UC-NRLF SB 2b2 flbl an G 2>f=>/>cf. \oulcl Krtoa /ir WHAT AN ADVERTISER SHOULD KNOW THE "PRACTICAL" SERIES By HENRY C. TAYLOR WHAT A SALESMAN SHOULD KNOW WHAT AN ADVERTISER SHOULD KNOW Each, Small 12mo. Net 75 Cents BROWNE & HOWELL CO. Publishers 8^" See full description at end of this volume. THE "PRACTICAL" SERIES What An Advertiser Should Know A Handbook for Everyone Who Advertises BY HENRY C. TAYLOR Author of "What a Salesman Should Know" CHICAGO BROWNE & HOWELL COMPANY 1914 COPYRIGHT, 1914 BROWNE & HO WELL COMPANY PUBLISHED, APRIL, 1914 ' BY ' THE LINDSAY -SCHUETZ Co. CHICAGO CONTENTS CHAPTER PAGE I GENERAL FORMS OF ADVERTISING . 7 II THE GENERAL CONSTRUCTION OF AN ADVERTISEMENT 16 III WHAT AN ADVERTISER SHOULD KNOW ABOUT PRINTING 27 IV ADVERTISING MEDIUMS .... 36 V FORM LETTERS, CIRCULAR DISTRIBU- TIONS, ETC 45 VI PREMIUMS, THE RETAIL MERCHANT AND His CLERKS 56 VII HOUSE ORGANS 66 VIII CATALOG ADVERTISING 74 IX THE RETAILER FROM A MANUFAC- TURER'S STANDPOINT . . . .81 X THE ADVERTISING MANAGER AND THE ADVERTISING AGENCY 89 392291 PUBLISHERS' NOTE WE have arranged with Mr. Henry C. Taylor to give us a series of practical handbooks for the busi- ness man. His first volume, "What a Salesman Should Know," has proved very popular, a second edition being called for shortly after the book was put upon the market. It is with pleasure, therefore, that we present this, his second volume. The author of these timely and instructive books is still young. His methods are snappy and up-to-date. The name, Henry C. Taylor, is a nom de plume. He is a member of a prominent firm, has charge of the sales department and does the traveling in the important cities himself. For business reasons he prefers not to disclose his identity. This series of books has been prepared and published for the benefit of the young man in business today. They should be in the hands of every man who desires to make himself more efficient, not only those who have already made a start in business, but those also who intend at some future time to take up business as a profession. What an Advertiser Should Know CHAPTER I. GENERAL FORMS OF ADVERTISING. THE word advertise, as defined by Webster, means to give notice to; to inform; to an- nounce publicly, especially by printed notice. In this progressive day and age, however, this defini- tion falls far short of the real meaning of the word and we find it necessary to add the clause to pro- duce sales. For if the latter are not forthcoming as the result of advertising an article, then the effort has been wholly wasted. Advertising is as old as the human race itself. During the last quarter of a century, however, such tremendous progress has been made in it that the business man of today regards it not as an art but as a science and one which he must study with great care. The earliest form of advertising of which we have record was the old-fashioned street vendor, or crier. His methods are still in use, even in this age of advancement, and not without good results. Fol- lowing the street vendor as a form of advertising came the use of the sign-board. This developed 8 IF'hat'an 'Ativertis^r Should Know later into the use of show cards, bill-boards and posters. In time the newspaper and the magazine became the mediums of advertising, although in the beginning these latter were used for simply-worded announcements such as "John Jones & Co. Sell Dry Goods." Advertisements today are elaborate. The medi- ums are expensive. The man in business has more people to reach, more territory to cover. It is im- perative, therefore, that he have knowledge of every branch of his business whether it shows a large profit or an equally large loss. Tremendous sums are ex- pended today in advertising and a large part of it is absolutely lost because the man in business does not know how to make his advertising count. It is not the object of the writer to present a long technical treatise on this important subject, but to put before the advertiser some essential points which will enable him to handle his advertising problem intelligently. In advertising a business the first step for the merchant to take into consideration is the general appearance of his store or place of business, for, in the last analysis, every factor pertaining to a business which tends to create an effect upon the customer or visitor is a part of its advertising. Interior decora- tions which create a pleasing effect are important factors, while the intelligent and artistic use of store General Forms of Advertising 9 windows as a medium of advertising is more im- portant still. Large stores place a high value on their window space, often as high as a hundred dol- lars a week. They maintain high-salaried men whose sole duty it is to look after them. The posi- tion of window-trimmer for a large concern is an important one and one which commands an excellent salary. The merchant must realize also that the person- ality of his clerks is an advertisement, favorable or unfavorable as the case may be. The clever business man knows that his store's greatest asset is a com- pany of intelligent clerks. By far the best adver- tisement a store can have is a reputation for good service. When a customer knows that he can enter a place of business, be waited upon by an intelligent clerk without confusion, it is an advertisement of great value to that store. Many firms make it a point to play up this fea- ture in their newspaper advertising. This goes to prove that the business man realizes that almost any- thing he does results in advertising, whether the lat- ter proves of lasting effect or whether it turns out to be a detriment of equal magnitude. As has been said, we have come to recognize ad- vertising as a science. We have schools for the pur- pose of teaching it, just as we have schools for teach- ing law and medicine. If, therefore, advertising: is a 10 What an Advertiser Should Know science, which it is, the man in business must study it carefully, just as the lawyer and the doctor study their professions. The position of advertising manager for a large concern is perhaps the highest paid position in the business world, and when we stop to think of the enormous sums of money expended for advertising, we realize its importance in business when it is con- ducted under modern methods as it is today. Aside from the use of space in the newspapers and magazines, there are any number of other kinds of advertising which we shall term Supplementary Forms. Some of these have already been enumer- ated. For the manufacturer and wholesaler, the co- operation of the retail merchant and his clerks in an advertising campaign is not only decidedly beneficial but necessary to both parties. It is an accepted fact that unless all concerned pull together and strive for the same object, the desired results cannot be readily obtained. Harmony in advertising, as in everything else, is necessary. A manufacturer may advertise until he is blue in the face but unless he has the co-operation of the jobber and the retailer, his advertising will be lost. A jobber's word is taken as a guarantee by the retailer. The retailer's word is invariably taken by his customers. A retailer or one of his clerks can General Forms of Advertising 11 make or break the sale of an advertised article in their own store simply by saying that the advertised article is all right but that he believes such and such an article is better. He is a member of the local community. He is known as a man of good stand- ing and his word is usually taken by the customer. The psychology of this is readily seen. The jobber is known to the retailer and therefore his word is taken. The retailer is known to his customers and his word is taken by them. So it is very necessary for the manufacturer to gain the co-operation of these two most important mediums for putting an article on the market. The writer once knew a man in the candy manu- facturing business who told him that his big supple- mentary advertising aid was to get acquainted with the clerk who stood behind the counter and sold the goods at retail. He would spend considerable time in showing the clerks where his candy was superior to any other brand, how it was made, etc. The clerk soon began to think that he really knew some- thing about this particular brand of candy. So he would recommend it to his customer. Reach the sales people is, or should be, the main object of all manufacturers. Tell them something about the goods you are making. They will appre- ciate it. Ask their co-operation. As soon as they begin to recommend the article to their customers 12 What an Advertiser Should Know the result will be apparent in financial returns. Ask some merchant to make a window display of your goods. If he will not lend you the use of his win- dows rent them. It is money well spent. It will be productive of good results, for when a window display is made it carries the local merchant's guar- antee. This is worth a great deal in any com- munity. The use of street car space is a good means of supplementing a general campaign. It takes about fifty thousand cards to cover the United States and Canada and the cost is about fifty cents per card per month. These cards can be changed as often as is desired but usually the change is made but once a month. Such advertising is in the hands of com- panies owning franchises and options upon most of the street car space in the country. Posters are used with good effect by the retail merchant and prove of indefinite value to the manufacturer. These are made on a very elaborate scale. Manufacturers go to great expense in purchasing beautiful drawings by well known artists, for posters are designed to attract by their physical beauty. Bill-Board and Painted Sign advertising is used extensively by large firms in putting on a national campaign. This form of advertising is handled by bill-posting concerns and costs so much per board per month. It is much more difficult to prepare a General Forms of Advertising 13 bill-board advertisement than it is to write one for a street car. The reason for this is apparent. Peo- ple are not sitting in front of a bill-board advertise- ment as they are of one in a street car. Their at- tention must be gained and the story told at a glance. It is the usual thing, when riding on a train, for the passenger to watch the bill-boards for the distances to the next town. In this fleeting glance the story of the advertiser must be told. Painted Signs are similar to bill-board advertis- ing and perform the same office. There is a great deal of risk connected with this form of advertising. The boards are frequently blown down and the posters destroyed by rain. If a painted sign on a building is used the advertiser may see his sign ob- scured by the erection of a v new building. Wall space on prominent buildings is very expensive. Perhaps the greatest innovation in the advertis- ing of the present day has been accomplished by the use of electricity. Take a walk up Broadway any evening and think of the enormous amount of money spent in advertising by means of electric signs. The greatest achievement in electrical advertising in the world today is the Chariot Race display facing Her- ald Square in New York City. To illustrate the magnitude of this wonderful sign it is only necessary to say that it takes some twenty thousand electric bulbs to produce it. 14 What an Advertiser Should Know The prices paid for positions for these big signs are enormous and run from one to two thousand dollars per month. This form of advertising is not organized as is the bill-board system. As yet no agency has interested itself to the point of instituting a system of electric signs which would be of service in carrying on a national campaign. Electrical ad- vertising is not entirely confined to out of doors but may be used with great effect inside a store. Win- dow displays, interior decorating and other display schemes have been revolutionized by the use of elec- tricity. Another form of advertising, similar to the bill- board and poster method, is the distribution of hand bills and samples from house to house. This is handled by. agencies which guarantee an honest dis- tribution, thus minimizing the usual risk of having the samples and matter destroyed or never dis- tributed. The use of novelties has been productive of good results and is a lasting form of advertising. This, also, is handled by agents. They will call upon you and display a thousand different novelties at a thou- sand different prices. Banks often make use of cal- endars as a novelty form of advertising. Insurance companies frequently use blotters, etc. Making presents to one's customers of an attractive booklet or diary is a lasting form of advertisement and one General Forms of Advertising 15 which is appreciated by all who receive them. In presenting an advertising novelty it is always best to give something which is serviceable as well as last- ing. If diaries are selected for this purpose it is a good plan to continue to give one each year. The customers will soon learn to look forward to receiv- ing them. Program advertising is productive of good results and space can be obtained at very reasonable rates. This is also in the hands of agencies which control the theatre programs of certain cities. The forms of advertising mentioned in this chap- ter are considered as supplementary to the real news- paper and magazine advertising which we shall dis- cuss later on. CHAPTER II. THE GENERAL CONSTRUCTION OF AN ADVERTISE- MENT. A DVERTISING as before mentioned, is now JL\. recognized as a science. It is no longer a vehi- cle for fakes and quacks. The large store employs high-salaried men and maintains a large advertising department while the smaller merchant usually writes his own "copy" and generally oversees all the advertising of his store. This little book is not in- tended to go into an exhaustive study of the science of advertising but simply to put forth some facts which will enable the business man to grasp and handle more intelligently this gigantic problem. Millions of dollars are spent annually in adver- tising and a great percent of it is absolutely wasted because the advertiser does not know what he is do- ing. The man who thinks that any old kind of an announcement will do is about half a century behind the times. To be able to write "copy" which will produce results requires hard study, long and careful thought. It is the purpose of the writer to put forth briefly his ideas upon the general construction of an advertisement to aid the smaller as well as the larger Construction of an Advertisement 17 advertiser in obtaining additional knowledge as to the manner of writing forceful copy. In making up an advertisement, the matter should be put into such concrete form that it will make an instant impression, will create an immediate image in the mind of the reader and prospective pur- chaser. To illustrate this point, a firm, known to the writer, used page after page in the dailies stating that they would put on sale sixty thousand dollars worth of clothing to be sold for the next sixty days at a discount of sixty percent. This firm was really in financial difficulties and could not afford to stand this loss, but to get in ready cash was imperative. So they took this means of getting it and reconciled themselves to the loss. At the end of thirty days they found that they had fallen far below what they had expected and they were feeling pretty blue over it for they were still in need of cash. They called upon an advertising man whom they knew and asked his advice. After careful thought he told them that their style of advertising was not convincing. It would not produce results. "We have spent several thousand dollars and it seems to us that we should have results," was the re- ply of the firm. It had never occurred to them that perhaps the style of advertising they had been using might be wrong. Finally they turned the problem of adver- 18 What an Advertiser Should Know tising the sale over to their friend, the experienced advertising man. After considerable study he hit upon the following plan. He had a fac-simile of a dollar bill made and ran it in his advertisement with the following caption : "This certificate is good for one dollar if pre- sented at our store within the next thirty days." The volume of business increased amazingly and the firm instead of sacrificing sixty percent made a goodly profit on the sale. The psychology of this advertisement is simple. The certificate resembled money , and the reader knew that it was worth money if presented at this certain store within a certain time. In other words the certificate created an image and made an impres- sion on the mind of the reader. The United Cigar Stores use this plan. They make their premium certificates to resemble money and in this way create in the mind of the customer the impression that they are worth money, or its equivalent, if saved until a certain number have been collected. One will not throw away certificates which will be worth money, if saved, but will begin collecting them, and will not make his purchases unless he can get these pre- mium certificates. In just the same way the S. & H. trading stamps capture the ladies in buying their food supplies. Construction of an Advertisement 19 Certain colors are displeasing to most of us while certain others are generally pleasing. The ordinary black and white advertisement depends for its ef- fectiveness principally upon the type used. A pleas- ing initial, or monogram, often catches the eye. But today advertising is going into more costly forms. The advertiser is using two, three and possibly more colors, depending upon the physical beauty of the advertisement to attract attention. It stands to rea- son, therefore, that if the colors are not in harmony and not well blended, a feeling of repugnance and disappointment is produced. No matter how good the advertised article may be, if this feeling is pro- duced the advertisement is a failure. A certain glove manufacturer purchased an ex- quisite drawing of a beautiful girl pulling on a pair of gloves. He made about ten thousand hanging cards, using this picture and the caption that this beauty wore such and such gloves. The picture was a work of art. It attracted attention immediately. It was one that would not be readily thrown away. So the advertisement proved of indefinite value and lasted for a long time. The pictures were printed in three colors and were very effective. Red is a color pleasing to most people and is ex- tensively used in advertising. If the advertised arti- cle comes in a package, a facsimile or reproduction could be used with good effect. But here, as in 20 What an Advertiser Should Know every case, the color scheme should be carefully worked out. Wrigley's scheme for putting his gum on the market is a good example. The green and light red colors are well blended. The color scheme is carefully worked out and the effect as a whole is pleasing to the eye. The facsimile of the package creates an image, as does his trade-mark, "Look for the Spear." This is lasting, and whenever a reader wants chewing gum, the image comes promptly to mind. To the mind of the writer this is the most remarkably planned as well as the most successful campaign of advertising put forth in recent years. Rhythm is another point to be considered in writ- ing an advertisement. It is one which should be studied with great care. If the sentences are too long they will not be read. It is necessary to break the matter up into shorter and more compact sen- tences, each one telling a story. The interest of the reader is soon aroused and the advertisement is read through before he is aware of it. The advertiser must depend upon the physical eye to do the work of carrying the impression of his advertisement to the brain. The eye has its own peculiar construction. It is constantly on the alert. It instantly selects, out of many, the one advertise- ment which is pleasing. It will be read through. The advertiser who uses unfamiliar words, peculiar forms or unusual arrangements will find that his ad- Construction of an Advertisement 21 vertisement carries little weight. It is not readily perceived or easily remembered. Yet these are the two points of greatest concern to him. The writer of an advertisement should be very careful that the idea which he wishes to impress upon his readers is one which is not subordinate to another advertising motive. For example, suppose that the article to be advertised is a certain kind of suspenders. A picture of a man putting on a pair is used in the advertisement. The utmost care must be taken that the expression on the face of the man is one of pleasure and comfort, for if by a single mis- drawn line the expression is made otherwise it will ruin the effect of the real motive and produce a feeling that the suspenders are not so satisfactory after all. Thus the effect of good "copy" is lost and the advertising amounts to nothing. Summing up the general construction of an ad- vertisement the writer would say that its effective- ness is dependent upon four concrete principles : First. The Power to Impress Reliability. Second. The Power to Create Authority. Third. The Ability to Repeat from Year to Year. Fourth. The Ability to Impress by Suggestion. These four things lead up to the final purpose of all advertising which is "to buy and take home." 22 What an Advertiser Should Know THE POWER TO IMPRESS RELIABIL- ITY. An advertisement should be written in such manner that it will impress on the mind of the reader the idea of reliability. This is a very im- portant point in this age of fake concerns and fake advertisements. As an example, John Wanamaker's advertisements are always considered reliable. When prices are quoted by him it is taken for granted that value and quality will be received for the price stated. The reputation of a store is made in this way, and as soon as the reading public learns that what is said in the advertising of a certain place of business is reliable, the advertisements will be read with greater care. Therefore, to establish a reputation for reliability is an essential policy for any store to pursue. THE POWER TO CREATE AUTHOR- ITY. When a firm has once established a reputa- tion for reliability and has gained the confidence of its customers, it will be accepted as an authority. Manufacturing concerns, in their advertising, will often include the sentence "Wanamaker's recon> mend this to their customers." To those who know the Wanamaker stores (and to those as well who do not) these words suggest reliability of authority. Publishers, in advertising a book, will first give a copy to some prominent man, get an expression from him concerning it and then use a phrase from it in Construction of an Advertisement 23 their advertising, such as "Mr. Roosevelt says this is an uncommonly fine book," or some similar ex- pression. This gives a man of reputation as author- ity and also establishes reliability, for the man quoted is usually an authority on the value of the book in question and knows a great deal more about the subject than the average man or woman. THE ABILITY TO REPEAT AN ADVER- TISEMENT. This is one of the most important points in successful advertising. Select a trade- mark and place it on every piece of advertising mat- ter put out by the concern. By continuous use and repetition it will become well known and will stand for reliability and authority. It has been said that George Mennen's face has been run in advertise- ments several million times. It is on the product itself, on every advertisement, on circulars and, in fact, it is on everything that pertains to Mennen's Talcum Powder. An advertised name takes a cer- tain value after a length of time and is a most valu- able asset to a concern. In like manner the negro "chef" used by the Cream of Wheat Cereal Com- pany in all their advertisements stands for Cream of Wheat. "Look for the Spear" stands for Wrig- ley's spearmint gum, etc. Establish a reputation for making or selling some special line of goods. Hammer this fact home in . all your advertising. Your reputation once 24 What an Advertiser Should Know made, your advertisements will be read with greater care. Another angle of this third form is the con- stant repetition of an advertisement in some certain advertising medium, usually the daily paper. The usual rate for space in the metropolitan dailies is about twenty cents per agate line. If a merchant, or manufacturer, figures that he wants to spend two hundred and fifty dollars advertising a certain arti- cle, it would produce far better results to take a hun- dred lines, at twenty dollars an insertion, and run it for twelve consecutive issues than to run one inser- tion in twelve different papers. By this method the advertising fire is concentrated on the readers of the one paper and good results are usually forthcoming. The other way the fire would be scattered and would have little or no effect at all. If a reader sees an advertisement several consecutive times he is more than likely to come to the conclusion that the advertised article must have some merit, else it would not be advertised with such regularity. If the "copy" is well written and convincing he is in- variably brought to the conclusion that he ought to buy. For instance, if the article advertised is a safety razor and a certain brand is given great pub- licity and the advertisements are repeated often, the reader will have this certain brand fixed in his mind. When the time comes that he needs a safety razor he will buy the brand with which he is familiar. Construction of an Advertisement 25 Repetition in advertising is very important. The success or failure of an article to be advertised oft- times depends entirely upon it. THE ABILITY TO IMPRESS BY SUG- GESTION. This, the last of the four principles on which effective advertising is based, is a combina- tion of the other three. Suggestion, in this case, means "taking for granted," in other words, it is the means by which a customer is brought to a de- cision to buy without referring directly to the quality or benefits of the goods advertised. The buyer is allowed to think that he has figured it out himself, that it was his own original idea. A simple illustra- tion of the writer's meaning would be a picture of two men walking down the street in a blinding snow storm, one with a big fur overcoat on and the other without any overcoat at all, the caption under- neath the picture being "Johnson's for Overcoats." The first thought of the reader would be one of sympathy for the poor fellow without a coat. The next thought would be, "What a fine-looking coat on the other man!" The contrast would be great, of course. The whole picture would make an im- pression on his mind and create an image which would last. Soon the thought would strike him that perhaps he, the reader, would look well in just such a coat, or perhaps he would call to mind that his own coat was getting old and that he needed another 26 What an Advertiser Should Know one. This kind of advertising is very catchy and clever. It may be used with good results in many different ways. Illustrative comparisons are often a great deal better than a long talk about the merits of an article. The public today will not read a long drawn-out ad- vertisement. Readers, especially busy men, figure that it is a waste of time. They want things said in the least possible number of words. As a rule, a merchant does not want to listen to a lengthy argu- ment from a salesman. It is the same in advertising. Therefore make it short and to the point. CHAPTER III. WHAT AN ADVERTISER SHOULD KNOW ABOUT PRINTING. THE advertiser should have a fair knowledge of the printing business in order to be able to prepare his "copy" in an intelligent form and also to his own best advantage. The usual tendency in "copy-writing" is to write too much for the space the material is to occupy. The advertiser should be able to understand the placing of his "cuts" to the best advantage, the selection of the type to be used, etc. Upon this depends the physical appearance of his advertisement. The advertiser should know how some of the most important devices are made and he will find it to his advantage to keep the following definitions in mind : HALF-TONE engraving is the process of re- producing photographs, wash-drawings and illustra- tions on metal plates for use in printing. These plates are produced by photographing the design through a screen or glass upon which is drawn a series of lines crossing each other at right angles. If these lines are numerous and close together, say 28 What an Advertiser Should Know a hundred and fifty or a hundred and seventy-five to the inch, the half-tone is said to be of fine screen. If the lines are few and far apart the half-tone is said to be of coarse screen. The negatives are then printed on a copper plate and the plate is etched in a bath of acid. The plates are then trimmed and mounted on wooden blocks and are ready for print- ing. It is important, in making a half-tone, that the copy should be as sharp and distinct and as free from defects as is possible. COLOR PLATES are produced in half-tone by what is known as the three color process. For these three separate plates are made for printing with yellow, red and blue respectively. These are made by photographing through colored glass, known as a filter, which excludes all rays of light except that of the desired color. ZINC ETCHINGS are produced in a manner similar to half-tones except that no screen is used. They cost considerably less than half-tones. WOOD-CUTS are engravings made on wood and are often used in illustrating machinery, etc., where an especial sharpness of outline is desired. ELECTROTYPES are not engravings but are duplicate metal copies of half-tones, zinc etchings or wood-cuts. Electrotypes are more durable than the original engravings. They are generally used for "large edition" printing, and are especially useful In Relation to Printing 29 when it is desirable to duplicate the same copy many times. STEELTYPES are similar to electros. A de- posit of steel is first made on the face of the mold, thus making the printing surface hard and giving greater wearing qualities and sharpness. They are also stronger and color inks have no effects against them as against electrotypes. PREPARING "COPY." By "copy" is under- stood such matter, usually manuscript, reading mat- ter or cuts, as are to form the substance of the cir- cular or advertisement. It is customary for the ad- vertiser to draw roughly the general idea and to put the matter in typewriting. This insures him against mis-spelled words, etc. On the outline "copy," or roughly drawn sketch, space for the cuts must be allowed and the size indicated. If the advertiser is not well up on writing and preparing "copy," it is well for him to write his matter, tell the printer about how and where he wants his cuts placed, and leave it entirely up to him. When the proof is re- turned the advertiser can make any change he de- sires, but he then has it in concrete form and can tell whether it suits him or not. This he can not do when the matter is in skeleton form. In getting up a circular say a four-page one it is policy for the advertiser to get up a dummy, that is, to fold up a piece of paper about the size of the proposed circular, 30 What an Advertiser Should Know and then fill in the material. This serves as a guide to the printer as well as to the "copy-man." In pre- paring the circular, as has been said before, the lan- guage used should be of the simplest that the subject will bear, and such as will be readily understood by every person who reads it. In a circular distribution the advertiser can never tell where it is going. It should be free from extravagant claims for superi- ority, etc., but should consist of the fewest possible words needed to tell the story. The following marks are in universal use for correcting "copy," or for proof reading. X Change bad letter. ty Quotations. iO-Push down space. */ Hyphen. 9 Turn over. /// Straighten lines. & Take out C Move over. A Left out; insert *I Paragraph. # Insert space. No CJ No paragraph. / Even spacing. w. f. Wrong font. ^ Less space. .... Let it stand. o Close up entirely. tr Transpose. Q Period. Caps Capital letters. '/Comma. s c Small caps. Q Colon. 1. c. Lower small letters. ;/ Semicolon. Ital. Italics. *V Apostrophe. Rom. Roman. When a proof contains a number of errors, draw a line from each mark in type to a correspond- ing mark in the margin. The advertiser should read all proof sheets carefully, especially for names, ad- dresses, technical terms and grammatical construc- tion. Very often when a proof is not read care- In Relation to Printing 3 1 fully errors will be overlooked, and once a final proof is returned these can not be changed. Always re- turn the original copy with the proof, and mark "O.K." or "O.K." with corrections as the case may be. The printer insists that his proof be read by an authorized party. So it is necessary to "O.K." the proof and sign your initials that he may know that the proof has been read by the proper person, and that he has the authority to go ahead. It is some- times policy for the advertiser to request a proof after the corrections have been made. If this is desired it can be noted on the corrected proof sheet. Never send verbal directions by messenger. Always put instructions on the proof sheet. TYPE is measured up and down and not by width. When reference is made to type sizes, each size is designated according to points. One inch of type space, measured up and down, contains seventy- two points. This is the accepted number of points of one inch of type space. By dividing this number by the size of any type in points, the number of lines of that type which can be set, solid, in one inch can be determined. For instance, by dividing seventy-two by twelve we find that six lines of twelve point type can be set solid in an inch. The terms "condensed" and "extended" are used to indicate the width of the type face. For spacing between lines, strips of metal, known as "leads" are used. They vary in 32 What an Advertiser Should Know thickness from one to three points. When type is set without the use of "leads" it is said to be set "solid." When "leads" are used it is "leaded." When type is leaded it usually means an opening of two points between type lines. Thus a ten-point type, "leaded," will occupy the space of a twelve- point type set solid. All type foundries now cast their type in conformity to the "point" system of measurement. The sizes of type by name and their designation by points are as follows: Agate Thomas 5^2 point Nonpareil Thomas 6 Minion Thomas 7 Brevier Thomas 8 " Bourgeois Thomas 9 Long Primer Thomas 10 " Small Pica Thomas 11 Pica Thomas 12 English Thomas 14 " Great Primer THomaS 18 COVER STOCK paper is made in various sizes and is sold by the ream. The usual count is five hundred sheets to the ream. As the name indicates, cover paper is used for making catalog covers, book- lets, and many other forms of advertising printed matter. It can be obtained in all grades, tints, colors and blends, and in rough or smooth finish. Different kinds of paper stock are given designating names by In Relation to Printing 33 the manufacturer, and in specifying either kind of stock it is well to name a brand as a standard of quality to be used, also the size of the sheet, weight to the ream, the finish and color. WOVE FINISH paper is practically unfinished. It has an antique appearance. LAID FINISH is different in that wires have been pressed against it as it passed under the rollers. MACHINE FINISH is a smoother paper than antique, having been passed through calendering rolls which are heated with steam. S. & C. paper is that which has been both sized and calendered. Siz- ing is the process of applying a resinous substance to the surface of the paper which makes it impervious to ink. S. & S. C. paper is that which has been sized and super-calendered to give it a higher and more glossy finish. ENAMEL FINISH is a paper which has been coated with China clay and glue, completely filling the pores and coating the surface. ANTIQUE or DULL FINISH paper is the same, except that it has been ironed or calendered so as to give it a dull or soft, uneven surface. CAMEO FINISH paper is that which has been enameled but not finished. EGG-SHELL is a name applied to paper which has been roughened in a particular manner to re- semble an egg-shell. 34 What an Advertiser Should Know ESTIMATING the quantity of paper it will take for a "job" is an important thing for the adver- tiser to fully understand. It will save him a good many dollars in the course of time. To illustrate how to estimate the quantity of paper it will take for a "job" we will take the following example: Suppose that we want to make a thousand book- lets, sixteen pages, to be four by five and a half inches in size. The question to be determined is what sized sheet of paper stock we can use to the best advantage. In the first place we take the number of pages of the booklet and get a multiple of the size of the trimmed page that will produce this number. For example : By grouping four pages one way and four pages the other way, making four rows of four pages, we find that we will need a sheet sixteen by twenty- two inches. Type forms are always made up in multiples of four, and paper comes in certain stock sizes. In the case of the above booklet the printer would multiply the width and the length of the de- sired page by four, and would then see what stock size of paper his booklet would come out of with the least waste. In the above example each sheet, sixteen by twenty-two, will make two booklets, for the reason that we are printing on both sides of the sheet. Therefore in making a thousand booklets we would need five hundred sheets or one ream of In Relation to Printing 35 paper, sixteen by twenty-two, or one fourth ream stock size thirty-two by forty-four. It is customary, in estimating the amount of paper to add an addi- tional five per cent for waste in printing. The customary stock sizes of paper are as follows: 17x22 19x25 25x38 30^x41 32x44 It is important for the man who advertises to understand the fundamental rules of the printing business, for to be able to write good "copy" and to make a good "lay-out" it is necessary for him to be partly a printer. The advertising man is very often called upon to estimate a "job," and unless he under- stands the printing business, in a small way at any rate, he cannot do it. It is the old theory of a man making himself familiar with the kindred lines of business upon which his own occupation is founded. A man can never know too much about any one line of business. CHAPTER IV. ADVERTISING MEDIUMS. THE term "medium" may be construed to mean the method employed by the advertiser to call attention to his goods. It may mean electric sign or bill-board advertising, but in a more restricted sense the term means newspapers and magazines. These have several subdivisions. There are the trade jour- nals, weekly publications, religious pamphlets and the standard magazines. The first big problem which confronts the adver- tiser when on the point of starting a campaign of advertising is the selection of his medium. Whether to use space in the daily newspaper or in a magazine is the question and it really does not seem as if it ought to be hard to decide. But it is. The news- paper lasts only for one day. It is usually read in a hurry. The magazine lasts for thirty days or more and is read more carefully. Both these mediums may be used in connection with each other, however, to good advantage. The points in favor of magazine advertising are easily seen. The quality of paper used is of a higher grade and better cuts can be ob- Advertising Mediums 37 tained than in a newspaper. The circulation of a magazine is national while the newspaper, usually, is circulated only in the state in which it is printed. More time can be taken in preparing "copy" for a newspaper advertisement for it will be accepted a very short time before going to press. A magazine requires "copy" to be in about two weeks before publication and space must be reserved a month or so in advance. Simmering down the selection of a medium, we must realize that the character of the goods to be advertised has to be taken into careful consideration. It would not do to advertise dress goods in a hard- ware journal, would it? If the advertising appro- priation is limited it would be advisable to confine the advertising to one certain locality or city and "follow-up" with greater regularity than to take in a larger territory. The condition of trade ofttimes influences the ad- vertiser in the choice of mediums. If a certain terri- tory is not yielding enough business, it is necessary to put concentrated advertising into effect in that territory for a given time. In selecting which news- paper to use he must determine its character. By its character we mean the kind of people who read it. This applies to magazines and periodicals as well. In every city there are papers which are read by the better class of business people and wage earn- 38 What an Advertiser Should Know ers and those which are read by the common laborei and the less educated. These are the more sensa- tional papers. It would not do to advertise an arti- cle which appeals to the laboring man and the less educated class in the more dignified sheet. The read- ers would pay no attention to it. On the other hand the readers of the sensational sheet would probably read it with care. This rule works both ways. There has been a great deal of discussion as to the advisability of using the morning or the evening edition of a paper. No set rule can be laid down whereby one should be excluded for the other. Local conditions would govern the matter. The morning editions are usually read and thrown away while going downtown to work while the evening editions are carried home and are read by the entire family. Certain papers have a reputation for being especially good mediums for certain lines of goods. All these points must be taken into consideration in selecting a medium. In New York City, the Times is considered an especially good medium by the publishers of books. A supplement is issued on Sunday which is entirely devoted to books. Literary people have come to know this. So they buy the paper especially for the book news. The New York Herald and the Times appeal to the intelligent wage earner and business man. The World appeal? to the less educated class Advertising Mediums 39 and to the laboring man. The Sun and the Post appeal to bankers and financial people, the Sun hav- ing a special evening Financial Edition. The Tele- gram appeals to the theatrical profession and the sporting fraternity. The manufacturer or advertiser can usually get a line on the best paper to use by asking the opinions of his customers in the city in question. The paper with the largest circulation is not always the best medium for his particular purpose. A "large cir- culation" statement acts as a "bait" to many, but for this very reason many dollars' worth of advertising is wasted. The writer does not mean to say that this is always the case. A large circulation is a big asset to the advertiser if the medium is one that will bring him results. But if the paper with the large circulation reaches readers who can do the advertiser no good the money is wasted. The selection of a medium among the trade jour- nals is comparatively easy as compared with the newspapers and magazines. In the trade journals an advertiser can be sure of reaching the people who are directly interested, provided his article has an appeal to the people in this particular trade. A re- view or an article on some special product in a trade journal is an effective form of advertising and one which can be handled by the advertiser very easily. He can either write these articles himself or send 40 What an Advertiser Should Know trie product, free, to the journal and allow the editor to write his opinion of it. Such reviews or notices carry a great deal of weight with the readers of the trade journals and the editors are always on the lookout for articles which are of interest to their readers. An advertisement in a trade journal is really looked upon as the latest information regard- ing the happenings in a particular trade. It is read not so much as an advertisement as a news item. These articles, or advertisements, are read in a care- ful manner by the subscribers and that, usually, is about all an advertiser can hope for. Convincing "copy" in the trade journals will produce results. The space rates are much less than in the standard magazines for the reason that their circulation is not so large. They can not demand big rates. A great many advertisers still cherish the foolish idea of "large circulation, large returns." It is not un- common to see an advertisement for boilers, or some technical product, in a national magazine, costing eight or nine thousand dollars a page, when this same advertiser would scorn the use of the trade journal at forty dollars a page. The latter would do him a great many times more good. It would reach the very people he is trying to get at and would reach them in a journal which they read religiously. The writer is not making a plea for the trade jour- nals. But he knows from experience that they are Advertising Mediums 41 worthy mediums and that they should be carefuly considered by the advertiser in planning a campaign. Many newspapers and magazines offer a reduc- tion in rates if the advertiser will agree to use so much space for a given period of time. In the news- papers the saving is about two cents per agate line. If the paper is one which the advertiser knows and uses often it is a good plan to take advantage of this offer. On the other hand if the advertiser is not acquainted with the medium it would be bad policy to agree to take so much space. He does not know whether the medium can get results for him in his own particular line. This is another form of "bait." If the advertiser can get a short-term contract with a proviso which will allow him to take advantage of any new turn in his trade, the scheme would be advisable, especially if the adver- tising appropriation is limited. This touches upon the ever-present question of "cut rates." The advertiser must guard against be- ing induced to use certain mediums simply because they are a little cheaper than others. The money would, in all probability, be absolutely wasted. There are a great many ways in which an advertiser may be "taken in" and as an illustration of this the writer would like to relate a personal experience. A man came into his office one day and showed him a financial journal with a column write-up on sev- 42 What an Advertiser Should Know eral big firms in the city. He said that he would like to get some data regarding the writer's concern. It looked as though it would be good advertising to have the write-up so the desired information was cheerfully given. About a week later the man came again and wanted to know how many copies of the journal we would like to buy for our own use. He immediately began to talk in quantities of a thousand or more. The write-up was really good but our firm could not think of buying a thousand copies of the journal. We took fifty copies, more to gratify the man than for any use we could make of them. Shortly afterward we learned that it was a fake journal. It had no circulation whatever. It simply existed on what copies could be sold in the above manner. This story is told for the benefit of those who are new in the advertising profession, for it is a very common occurrence. However, the office of the advertising agency is gradually doing away with such practices nowadays. Every national advertiser should study carefully the distribution of his medium as to territory. It very often happens that in one city his medium may have a large circulation while in another city it may be entirely outclassed by some other of the same character. After the advertiser has decided upon the medium he is going to use he must figure out how much Advertising Mediums 43 money he wants to spend and then determine what space and how much is to be taken. The problem which confronts him at this stage is whether he shall have a small space and run it every day or take a larger space and run it less often. In solving this problem it is necessary to take into consideration the nature of the article or project to be advertised. If it is a "removal sale" or a "big reduction sale" or something of this order, it would seem advisable to use the larger space. If the article to be advertised is of lasting value, or something good for every day in the year, it would be better to use the smaller space and run it oftener. The amount to be ex- pended will usually determine this point. When a small amount is at hand it is always best to use the smaller space, while if the appropriation is large it is policy to take a larger space. By the alternating use of a large space one day and a small space the next, good results are obtained. The choice of position is the next important step. If the advertised article is one which appeals to the sporting element, it is best to have the adver- tisement appear on the sporting sheet of the paper. A banker's advertisement should appear on the financial page, and so it is with other things. The amount of the appropriation will also solve this problem, for different positions carry different rates. 44 What an Advertiser Should Know An advertisement surrounded by reading matter is, naturally, much more valuable than one in any other position and carries a higher rate. In the magazines the front and back covers and the inside front and back covers are the most desirable and carry the highest rates. The advertiser in planning a campaign should first decide upon the mediums he is going to use. He should then get the rate cards of each and sit down and figure out just how much space he intends to use, the number of insertions, and the position he wants. In advertising, the thing which solves all problems is "How much money have I to spend?" Let the advertiser always keep this in mind, and after he has a knowledge of how to proceed in selecting a medium from the many offered, the rest will be easy. CHAPTER V. FORM LETTERS, CIRCULAR DISTRIBUTION, ETC. OF all the circular matter and like advertising sent out, how much do you suppose is really wasted? There is no way of determining exactly, but it is safe to say that the amount is enormous. This waste, it seems, can hardly be avoided. Yet several manufacturing firms have adopted a method of checking up the circulars they send out. They, theoretically, charge the dealer with so much adver- tising matter and follow it up at different intervals with letters. The first letter asks if the advertising matter has been received and if it has been sent out. The second inquires whether any results have been obtained from its distribution, and so on in other letters. In this manner the manufacturer can get some idea as to whether his advertising matter is being used and whether it is getting results or not. If he finds that the advertising is being wasted, as is so often the case, he can discontinue sending it and can perhaps place it where it will do more good. Advertising by means of circulars is very bene- 46 What an Advertiser Should Know ficial and is one of the greatest auxiliaries in a national campaign. In order to obtain the best results it is advisable for the advertiser to send out his circulars direct rather than to let the merchant do it. The merchant is flooded with requests. He cannot do it for all. So he is forced to be discrim- inating. The advertiser, on the other hand, may purchase the Elite Directories of the different large cities, thus getting the names and addresses of the most prominent people, and can solicit business direct either for himself or for the retailer. The mistake made by a great many advertisers is in making a cheap circular. These are invariably thrown away. The larger retail stores, department stores for instance, receive tons of advertising mat- ter, and unless the physical appearance of the cir- cular is attractive it is never used. Therefore if the advertised article is a fine brand of toilet soap, or any other high-grade article, it would never do to send out anything but a circular in which a fine quality of paper is used and the style of which is attractive. It is very beneficial to the advertiser to supply the retailer with imprinted circulars to be inclosed in packages, etc. This is an inexpensive form of distribution and assures the advertiser that he is reaching people who are interested in his line of goods. Form Letters and Circulars 47 A great many times the retailer will assist the advertiser in his circular campaign by lending him his personally compiled mailing list of the customers of his store. This list will also assure the adver- tiser that his circular will reach a number of people who are interested. The distribution of circular matter must be studied in a manner similar to that of selecting an advertising medium. First decide how many circulars are to be sent out. Then set about to get a mailing list of the right people to be reached. There are firms which make a business of selling mailing lists which they guarantee to reach a certain class of people. It is a good plan for the manufacturer to enclose a circular in the package of his products. Some circulars are made to cover all the articles in a firm's line and should be enclosed in every package the firm puts on the market. The office of the cir- cular in an advertising campaign is very important. It can be made to bring big results if properly handled. But it takes more personal attention as to the details arising from it than any other form of advertising, hence the reason for so many failures in getting good results. A great many firms employ what is termed a "publicity man," whose work it is to look after cir- cular campaigns and the follow-up correspondence. The latter is just as important as the original cir- 48 What an Advertiser Should Know cular distribution and must be well taken care of in order to get the best results. In compiling a mail- ing list, the advertiser can use the roster of different big clubs and the latest edition of "Who's Who," both of which assure him of reaching an educated and intelligent class of people. In sending circulars to the retailer the advertiser must remember that unless he can show the mer- chant where he can make money by the distribution of his circulars they will not be sent out. He must always bear in mind that advertising matter which is unsolicited by the dealer is wasted. It is not wanted and no attention will be paid to it. Here again, as stated before, if the advertiser wants to interest the retail merchant, he should not send him circulars printed on the poorest material, show cards which advertise nothing but printers' ink, and other advertising aids which the sender thinks are cheap simply because they cost little. The dealer can generally estimate them for about what they are worth and will throw them away. For this reason it is advisable for the advertiser, in starting a cir- cular campaign, to write the retail trade first and ask how many circulars they can use to advantage. For the price of a two-cent stamp many dollars' worth of advertising matter may be saved. To serve as an illustration, the writer will relate an experience which happened to him a short time ago. Form Letters and Circulars 49 We were preparing a seal advertising one of our products. It was to have been used in sticking on correspondence, etc. We were getting together a list of firms which we thought would use this seal and calculating the quantities they would probably want. Two firms in question were in our city. One we thought would want five hundred and the other about five thousand. By chance the writer called these firms on the 'phone to ascertain whether these quantities would be satisfactory before order- ing the seals from the printer. The firm we thought would want five hundred wanted a thou- sand, and the firm we thought would want five thousand did not want any at all and could not use them. The buyer for the latter firm said that he had just refused a similar request from another house and in order not to show partiality would have to refuse us also. This goes to show that if we had sent out these seals, unsolicited, they would have been thrown away and entirely wasted. Thus we saved about fifteen dollars in this one instance. If such happenings occur very often the sum lost is astonishing. It is exactly the same with sending out circulars. A manufacturer does not seem to realize that his advertising matter is only one bunch out of perhaps several thousand; that a dealer cannot use all that is sent to him and is forced to be discriminating in SO What an Advertiser Should Know his choice. In order to prevent as much of this waste as is possible the advertiser should write the retailer and find out whether he will use his adver- tising matter, and if he will, how much he will require. Circulars distributed with the dealer's imprint are equal in value to a window display in that they also carry the local dealer's guarantee to the readers. In preparing a circular the advertiser can go into a more detailed description of his product pro- vided he places a catchy phrase, which is designed to attract the eye of the reader, at the heading of his circular. Once the interest of the reader is aroused, the circular is usually read completely, but the first glance at the heading will tell the reader whether the advertised article is of interest to him or not. Again, it is a hard thing for an advertiser to determine whether a circular campaign is profitable or not. It often happens that the consumers take the circular to their local dealer and there purchase the article and the manufacturer never hears of the purchase. The advertiser has no way of telling in how many instances this is the case and what few returns he does receive direct lead him to believe that the distribution has been a failure. However, it is an accepted fact among advertisers that the distribution of circulars is one of the greatest sup- Form Letters and Circulars 51 plementary aids in a national campaign, and if the indirect results were known, as are the direct re- sults, the distribution will be found to have been successful. Another big aid in an advertising campaign is the Form Letter. Its style is similar to that of the circular only it has a more personal appeal. The body of the letter can be very much like that of a circular only it should be addressed personally to the person to whom it is sent. A man will usually read a letter addressed in this manner, and if it is cleverly conceived and written he will have read it through before he realizes that it is an advertise- ment. This form of advertising is very effective when sent to retailers but is not generally used in large distributions owing to its increased cost over that of the circular. The form letter is used with good effect by a sales-manager in acquainting his salesmen and agents with the news of the different happenings in the trade. Manufacturers have mailing lists of their retail customers and their clerks. To these, form letters are sent at different intervals. Such letters usually consist of "ginger talks" or interesting information regarding the advertiser's products. If a decrease or an increase in the market occurs, the trade is notified by a form letter, or in this case it might be termed a bulletin. Form letters can be printed on the multigraph or 52 What an Advertiser Should Know mimeograph at a very small cost over the actual value of the lettei heads, and it is very hard to distinguish the finished letter from a regular type- written one. A form letter campaign is often followed by requests from the recipients for further information regarding the advertised article. In such cases it is best to answer the requests with a personal letter, accompanied by a descriptive circular. At this point it would seem wise that an order blank be attached to the circular. If the circular is four pages, let the back page be made into an order form. Thus the matter of ordering an article is simplified. The customer has only to fill out a printed form and mail it back to the advertiser. This saves writing a letter and very often means an order, while if the customer had to write a letter to order the article he would perhaps pass it up. Order blanks in the form of a private mailing card are productive of good results. These can be used in connection with a form letter or a circular campaign. The two combined tell the whole story. The circular or form letter describes the article and the order form solicits the order. The more simple it is for a person to buy an article the more likely he is to buy. If he must go through a long rigmarole in order to get an article it is more than likely that he will not take the time. This applies Form Letters and Circulars S3 to the busy man who says "I could use it if I had it," and not the man who is really interested and wants the article. The latter would get it if it took a year. In advertising by circular or form letter, the publicity man must keep what is termed a "follow-up" file. In this file he should note every- thing pertaining to his distribution as a key to his follow-up correspondence. The writer once put on a combined circular and form letter campaign for an article appealing to the automobile dealers and kindred trades. The first step was to prepare a good descriptive circular of the article and then a form letter, written so as to show that if the article was adopted it would prove of great benefit. These were sent out to a selected list of automobile people. The list was preserved so that as answers came in the names were checked off. To those who had not answered within a reasonable length of time another letter was sent. The answers received consisted principally of requests for more detailed information regarding the advertised article and for prices in quantities, etc. All correspondence in connection with this campaign was filed separately from the regular correspondence. The publicity man had the results of the campaign always at hand. He could handle the details intelligently and without a great deal of extra work. 54 What an Advertiser Should Know In all concerns requests for prices, circulars, catalogues, etc., come in with every mail and it is policy for the publicity man to transcribe these names and addresses to a card index, filing them under the heading of the different articles or prod- uct of interest. These addresses are good for future use and when a circular distribution is to be made, it is policy to include these names in with the regular mailing list, for the advertiser already knows that these people are interested in his product. In a circular or form letter campaign it is necessary for the advertiser to be systematic. He should keep a record of every little happening. Otherwise he will soon lose control of the situation and the efficiency of the entire distribution will be affected. One man should handle such a distribu- tion and be held responsible for it. System should be the middle name of every advertiser. Without it he will be lost and will be swamped with the minor details. It is absolutely necessary to have some particular system for follow-up correspondence. A great many firms use what is known as the "tickler" system and find it very successful. They have what is called a "tickler" file, and when a letter comes in on the tenth and has to be answered on the twentieth, the date is noted on the "tickler" memo. The original is filed with the letter and the duplicate filed under Form Letters and Circulars 55 dates in the "tickler" file. The letter will then come up automatically on the desired date and can be answered, for it is the stenographer's duty to open her "tickler" file the first thing in the morning and get the letters to be answered out of the regular file. There are other systems in use but this seems to be the easiest as well as the most efficient. CHAPTER VI. PREMIUMS, THE RETAIL MERCHANT AND His CLERKS. HOW important it is for the manufacturer to watch every step in the distribution of his goods is seen in the failure of some firms to reach the consumer effectively even after they have gained his interest. The offering of premiums is a method which cannot be overlooked, for in this manner the interest of the whole store or family is enlisted. It is an excellent plan for the manufacturer to include a premium certificate in the package of his product. These certificates, if saved, are good for premiums such as household articles, etc. The American Family Soap Company pursues this practice and finds good results forthcoming. In every package of soap is a certificate. These are good for premiums if saved. Newspapers very often take advantage of the premium plan of advertising to increase their cir- culations, and it is found to be very effective. Trading stamps are given out by certain stores and are redeemable in premiums. As an incentive Premiums and the Merchant 57 to buy certain brands of goods the interest of every- one in the family is gained. The youngster wants a new sled, the mother wants a new piece of furni- ture and the father wants a new pipe. All are saving certificates given with different products to get these articles. In such cases, and they are numerous, it would be considered a sin not to buy goods with which a premium was given. My own good wife, for instance, will hardly allow me to buy a cigar outside of the United Cigar Stores. She is saving certificates to get some sort of a premium. The premium scheme surely does work out in a satisfactory manner and certainly is good advertising for the manufacturer. A retailer may use the premium plan of advertising with good re- sults, and on a very much smaller scale than that of the manufacturer. He can offer a premium with every one, five, ten or twenty dollar purchase and have only a small number of premiums from which to select, or he can pursue the certificate plan. Cash registers are so made nowadays that with every purchase the customer gets a numbered re- ceipt. The one holding the lucky number on Saturday night gets a premium. This is a good retail premium scheme. Such plans produce good results during the Christmas holidays. The manu- facturer can use the premium plan of advertising very effectively in connection with the retail mer 58 What an Advertiser Should Kno