Commercial Advertising (RLE Advertising) by Russell Thomas;

Author:Russell, Thomas;
Language: eng
Format: epub
ISBN: 1244885
Publisher: Taylor & Francis Group

LECTURE V

THE THREE MAIN MODES OF ADVERTISEMENT

Advertising not confined to. newspapers—The Press, the Poster, and Printed-matter—Their ancillary modes—Difference between Advertising and Publicity—The Press the supreme medium foi Advertising ; the Poster the supreme medium of Publicity—Where Press Advertising is the most efficient and economical mode— Selling goods of everyday consumption—Selling technical products —The choice of a medium—Difficulty of selecting individual papers—The Press classified for advertising purposes—The medium for products and utilities of constant use—Classified Advertising as a test of circulation—Relative efficiency of morning and evening papers—Where the evening paper is supreme—Advertising for direct replies—Sunday and weekly newspapers—Their special use—Magazine advertisements—Foreign inquiries overvalued —Influence of newspapers on advertisements and of advertisements on newspapers—The evil of undisclosed circulation—Where the poster is the best advertisement—Billposting an economical mode of advertising—Posters as a means of securing retail distribution—Posters free from waste circulation—Circulars and pamphlets—Their advantages and disadvantages for advertising —Circulars by letter-post and book-post—Form-letters— Mechanical devices—The writing of form-letters—The two important parts—The pronoun ‘you’—Postcripts—Form-letters in mail-order advertising.

HAVING now considered in turn the Why, the How, and the What of Advertising—why we should advertise, how we should frame our announcements, and what merchandise should be thus announced—we come to the important problem of Where to advertise.

Advertising does not begin and end with newspaper announcements, but comprises every method by which attention can be obtained. Through the great extension of modern salesmanship, the number of devices for attracting public attention is so multiplied that there will only be time to deal with the three main modes. These are in the order of their importance, the Press, the poster, and printed matter independently delivered. Ancillary to these principal modes and too varied to be adequately discussed to-night, are such minor devices as sampling schemes; show-cards and window-dressings; electric and other permanent outdoor signs; conveyance-advertising, which includes everything displayed in connection with railways, tram-cars, and omnibuses; the large class of objects described as ‘novelties’—paperweights, match cases, and a thousand similar objects given away to carry advertisements—and finally the special class of circulars known as form-letters. The last are so greatly a subject of inquiry by students of Advertising that I must, by exception, find time to say something about them before I finish.

What I classify as secondary modes of advertisement are so described because it is hardly possible that any one of them could be made to sustain the sale of an advertised product by itself. They supplement the three main modes and they contribute to what is called cumulative effect in Advertising. When a name turns up in so many places that you cannot help becoming familiar with it the effect of more reasoned advertisement in newspapers or by circulars is reinforced. Every advertisement, of whatever wares, gains something from the accumulated influence of other advertising that has appeared before. This is a very complicated subject, which could only be discussed in a more advanced course, dealing on a large scale with advertising policy and direction.

Work done for the sake of cumulative effect has the nature of Publicity as distinguished from Advertising proper.

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