of the advertisement, should be credited properly. Advertising men find that the greatest and chief value o' advertising is the ; cumulative effect. It forms the starting point of sales by reason of inouth-to mouth* advertising which pleased customers do and the advertising thus succeeds in developing the business.”