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THE

ADVERTISING HANDBOOK

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THE

ADVERTISING HANDBOOK

A REFERENCE WORK COVERING THE

PRINCIPLES AND PRACTICE

OF ADVERTISING

S. ROLAND HALL

FORMER ADVERTISING MANAGER FOR ALPHA PORTLAND CEMENT COMPANY
AND VICTOR TALKING MACHINE COMPANY

FORMER PRINCIPAL
INTERNATIONAL SCHOOLS OF ADVERTISING AND SALESMANSHIP

FIRST EDITION
THIRD IMPRESSION

McGRAW-HILL BOOK COMPANY, INC.
NEW YORK: 370 SEVENTH AVENUE

LONDON : 6 & 8 BOUVERIE ST., E. C. 4

1921

V-

THE MATI.E PKE8S Y O K JS.

This book has come into existence because its author and
its publishers believe that there is a growing field of usefulness
for a more comprehensive handbook of advertising practice
than has up to this time been available.

If it shall be said by the readers of this volume that it deals
largely with principles and practices that are generally
accepted as being sound, and that it contains a relatively
small amount of the ''new thought" of advertising, the
answer to that criticism must be that its author, in writing
and compiling the text, sought to be of assistance to the
general business reader, the one of small or moderate adver-
tising experience, rather than the professional advertising
man.

After all, the weaknesses of advertising are due largely to
the neglect of the primary principles of the art, the things
that are understood to a greater or less extent but not executed
carefully. A book is not, therefore, necessarily less useful to
the man of reasonable experience because it deals with funda-
mentals and the accepted practice.

There are perhaps a few thousand advertising practitioners
so well advanced in the art of their business that they can
learn nothing from a well compiled reference book. There are,
on the other hand, tens of thousands of business men inter-
ested to some degree in advertising who have frequent occa-
sion to refer to and review such information as is contained in
these pages. And there are many younger men and women
studying the art of advertising who will find such a volume
as this a friend in need.

It seems the fashion in these intensely practical latter
years for every author of a business book to hasten, in the
first few pages, to explain that his -work does not contain a
sentence of theory. That fashion will not be followed here.
There is nothing wrong with the original meaning of the
word theory. Theory means merely a principle that practice

t* t\ f\ H ^r-. -

vi FOREWORD

or experience has shown to be true. It Is a theory that well
planned advertising aids the salesman who is attempting to
market the advertised product. Who will find fault with this
principle or fact because it is a theory?

Any text-book worthy of the name must set forth many
theories. The resourceful reader will be able to adapt theories
to the particular problems he is called on to solve. To learn
how to adapt from the experiences of other advertisers is not
the least important thing, for no matter how valuable one's
experience may be, his life is not long enough for him to have
personal experience in every department of business effort.
He should take what he can from the experience of others
and to repeat an important truth learn to adapt.

No attempt has been made to lay down exact formulae.
Many persons interested in advertising err sadly in search-
ing for exact rules that they can apply. There are some
rules that can be safely followed those dealing with the
mechanical and physical sides of advertising practice but
when one comes to the field of advertising appeal, campaign
practice and the like, no rules that are worth much can be laid
down. A rule would have to have so many exceptions that it
would likely be valueless. The danger of following rules is
that one will apply them dogmatically. The most that any
handbook of advertising can give the reader are examples
and instances that will enable him to form his judgment more
intelligently.

Such a book as this one must, of necessity, be freely illus-
trated with advertisements that have been actually used.
No fair-minded teacher wishes to embarrass an advertiser
by making use of his appeals as poor examples, and yet we
cannot hope to get better advertising unless authors, editors
and teachers are free to comment on published work that
shows room for improvement in one way or another. An
advertisement is not always wholly bad, and rarely is one
wholly good. Copy may be fine and display mediocre. Or
the display and illustration may be good and the copy weak.
Therefore, those who may consult this book are cautioned
that, unless the text specifically refers to an example as
being altogether good, or generally poor, the advertisement

FOREWORD vn

in question is to be taken so far as the purposes of this volume
go as illustrating some one point.

It is frequently said, by those whose advertisements are
criticized that the advertisement in question had a successful
record. It is undoubtedly often true that an advertisement
poor in some respect is nevertheless good enough as a whole
to produce a satisfactory result. But this is no argument
against having the weakness corrected; the same effort, with
the fault removed, might be twice as successful as it was in
its original form. A stammering salesman may have a good
sales-record, but it stands to reason that with his speech-
impediment removed, he could do much better.

The material here presented represents the gleanings of
some twenty years in advertising practice, business research
and writing, and considerable experience as a teacher of
advertising and salesmanship.

The general subject of advertising is a broad one. Half
a dozen good-sized volumes could easily be filled with valuable
reference matter. In preparing such a book as this, therefore,
it has frequently been a problem to its author as to what
should be included and what omitted. What is here given
is not by any means the all of good advertising practice, but
there is sufficient to provide a general guide.

Finally, I am grateful to a long list of advertisers, publishers,
printers, engravers and others who have courteously furnished
many interesting examples and much valuable data.

S. ROLAND HALL.

COLLEGE HILL, EASTON, PA.
January 1, 1921.

CONTENTS

PAGE

FOREWORD v

SECTION*

I. WHAT ADVERTISING Is AND DOES 1

II. MARKETING CAMPAIGNS 32

III. THE ADVERTISING AGENCY AND ITS WORK 64

IV. PSYCHOLOGY OF ADVERTISING 77

V. SLOGANS, TRADE NAMES AND TRADE-MARKS 106

VI. PACKAGE ADVERTISING 127

VII. ADDRESS LABELS AND PASTERS 135

VIII. DEALER AIDS 141

IX. THE WRITING OP COPY 165

X. MANUSCRIPT-EDITING AND PROOF-READING 213

XI. MAKING THE LAYOUT 235

XII. TYPE AND PRINTING PRACTICE 251

XIII. ADVERTISING DISPLAY 316

XIV. ADVERTISEMENT ILLUSTRATION 347

XV. PRINTING PLATES AND PAPERS 382

XVI. CATALOGS, BOOKLETS, FOLDERS, MAILING CARDS . . . 432

XVII. ADVERTISING MEDIUMS 483

XVIII. MAGAZINE ADVERTISING 493

XIX. NEWSPAPER ADVERTISING 505

XX. TECHNICAL, PROFESSIONAL AND OCCUPATIONAL

PUBLICATIONS ...-...., 519

XXI. MAIL-ORDER MEDIUMS AND ADVERTISING ....... 533

XXII. FARM PUBLICATIONS AND FARM HOME ADVERTISING . 546

XXIII. TRADE-PAPER ADVERTISING 555

XXIV. RELIGIOUS PUBLICATIONS 560

XXV. POSTERS, PAINTED BOARDS BULLETINS AND SIGNS. . . 562

XXVI. STREET-CAR ADVERTISING. . : 580

XXVII. MOVING PICTURES '. ' . . 591

XXVIII. DIRECTORIES AND CATALOGS * 598

XXIX. CALENDARS '/ . > . . . 600

XXX. HOUSE PUBLICATIONS OR MAGAZINES 602

XXXI. THEATER PROGRAMS AND CURTAINS

NOVELTY AND SPECIALTY ADVERTISING '
XXXII. ADVERTISING THE LARGE RETAIL STORE 623

XXXIII. LETTERS AND FOLLOW-UP SYSTEMS 646

XXXIV. FOREIGN LANGUA'GE ADVERTISING 679

XXXV. LAWS AFFECTING ADVERTISING 683

XXXVI. FORMS AND SYSTEMS 711

INDEX . , , , 737

THE

ADVERTISING HANDBOOK

SECTION 1
WHAT ADVERTISING IS AND DOES

No satisfactory simple definition for advertising has ever
been written. The word itself is derived from the Latin advert
meaning "to turn the attention toward. " Yet there are kinds
or types of attention-turning, lecturing, for example, that are
not ordinarily included within the meaning of advertising. A
lecture may have an advertising effect but the message is
delivered orally and would more properly be classed as personal
salesmanship than as advertising.

Commercially, advertising is a form of selling, and yet ad-
vertising is used extensively to forward or promote movements
in which nothing is for sale. The telephone companies, for
example, during an epidemic, when their switchboards are
short half of their operators, use advertising to induce the
public not to telephone. Large corporations have used adver-
tising to enlighten public opinion as to their practices.

"Spreading information through printed word and picture"
answers fairly well as a general definition, though not one that
is proof against criticism.

The word advertising as ordinarily used refers principally to
advertising in newspapers, magazines, street cars, on bill
boards, etc. But show-cards and other window or counter
displays, signs, moving pictures, the daily mail, catalogs, samp-
ling, all come within the broad classification of advertising.
Even the package in which the goods themselves are put before
the public may be an effective advertisement.

A mistake is often made in concluding that because some

THE ADVERTISING HANDBOOK

product is not well adapted to advertising in the newspapers
or magazines, it is something that is not or should not be ad-
vertised. One manufacturer of the United States who for
years clipped all items referring to certain kinds of contem-
plated construction and followed up these leads with good letters
and printed literature used to boast that he didn't have to
advertise and didn't believe in it! He was making vigorous

use of one form of advertising but
didn 't know it.

Advertising, though referred to
as "a new business," is really a
very old art, though its development
has come largely in the last twenty
years. The ancients advertised
and some of their announcements
cut in solid stone are in a good state
of preservation today. Noah's
persistent warnings about the
coming of the great flood was a
form of advertising, though he used
no printed or written appeals as far
as we know. His campaign was
not effective, however, because few
believed him, and no campaign can
be said to be effective unless the
group or audience addressed be-
lieves the message.

The old-time town-crier was
also an advertiser though he used
the oral method of " making known."

Advertising may be very extensive, as in case of a four-page
insert in a magazine, a full page in a newspaper, or a massive
catalog. On the other hand, it may consist of a trade name
such as HOLSUM BREAD, or a name of a firm, as Jones
Bakery. It may even consist of a symbol if that is under-
standable. Some symbols, used as trade-marks, in time ac-
quire considerable advertising value.

The largest and most costly volume of advertising consists
of those forms found in the magazines and newspapers, but

FIG. 1. The town-crier was
an early advertiser.

WHAT ADVERTISING IS AND DOES 3

there are many other forms of advertising highly effective for
certain classes of advertisers.

MANUFACTURING, SELLING, TRANSPORTATION, AND
ACCOUNTING

The four major divisions of business may be said to consist
of:

(1) Manufacturing or producing

(2) Selling

(3) Transporting or delivering

(4) Accounting
Compare with chart below.

The jobber and the retailer are relieved of the first undertak-
ing but have, in its place, the problem of judicious buying of
stock, which requires a great deal of business judgment.

GEN

ERAL MANAGER

PRODUCTION

LES TRAFFIC

ACCOUNTING

AIRTISINl

_J FACE-TO-FACE
H SELLING

FIG. 2. Relation of four major divisions of business.

Efficient manufacturing, on the part of the manufacturers,
and judicious buying, on the part of the merchants, are, of
course, fundamental requisites of any business campaign.
Nothing that may be said about the importance of skilful sell-

4 THE ADVERTISING HANDBOOK

ing should be construed as meaning that the production of a
good commercial article is a simple process. To-day the vari-
ous manufacturers are vying with each other, with the best
designers, engineers, efficiency men, chemists, and inventors
they can employ, to bring out distinctive new products and to
improve old products. This is the very fountain head of
business success. But even granting this, the problem of
distribution, that is, first getting a product placed where the
people who can use it to advantage can buy it conveniently
and, secondly, creating a demand or favorable reception for it,
very ofetn constitute a more difficult problem than that of
producing the article. It is no stupendous task, for example,
for one to establish a cannery or a fish-packing establishment
and put up an excellent grade of canned goods or fish. To
create a market for the product of that particular cannery or
fish-packing house and to get the goods so distributed that
there is a steady outgo of them, thus permitting the manufac-
turer and the merchants who handle the goods to do a regular
business, is an undertaking that requires the most careful
planning.

Advertising helps to solve this problem of distribution.
Advertising makes known. As the old town-crier or the auc-
tioneer called out the merits of the thing offered for sale, so
advertising calls out over the entire country, or over such
parts of it as the manufacturer or the merchant may select,
and tells about the merit of the commodity. And advertis-
ing, in addition to making known, keeps reminding, so that
the merits of the goods or service will be in readers' minds
when the time shall arrive when they need products of that
nature.

Practically every product or service for which there is a
steady sale today owes its sale in a greater or less degree to
advertising.

THE REASON FOR ADVERTISING

One who begins to show an active interest in advertising,
whether as a business man or as a student, will now and then
be called on to show why advertising is necessary. There are
probably few boards of directors or executive committees on

WHAT ADVERTISING IS AND DOES

which there is not a member who feels that advertising is
unnecessary, a thing associated with fake medicines or oil
stocks of little value. This type of man is usually inclined to
argue that if a product or service is meritorious, it will advertise
itself. That is true to a limited extent. Some of the most
effective advertising comes from what satisfied customers say
about a product or service. The difficulty with that kind of
advertising is that it usually does not go far enough or spread
rapidly enough.

ADVERTISING

FIG. 3. Modern advertising may cover the nation as easily as the town-crier
covered his home town.

If the needs of mankind were very simple, if a family bought
only a score of things, people might probably spread from one
to another so much information about what they bought
and used that printed advertising would be unnecessary.
But modern life is complex. Thousands of different kinds of
commodities and services are produced and offered for sale.
No man's life is long enough for him to obtain first-hand
knowledge of all the things that he buys and uses. If he
knows all about hats, he is not likely to know as much about
shoes. If he is an authority on adding machines, he is not
likely to know much about canned pineapple.

6 THE ADVERTISING HANDBOOK

Slowness of Word-of -Mouth Method. The public in these
modern days is as dependent on printed information to learn
about commodities as it is on the newspaper to learn about the
news of the day. People continue to pass much news from one
to another, but life is too short and distances are too long for a
man to travel around and get the news of his country or of the
world through word-of-mouth methods. There is no more
reason why he should have to depend on word-of-mouth
methods for learning about commodities. The newspaper and
magazine, the catalog, the letter and the other means of convey-
ing information are as legitimate as word-of-mouth methods
and often more effective, in that they are more far-reaching.
No one argues that an editor should go around and impart his
news and articles by the lecture method. Why should the
manufacturer, the merchant or the salesman do so when other
means of spreading his information are available?

To look at the question in another way: if the manufacturer
could be sure that all the people who are his prospective
customers would learn about his product in a reasonable time
and would seek him, by call or letter, or seek the dealers who
handle the product, and would do all this without advertising,
then advertising would be useless.

Likewise, if the merchant could be sure that all his prospec-
tive customers would walk down his street, stop and look in his
show-windows and step inside to look at his goods, then he
would be a most wise man to save the money that would
ordinarily be spent in the newspapers, in circulars sent through
the mails, or in car-cards, posters or other forms of advertising.

But this automatic acquaintance between consumer of goods
and the manufacturer and the retail merchant does not take
place to any large extent. A business man does well to deliver
products and service that will induce customers to speak well
of him and thus spread sales, but building up a business solely
by this process is too slow a method. It worked when civili-
zation was simpler and when competition was absent. The
man who first made a good soap in America or who first
created a typewriter probably got a great deal of free advertis-
ing. Let him today, however, produce a new soap or a new
typewriter, and though his product may possess advantages

WHAT ADVERTISING IS AND DOES 7

over all others of its class, advertising will be required to make
these truths clear to any large part of the public.

Sales Through Familiarity. People buy the goods that
they know, the goods that they have used, or the goods that
they have heard about or read about in preference to those
that they know nothing about. Dealers likewise prefer to sell
the goods that are known by the public and recognized as
standard articles. To sell unfamiliar goods that may be of as
good quality as established articles requires time and careful
explanation, and such effort represents money.

Some unadvertised goods may be introduced much more
easily than others. Such articles as rice, corn-meal, cheese,
etc. are usually sold without reference to who produced them.
On the other hand, coffee, flour, oat-meal and other products
are well represented by branded makes, and the public has an
established preference in buying such articles.

Advertising and Staple Articles. It has been argued that
advertising is least essential when the thing advertised is a
staple such as flour a product that the public understands
and where no educational work, or little educational work,
remains to be done. It is argued that in such cases, the adver-
tising has merely the effect of one producer or merchant
trying to get away the business of the other and that therefore
the cost of publicity is a waste. There is some ground for this
criticism, and yet until civilization comes to that ideal state
where there is no competition in either advertising or store-
keeping, it must be expected that some advertising will be of
this nature. If it were proper to eliminate all such adver-
tising, then all competitive salemanship for articles of similar
nature should be eliminated, all window-displays of staple
goods, etc. Competition is in itself a stimulus for better
merchandise and better service, and we are not likely to
come to the point soon where competitive effort can be or
should be eliminated. The world is not yet Utopian enough
for that.

The Right to Exploit Wares Truthfully. The man who
creates or sells a useful commodity has the right and the duty
to spread abroad information concerning it, so long as he does
this spreading of information truthfully and fairly. It is

THE ADVERTISING HANDBOOK

Why We Need
Greater Revenue

f\N August 1, 1919. the tele-
*~ / phone properties in New York
City were returned to the private
owners by the United States Gov-
ernment. Since then we have been
doing our utmost to restore the
service to Its former high standard
and to meet the unprecedented de-
mands for new service.

The Telephone Company has
not been immune from the effect
of the high cost of all materials and
supplies or from the effect of higher
salaries and wages. So long as the
present economic conditions pre-

vail, costs wilt not be Materially
lower

Following is a comparison of
results of operation in New York
City for the month of August,
1919, the first month following the
return of the property to private
management, and July, 1920, the
twelfth month after 'the return of
the property. This Shows the effect
of restoration and extension work
upon our revenue and expenses,
including wage increases and
wages paid to thousands of addi-
tional workers.

Revenue-
Exchange .

Toll .

TOTAL . . ,

Expenses-
Pay Rolls . . . .
Materials and other
Expense . . . .
Depreciation . . ' .
Taxes . . . .

TOTAL . . .

Net Telephone Revenue
Sundry Net Earnings .
Total Net Earnings

$3,233,851.65
497.100.54

$3,730,952.19

$3,579,682.88 10.7

558,309.95 12.3

$4,137,992.83

$1,478;818.38 $2,332,146.93

825,110.30
428,602.4.1
248,781.04

$2,981,312.13

749,640.06

58,331.78

1,191,126.51
483,167.52
284,771.03

44.3
12.7
14.5

$4,291,211.99 43.9

153,219.16 120.4

80,052.20 37.2

$73,166.99 109.1

T TNDER thelaw regulating tele-
^ phone corporations, this com-
pany is entitled tocharge rates that
will yield reasonable compensation
for service rendered. This revenue
must be sufficient to pay operating
costs, provide for necessary reserve
and surplus and produce a fair re-
turn upon the value of the prop-

erty used and useful in the public
service.

During the past seven months
our net revenue has* shown a
serious decrease and on the lowest
conservative estimate of the value
of the telephone property in the
City of New York we have earned
less than 2% per annum.

During the month of July we failed to earn our
bare operating expenses by over $73,000.

New York Telephone Company

FIG. 4. An effort to earn public good-will by giving frank information.

WHAT ADVERTISING IS AND DOES 9

perhaps too much to expect that all advertising shall be one
hundred per cent, accurate or fair. The commercial spirit of
business is too strong. But advertising has made great
advances. Misrepresentations that once passed without
much protest are now not permitted by the better class of
publishers. Most of the states of the United States now have
a specific statute inflicting penalties for misleading advertis-
ing, and a number of cities also have an ordinance of like nature.
At least one large advertiser has been successfully prosecuted
for such a slight misrepresentation as the advertising to the
general public of dyed muskrat fur as "Hudson Seal," though
"Hudson Seal" is the accepted term for this fur in wholesale
circles. When only two states of the Union had a good
statute law against fraudulent advertising, as was the case up to
1908, prosecution was somewhat difficult, but the trend is now
decidedly toward the reform of the evils of advertising. Adver-
tisers of the better class are playing the most important part
in this reform by declining to have their announcements
associated with disreputable advertising and refusing to
use mediums that allow such advertising, on the logical
ground that all advertising that tends to deceive has the effect
of exciting suspicion in advertising generally and makes it
more difficult for the reputable advertiser to have his messages
believed.

Advertising as a Cultivator of Expensive Tastes. Occasion-
ally some idealist holds that advertising has an unfortunate
effect, because it tempts people to buy much that they cannot
afford. But this charge would apply equally well to all window
and store displays, and to all efforts to sell. New and better
goods are being continually produced and placed on the market.
Once householders were well satisfied with light metal bath-
tubs. It would be taking a step backward to say, when
porcelain tubs were produced, that the manufacturers should
not advertise them, just because they increased jthe cost of
having a bathtub.

Once women were satisfied to do all their sweeping and clean-
ing with brooms and mops. Then came the carpet-sweeper
and later the vacuum-cleaner both superior housekeeping
tools. They cost more, but it would be turning back the

10 THE ADVERTISING HANDBOOK

hands of time to say that these new devices should have been
kept secret because they represent larger purchase prices than
brooms and mops. The world would stand still if new inven-
tion and production did not add to man's conveniences and
comforts. It is entirely proper that men should be encouraged
to bring out such productions and, through advertising and
other means, to make them known to the world.

There is, of course, no justification for untruthful and unfair
advertising, and every advertiser and every reader owes it to
the cause of good business to protest against its appearance.
There are still many publishers who publish such advertis-
ing with open eyes, knowing that it is not only keeping bad
faith with their readers but also deliberately making their
space less valuable to the advertiser. When reputable
advertisers act in concert against such publicity, the pub-
lishers will be quick to exclude it.

WHAT ADVERTISING INVOLVES

Carefully planned advertising may be far-reaching in its
scope. Sometimes the occasion for advertising is a simple
matter. When the office-boy leaves or is discharged, a "Boy
Wanted " notice of a few lines is placed in the classified columns
of the daily paper. Such a problem may be quickly solved.
If, however, the advertiser needs five thousand boys to sell a
magazine or to take orders for garden seed, and plans to keep
such a staff of boys busy continually, the campaign becomes a
good-sized one and requires considerably study. The adver-
tiser will then have to study boys and their motives in taking
up tasks. He will have to find the most efficient means of
reaching boys and perhaps also of getting the confidence of
their parents. He will find it necessary to learn the art
of writing letters to boys, of keeping the boys interested in
their work when they have once taken it up, and so on.

The advertisement itself is often just a reflection or result
of an extensive campaign that is behind the advertisement. A
great deal of work, possibly extending over a year or more,
may have been done before the appearance of the advertising
that one sees in the magazines, newspapers or on the billboards

WHAT ADVERTISING IS AND DOES

PERSHING SQUARE

// combined .locality and address

"inhere transportation needs are served

r T n H IS remarkable plottage, facing which provide for construction of a
I 12? feet 6 iflches on 42nd Street twenty-five story building, resulting
* and 41st Street, and entire Park in saying of expense ana time in

Avenue frontage of 197 feet 6 inches,

containing an area of 24,786 squaje

feet, is now available for sale or lease.
The property adjoining.on the east

of this plottage has been sold by us to

the Bowery Savings Bank, which wi"

Two subway entrancesare provided
and an underground connection to
Grand Central Terminal.

A party wall agreement with the
mprove with a handsome- structure -BowerySavingsBankpermitswindc

for its own requirements.

Wide streets and existing surround-
ing construction assures permanent
light, a clear view over Grand Central
Terminal, of upper Park Avenue and
surrounding locality.

Foundations and. footings are now

openings above their structure, insur-
ing permanent easterly light, making
the plottage virtually a four-cornered
block above their proposed structure.

These and other outstanding fea-
ture* make this the one best plot in
New York City for an improvement

in place over 70 percent ofpjot area, that will satisfy your demand for in-
valued at One-half million dollars, stitutional and executive office*.

Apply your own bmltr or

HENRY MANDEL
570 Fifth Avenue, New York City

BryMt 4714-4715

FIG 5. Advertising of unusual news value to property-owners planning

extensions.

THE ADVERTISING HANDBOOK

or in the street-cars. An extensive advertising campaign may
cover research and analysis of the following :

(a) The product itself, its origin, the raw materials used in making
it, the method of manufacture, the experience of users.

(6) The market conditions: possible sale for the product, the
competition, the probable best channel or method of marketing.

(c) Mankind, or the men and women who must be appealed to.
This may include jobbers and retail dealers as well as the final buyer
or user of the article, known in economics as "the ultimate consumer."

(d) The business or practice of advertising, which may cover a
great deal of work from preliminary research down to the final
preparation and publication of advertisements and possibly the
answering of inquiries about the product and giving service to
buyers and users of it.

How PRODUCING AND DISTRIBUTING DUTIES MAY BE DIVIDED
Article

Manufacturing

-Sales-

Packing

Shipping
Facilities
Stock

Raw material
Manufact uring
processes
Expert knowledge
Patents
Package

Prices

Sales policies and

methods
Trade channel
Sales expense
Relations with

trade
Employment,

management and

compensation of

salesmen
Credit
Collections

FIG. 6.

Advertising
Correspondence
Proportion and dis-
tribution of print-
ed matter
Relations with ad-
vertising agent
Cooperation be-
tween sales and
advertising effort
Experimental and
checking-up work

The chart above, Figure 6, indicates in a brief way what may
come under the manufacturing end of a business and what
may be governed by the sales section.

Advertising and Face-to-Face Selling. It is sometimes
said that advertising is " simply selling" and that therefore
the principal requirement is selling ability or experience.
Advertising often is a form of selling, but it has features that

WHAT ADVERTISING IS AND DOES

distinguish it from face-to-face selling. It must, of course, be
founded on much the same principles as face-to-face selling
because each is a matter of impressing certain facts and conclu-
sions on human minds. But in face-to-face selling, the sales-
man is usually dealing with only one person, or at best a few
persons. He can study the particular type of individual be-
fore him. That person's face, manner of dress, his attitude
and his talk, give the salesman clues or leads as to how to pre-
sent his information or how to demonstrate the product he

FACE-TO-FACE^
SALESMAN

FIG. 7. Face-to-face selling may appeal to all of the five senses.

is selling. Moreover, in face-to-face selling, the salesman may
be able to appeal to a number of the senses. He can let his
prospective customer hear the tone of the piano, taste the
pickles, smell the perfume, feel the closely woven cloth or see
and ride in the automobile.

On the other hand, while some forms of advertising permit
sampling and thus enable the advertiser to appeal to several
of the senses, ordinarily most advertising must be effective
through one sense only the eye, and must be so graphic that
it works on the other senses through the imagination. Ad-

14 THE ADVERTISING HANDBOOK

vertising might well be called selling through the eye and the
imagination.

Advertising is not usually directed to just one person, though
there are occasions when this is true. Ordinarily advertising
is addressed to a group, and though this group may be dis-
tinctive, as for example, would be the case in selling something
to farmers, architects, or golf-players, in these groups there
are individuals whose temperament and station in life vary
greatly.

ADVERTISING!^ CONSUMER

FIG. 8. Advertising is ordinarily an appeal to the eye alone, but the eye is
the "window of the mind."

The Composite Type Plan. There is no such thing as "the
average farmer," "the average woman," "the average archi-
tect" or "the average golf -player. " The advertiser in his ap-
peal can take account only of the most common characteristics of
the group he is endeavoring to impress and address himself to
this type of reader. Editors usually have a certain general
type of reader in mind and edit their publications particularly
to meet the needs or the likes of that class of reader. It is said
that Robert Bonner used to judge everything that went into
the old New York Ledger by the probable likes and dislikes
of a mythical old lady with two daughters "away up in the
hills of Vermont." When in doubt about anything he would
ask himself "How would this impress the old lady and her
two daughters?"

Some advertisers say that they put down the most common
or frequent characteristics that they must appeal to and
imagine all of those qualities as being possessed by one indi-
vidual a composite type. There is just one thing to be guard-
ed against in this practice and that is the great variety of
views or conditions that may be found in any large group. It
would be as unfortunate, for example, to regard all farmers as

WHAT ADVERTISING IS AND DOES 15

being owners of prosperous, up-to-date properties with costly
automobiles as to regard all of them as poor managers living
on debt-ridden places. Both types exist, and one framing his
advertising appeals must choose which type he will appeal to;
he can hardly appeal effectively to both in one message. It is
idle in advertising a $5000 tractor to write an appeal that
would fit the man who cannot pay more than $1000 for a
tractor. Considerable advertising is weakened by the at-
tempt to deal with averages when in many cases there can be no
true average and the advertiser would be better off to appeal to
a representative type of reader, one in a position to buy the
product, and forget, for the time being, the other classes.

Hence, it is clear that however similar advertising may be
to face-to-face selling, it takes forms that are very different
from face-to-face intercourse. One may have considerable
ability as a salesman with little or no ability to sell through
printed word and picture. Likewise, one may have unusual
ability in selling through printed word and picture but have
little taste for selling through face-to-face methods. And yet
broad observation of selling methods and actual experience in
selling is likely to be of great assistance to one doing advertis-
ing work. It is quite possible for one to be both a good sales-
man and a good advertiser.

TRADE CHANNELS

An advertising campaign may connect with the producer of
an article; the sales agent of it who may be an exporter or an
importer; the jobber, distributor, or wholesaler; and the re-
tailer as well as the consumer. In some cases, goods are sold
direct to retailers who dispose of them to the consumer.
Again, the character of the business may be such that the prod-
uct or service is sold direct by the producer to the consumer
or user, as, for example, telephone service, banking service,
magazine subscriptions, or mail-order merchandise. The
chart on page 16 illustrates the various trade channels that
goods or service may take in passing from the producer to the
ultimate consumer.

Sometimes advertising changes the trade channel. An
advertiser may, for example, start a business selling direct to

THE ADVERTISING HANDBOOK

the consumer and later change his plan and put his goods on
sale with retail dealers if he is able to do so. Sometimes a
campaign is deliberately planned this way, as retailers prefer
to have the advertiser build up some demand before they
stock the goods. On the other hand, there is the danger that
unless retailers understand the plan they may become pre-
judiced by the efforts of the advertiser to sell direct to the
consumer. They feel that they do, and they do play a useful
and necessary part in the distribution of goods.

THE USUAL CHANNELS OF TRADE

1234

PRODUCER PRODUCER PRODUCER

PRODUCER

JOBBER 'OR
WHOLESALER
COMMISSION MAN
EXPORTER OR
IMPORTER

IMAIL ORDER LOCAL
HOUSE RETAILER

LOCAL

RETAILER

I I

CONSUMER CONSUMER CONSUMER

CONSUMER

FIG. 9.

Goods that for a long time may have been sold through the
jobber or wholesaler to the retailer and through the retailer to
the consumer, may by a new plan be sold for the most part
direct to the retailer. The growth of the use of some articles
has eliminated the first middleman. This has happened in the
marketing of Portland cement. It is not, however, always
advisable to eliminate the jobber. Very often, the jobber as a
dispenser of merchandise in moderate quantities, as a sales
force, gager of credit, a collector of accounts, etc. is well worth
the commission he receives.

Advertising as a Means of Getting Hold on Consumer.
Whether or not advertising may make a change in the channel
through which a product goes from producer to consumer, it
is likely to give the producer a better hold on his consumer.

WHAT ADVERTISING IS AND DOES 17

Where an unadvertised article goes through jobber and retailer
to the consumer, it frequently does not bear the producer's
mark at all and is not identified with him. A great deal of
unadvertised and untrademarked merchandise is marketed in
this way. Take handkerchiefs and umbrellas, for example.
Neither has been advertised to any great extent and the con-
sumer rarely knows who made the merchandise he buys.
When he buys such goods he may buy an entirely different
brand from the kind bought previously. When advertising
has made him acquainted with a certain make, he can buy the
same kind again if he likes it. While the retailer can very often
sell almost any brand he likes, owing to the confidence his cus-
tomers have in him, he is much more likely to sell goods that
the buying public knows and calls for. This is made clear
from an instance in the experience of the author of this book.

The Known Safety Razor and the Unknown. This in-
cident happened a number of years ago, when the Gillette
Safety Razor was the only article of its kind that was thor-
oughly known. A large concern that wanted to give a safety
razor as a premium to people who were rendering it some
service, asked a hardware store for prices on a new safety
razor that had some striking features. The prospective
buyer had thought of the Gillette razor but concluded that
it had been sold and used as a premium so extensively that it
had lost its strongest appeal.

"Why don't you buy the Gillette?" was the first question
of the hardware man. On being told why the Gillette had
been dropped from consideration he said: " Would you
be interested in my views? All right. Well, then, I make
as much on one of these razors as on the other, so it makes
no difference which one I sell you. But when a man comes
in here for a good safety razor, he knows what the Gillette is
as soon as you mention it. He regards it as a standard
article, and its value is already fixed in his mind. We don't,
as a rule, have to do any selling of the Gillette. It's just an
exchange of a $5 bill for a safety razor. But whenever we
put the other razor forward, we find that, though it is a good
article, it isn't known. We always have to sell it, have to take
our time to explain it, to prove that it really and truly is as

18 THE ADVERTISING HANDBOOK

good as a Gillette, and then some people don't believe us
Finally, the demand for the Gillette is such that we buy.
a gross at a time ; we buy the other outfit in lots of six at a time.
Does that mean anything to you?"

It did mean something meant that the buyer chose
the Gillette razor for his premium; he didn't want some-
thing that he had to explain, something the value of which he
had to prove.

CONSUMER ACCEPTANCE AND DEALER ACCEPTANCE

The effect of advertising in sales ranges all the way from
playing a very small part to that of completing the sale.
Those who sometimes argue that advertising does not sell,
only helps to sell, forget the tremendous volume of sales
made yearly by the mail-order plan where advertisements in
magazines, catalogs and letters complete the sales transaction.

In the case of a great many commodities, however, ad-
vertising merely serves to interest the consumer, or ac-
quaint him with some particular merit of the article or
merely makes him familiar with the name, thus aiding the
traveling representative of the advertiser or a local dealer
to make his sales more easily.

As every one knows, there are many advertisements of
such strong interest to the reader as to draw an inquiry
about the goods or service advertised. Much advertising
cannot go this far. The manufacturer of a new laundry
soap, for example, can hardly expect many people to write
letters, asking for further particulars of the product. The
maker of a complexion soap might but not an ordinary
washing soap or compound, however good its qualities might
be. In such cases as these, the main result accomplished
by the advertising is to bring about what has been called
"consumer acceptance." That is, by exploiting the merit of
the soap and its name, the soap-buying public is at least
made familiar with the product to some extent, so that they
are prepared to receive the article as one of recognized
value if they see it in a retailer's store or have it offered
by a retail salesperson. They may not be sufficiently im-
pressed or interested by the advertising to go to a retail

WHAT ADVERTISING IS AND DOES 19

store and specifically ask for the advertised goods, though
this does happen with many articles, but the time of the re-
tailer is saved by the fact that the consumer feels that he
knows something of the article when it is offered.

When the situation is as here described, the manufac-
turer may be said to have created " consumer acceptance, "
even if he has not created a positive demand.

Likewise, when the public has been made sufficiently
well acquainted with the merits of an advertised product,
the dealer is more inclined to carry a stock of the article
and thus we have a state of " dealer acceptance."

Dealer Attitude Toward Advertising. An article may be
ever so good, but if the retailer already has other articles that
fill this particular need, articles that the public in many
cases prefers or calls for, he says, in effect, to the manufacturer
of a new product: " Your tooth-powder may, in fact, be just as
good as the four kinds that I sell regularly. It may, I dare
say, be even better, but what am I to do with the trade that is
accustomed to buying the other four kinds? Many of my
customers call for Lyon's, Colgate's, White's and the others.
Do you expect me to take up my time in persuading them that
they ought to try a new kind that they have heard nothing
of? I am in the selling business, of course, but I don't
want the whole burden thrown on me. Go out and tell the
public something of your product. If you can't create an
actual demand, at least let the consumer know enough about
your powder so when he comes in here I can offer it, feeling
that the product will be well received and that the buyer
will not think I am trying to force something on him because
I may be making a cent more profit per package. "

There have been many cases, in the history of advertising
campaigns, where retailers have been assured of an active
demand for a new product, created through advertising, that
really did not exist. That is, the advertising was not effective
enough to actually bring to the retailer's store a string of
customers interested particularly in buying the advertised
product. It is more often the case that advertising creates
" consumer acceptance" and " dealer acceptance," both of
which are powerful selling aids.

20 THE ADVERTISING HANDBOOK

ADVERTISING AS A MARKET CONTROL

Advertising may be a tremendous force in bringing about
the distribution of a product, because the manufacturer who
makes efficient use of advertising may appeal to tens or hun-
dreds of thousands while the salesman is appealing to hundreds.
Moreover, advertising enables the business man to put his
information before a great multitude that the salesman cannot
reach or cannot interview. As has already been pointed out,
advertising may not make complete sales. Its influence
depends on the character of the product and the method of
marketing used, and may therefore vary all the way from
making a complete sale to merely making a favorable impres-
sion that helps the salesman or the retail dealer to complete
sales.

But advertising goes much further than bringing about a
knowledge of a product and affecting its distribution. It ties
up the business to the producer and enables him to control
output and prices better. When goods go out absolutely
unadvertised, the consumer does not know who produced
them and when he buys the second time he may not buy the
same goods but may buy similar goods made by some other
manufacturer. Likewise, the jobber or retail dealer selling
an unadvertised product sells such goods on his own selling
ability and on the confidence that his buyers have in him. He
can change to similar goods produced by some other maker
with little trouble. Take canned goods of the staple variety,
such as corn, tomatoes and beans, for example. There is
little advertising of these except so far as the label on the
package is concerned, and while that is important it is not very
far-reaching or a type of advertising that alone ties up a prod-
uct quickly to a large group of consumers. Such advertising
works slowly unless assisted by other forms. It is safe to say
that any well known jobber or retail dealer can change his
brands of such goods without serious difficulty.

Fluctuation of Unadvertised Goods. Goods sold on the
jobber's or the retailer's recommendation are more subject to
price fluctuation. The following illustration will make the
principle clear.

During the war period there was considerable difficulty in

WHAT ADVERTISING IS AND DOES 21

securing the well known brands of baked beans. The demand
was strong and additional manufacturers speedily put new
goods of this type on the market. A brand that here may be
referred to as Bessie Beans was offered the jobbers and a good
quantity was sold at attractive prices while the shortage
existed. Retailers purchased from the jobbers, and consumers
in turn bought Bessie Beans.

When the conditions in the food market changed and the
well known brands of baked beans could be procured, the job-
bers found that their dealers preferred to go back to the
brands they had been selling formerly, and it took consider-
able effort to get rid of the Bessie Beans remaining in stock.
Some jobbers sold their stocks at a sacrifice at the end of the
year in order to get rid of the goods. Bessie Beans were of
good quality. Yet the manufacturer or packer could not,
after the abnormal period, command the attractive price or
the orders he secured during the war. His price suffered an
immediate drop, whereas the better known brands could
easily command their former price.

Standardizing the Price Through Advertising. Advertising
affects price in another way. Through advertising, the manu-
facturer of a specialty can acquaint the public with the price of
the article, and the consumer goes to his retail store more or
less prepared to pay the known price. This is illustrated by
the Ingersoll watch, the various typewriting machines,
Victrolas, and many other such articles. Retail selling is much
more simple where the consumer knows definitely or approxi-
mately what the price is. Haggling and suspicion are
eliminated.

It should Dot be understood, however, that advertising
may absolutely control prices of all staple goods. The laws
of supply and demand must necessarily always affect prices
to some extent. But when times are abnormal, where the
market is oversupplied or undersupplied, those who produce or
sell trade-marked and advertised goods have less of the fluctuat-
ing price to deal with than is the case with those who sell
unadvertised goods. The consumer has a measure of protec-
tion from this condition. When he knows what the usual
price of a certain shoe or shirt is, he is likely to require an

22 THE ADVERTISING HANDBOOK

explanation if the price asked by the dealer is higher. K no wing
that fact, the dealer will not increase the price unless there is a
good reason.

The courts have made some rulings against price-control
by manufacturers where goods are sold through jobbers and
dealers to the consuming world. But no laws can take away
from manufacturers the right to spread information about
their goods and about proper prices therefor. And when
this is done effectively, much has been done to stabilize the
market and to maintain production on an even basis. The
producer who, by establishing a buying habit for his wares,
has a more or less steady market for his product and has saved
himself considerable of the uncertainty of the periodic ups and
downs of demand.

WHO PAYS THE COST OF ADVERTISING

A frequent topic in business circles is the question "Who
pays the cost of advertising?" The man who asks the ques-
tion is often one who professes to have little faith in the value
of advertising as a business force and who seeks to maintain the
position that unadvertised goods of equal quality with those
advertised can be sold for a lower price and the consumer
thereby be benefited.

Rarely does any one who brings up such a discussion say
whether he is referring to successful advertising or unsuccessful
advertising. Whether advertising is successful or not has an
important bearing on the other question of who pays its cost.
The cost of unsuccessful advertising and considerable advertis-
ing is unsuccessful to a greater or less degree comes out of the
capital of the advertiser, for it is obvious that unless the public
buys the article it pays none of the cost the production cost,
the transportation cost, the selling cost or any other item.

If advertising is successful, it should automatically reduce
the selling cost and does that unless it happens that the
advertiser has a monopoly. It is a simple principle of economics
that for most commodities to be sold at a low price, they must
be produced on a large scale. If, for example, a manufacturer
of calculating machines can sell only a few hundred a year,
his production cost would be so high that there would be

WHAT ADVERTISING IS AND DOES 23

little or no market for the product. If he can sell tens and
hundreds of thousands, then he can put in machinery and
operators sufficient to produce the product in large quantity
and thus reduce the overhead expense of the enterprise. It
costs very much more per barrel to produce a thousand
barrels of cement a year than to produce one million barrels.
This applies not merely to production cost but also to selling
cost. Every aid, therefore, to the large increase of the sale of
a product, provided its cost is reasonable, tends to reduce
costs.

Reduction of Selling Costs Through Advertising. A
comparison of the selling costs of well known advertisers
with the selling costs of other firms selling non-advertised
goods of the same nature usually shows that the advertising
manufacturer has a lower selling cost. An investigation
covering twenty-nine firms who advertise regularly showed
that in five cases the cost to the consumer had been reduced
rather than increased during the period of advertising, while
quality had remained the same. In sixteen other cases, the
quality had been improved with no increase in price, while in
eight cases advertising had changed neither price nor quality.

A well known hat manufacturer states that in fourteen years of
advertising, his selling cost has been reduced seventeen per
cent. One of the best known manufacturers of spark plugs
declares that his selling cost has been reduced seventy per cent,
in four years, though the advertising campaign has opened up
much new territory and required an addition to the traveling
force. Another experience has been recorded that of a
washing-machine manufacturer showing that advertising
has enabled the advertiser to reduce his sales force consider-
ably and to cut down his average selling cost seven per cent.

Selling Costs of National Advertisers. The following
figures given by three clothing manufacturers seem to indicate
that large advertising campaigns, if successfully executed,
reduce selling costs more than small ones.

Amount spent for advertising Selling cost, per cent.
$85,000 2.5 to 3

49,000 4

24,000 7

24 THE ADVERTISING HANDBOOK

Selling costs of well advertised goods are often much lower
than the general public supposes. Four automobile manu-
facturers give their percentages as ranging from % of one
per cent, of sales to 2.6 per cent. A large clothing manufac-
turer gives 1^2 per cent., the world's largest manufacturer of
cameras, 3 per cent. Soaps, tobacco, etc. average higher, 5 to
10 per cent.

The cost of advertising, in commercial practice, is a part of
the selling cost. Selling cost cannot be eliminated. If not a
word of advertising is ever printed about a new soap, the
time of the traveling representative who sells the soap to the
retailer and the time of the retailer in explaining the soap to
his costumers represents a cost, and that is as much a
selling cost as advertising. Whether those who produce
and market a product do so by means of salespeople alone or
by means of advertising alone, or use both means, selling cost
cannot be avoided.

Selling Cost Inevitable. Selling cost is as legitimate and
unavoidable as production cost, or transportation cost. If
advertising is so planned and executed that it largely increases
the sales of a product and cuts down the selling cost, the
expenditure becomes a benefit to the producer of the article,
the seller of it, and to the user of it. It surely requires no
deep thought to come to the conclusion that the manufacturer
who can produce a thousand articles a day can produce them
more cheaply, as a rule, than if he produced only a hundred a
day, or that the merchant who can sell a hundred articles a day
of a given kind can sell them more cheaply than if he sold
only ten of them.

A university professor, one who had apparently given
considerable attention to the subject of political economy,
wrote a magazine editorial in which he deplored the advertising
that was spent on a high-class encyclopedia. He argued for
the elimination of the advertising and a lowering of the price
of the set of books, which, he thought, would result in many
more people being enabled to buy this useful reference work.
He was asked by the author of this Handbook, if he were the
publisher of the encyclopedia in question or had some money
invested in the enterprise, how he would bring the work to the

WHAT ADVERTISING IS AND DOES 25

attention of people generally and at the same time avoid sell-
ing expense, of which advertising was a part. He was asked
if he would be willing to take the chance of the encyclopedia
becoming popular merely through whatever free reviews
editors might give the work on its first appearance and through
the recommendation of subscribers. He was also asked if it
were not true that a large sale was absolutely necessary in
order to sell, at a popular price, such a publishing work as an
encyclopedia, requiring years of preparation and possibly
hundreds of thousands of dollars in publishing expense.

The professor-editor declined to meet the issue. The
publishers of the encyclopedia would gladly have availed
themselves of the ideas of this critic of advertising if he could
have suggested a way of avoiding all advertising and other
selling expense, but there is no way of doing so.

There have been other critics of advertising who have
argued that while advertising is perfectly justifiable for, say,
the first year that a product is on the market, it is not justifi-
able afterward that a year is sufficient for the real informing
work to be done. This position is also untenable. No
advertising campaign could be so thorough in one year's time
as to spread information about even a distinctive and unusually
interesting product to all who might possibly be prospective
purchasers. Even if all mature readers could be reached in a
year, there would be the new generation to take into considera-
tion. Every year almost two million people in the United
States and Canada come to the age at which they can read.
Then there are hundreds of thousands coming into these two
countries from foreign lands. Have manufacturers and mer-
chants no right to tell these people about their products?

The conclusion cannot be avoided that all advertising
which truthfully spreads information about useful commodi-
ties, whether that be goods or services, is justifiable ethically
and commercially if the expenditure -be so planned that
distribution is increased on an even or lowered selling cost.

COORDINATION OF ADVERTISING AND SELLING

Advertising being a part of the selling process a greater or
lesser part according to the nature of the product and accord-

26 THE ADVERTISING HANDBOOK

ing to the method of selling it follows that to be most ef-
fective, advertising should be coordinated as closely as possi-
ble with the work of the salespeople, whether these be the
manufacturer's representatives, the salesmen employed by job-
bers, or the retailers and their helpers.

It is a common occurrence for a manufacturer to advertise
an article before the sales department is ready to sell it, or
possibly before the manfacturer can make deliveries. It has
happened, too, that the advertising has been based on a form
of appeal that could not be followed up and supported in the
sales work. Let it be supposed, for example, that the adver-
tisements of a manufacturer offer to sell direct to the consumer
and make no effort to direct him to the retail store. This
may be expedient if the manufacturer intends to develop his
business along mail-order lines, but if he intends to supply
consumers eventually through retail stores, his advertisements
may create an unfortunate situation that will embarrass his
salesmen when they go out to induce jobbers or retail dealers
to buy a stock of the goods.

An advertising department that does not coordinate closely
with the sales end of a business may advertise prices on some
article when good salesmanship would make it expedient
that the price should not be made known to the prospective
purchaser until the salesman can call on the inquirer and show
goods. This would be true in the cases of a campaign for an
expensive encyclopedia, for example.

A retail advertiser may advertise goods and interest the
public and, through neglecting to instruct his salespeople
thoroughly about the goods, have buyers come in only to find
that the people at the counters know little or nothing about
the goods. The mere fact that the people of the store know
nothing about the value of the advertised article may be
sufficient to chill the interest of the inquirer.

In order to have the closest relationship and harmony
between all advertising and selling effort, some concerns have
one person head both departments. In such cases he will
probably be known as the sales and advertising manager; he
may have some other title but carry this dual responsi-
bility. Sometimes, however, these two ends of a large busi-

WHAT ADVERTISING IS AND DOES

ness are so important that there is a sales manager and also
an advertising manager. Occasionally, the sales manager
is the superior of the two and the advertising man is responsible
to him and his department is regarded as a wing of the advertis-
ing department. In many cases, the advertising department
is on a par, so far as responsibility goes, with the sales depart-
ment and neither manager is regarded as the superior of the
other.

Field
Investigation

Ana ysis
of ,
Competition

Determining
General
Policies

Preparing
Exhibit

Conference for
Discussing and Revising
Preliminary Draft of Plan

Completion
Ian

>mplet
ofLPN

Delivery
to Client

The Order

Appointing Director! Scheduling

and Manager | the Campaign

FIG. 10. Chart from an advertising agency showing the preparation of an
advertising and sales campaign.

It is unfortunate but true that in a great many businesses
there are such differences in business ideas and temperament
between managers of advertising department and sales de-
partment that the ideal understanding and working arrange-
ment does not exist. This is particularly unfortunate in those
cases where the advertising department must have consider-
able to do with the advertiser 's sales force in the way of having
them understand the company's advertising and halving sales-

28 THE ADVERTISING HANDBOOK

men see that advertising matters are properly understood and
handled by the retail dealers.

The sales manager, .by reason of his calling, should under-
stand salesmen and dealers somewhat better than an adver-
tising manager. The advertising manager, on the other hand,
by reason of his training, ought to be a better judge of advertis-
ing values and effects. While both do well to have as much as
they can absorb of the other 's knowledge, the work of the two
men is frequently so different as to require a different type of
man. There is, however, the most powerful reason for having
the heads of two such important parts of a business working to-
gether closely in the laying out of plans, the choosing of appeals,
the timing of the advertising, etc. If a business has two men
who cannot thus work together, with enough broadmindedness
to forget some of their differences and sometimes support a
decision that they have not favored, a change of one or the
other is the only fair thing for the business. Advertising
and sales effort costs too much money for there to be a lack
of sympathy and cooperation on the planning end.

Figure 10 gives at a glance the various steps in preparing an
advertising and selling plan.

EDUCATIONAL EFFECTS OF ADVERTISING

Advertising methods, unfortunately, have been used to pro-
mote many unworthy causes and products. The promoter of
humbug medicines and fake securities and others have been
quick to use the quick and far-reaching power of publicity as a
means for gaining their ends. Selling by face-to-face methods,
they could reach only a relatively small number of people un-
less an enormous sales force were employed. Selling by the
printed word, they have the world for their fields, as it were.
Through magazines and newspapers and through letters and
printed matter sent through the mails direct to the address of
the reader, they have found and allured their victims.

Regrettable as such uses of advertising methods have been,
there is another side of the picture. The same power that has
been used to defraud the ill and rob the unwise investor can be
used to spread abroad the worthy causes. Tuberculosis, which
yearly takes off more human lives than any other disease but

WHAT ADVERTISING IS AND DOES 29

pneumonia, will be conquered by publicity. Those who have
made a study of the Great White Plague say that it could be
stamped out in a generation or so could every human being be
warned of how tuberculosis is contracted and induced to observe
certain precautions.

The growth of church advertising, of advertising for Y. M.
C. A. features, Red Cross work and other such causes has been
attended with marked success.

The great campaigns for Liberty Loans, for food conserva-
tion and the other great necessary movements during the late
war demonstrated as nothing before had done what a power
advertising is. There were some citizens of the United States
who believed, at the outset at least, that it would be easy to sell
Liberty Bonds, that all the Government need do was to make a
simple announcement and the people of the contry would step
up and offer their money unhesitatingly. It did not take long
to discover that even such a peerless product as a Government
bond of the safest government on the globe had to be explained
to the masses of the people, that appeals to thrift, patriotism,
etc. had to be made over and over, in varied form, and that this
aggressive publicity had to be coupled with aggressive sales-
manship before the great bond issues could be made successful.

It has been only about a dozen years since advertising was
employed with success in the advertising of political platforms
in presidential campaigns, displacing much of the old-time
" stump-speaking. "

The advantages of advertising in these great movements is
obvious. The printed word commands a measure of respect
just because it is the printed word, provided it does not violate
credibility. Furthermore, through advertising the appeals
can be studied out and presented carefully in language that
represents just what those behind the campaign wish to say.
One who goes out to give an oral representation for a certain
cause may, through the misuse of words or misunderstanding
of his authority, say something very far from what those
behind a campaign wish to have said.

Advertising has enabled the transportation companies to
coach passengers in the proper manner of getting off cars. It
has enabled telephone companies to prevail on their subscribers

30 THE ADVERTISING HANDBOOK

not to call operators to ask the time of day or to call when a fire
alarm has been rung and ask "Where is the fire?"

There is much commerce that is of as keen interest to the
reader as anything to be found in the so-called reading pages
and columns of the magazines and newspapers. Nothing is of
greater interest to the man who is thinking of buying a motor

The New

Telephone Ringing

Signal

You will hear it in your telephone receiver after you
have given the number to the operator and while you
are waiting for the called telephone to answer. It is a
low burr-r-ing sound lasting several seconds, followed
by a distinct pause and then a renewal of the burr-r-ing
sound.

It starts -as soon as the connection is established and
keeps up until someone at the telephone you called
answers or the operator tells you they don't answer
The purpose of this ringing signal is to give the calling
party definite audible notice that the work of putting
up-the connection has been performed by the operators
concerned.

New York Telephone Company

FIG. 11.

boat than well presented information about motor boats.
The housekeeper who longs for a modern refrigerator finds
both interest and pleasure in printed information about
refrigerators.

Advertising may be news of the most interesting sort. It
may give serviceable information of the most helpful sort. It
may stop the passing of a counterfeit, find a bank robber, force
a balky public-service company to give better service, draw
people from the crowded cities to farm life, convert the public
to the cause of better roads, etc.

WHAT ADVERTISING IS AND DOES 31

Advertising affords the Chicago manufacturer or merchant
an opportunity to deal with the customer down in Texas or
out in Iowa almost as readily as he could with the people in the
towns of Illinois.

Advertising gives the man out on the farm opportunity to
see what the markets of the world afford, whether he elects
to buy direct from a manufacturer or to order his tractor or his
washing machine through his local dealer.

In All But New York

The Pennsylvania Commission has just authorized
a7-centfare in Philadelphia. The existing
3-cent charge for transfers will remain.

This wets done to prevent disaster to the
City's service and to permit its expansion.

New York is the only large city left where this
policy has not been followed,

Interborough Rapid Transit Q>
FIG. 12.

In the technical field, carefully prepared " informing adver-
tising" spreads data about the latest and most efficient devices.
Placed though it may be for the purpose of selling, advertising
in the best technical journals gives more up-to-date data about
new equipment than any of the text-books.

Advertising often permits comparisons that cannot be made
in a store. Likewise, the advertising of a local store often
tells an interested public of goods obtainable in the local stores
that readers did not know could be purchased there.

Advertising records the latest productions in the field of
merchandise and equipment. It tells of the newest things in
service. Its messages are spread abroad in order that those
who feel an interest in what is offered may get further in-
formation at once or later when it may be needed.

SECTION 2
MARKETING CAMPAIGNS

Military Campaigns and Business Campaigns. "Cam-
paign" is an apt word for the description of a well planned
marketing program. The planner of a military campaign first
makes a careful survey, by the aid of maps, correspondence,
scouts and secret men, of the conditions through which he must
force a way. In some cases a military campaign is the result
of years of observation and preparation. In other cases the
preparation covers only weeks or months but is made as
carefully as possible, so there may be no surprises. The skilled
general figures that there will be enough uncertainties even
when he knows all the facts and plans every move, so he
gets all the data available.

The military campaign affords another valuable les-
son, -for with the advance of an army, every part of the
organization has a certain duty or move to make. The
cavalry can do things that the infantry cannot do well.
The artillery can give the infantry a support that the cavalry
cannot give, and so on. There is, in a well planned military
campaign, perfect coordination of the various factors.

He would be a poor general who would order an army forward
with little idea of what lay before, or who would pay no
attention to the duties of various parts of that army but
let these things work themselves out as best they could. Yet
business campaigns have been conducted in just such reckless
fashion. An advertising appropriation has been voted,
decided on suddenly perhaps because some competitor had
begun advertising, and the money partly expended before
any definite sales policy had been decided on or before the
advertiser's own salesmen or the salesmen of retail stores
had been properly coached.

Again and again advertising has featured goods on which
production in sufficient quantity had not been assured,

MARKETING CAMPAIGNS 33

and the manufacturer was placed in the unfortunate position
of advertising something that he could not deliver.

Much in advertising, as in any other undertaking, de-
pends on starting right, and one cannot get a better mental
attitude than that of thinking of advertising as a well prepared
movement similar to a military campaign planned by a general
of a lifetime of experience in military tactics.

Great Diversity in Campaigns. Advertising campaigns
must of necessity differ greatly according to their scope
and according to the character of the article to be exploited.

A campaign may be national or international (if it ex-
tends to several countries), or it may be local and be con-
fined to one city, a county, a state or perhaps a group of
two or three states.

A campaign may be one planned to sell goods direct to
the consumer in small units, which may mean running a local
retail business or selling direct to the consumer by mail.
Some concerns selling by mail direct to the consumer make
their own goods. Others are simply merchants, buying goods
made by others and using advertising as a means of exploit-
ing these goods.

If an advertising manufacturer does not sell direct to the
consumer, then his campaign must be to advertise so as to turn
inquirers to the wholesalers or retailers who sell such goods.
Such campaigns have been described as "Go to the dealer"
campaigns.

There are other manufacturers who advertise and supply
information direct to the consumer but who send a represen-
tative to call and give further information. The product
may be steam boilers, washing machines or belting. In a
way, the representative who calls takes the place of a local
dealer, for he is likely to bring a specimen of the product
or to give more exhaustive information than is perhaps
available from the manufacturer's catalog or possibly through
correspondence.

This Handbook can hardly contain such complete data as
to solve the problem of what is the best type of campaign
for a given advertiser. Often it is easy to decide that a
campaign should be local and that some such medium as the

34 THE ADVERTISING HANDBOOK

local newspaper should be used. Again, it may be obvious
that the local community would afford too few purchasers
for the product the advertiser has to market and that a
campaign extending over the entire country, or possibly to
foreign countries, will be necessary in order to make the
number of sales that should be made in order to have the
enterprise successful. Suppose, for example, the commodity
to be advertised is a saw-mill outfit. It is evident that
any locality will have in it very few possible purchasers
of such equipment and that far-reaching advertising will be
necessary. Such a campaign appeals to a limited and special
group, whereas there are other campaigns of national or inter-
national scope that appeal to the general public; such, for
example, as those for soaps, flours, clothing, etc.

Whether the article or service to be advertised is a new
product for which no market has been established or an old
product for which newer or wider markets are sought, has
much to do with the character of the campaign.

A change of marketing campaign may be the occasion for
a new type of campaign for an established article. When
the Oliver Typewriter Company, for example, changed its
plan of selling the machine through special representatives
and offered to sell it direct by mail, on approval, a new
campaign of advertising at once became necessary to acquaint
the typewriter-using public with that change.

What a Campaign for a New Product May Embrace.
The following schedule will indicate some of the necessary
w6rkthat will likely be undertaken in the case of a new product.

1. Study of the possible market.

2. Special study of existing competition.

3. Research work among consumers and possibly dealers.

4. Study of production and selling costs, so as to determine
what can be spent for advertising and selling.

5. Study of the article itself, so as to decide which of its
selling points should be featured. This study should include
manufacturing methods, for the methods of manufacturing
may yield as good selling points as features of the article itself.

6. Decision as to the best trade channel for the introductory
campaign and a definite plan for a permanent campaign.

MARKETING CAMPAIGNS 35

It may be necessary, for example, to adopt some special
selling method for the introduction of the article, which
introductory plan will not be followed later. Illustration:
the manufacturer of a chemical that removes rust-stains
from clothing did not have the capital necessary to begin
national advertising, even in a small way. So he prepared an
introductory direct-mail campaign by which he offered his
goods to Ladies' Aid Societies, Pastors' Aid Societies, and the
like, to use in their campaigns for raising money. He sold a
considerable quantity of his goods in this way and the use of
the goods thus sold built up a demand from the retail
stores in certain sections. Later he advertised along broader
lines, but his original campaign was justified because it enabled
him to get a certain distribution and demand that made his
later campaign possible.

7. Decision as to the support to be given to the advertising,
which will cover work with the salesmen or the advertiser, the
dealers who are to handle the goods, the way in which inquiries
from consumers will be answered, etc.

8. If goods are to be sold by retail dealers, decision as to
whether an exclusive agency should be given to one dealer in a
given locality or whether it is better to sell to any dealer who
can be induced to buy.

9. Decision as to the mediums to be used for the advertising.

10. Planning the actual advertising, selecting the appeals
to be used, placing the advertising, checking it, etc.

Campaign for an Established Advertiser. The following
may enter into the campaign plans of an advertiser whose
goods are already distributed and sold to a considerable extent.

1. Attitude of consumers towards goods, their experience
with them, the extent to which they place repeat orders, etc.

2. Attitude of retail dealers, if goods are sold through dealers.

3. Attitude of jobbers, if goods are sold through jobbers.

4. Study of competition.

5. Survey to determine which market is covered and study
of how the weak spots can be covered.

6. Study of existing selling methods and trade channel,
and consideration of changes in selling policies, margins of
profits, and other relations with jobbers and retailers.

36 THE ADVERTISING HANDBOOK

7. Study of such features as delivery methods and service,
in case the advertiser is selling something like a machine
for which inspection and repair service must be given.

8. Study of mediums in use and consideration of possible
new mediums that may be utilized to advantage.

9. Study of present advertising copy and consideration of
new forms of appeal or new sizes of advertisements or schedules
of advertising.

Scott Paper Campaigns. The Scott Paper Company for a
while sold a paper towel made up in such a way and with such
a style of fixture that only business offices, hotels and the like
were probable purchasers. Though the Company had been
successful to a reasonable extent with this campaign, its
advertising agency, as the result of a study of conditions,
recommended a size of roll and a fixture that could be sold at a
price to attract housekeepers, and the immediate result was to
greatly multiply the field of prospective purchasers.

As the result of a later study on another of their products,
the Scott Paper Company entered on a campaign to educate
the public to ask for Scott Tissue rather than "toilet paper."
This campaign was founded on the recognized reluctance of
thousands of people, especially women, to enter a public store
and ask for " toilet paper."

There are probably few products so well established that
thorough study of market conditions, the product itself, its
consumers and the jobbers, dealers and salespeople who sell
it, does not reveal some opportunity for improvement or
extension of the promotion campaign.

Holeproof Hosiery scored its original success on the dura-
bility argument. In late years this advertiser learned that
far more people bought hosiery because of its appearance
than because of the durable quality of the product. Con-
sequently, the current campaign of the Holeproof concern
is well expressed by copy reading: " Famous for its durability,
Holeproof Hosiery has now become known as America's finest
appearing hose." The illustrations are now devoted entirely
to the appearance of the goods.

Consider, for example, the successful efforts of Portland
cement and adding machine manufacturers to acquaint the

MARKETING CAMPAIGNS 37

young people of the schools with these products, so that they
go out into the working world familiar with the service of
cement and the utility of the adding machine. Supplying
schools with material or equipment for lectures and demonstra-
tion is as much advertising as the preparation of a series of
magazine announcements.

New Campaign for Fertilizer. The following is another
illustration of what a new form of campaign for an experienced
advertiser may be.

A fertilizer company was doing a large business selling its
products through something like five thousand dealers and
country agents, the dealers being for the most part the stores
handling grain, feed, farm supplies, seed, etc.

The growing tendency of the American public to cultivate
small gardens and the . opportunity to do business with the
many thousands of people who do a small amount of flower-
growing suggested to some one in the fertilizer company the
advisability of putting up a smaller package of the product.
Fertilizer in the past had been sold mainly in large bags, which
met the need of the farmer well enough but which contained a
larger amount than the man with a tiny city garden or the
woman with a few flower beds needed. To open a large
fertilizer bag and make up small packages was inconvenient
though it was frequently done. "Why not," thought this
executive, "make up small packages, and sell these through a
new group of stores?"

An investigation was made to see what hardware stores,
drug-stores, grocery stores and even the five- and ten-cent
stores thought of the idea. Most of the merchants inter-
viewed were favorable. The hardware stores told of many
instances where people asked to have a small package of
fertilizer made up for them.

The result of the investigation seemed to show that in
the territory where the fertilizer company had some five
thousand dealers or agents selling the larger bags of fertilizer,
there were something like 50,OCO stores that were possibilities
as retailers of fertilizer in small packages. This investigation
also showed the necessity of a different type of advertising.
The former advertising had been to farmers exclusively. The

38 THE ADVERTISING HANDBOOK

new type of advertising had to be directed to the small gardener
and florist, who might be a city man or woman. It called for
study of fertilizers that were particularly adapted to garden
crops and flowers and for the study of appeals to people who
raised such crops.

Extensions of Other Campaigns. Probably few advertisers
have gone so far or have made such progress in the study of
their markets that there do not still remain possibilities for
changes or extensions of their campaign plans.

Carborundum, for example, originally made up as a dis-
tinctive new type of grinding material, has spread out until
there is a large business in razor hones, carving-knife sharpen-
ers, scythe-whetters, etc. These specialties call for a type of
advertising that was not deemed necessary or practicable at
the outset.

Portland cement, marketed originally mainly for such con-
structions as sidewalks, floors and walls, has now a large sale
as a road-building material and considerable money ha been
spent during the last five years advocating concrete roads.
Still later has come its use in the building of ships and barges,
and this called for another campaign of advertising.

The paint-manufacturing companies have for many years
been conducting aggressive campaigns that sought to drive
home the superior quality of the several brands. In recent
years, a cooperative campaign has been in progress, the key-
note of which has been "Save the surface and you save all."
This campaign has been one of public education on the im-
portance of painting a surface before deterioration takes
place, in other words, a campaign of information about the
value of paint rather than a selfish campaign arguing for
the sale of one particular brand.

A new form of campaign may be made necessary because of
the addition of a new product to some well advertised line.
Several typewriting machines are widely known. Yet a
number of these have found it desirable to bring out a new
small model of the portable style. While the advertising of
former years will help to make the advertising of the new
model easy, just the same, the portable machine will have to
be advertised extensively and aggressively by each manu-

MARKETING CAMPAIGNS 39

facturer before any large proportion of the purchasing public
knows of the existence of the smaller models or is converted to
the desirability of purchasing such writing machines.

Local Campaigns. The foregoing illustrations have dealt
mostly with manufacturers' campaigns. A business firm
planning a local campaign, such, for example, as a real estate
dealer, a banker, a laundryman, or a hardware store, does not
have as many conditions to study as a manufacturer who must
perhaps deal with both jobber and retailer before he reaches
his real consumer. But local problems may be difficult of
solution just the same. For it must always be borne in mind
that while it may be possible for a business firm to reach its
logical group of consumers by any one of several methods of
advertising, some of these methods may be entirely too costly
for the result achieved. The real estate man, for example, has
a certain commission. He can spend only so much of that
commission in his business-getting program. A banker can
afford so much for savings accounts. He cannot afford to have
them cost him a hundred dollars each. Likewise, the laundry
and the hardware store, while wishing to gradually increase
their sales, have a limit for sales expense.

Campaigns for such advertisers call for close studies of the
buying habits of people as well as their walking and reading
habits. Location may have much to do with the solution of
campaign problems. A hardware merchant with a store in the
central part of a city may be able to use the newspaper as its
principal medium, whereas a hardware man in one end of a
large city may not be able to get proper results from the news-
paper because his location is such that a large proportion of the
people of the city cannot conveniently deal with him. He
may have to use circulars, a house organ, street car cards,
posters, letters, etc.

The Prospective Group. Every advertiser has a certain
logical group of prospective purchasers. In the case of most
advertisers there is also a group of readers made up of people
who by no reason can ever be purchasers of the commodity.
Appealing to this latter group may, therefore, be sheer waste
and the advertiser does well to avoid that, though he may
use mediums that afford a profitable means of appealing to his

40 THE ADVERTISING HANDBOOK

logical group while at the same time reaching many who are
in the " waste group." Illustration: the manufacturer of an
electrical household appliance has for his logical group those
homes where electricity is in use. There is a large circle of
readers living in homes where electricity is not available.
These readers are to a large extent waste circulation, and noth-
ing is gained by trying to appeal to them especially.

At the same time, it must not be overlooked that there is a
"twilight zone," as it were, between the advertiser's group of
logical purchasers and another group who cannot make use of
the product. Using the electrical applicance again as an
example: some of the people whose homes are not supplied
with electricity today will have the use of it five years from
today, and some of the publicity that is today apparently
wasted will count for something then. Furthermore, some of
the people living in homes where there is no electricity will
move every year into homes where current is supplied. This
illustration serves to show that an advertiser can hardly afford
to draw too small a circle of prospective users.

There have been critics of the ARMCO IRON advertising
campaign who said that the American Rolling Mills Company
could never profit by a national advertising campaign; that
too few of the people of the country were interested in know-
ing what iron was used in the products they bought. But an
effective advertising campaign was put through for ARMCO
IRON on the feature that this iron is rust-resisting. Today
there are at least a score of hardware manufacturers making
their specialties out of ARMCO IRON and advertising that,
their milk-cans, ice-cream freezers, etc. are more durable
because made of ARMCO IRON. Thousands of the salesmen
of different manufacturers are using this argument with dealers
and consumers. Thus, a campaign may become much more
far-reaching than even those behind the enterprise at the out-
set anticipated.

Distinctive Campaigns. A retail firm conducting a farm-
supply store in a small town of Pennsylvania found itself
losing some business to mail-order firms. The advertising
of the store was distinctive. A specimen is here shown. This
newspaper space was always filled with a small display ad-

MARKETING CAMPAIGNS

vertisement and a number of little human-interest items about
what the people of the town and country were buying and
doing.

But the Murray Co. went further. A mailing-list of buyers
throughout the county was established, and these names were

Published by MURRAY CO., Honesdale Pa.

President W.ljon ays. close up
(hop for the next ten Mondays, so our
store will be closed. We are going to
ask our friends to allow us to obey
he President's Orders by anticipating

their maybe emergency calls w
Is 'tally necessary that our cul
dated, but please

real necessity. As our lime cars
arriving every day we will make s
arrangements as necessary to see

M. J. Kelly, the hustling farmer
near Whites Valley, is obeying Secre-
tary Garfield's order. Instead of sitting
around the fire anrl burning good fuel
tie is out In the barn putting up one
of our good Star Kay Carriers, wh
Jhe barn Is full of hay and the putting
up easy. Some people Ilk
high In life, the higher the

Burn Wood and Save Coal

Be patriotic as well --\= economical if you have waste
wood.

A good power wood saw costs only $12 to $30 and we
can furnish you a. complete outfit, engine, saw and belt
for about S100.

We also have cross cut and buck saws for small jobs.

MURRAY CO.

Everything for the Farm, Honesdale, Pa.

Save your neck by putting up

i your nay ci

I stock is now i

Jake called on our Scra
omers last week looking up 1
great

expected. Our factory owning to war sonc

conditions find It Impossible to pur-! securing repairs so we get his busi.

hole valley. When a good farme

chase the regular 100 pound bags, ;
e making shipments In SO pound bags
i to the to. These bags are charged

arrange to empty

tojjuyj the bags and ship them back at once.

a V ndwh'o keeps TfulMine" TrVpJlr's! make It possible for some other pu"
so that tie will not be wtlhout the use! chasers to secure lime later as It Is
of his machine where he needs It^the on | y , question of time when our fae-

w*nn!lVou^ty7ivelsVh"iVbusin L e a ss l ! a "i Y01 ' m P'y y"- ">P ""> Pe
. Eiiion Lime In any part of your barn
is this lime Is non-caustic. A very

Mayor E. B. Jermyn, who pur'
the Hubbard Farm at Waymart.
i bip brothers advice and start.
"Every.

took charge of the farm his first offic-
ial act was to get rid of the old ma-
chinery and wo had the pleasure of
furnishing him with "Everything for

He has one of our Papec Blow,
ers, a Cambridge Sulky Plow, Wood
Tedder and Rake, Riding Cultivator,
Star Barn Equipment and uses our 1sr-
tlllier and Edison Lime.

Jos. Jermyn ha? a big stock farm
near Jermyn. Pa., and when he Is net
busy on the farm runs a coupls of coal
mines, a big store and the Hotel Jer-
myn and bales his hay with one of our
good presses.

L. T. Stlpp. another big Scranton
contractor, h*s a fine farm at Elm-
hurst and has so much of our machin-
ery we can't tell all abjut It here, but
to tell the truth, if yot* visit his farm
you'll think everything but the soil
cams from our store.

B. H. Throop of Scranton, Jor*
Simpson and Thos. Jones are other

our way of selling good service with
farm machinery and usually telephone
us for their farm needs.

MURRAY CO.

Everything for the Farm

Honesdale, Pa.

FIG. 1.

kept on stencils for easy and speedy addressing. This list
was classified and checked with the county assessor's list. If
a farmer's property list did not show that he owned at least
eight cows, he would not be included in the special list of
diary men.

42 THE ADVERTISING HANDBOOK

This mailing-list was covered with appropriate circulars
several times a year. The firm made up a small mail-order
catalog in the general style of the large mail-order catalogs,
but nothing was listed in this book but those articles on which
the Murray Co. could sell about on a par with the mail-order
houses. In some cases they listed articles gas engines, for
example that could be shipped direct from the manufacturer
to the farmer. The circularizing of the list with this catalog
proved to be effective in stopping most of the out-of-town
buying.

The Murray Co. also used the list in advertising a spring
opening or "big party" as it was called. The firm asked the
manufacturers whose goods they handled to furnish equip-
ment for a booth and to send a demonstrator or representative
there to take charge of it. The result was, in one year, twenty
booths showing farm equipment, each in charge of a manu-
facturer's representative. Music was arranged for, free
cigars were presented to the men, flowers to the women, and a
bag of candy for every child. The store invariably was crowded
all day on these occasions and a large number of advance
orders for farm supplies were taken.

Such a campaign called for as close a study of the territory
and customers of the store as many a manufacturer's schedule
requires.

Campaigns may, according to the nature of the product or
the class of consumers, have to be planned along unusual lines.

A maker of artificial limbs, for example, does some general
advertising in the magazines, but his best plan is that of sub-
scribing for newspaper clippings that tell of amputations.
This affords a live list of business-leads, and before the man
who lost his arm or his leg is out of the hospital, he receives a
tactfully written letter and a booklet dealing with the product
of the limb-manufacturer.

Some very successful campaigns have been carried out by
small classified advertisements inserted in the columns of
newspapers headed Help Wanted, For Sale or Exchange,
Business Opportunities, etc.

Another distinctive form of campaign is that of a house
organ. A successful Philadelphia manufacturer has a house

MARKETING CAMPAIGNS 43

organ that is regarded as being the most effective form of
advertising the firm employs, and the mailing-list to which
this house organ is sent is valued very highly. The house
organ is a distinctive type and is very closely identified with
the manufacturer.

EXPERIMENTAL CAMPAIGNS

Before an advertiser launches a far-reaching and expensive
campaign, it is often good tactics to do some experimental
work in order that he may determine which of several methods
is the most effective in its effects on consumers, dealers or
both.

No matter what sort of research work he may conduct, it
may be an open question as to whether a newspaper campaign,
a street-car campaign, an outdoor campaign or some other
form will give the best results, cost considered.

Procter & Gamble, while possessing a rich experience gained
in marketing Ivory Soap, thought it best, when a new product,
Crisco, was ready for marketing, to conduct several Crisco
campaign experiments before proceeding on a large scale.
While such experiments necessarily delay the carrying out of a
general program, so does experimental work in other lines
delay but such delays may, in the long run, prove to be a real
saving.

Attractiveness of Campaign Plan. Much of the success of
an advertising campaign depends on the soundness or attrac-
tiveness of the main idea of the campaign. To illustrate : a
new shaving razor was advertised on the plan of offering the
razor without payment to any reliable person. That person
agreed, however, to send the advertiser each week the money
that he saved by shaving himself instead of going to the barber,
whether that amount was thirty cents a week, forty cents or
fifty cents. The central thought of the copy was " Pay as you
shave and save." It was an attractive idea that one could
pay for an equipment of this sort with the money actually
saved by using it.

Banks some years ago secured a wonderful increase in small
savings accounts by adopting the "Club Plan." There were

44 THE ADVERTISING HANDBOOK

Christmas Clubs and Vacation Clubs. The depositor could
take his choice of several plans of depositing money, a fixed
equal amount a week, or beginning with a small amount and
gradually increasing the sum, or beginning with a fair-sized
amount and gradually decreasing the sum. But the idea was
new, or at least it had a new name, and its good feature was
that people bound themselves to pay, if possible, a definite
amount of money each week. This proved to be exceedingly
attractive, and a great many people who had considerable
money deposited on other accounts joined the savings clubs
and accumulated a special fund for Christmas or for a vacation.
From this has originated clubs for buying a kitchen cabinet,
and clubs for various other purchases. It is merely a variation
of the old instalment plan of payment, but the words " instal-
ment plan" have come to have an objectionable suggestion
to the minds of many, and the "Club Plan" provides a
pleasing variation.

RESEARCH WORK

A most important part of any marketing campaign is the
research work. Imagination, or vision, has been responsible
for many advertising successes. But in spite of the value of
the imagination, which is discussed thoroughly in the section
of this book devoted to Copy, it is poor policy to trust to
imagination in planning a campaign if it is possible to secure
actual facts on which to build conclusions. There are things
that must be imagined. Other conditions can be determined
with considerable accuracy. Millions have been wasted in
advertising because some one imagined or guessed that certain
conditions prevailed when, as a matter of fact, other conditior a
prevailed.

Some ten or twelve years ago a leading watch manufacturer
was solicited to advertise to the farm trade. This manufac-
turer imagined that farmers generally were buyers of the
cheaper grades of watches, and his advertising had been placed
accordingly. An investigation conducted among enough
farmers scattered over different sections was sufficient to
convince the manufacturer that his notion was erroneous. As
a result, the watch campaign was considerably modified.

MARKETING CAMPAIGNS

EXHIBIT No. 1

TABULATION OF AN INQUIRY AMONG FARMERS TO DETERMINE KIND OF
WATCH OWNED

Waltham

Ingersoll

Hamilton

No. Families

Alabama
Arizona

195
12
151
50
33
24
22
65
290
43
417
581
117
98
248
70
44
55
36
201
170
170
252
73
69
3
12
29
14
189
215
125
336
121
53
335
5
96
85
184
243
18
32
206
72
109
134
13

97
11
103
29
28
10
23
53
193
31
369
475
106
56
87
32
12
41
5
142
148
84
236
52
48
2
5
16
22
162
131
135
268
83
30
385
2
63
99
128
164
16
27
155
49
81
113
14

24
3
19
17
7
25
17
2
57
8
69
86
33
24
40
12
41
26
29
37
47
18
46
17
20
1
13
10
3
78
45
44
117
19
22
109

17
17
17
35
5
26
39
37
26
41
2

"(3
4
3
2
2
3
15

35
31
14
1
14
5
6
3
3
5
21
12
14
5
5

11
5
13
27
4
2

,39
8
34
22
18
4
5
15
48
10
65
109
17
17
40
52
8
20
4
82
42
40
64
26
16
2
2
5
18
80
43
39
63
12
18
156

' 'ii

33
34
42
5
9
63
9

"l2
12
8
9
3
22
59
13
159
151
38
12
59
25
10
16
21
79
47
40
57
13
13

15
8
59
38
38
106
29
20
89

"26
18
58
43
4
9
32
23
17
31
3

225
28
187
116
75
54
50
106
413
88
779
975
245
127
257
135
86
126
76
414
360
204
453
146
116

2%
64
51

458
285
322
698
172
129
860
12
154
198
272
326
32
81
360
144
189
263

144
11
103
50
33
24
22
65
255
40
379
498
115
73
219
67
40
51
37
188
155
114
248
71
60
3
12
27
12
183
181
113
299
99
52
319
5
95
83
163
189
16
29
193
69
96
123
12

5,435

California ....

5
5

"2'

Colorado

Connecticut ....

Delaware
Florida
Georgia
Idaho

6
25
20
33
68
12
11
9
7
4
19
10
44
17
5
25
17
4

3
14
6
15

27
11
4
3
1
2
1
2
9
18
2
8
7
9

1
2

34'
28
14
2
5
1
3

"2"
16
20
3
3
9
1

Iowa

Kansas
Kentucky

Maine
Maryland

Massachusetts
Michigan
Minnesota
Mississippi
Missouri

Montana
Nebraska

Nevada
New Hampshire. . .
New Jersey .......
New Mexico
New York
North Carolina ....
North Dakota
Ohio

"i'

'l2

30
10
6
34
10
1
26
3
18

'is'

"9"

12
2

43
12
48
55
10
29
55
5
13
20
12
22
2

"i"

5
29
2
8
32

"3'
4
2
3

6
5

7
26
7
1
,8

"7"
6
2

Oklahoma

Oregon

Pennsylvania
Rhode Island
South Carolina. . . .
South Dakota
Tennessee
Texas

Utah

Vermont
Virginia
Washington
West Virginia
Wisconsin
Wyoming

1
30
14
6
12

3
8
12
4
5

"s"
12
2

Total

6,115

4,621

1,449

437

799

283

256

1,530

1,591

10,966

A leading paint company imagined that farmers did their
own painting and that therefore the country painter could be
neglected in their advertising campaign. An executive of the
paint company did not believe that this opinion was founded

46 THE ADVERTISING HANDBOOK

on facts and h.e went out on a touring trip through the nearby
farming regions, concealing the fact that he had any interest
in the paint company. He found what every one familiar
with rural conditions knows that while the farmer might
possibly paint his barn or some other out-building, his residence,
if he had a good one, was almost invariably painted by the
country painter. In truth, the painting of a residence
requires considerable equipment that no one would be
warranted in buying unless he were making a business of
painting.

Who Should Undertake Researches? Advertising agencies
do considerable of the research work that precedes marketing
campaigns. Some advertisers, however, do such work on
their own account, using a member of their staff for the purpose
or making a contract with some other concern experienced in
research work.

Research work may consist of:

1. -Sending out investigators to call on consumers, retailers
or jobbers, or perhaps on men or women who do not actually
purchase the goods under study but recommend or specify
commodities engineers, architects, dentists, etc.

2. The preparation of and sending out of questionnaires,
or question-blanks.

3. Consultation of files of libraries and periodical publications
to find what has been published about the goods under study
and perhaps getting also competitive literature and periodical
advertising.

The compilation of such data into easily grasped form is
itself an art. Such material is often put into portfolio or book
form in order that it may be placed before an executive com-
mittee or a board of directors.

Types of Investigators. Not every one is qualified to con-
duct a research. One needs something of the ability of a good
reporter, and he must be on his guard against giving those
whom he questions his own opinions. It has happened many
times that an executive of a manufacturing or merchandising
concern has gone out to make an investigation with his views
fairly well fixed. In such cases the usual result is that the
investigator finds support to his own views. Unconsciously, j

MARKETING CAMPAIGNS 47

he is likely to ask leading questions and make it easy for those
with whom he talks to take his view of the topics discussed.
A prominent candy manufacturer once went on a trip through
the Southern part of the United States to get the views of his
dealers as to the use of certain magazines, the size of advertise-
ments to be used, etc. As a matter of fact, the dealers whom
he questioned had given little thought to the topics on which
they were questioned, and in most cases their judgment in such
matters did not represent any experience. But the candy
manufacturer came back much gratified to find that his views
were shared by practically all of the trade. An independent
investigation conducted by the manufacturer's advertising
agency and carried out by a man who did not let the dealers
know that he was acting in the interest of the candy manu-
facturer showed a very different range of views on the part of
the dealers.

Salesmen, do not as a rule, make very skilful investigators,
though they are often used. The salesman is too likely to look
at the subject under investigation from the inside point of view
or from strictly the selling side as reflected by him on the dealer.
If he himself has decided convictions as to some of the subjects
up for discussion, he is exceedingly likely, unconscious perhaps
that he is biased, to find that the conditions are as he believes
them to be.

Investigators who make a business of this particular work
give the best results. They may be men or women, according
to the nature of the article or of the investigation. It is not
usually best for such workers to introduce themselves as
"investigators," for such a term alarms some people. It is
comparatively easy for a tactful person to assure either a mer-
chant or a consumer that he is working on a report on such-
and-such a merchandising subject and will take it as a great
favor if he will give his opinions, assuring that his name will
not be given if he prefers that it should not be.

Scope of Investigation. It is better ordinarily that an in-
vestigation should not be confined to a particular community.
A typewriter company investigating the market for a portable
model of its machine might find different results in New York
City from those it finds in Miami, Florida, or Pasadena,

48 THE ADVERTISING HANDBOOK

California. The attitude of New England housekeepers to-
ward a new household article might vary considerably from the
attitude of the housewives in Iowa or Texas. Certainly the
investigation should be broad enough to leave no doubt that
the deductions arrived at represent at least a fair average of
the territory in which the marketing campaign is to be
conducted.

Additional Examples of Investigations. Before Ryzon
Baking Powder was advertised nationally, the following in-
vestigation was undertaken:

1. A well known advertising agency gathered and assembled
statistics covering the sale of baking powder throughout the United
States for the previous ten years, as compared with the ten years
before, dealing with quantity sold and prices obtained for the
various classes. These figures demonstrated the market possibilities,
competition, price and general condition, of the industry at the time
the manufacturers of Ryzon considered entering with a new brand.

2. The manager of the Food Department of the General Chemical
Company the advertiser in this case spent about three months
traveling around among the trade and making a personal investi-
gation of conditions and the proper methods of marketing a new
baking powder.

3. An experimental campaign for approximately four months
the last four months of 1915 was conducted in the Metropolitan
District of New York and vicinity, to determine selling resistance and
to try out generally the plan advised by the advertising agency, and
the marketing manager, before applying it to national territory.
Supplementing this four months' preliminary experience, another
research was conducted by 35 house-to-house workers women
chosen because of being practical cooks or domestic science graduates
who made daily and weekly reports of the attitude of the consumer
on Ryzon and other baking powders, the reason why they purchased
and used the baking powder they were using, and what would induce
them to try a new baking powder, particularly Ryzon. In this
house-to-house work approximately 110,000 homes were reached by
direct interviews at their homes or over the telephone.

Quantities of the baking powder were sent to different parts of the
country in order that the effect of climate on the powder might be
studied. The Company wanted to be sure that it would meet no
great surprises when its costly campaign was well under way.

MARKETING CAMPAIGNS 49

A tobacco company before starting a new campaign featur-
ing a Havana product sent a man to Cuba to study the sub-
ject of tobacco in its native clime. This was done not merely
to get the facts about Havana tobacco but that the man who
was to plan and prepare considerable of the advertising copy
might get what is well called the "atmosphere" surrounding
the subject.

The owners of Life Buoy soap, when about to undertake
a new campaign for the product, had investigators call on
hundreds of different dealers in scattered territory and
some thousands of consumers. One obstacle that the soap
people had to overcome was the slight odor of carbolic acid
that Life Buoy soap has. While this is a "clean smell," it
is nevertheless objectionable to many people, and it was
highly desirable to get at the reasons people had for buy-
ing or not buying the soap. The investigators asked dealers
how much of the soap they had sold, when they had last bought
a supply, what class of customer they sold to, what people
said about the soap when they bought it or when it was of-
fered, etc.

The consumers were asked about their purchases of the
soap, what moved them to buy it in the first place, how they
used the soap, how they liked it, if they expected to use it
regularly, etc.

When the article to be marketed is an entirely new one,
of course it is impossible to get data of such character as
was secured about Life Buoy soap. However, the wants, likes
or dislikes of people can be ascertained to some degree in
any case.

Questionnaires. A questionnaire, or question-blank, often
affords a convenient and economical means of getting certain
data, though one who adopts this form of investigation must
reckon at the outset with the fact that when people are not
under any obligation to answer an inquiry from a stranger,
only a small proportion of them will take the trouble to do so,
Sometimes appeals can be so made that the usual reluctance
to answer will be overcome to some extent.

For example, when the Board of Trade of Trenton, New
Jersey, conducted an investigation prior to carrying out

50 THE ADVERTISING HANDBOOK

a campaign of advertising to induce residents of Trenton
and nearby territory to "Shop first in Trenton," the com-
mittee deemed it worth while to go further than running
the ordinary and somewhat trite "Buy at Home" arguments
in the newspapers. They sent out several thousand question
blanks to a selected mailing list, asking questions of this
nature :

1. Please tell what kinds of goods you have, in the past, bought
from firms located at some distance from Trenton.

2. Give freely your reasons for inquiring or buying these supplies
out of our community.

3. Are there goods that you need more or less regularly that are
not carried by our local firms?

4. Have you any criticism to make of our local stores and business
firms as to selling service, delivery service, terms or anything else?

Readers were assured, in a note signed by the President
of the Board of Trade that these questions were asked
"for the good of Trenton and the surrounding community,"
and those who received the blank were told that their frank
answers would be a real favor, that their names would be
withheld if preferred.

The result was a good response and some very valu-
able data for local business firms apart from the purposes
of the campaign to "Shop First in Trenton."

Exhibit No. 2 is a copy of a blank sent out by a watch ad-
vertiser to some thousands of business men in different states.
This, too, brought a very interesting series of replies that
were carefully tabulated.

MARKETING CAMPAIGNS 51

EXHIBIT No. 2

1. If you were to buy a new watch today, what make would you
choose and why?

2. Are you contemplating the purchase of a new watch for yourself
or a gift? If so, why?

3. If you were buying a new watch, would you prefer a thinner
model than you now have? If not, why?

4. What is your impression of Swiss watches?

5. How many watches have you owned? Please give information
about them as follows :

1st watch 2nd watch 3rd watch

Make

Thick, medium or thin

model

Approximate price

Bought by self ?

Gift from whom?

Inherited?

6. What magazines do you read regularly?

Exhibits Nos. 3, 4 and 5 are a letter, an enclosure, and a
later report made up by an investigator employed by a cement
corporation who was endeavoring to learn what group of farm
magazines he should use in each state to reach farmers most
effectively. This investigator used a separate letterhead for
each state and had an address in each state.

Exhibit 4 is the list of questions appearing on the form
enclosed with the letter.

Exhibit 5 is a tabulation of the results obtained from the state
of Pennsylvania. It should be noted that this investigation
was made in the year 1917.

52 THE ADVERTISING HANDBOOK

EXHIBIT 3
LEONARD T. BUSH

LOCK Box No. 346
GEAND ISLAND NEBRASKA

September 21, 1917.
Mr. H. A. Biskie,
Lincoln, Nebr.
Dear Sir:

I am employed by a large manufacturer who wants to advertise his
products to you and the other leading farmers in Nebraska.

I told him that you would much rather have him tell his story in
your favorite farm paper (where you can determine its advantages
for you at your leisure) than by having him send you a circular letter
every week or so, or by having a salesman call and take up your time
when you are busy.

Having decided this much, the question came up "What is the
favorite paper of the leading farmers like yourself?" 1 told him
that if we wrote you and a few others, you would be glad to tell us
something about the farm papers you read.

I have therefore had printed a few questions on the enclosed

postcard, which I hope you will be good enough to answer

for me as follows :

Write on the dotted lines the names of those papers which

are read regularly by you.

Indicate in the space provided for the purpose, the paper

you like best the one you read most and which in your

opinion prints most useful suggestions and information.

Indicate similarly the paper you like second best, and third

best.

I would also like to know if there are any papers you

subscribe to only because of the value of premiums their agents

give to anyone subscribing. If there are any you subscribe

to for this reason, will you kindly give me their names in the

space provided for the purpose?

The writer is not connected in any way with any publication and
has nothing to sell. I assure you that if you will favor me with this*
information, it will be held strictly confidential. You need not
even sign your name unless you so desire. Simply fill in the infor-
mation desired on the card and drop it in the mail.

I would appreciate it if you would mark and mail back the card
today.

Sincerely yours,
L. T. Bush.

MARKETING CAMPAIGNS 53

EXHIBIT No. 4

What farm papers do you READ REGULARLY?

Which three do you like best?

1st best 2nd best 1 3rd-

What papers (if any) did you subscribe to ONLY BECAUSE OF
PREMIUMS offered you by their subscription agent?

The number of acres in my farm are which I

own
rent
Name Address

THE ADVERTISING HANDBOOK

EXHIBIT No. 5
PENNSYLVANIA FARM PAPER INVESTIGATION

Number of letters sent out (approximately) 1,500

Replies received 152

Circulation
in State
of Penn-
sylvania

Publications named by
those responding to
inquiry

Read
regu-
larly

Choice 1

Taken only
because of
premiums

1st

2nd

3rd

Total
votes

36,354

National St'n & F'r

36,928

Pennsylvania Farmer

104,849

Farm Journal

16,799

Rural New Yorker

3,990

Hoard's Dairyman

32,235

American Agricul'st

29,702

Country Gentleman

13,001

Ohio Farmer

1,567

Breeder's Gazette

. .

51,136

Farm & Fireside

48,048

Successful Farming

40,071

Farm and Home

Holstein Register

2,028

Kimball's Dairy F'r

Holstein World

Black & White

Record

. .

23,164

Practical Farmer

. .

893

The Field

152

Wallace's Farmer

Grange News

. .

907

Agricultural Digest

No. answering this: 120.

MARKETING CAMPAIGNS 55

The following is another list of questions sent by a Portland
cement corporation to personal acquaintances.

Dear Mr. Jones:

You will do me a great favor if you will forget that we know each
other for a minute or so and answer the following questions freely.

1. Does your firm, in planning new buildings or additions to old
buildings, make a practice of specifying certain brands of such
materials as cement, iron pipe, etc. or do you leave it to your purchas-
ing department to merely buy such material on a price basis?

2. If such purchases are made by your engineering department or
by your architect, is it your custom to suggest that any of the better
known brands of building supplies be preferred?

3. If you were having some improvement made at your city or
suburban home, do you think it likely that you would ask your
contractor what brands of cement, iron pipe, etc. he would use, or
suggest that he use the better known brands? Or would your con-
fidence in him be such that you would leave this matter entirely to
him?

4. If you own a farm and do your own purchasing of such material
as the above, do you buy the known brands by preference? How far
do you go in trying to get what you prefer?

Can you relate any recent incidents that illustrate your answers to
these questions.

Gratefully yours,

SELLING COSTS

The costs of selling have a close relation to advertising, for
advertising in business is reckoned as a part of selling cost. If
advertising cost nothing, every manufacturer and merchant
would be disposed to make unlimited use of it. No advertising
is good advertising that costs too much for what it brings.
Even if it cannot be determined just what the advertising
brings in sales, the ratio of advertising expense to sales can be
fixed and advertising expenses kept within that limit.

The usual method of fixing an advertising appropriation is
to make the amount a percentage of sales for the previous
year or perhaps estimating what may reasonably be expected
for the sales of the year ahead and expending in advertising a
percentage of that amount.

This works well with an established business but does not
suffice in the case of a new business where there may be little
or no total of sales for the previous year and only a conjecture
as to the sales of the year ahead. Usually this problem is

56 THE ADVERTISING HANDBOOK

solved by the owners of the business making a specific allow-
ance for advertising in order to get the business started and to
take this money out of the capital available for organization
and first-year expense.

The following gives some idea of the cost of manufacturers'
advertising:

Product Per cent, of sales for

advertising

Cements and paints 1;H> to 3^

Clothes, collars and shirts IK to 3%

Automobiles 1 to 2%

Cigars and cigarettes 5 to 6

Soaps and cleaning powders 3 to 10

Phonographs and cameras 3 to 6

REPEAT SALES

The percentage that a manufacturer can afford to pay for
advertising and other selling cost depends largely on how many
" repeat sales" he can reasonably hope to make. The princi-
ple involved in the " repeat sale" is the same as that in "turn-
over" for the retailer.

It probably costs several times the profit of the manu-
facturer to make the first sale of a product like a soap or a
shaving cream. Suppose, for example, his net profit on a
25-cent package of shaving cream is five cents. He can afford
to spend all of that and possibly the profit on several packages
if thereby he creates a user of the shaving cream who will buy
the goods for years afterward. On the other hand, the manu-
facturer of a shaving brush could not afford to spend as large
a percentage, because the purchaser of a shaving brush will
not buy one oftener than once in two or three years, perhaps
not that frequently.

Take another illustration: if the article is one that the
purchaser is not likely to buy frequently but one that he is
likely to show friends or to recommend to friends, the manu-
facturer can afford to spend a larger amount for selling cost,
because extra sales to a purchaser's friends are just as valuable
as additional sales to the original purchaser.

This question is a more complex one during the first few
years of the existence of a product than it is later. When a

MARKETING CAMPAIGNS 57

fair sale has been built up and the owners of the business can
tell from one year's increase over another about what may
be expected in sales for a forthcoming twelve months, the
system of establishing a percentage of that figure as a selling
expense is the most satisfactory system.

There have been occasions, when the owners of a business
have felt that an unusually strong campaign was required, be-
cause of competition or other economic conditions and when
an additional amount as a special advertising fund would be
taken out of the surplus and expended as a venture. This
same plan is often carried out with the sales force. An ex-
periment will be made in adding fifty additional men to the
staff on the belief that covering the territory more thoroughly
or more frequently will prove a good investment. The
experiment costs a certain amount of money. If it turns out
that the additional expenditure brings a return that justifies
the cost, the new program is made a permanent part of the
sales work.

Retail Advertising Costs. The following gives some idea of
the range of advertising costs with the various groups of retail
stores:

Kind of store Percentage of sales spent

for advertising

Department and large dry goods stores 3 to 4

Grocery stores 025 to .08 of 1 per cent.

Clothing stores 3 to 4

Hardware stores 1 to 2

Jewelry stores 2 to 3

Furniture stores 234 to 3

General run of shoe stores IK to 1%

Mail-order firms 7 to 8

Rate of Turnover. The principle of turnover has its appli-
cation to manufacturers as well as to retailers but is usually
applied to retail merchandising. Turnover means simply the
rate at which the merchant can turn his money into sales and
back again during a given period of time, say a year.

To get the exact figures he should know what the stock sold
during the entire year represented at cost and the cost of the
average stock of that article. For example, if the average

58 THE ADVERTISING HANDBOOK

stock of a specified article is $1000 and the cost of goods of that
type sold during the year represents $3500, then the merchant
had three and one-half turnovers.

Turnover is exceedingly important because the merchant
can afford to make smaller profits on goods if he can turn his
money over a number of times during a season and thus multi-
ply his profit three, four, five or more times without any larger
capital being required. The following general table indicates
the great range in turnover of different kinds of merchandise :

Character of goods Turnover in one year

Groceries 8 to 10

Dry goods 4 to 5

Hardware 3 to 4

Shoes 2 to 3

Clothing 2 to 2^

Jewelry 1 to 2

Such tables can be only general guides, for merchandise
listed in the same general class may vary greatly. Take
musical instruments, for example. Phonographs and talking
machines of the highest type have for years been rapid turn-
overs, whereas violins have been slow-moving goods in the
same time. A music merchant may keep a violin several
years before he sells it and for that reason must have a very
much larger profit on it than he is entitled to on a high-class
talking machine where his money may be turned several times
a year or oftener.

Goods such as candy turns very rapidly, some stores turning
their stock twelve to fifteen times a year.

Linens do not turn so rapidly only two or three times a
year.

The character of the store determines the amount of turn-
over to a large extent Stores such as cash groceries and the
five- and ten-cent stores turn their goods quickly. It has
been shown by reliable figures that a large-city men's hat store
may turn its stock twice as rapidly as a men's hat store in a
small town. The same is true of stationery stock in larger
cities and small towns, the movement being twice as quick in
the larger places. On the other hand, certain goods greatly
in demand among farmers and the residents of small towns

MARKETING CAMPAIGNS

will be turned more rapidly than the same class of goods in
larger places. A reliable cream-separator may have a turn-
over of six or eight times a year in a town of a few thousand and
a turnover of only two or three times a year in a larger place.
Actual Records of Turnovers. The following table shows
the turnover rate of various kinds of goods sold in large
department and dry-goods stores. This was compiled by the

Character of goods

First
store

Second
store

Third
store

Fourth
store

Fifth
store

Notions

3 97

26 9

4 38

7 09

3 58

Knit underwear

4 86

4 88

5 97

1 61

Laces & embroidery
Jewelry

3.92
2 84

2.6
2 9

2.67

2.69
3 74

1.80
2 53

Toilet goods
Ladies' neckwear

4.47
8 32

io i

11.66
10 05

8.79
7 84

3.07
3 68

Buttons
Ladies' hosiery . . .

6 57

7.1

5 52

5 88

2.67

Gloves

5 44

4 6

3 72

3 56

2 44

Ribbons . .

3.27
5 00

20.2
3 9

3.91
6 17

4.24
3 18

3.36
5 27

Men's furnishings
Candy . . .

3.79

12^7

4.63
6 35

4.25
10 64

2.82

Sweaters

6.6

8.12

3.05

Linen .

2 61

3.1

4 37

4 01

2.61

Linings

7.11

5.0

3.65

6 34

4.40

Domestics
Umbrellas

5.64
12 10

3.1

6.25

5.43
10 80

3.58
5 27

Stationery
Trimmings

12.90
3 75

10.5
2 6

4.70
2 21

4.10
3 30

2.36

Leather goods
White & wash goods

5.04
7 66

7.5
4

11.01
6 36

5.27
6 92

5.27
4 08

Graf onolas
Photo supplies

4.98

4.4
4 6

6.28
5.14

2 27

Ladies' suits
Millinery

7.42
12 90

18.6
25

10.99
8 50

6.90
5 20

Waists

7 11

4 9

8 08

10 67

3.20

Shoes

4 60

3 19

5 14

1 88

Misses' & children's coats, etc
Corsets

10.10
4 48

18.0
4 7

4.46
5 78

10.39
6 90

3.00
3 66

Muslin underwear

5 77

9 33

5 53

3.20

Infants' wear ...

4 42

5 7

7 39

3 07

Art needlework . . .

4.13

2.7

5 48

3 88

2.13

Silks
Dress goods (wool)

7.2
5 02

3.7
3 9

3.48
3 34

5.57
4 96

2.46
2 60

House dresses, petticoats
Patterns

4.48
2 95

6.6
7

7 06

6.00
3 91

4.14
4 41

Upholstery & domestic rugs

Bed wear, blankets, comforts
Boys' clothing

3.97

2.79
2 02

3.4

4.0
4 8

3.04
5.79

4.24
5.03
3.89

3 52
4.15
2.69
2 22

Men's wear

5 1

Drugs

2 9

Hardware . .

4 5

Crockery

3 9

Draperies

4 4

Furniture

5 1

Toys

Furs

4 7

Books.
Groceries ....

3.8
11 6

Silverware

2 1

Tassels, etc

15 6

Pharmacy
Total

''.87

5.4
5.6

2.77

THE ADVERTISING HANDBOOK

National Dry Goods Association and shows the reports of five
stores. Small specialty stores do not, as a rule, have as rapid
turnovers as the larger stores, hence this table would not be a
reliable record of their averages.

SAMPLING

One of the oldest, simplest and most effective forms of
advertising campaigns is that of sampling. It is not, of course,
adapted to many lines of merchandising. One cannot sample
automobiles or vacuum cleaners, but he can follow this plan

FIG. 2. A convenient method of attaching a sample to a letter sent under
2-cent postage, so that letter and sample arrive together.

with dentifrices, soaps, shaving creams, and he can even send
attractive bits of belting, cloth, leather, metal, etc. as a sample
of quality, color, etc.

There is something about the sample that attracts unusual
attention. A man may ignore a general soliciting letter about
custom-made shirts, but he is hardly likely to do so if the
letter contains several small pieces of attractive shirting.

MARKETING CAMPAIGNS 61

He will use the sample tube of shaving cream sent to him and in
so doing get better acquainted with the product than he
is likely to do through observing general advertising for a
year.

The housekeeper will gladly receive the sample package of
coffee, breakfast food, or washing powder.

Sampling is especially adapted to new products where
special efforts must be made to introduce the product and to
get people to try it. It is an expensive method, but no method
of advertising is too expensive if it brings proper results. The
following are methods of sampling that have been followed
by various advertisers :

1. Offering in general advertising a free sample for the name of the
grocer, druggist or other dealer with whom the inquirer deals
regularly.

2. Sending a free sample to selected mailing lists furnished- by the
dealer and telling recipient that dealer will fill all orders placed.

3. Distributing samples from house to house by messenger as a
preliminary to calling on retail trade and asking merchants to stock
the goods.

4. Advertising a sample coupon or ticket which the reader may tear
out and take to his dealer for a free sample, dealers in the meantime
being supplied with the samples.

5. Furnishing dealers with free samples to distribute and aiding
them with a special window or counter display for that purpose or
furnishing a system by which these samples may be enclosed with all
deliveries for a certain time.

6. Advertising a coupon or ticket that may be used as part payment
for a regular-size package if offered to a retailer. For example:
allowing the reader to procure a 25-cent tube of the dentifrice for the
coupon and a dime if presented to a druggist.

7. Sending a small sample of a new product with all deliveries of an
established line.

8. Distributing specimens to school-children, students at con-
ventions, etc. This plan may be very wasteful or very effective
according to the product and the care used in the distribution.

62 THE ADVERTISING HANDBOOK

SUMMARY OF A TYPICAL ANALYSIS OF A BUSINESS MADE BY A LEADING
ADVERTISING AGENCY PREVIOUS TO FORMULATING ADVERTISING PLANS

I. MANUFACTURER

1. Name of company, address.

2. Personnel.

3. Brief history.

II. PRODUCT

1. Leading brand 'Other brands how marked.

2. Composition or structure.

3. Uses.

4. Unit of sale.

5. Quality as compared with competitive articles.

6. What classification shopping convenience emergency?

III. MARKET

1. Total annual volume of sales of all similar products.

2. Same figures for each brand of manufacturer in question.

3. Estimate of total number of consumers of such products
average use per consumer per year.

4. Classification of users geographically by income.

5. Limitations of appeal.

6. Possibilities of additional appeal.

IV. DISTRIBUTION

1. Method Branches Agencies Jobbers Retailers.

2. Extent by states by towns by dealers.

3. Attitude of the trade toward product why? toward
house why ? toward advertising why ?

4. Confined or open line.

V. SALES ORGANIZATION

1. How organized and maintained.

2. Number of salesmen.

3. Salary or commission.

4. Attitude toward advertising.

5. Rough outline of territories on map.

6. How frequently are these territories covered?

VI. COMPETITION

1. Name of important competitors.

2. Leading brands of each.

3. Quality of these brands.

4. Total volumes of each.

5. Territory covered by each.

6. Relations of each with trade.

i 7. Attitude of each toward price-cutting.

8. Advertising policy of each.

9. Any special comment.

MARKETING CAMPAIGNS 63

VII. OTHER SALIENT POINTS

Full data regarding margins of profit and comparison with
margins on competitive articles and on non-competitive articles
sold through same channels of trade. Is production apt to be
affected in the near future by the raw material or labor situation?
Any other salient points that may be necessary.

VIII. ADVERTISING (If any has been done previously)

1. Brief history of the concern's advertising experience covering

when advertising began and how it affected volume
and distribution any changes in advertising
policy and effect of such change.

2. Appropriation year periodicals newspapers other media.

3. Result a. on quality of product.

6. on cost to consumer.

c. on profit to channels of distribution.

d. percentage of profit to manufacturer.

(Has advertising done better than formerly by
reducing profit of price per unit and increasing
volume).

SECTION 3
THE ADVERTISING AGENCY AND ITS WORK

The Agency and National Advertising. The advertising
agency, or the advertising agent, does not enter to a very
large extent into retail advertising. In fact, the advertising
of the large department- and dry-goods stores is rarely ever
handled by an advertising agency that specializes in national
advertising. In the field of national advertising, on the other
hand, it is safe to say that by far the greater part of the work
is done wholly or partly by advertising agencies.

The three organizations creating and circulating national
advertising in the magazines and newspapers may be said to
form a triangle:

ADVERTISER ADVERTISING AGENCY

PUBLISHER'
The triangular relationship

Reasons for Existence of Advertising Agency. It is

possible for an experienced advertiser to conduct all of his
negotiations with publishers direct and to have such a well-
organized advertising department that he can execute anything
in the way of advertising that may be required. However,
he may not find it profitable to do that. An organization
serving a number of advertisers may have facilities for the
preparing, placing, checking and the accounting of adver-

THE ADVERTISING AGENCY AND ITS WORK 65

tising that no one advertiser could afford to maintain for
his own use. Again, an agency organization may employ
investigators, a staff of copy-writers, an art department and
other specialists such as fashion writers, domestic science
experts, etc., whose employment no one advertiser's work
would warrant.

It is, however, to the new advertiser that the advertising
agency brings the largest service. The new advertiser needs
expert counsel and guidance more than the experienced
advertiser. The agency, taking its staff as a whole, may have
had experience with hundreds of advertising campaigns,
some of them similar to the plans which the new advertiser is
considering.

The modern agency is prepared to conduct investigations
of various kinds for a client investigations among consumers
or possible consumers, dealers, publications (to see who reads
a periodical, what confidence they place in it, etc.), to under-
take test campaigns and perform all of the varied functions
that modern merchandising may make necessary.

In other words, the advertising agency brings to the adver-
tiser the experience and service of a staff of experts, and the
advertiser may buy the time and aid of these to the extent
of his need.

The agency also brings to the advertiser's copy problem the
outside point of view, and very likely will be able to keep the
advertiser from putting out the kind of advertising that will
be interesting chiefly to people in the advertiser's business or
to his competitors instead of his real consumers.

Charts of Agency Service Functions. Charts 1 and 2
illustrate the various relationships with advertiser and
publisher and the many-sided work of the agent.

An advertising agency may undertake a very broad type
of work for clients, such, for example, as conducting investi-
gations among consumers and retailers for facts on which to
base a campaign, or it may aid the advertiser in carrying an
educational campaign among retail salespeople, or it may
prepare syndicate or special articles about a business or a
product and secure the publication or other circulation of
considerable of such material.

THE ADVERTISING HANDBOOK

Client

Director
of Account

Executive
Officers

Manager
of Account

Conferences

-1 Execution of Plan [-

Copy

Art

Mech-
anical

Space

Re-
search

CHART 1. Showing contact of advertiser with the executives of the adver-
tising agency.

AGENCY SERVICE

Q/L&ency Service consists of interpreting to the
public, or to that part of it which it is desired
to reach, the advantages of a product or service.

Interpreting to the public the advantages of a product or
service is based upon:

1. A study of the product or service in order to deter-
mine the advantages and disadvantages inherent in
the product itself, and in its relation to competition.

2. An analysis of the present and potential market for
which the product or service is adapted:

As to location

As to the extent of possible sale

As to season

As to trade and economic conditions

As to nature and amount of competition

3. A knowledge of the factors of distribution and sales
and their methods of operation.

4. A knowledge of all the available media and means
which can profitably be used to carry the interpre-
tation of the product or service to consumer, whole-
saler, dealer, contractor, or other factor.

CHART 2a.

THE ADVERTISING AGENCY AND ITS WORK 67

A large agency may employ a number of specialists men of
engineering training or chemical training, for example, women
writers who can bring the woman's point of view to bear on
products, etc.

On the other hand, the smaller type of agency is likely to
give the more professional type of service. It is not so

This knowledge covers:
Character
Influence

Circulation

Physical Requirements

Quantity

Quality

Location

Costs

Acting on the study, analysis and knowledge as explained in
the preceding paragraphs, recommendations are made and
the following procedure ensues:

5. Formulation of a definite plan.

6. Execution of this plan :

(a) Writing, designing, illustrating of advertisements or other appropri-
ate forms of the message.

(4) Contracting for the space or other means of advertising. .

( .- ) The proper incorporation of the message in mechanical form and for-
warding it with proper instructions for the fulfillment of the contract.

(/) Checking and verifying of insertions, display or other means used.

( / ) The auditing, billing' and paying for the service, space and preparation.

7. Co-operation with the sales work, to insure the great-
est effect from advertising.

The more clearly the nature of the work is defined, and the
more generally it is understood, the more quickly will those
who are not disposed to live up to their obligations be forced
out of the business ; the more, also, we will support, encour-
age and develop those who are disposed to live up to their
obligations, and the more we can help them to do so.

CHART 2b.

likely to have the solicitor or salesman type of representative
that the large agency must have as a means of getting new
business. The representative of the small advertising agency
is a principal of the agency and a service man one of well
rounded advertising experience who will give the business that
he solicits his personal attention to a large degree. As a
matter of fact, such an agency can go out and command the
services of artists, printers, and research bureaus easily, and on

68 THE ADVERTISING HANDBOOK

the basis of employing them for just the service needed just
as the advertiser employs the agency.

Agency Commissions. The publishers of newspapers and
magazines look upon the advertising agent, as a rule, as a
creator of new advertising accounts and a guide to advertisers
generally, and though they expect the agency to serve the
advertiser primarily, they recognize agency service by allowing
a commission of from 10 to 15 per cent, on all national ad-
vertising placed with them. In general, newspapers decline
to allow commissions on local advertising, though this rule is
not strictly adhered to. A number of technical and trade
publications also refuse to allow commissions, holding that the
agencies do not play a creative part in their field and that if
buyers of their space wish to make use of the services of an
agency, they should pay extra for such service. Furthermore,
some of this group of publishers maintain service departments
which attempt to duplicate agency service so far as the prepa-
ration of copy is concerned.

Recognition of Publishers' Associations. There are several
groups of publishers, the Periodical Publishers' Association,
the American Newspaper Publishers' Association, and the
Agricultural Publishers' Association, which undertake to
pass on the qualifications of advertising agencies and recom-
mend to their members whether or not the usual agency
recognition should be granted. Each of these associations
has its own lists of questions. In brief, the inquiry is aimed
at ascertaining whether or not the new agency is a bona fide
one, serving several advertisers rather than being merely
the employe of one, whether the organization or the individual
composing the agency has the requisite experience, ability
and capital to conduct his business properly, and whether the
agency will undertake to maintain the rates of the publishers
strictly if he is granted recognition.

The recommendation of these associations to their members
is not an absolute necessity to one going into the advertising
agency business, because different members of such associa-
tions may and frequently do recognize advertising agents and
grant commissions before their associations act, but it is of
considerable value to a new advertising agent to have any

THE ADVERTISING AGENCY AND ITS WORK 69

strong publishers' association pass favorably on his qualifica-
tions and recommend recognition by its members.

Service Agencies in National and Local Work. Within
the past ten years a new type of advertising agency has grown
up referred to generally as a " service agency" meaning an
agency that may devote itself to the preparation of advertising
plans, direct literature, copy for magazine and newspaper
advertising, illustrations, printing, etc., but not placing ad-
vertising with the periodicals on the usual commission basis.
Some of these conduct very successful businesses.

Much local advertising is placed by organizations of the ser-
vice type, serving a list of advertisers on a salary or fee basis
according to the type and extent of the work done. One of the
most promising fields for the young advertising man is to start
modestly with perhaps only desk room and later a small office
of his own, dividing his time between several local or other
advertisers. Technical advertisers, for example, whose adver-
tising is not placed on the commission basis and whose accounts
are not usually sought by the larger advertising agencies,
afford a good field for the service agency. Direct advertising
literature, sales letters, follow-up systems, and house-organ pub-
lishing have also afforded the service agency a fruitful field.

Terms for Handling Advertising. The established ad-
vertising agencies nowadays usually handle national advertis-
ing on the basis of, either (1) retaining the full commissions
granted by the publishers and giving their clients the benefit
of the cash discounts granted by the publishers or (2) billing
the advertiser at the net cost of space, illustrations, printing,
etc., plus a uniform commission of fifteen per cent. Some
agencies place the large accounts as low as twelve or ten per
cent, on the net cost except in those cases where the com-
mission from the publisher is fifteen per cent, and where the
publisher has required an agreement that no part of the
commission will be given to the advertiser. Such publishers
regard the granting of any part of the agency commission
to the advertiser as being equivalent to a cut in advertising
rates.

Different Types of Agency Organization. An advertising
agency may consist of merely one man, or woman, of good

THE ADVERTISING HANDBOOK

advertising experience aided by office assistants. Such an
agency will have its art work done by independent artists
and may even arrange for necessary research work by persons
particularly qualified for such service. This type of agency
is more on the professional type of the lawyer or the engineer.
From this one-person type of agency there are organizations
of different size and organization all the way up to the very
large agency employing hundreds of persons and which main-

Merchan-
dising
Methods

1 Advertis-
ing
Policies

Exhibits

CHART 3. The organization of a large advertising agency.

tains large art and printing departments, a number of branch
offices in various parts of the country, a copy-writing staff of
forty or fifty people, perhaps a test kitchen for experiments
with food products, and perhaps an outdoor advertising
department prepared to design, produce and place posters,
etc.

Chart 3 shows the various departments of a large agency.

Chart 4 illustrates the progress of a campaign from the
interview with the client to the billing of the advertising.

THE ADVERTISING AGENCY AND ITS WORK

"Progress of Work" Chart

Illustrating the method by which the entire equipment and
individual and composite experience of the Tracy-Parry Company-
are brought to bear upon the advertising of its clients - - - -

Executive Staff
Tracy -Parry Company

Advertising - Merchandising
Sales -Co -operation

Research and
Information Service

Accumulated experience
of individual members

of staff embracing in
addition toadu?rhsio&
practically every depart-
ment of business activity

Cop.y
Production

Art Dcph
Pho to^naph i c

Engraving
Printing

Rates of PukJicalion

Analysis of Grculah'on

J, J,

Preparation of Copy tor
Magazines Newspapers-
Trad* and Technical

Preliminary sketches, by-
outs, finished drawings,
painting For magazines,

Mechanical details of
advertising .in
rna4azino*,nev3papar3.

Preparation of
advertising schcdul*.
SelecHon of media for

Journals -Street Caw

newspapers, street cars .

bJcaiidtadmidjouruIs,

territorial or national

and Outdoor Displays -
Rwtere -Booklets
FoJders-House Organs -
Catalogs -Letters

trade and bdnneal journal*
outdoor display, posters,
bookcts. Fablers, house-
oijians, catalogs , letters.

street card,
outdoor* displays
posters. boottets,
Folders.

advertising.
Study of piWitations

in reJat i on to products

and market to be

Teckni.SlArticU.-Tra.U

bvHfe marks, label*, con-

houae organs.

reached.

Character* _Slogu

____^_,___^__

tainers, trade durjcters

catal oAs

Estimates

-je^

72 THE ADVERTISING HANDBOOK

MISCELLANEOUS INFORMATION ON ADVERTISING
AGENCIES

Street-car and outdoor advertising is placed by advertising
agencies only to a limited extent. The tendency during recent
years in street-car advertising interests is to deal direct with
advertisers and to decline to allow commissions to advertising
agents. Only a few advertising agents make a specialty of
preparing and placing posters.

Women have entered advertising agency work to a notice-
able extent of late years. So many of the products and ser-
vices advertised by agencies are those affecting womankind
that the introduction of women into agency service is sure to
result in an improvement of copy and methods.

It is customary for the advertising-agency representative to
deal with the advertising manager of the advertiser, the sales
manager, the business manager, or perhaps a committee that
has charge of advertising and sales policies. Copy is usually
submitted first in pencil sketches and manuscript and form,
then later in the form of complete proofs.

It is the tendency of agencies to prepare complete schedule
of copy, dealer literature, etc., and to have a large part or all
of this material ready when the campaign begins. This has
the advantage of having the material ready when it is to be
used and it saves a great deal of corresponding, conferring and
criticizing, and yet there is always some chance that when a
whole series of advertisements is prepared at one time that
some parts of the series will be weak, and that later in the
season there may arise opportunity to introduce some newsy
event or new point into copy something that would result
in great improvement. If this change is made, it means that
the original plates must be wasted, or an extra piece of copy
must be scheduled. A number of advertisers, while realizing
that some copy must be prepared ahead of time, prefer that
much of the copy be prepared from month to month in order
that the ideas may receive the ripest thought and that every

THE ADVERTISING AGENCY AND ITS WORK 73

advantage may be taken of current events, lessons from the
progress of the campaign, etc.

There must be some exceptions to this. Where a long list of
newspapers must receive a schedule of perhaps twenty or
thirty pieces of copy for a standard article, the better plan is
for a complete series of advertisements to be prepared and
plated, so that the inserting of them becomes a mere matter
of routine.

Some of the more aggressive agencies, realizing the inspira-
tion that comes to a service man or writer from actually
seeing the things that he is to advertise, arrange for their men
to make extended visits to plants of advertisers and even to
remain for weeks in the advertiser's offices, talking with work-
men, chemists, engineers, inventors, etc. A variation of this
is the plan of having the man who is to prepare most of the
advertising go out among farmers, automobile dealers,
teachers, or whatever class must be appealed to in order that
he may absorb their views and be sure that he is addressing
them skilfully when he makes up the advertiser's messages.

Many of the best advertising agencies will not take com-
peting accounts, holding that they cannot possibly give their
best ideas on one subject to two concerns aiming at the same
patronage.

A number of leading agencies also decline to submit plans in
competition. They argue that effective campaigns cannot be
worked up hurriedly, that they often necessitate thorough
investigations and that any plan that might be presented from
a few days' or few weeks' study of a problem would not prop-
erly represent their methods.

Agency reports and campaigns submitted to clients may take
the form of a long letter, written in chapters or different head-
ings to cover the ground. Or the report may be written on
loose-leaf sheets and bound in a manuscript or ring binder.
Often charts of various kinds, statistics, etc., form important
parts of such a report. There may be other exhibits letters
from people whose opinions are worth while, photographs,

74 THE ADVERTISING HANDBOOK

interesting articles, facts drawn from government or other
scientific reports, etc.

The following exhibit is a detailed account of the extensive
survey work that is a frequent preliminary to the making up
a report to a client.

A LARGE ADVERTISING AGENCY'S DESCRIPTION OF ITS
SURVEY WORK

Authorization. An order to the Research Department from a client,
calling for a nation-wide survey of his business to be completed within a
year and to cost the client inside a set estimated sum, with proper
authorization by the Manager of the Department, constitutes a survey
job.

Stating the Problem. The client, the representative, Mr. D

(or some one from the Plan and Concept Department), Mr. B

(or some one from the Service Department) then meet with members
of the Research Department to discuss "What do we want to find out?"
so that the survey may be from the start as much to the point as possible.

Planning the Survey. There is another consultation of people in
the Research Department to decide" What data are to be collected
and where?" This is a very practical step. It amounts to deciding,
on expert knowledge, to eliminate costly and fruitless efforts and to use
the utmost economy of effort and time.

Gathering Data. The next step is gathering the data called for by this
conference. The three sources of data are: the client, the field, printed
material.

From Client. From the client information is secured by the Manager
of the Department. Such information falls into three main classes:

1. General, such as is usually in the hands of the representative on any
but a very new account.

2. Sales-figures, totals and by sales territories, over a period of years,
not only for the client but estimated at least for his competitors this
to serve as a basis for the market analysis and market measure applica-
tion already outlined.

3. Selling and advertising methods and processes, both of the client
and his competitors so that the client's methods may be scheduled,
analyzed and charted.

From the Field. From the field we get information by field men and
by mailed questionnaires. Field men fall into three classes :

Scouts. Scouts, peculiarly able and experienced men who can meet
wholesalers, jobbers, or even competing manufacturers, who make a
comparatively speedy and high-light examination and who can help in
the interpretation of the material they gather.

Field Men. Field men, also in our own employ, with only less experi-
ence than the scouts, who travel more widely than the scouts, study the

THE ADVERTISING AGENCY AND ITS WORK 75

field more intensively and with more attention to retailers, always, how-
ever, following the lines indicated by the scout survey.

Correspondents. And, a third class, correspondents all over the
country, about 70 in large cities and about 50 in rural communities.
These correspondent-investigators we pay by the job. To them we send
questionnaires based on the findings of our own scouts and field men, so
that useless questions are eliminated and essentials are put in proper
perspective. These questionnaires the correspondent fills in from the
information he gets in personal interviews with distributors of different
classes prescribed in our letter of instructions. A " Manual for Investi-
gators" has given these by-the-job employes considerable instruction
and training. They will get more by working with visiting field men.
As our field men clean up after the scouts, so the correspondents can
clean up to any required degree of intensity after the field men.

Questionnaires to Consumer. Mailed questionnaires from our office
give us consumer information of a sort that we cannot get from
distributors.

From printed sources, the Research Department librarian gathers all
available published material on the product and its competition, produc-
tion, both domestic and foreign, imports and exports, methods of dis-
tribution and sale, past and present advertising campaigns, etc.

Information in Print. Besides this special material for the particular
client, there is a constantly growing background or general storehouse of
information, largely statistical and including figures on population,
incomes, automobile registration, trading areas, jobbing centers, cir-
culation of advertising mediums, etc. We are undertaking a thorough-
going study of the value of different mediums and have already well in
hand material of this character on farm papers, as well as much extremely
practical information on the comparative flexibility of newspapers and
"national" mediums.

Compilation. Tabulating and compiling the data is the next step.
Much of this is done almost as soon as the information is gathered. A
simple and economical system has been devised by which data are copied
only once, with enough carbons and in such shape that the facts can be
filed and re-arranged to meet all possible demands on it in our own office
and in the client's. This also ensures the speedy discovery and imme-
diate availability of any particularly important fact in the course of
the survey without waiting for its completion.

Co-ordinating and interpreting the data and preparing it for presentation
to the client is the next step, and one that, in the nature of the case, can
not permit of any great degree of standardization.

A Committee of Specialists. Primarily this work goes to a committee
or board of men in the Research Department with the help of the Repre-
sentative on the account, a member of the Plan and Concept Depart-
ment, and a member of the Service Production Department. The
members of this Board who come from the Research Department have
functionalized tasks along lines similar to the men from other depart-

76 THE ADVERTISING HANDBOOK

ments. Each member is expected to make general suggestions and to
devote his particular attention to his own specialty whether that be
copy, plan, or mediums.

The definite recommendations of this Board are edited, collated, and
combined with a summary of the body of information, both in text and
chart form, by the so-called Chief of Research Presentation. It is his
special function to analyze sales figures, to suggest and apply a measure
of the market or prospect-point system, and to put in graphic form the
analysis of the client's entire system of advertising and selling from in-
formation gathered from the client.

Installation. We now have a complete report made up of the whole
body of information gathered (to which the sales manager or district
manager may turn for illuminating detail), a summary of this detail
which shows the trend it takes, and definite recommendations and
suggestions. Is the task finished? No. For this whole survey is
service and though we have done much in completing the typed and
bound report and in planning it so that it can be readily and easily used,
we have done very little for a client if we stop there.

The real final step is installation and demonstration taking the report
to the client, going over it with him in detail, showing him what it means
and how it can be used, and, occasionally, bringing it back to the Research
Department to have embodied in it the suggestions of the client, a per-
fect adjustment and tuning-up to the requirements of his business.

This function of delivery and demonstration belongs to the Repre-
sentative on the account, the Manager of the Research Department, the
Chief of Research Presentation any or all of these three as conditions
may demand.

SECTION 4
PSYCHOLOGY OF ADVERTISING

Much that appears in the various chapters of this volume is
interwoven with psychology, which is merely the science of
the mind, the instincts, and the emotions.

In the treatment of Catalogs, Booklets, Folders and Cards
there are considerations of the psychology of interest, of
color and of impression generally.

In the study of the various forms of mediums, consideration
is given to the psychology of attention, of reading habits,
and of memory.

Advertising display involves the psychology of attention
also.

Psychology is so vital a part of advertising copy that no
treatment of the subject can be thorough without bringing in
a study of the psychology of interest, of appeal, of decision
and action. Consequently, considerable of the discussion
and data on copy presented by this volume is psychological
in character.

There are, however, some fundamental principles of psy-
chology that have such an important relation to advertising
that they call for detached explanation.

Association of Ideas. Perhaps the principle of psychology
that the advertising man encounters more frequently than
any other is that of association of ideas.

Thoughts do not run in the mind independently of each other,
though occasionally the thought does flit to a new subject
apparently disconnected from what was in the mind previ-
ously. But most of the time, the thought runs along like a
current, passing from one topic to another as these are sug-
gested. In the recesses of the memory topics lie stored but
connected with each other. Mention Mt. Vernon, and in-
stantly the view of that colonial house on the Potomac and the

THE ADVERTISING HANDBOOK

STEINWAY

The Instrument of the Immortals

There has been but one supreme piano in the history of music. In the

days of Liszt and Wagner, of Rubinstein and Berlioz, the pre-eminence

of the Steinway was as unquestioned as it is today. It stood then, as it

stands now, the chosen instrument of the masters the inevitable

preference wherever great music is understood and esteemed.

STEINWAY & SONS, Steinway Hall, 107-109 E. 14th St.. New York

. Subway Express Stations at the Door

FIG. 1. The age of the musician, the shacjow of the room and the entire
"atmosphere" of the design appeal to the imagination.

PSYCHOLOGY OF ADVERTISING

name of George Washington come before our minds. Name
Wilbur Wright and the aeroplane and all its achievements
come to our mind's eye. "Baked Beans" suggests Boston,

THE FAITH OF THIS
MAN STOOD BEHIND
THE EARLIEST ACHIEVE
MENTOFCE-BILLINGS
WHO FOUNDED THE
BILLINGS 0- SPENCER
COMPANY OF HARTFORD
THE FIRST COMMERCIAL
DROP FORGING PLANT
IN AMERICA

FIG. 2. Though this advertisement drew unusual attention, the association
between Lincoln and the Billings & Spencer Company seems hardly close
enough to make a lasting impression on the reader. .

" Akron " suggests the manufacture of rubber products,
" Detroit " that of automobiles and automobile accessories.

In other words, certain thoughts have become fixed in our
minds in connection with certain other thoughts, and when we

80 THE ADVERTISING HANDBOOK

bring up one end of the connection the other is likely to follow.
There are paths, as it were, from one of the topics to the other.
This is important to the advertiser, for much depends on his
being able to anticipate the turn the reader's thought will take
or on his ability to guide that reader's thought.

There is a motive, and a good one, in calling an automobile
the "Lincoln, " for that suggest sturdy, honest qualities.

No writer would undertake to make a real hero out of a
character known as "Percy, "for this name suggests "sissiness."

Channels of Thought. It has been pointed out that various
things in every normal human mind are related or associated
with other things that there are tracks, grooves or channels,
as it were, in the mind between these associated objects.

Remembering this, the advertiser must also remember that
the thought of the reader is constantly in motion, like a tireless
electric current but seeking, like the electric current or a cur-
rent of water, the easiest passage . Given a l ' good conductor, ' '
thought moves easily. Attempt to repress it or to drive it
back, and it resists. This is seen more easily in salesmanship
than in advertising. The salesman who belittles our ideas
or who insists on ramming his own opinions down our throats,
as it were, does not usually command our patronage. The
keen salesman knows how to fall in with the customer's
thought and to move gracefully with it for a while, even though
later he may find it really necessary to differ from the custom-
er's view and to try to bring the customer to a new opinion
or view of some matter.

The advertiser must recognize this mental condition. He
must strive for an agreeable "point of contact" with the
reader's probable experiences and thoughts, and travel with
those thoughts. Every reader has passed through the experi-
ence of reading something that so accords with his own views
that he almost says aloud, " That's so." The most enjoyable
sermons, editorials and stories are those that, to some degree
at least, accord with our own reflections. The minister, the
editor, or the writer may lead us on to new convictions, but
he at least accomplishes his mission by dropping into our
channel of thought and guiding it rather than repelling or
irritating it.

PSYCHOLOGY OF ADVERTISING 81

The modern advertiser is constantly asking himself " What
is the reaction of the consumer or the dealer as the result of
this advertising?" A single false note or unfortunate state-
ment may be sufficient to interfere with the delicate task of
guiding minds to the desired conclusion.

Unpleasant Associations and Negative Appeals. Because
of the ready association of ideas, it is desirable in advertising
to keep clear of those names and thoughts that suggest un-
pleasant things. Probably few people would feel attracted
toward a coffee that was known as " Boarding House Coffee,"
though " Hotel Astor Coffee" has much in its favor because of
its associations with a high-grade hotel. Most people would
probably be prejudiced against living in a suburb if it were
named Lonesomehurst or Hecktown, therefore real estate
men very wisely give suburbs attractive names. These
are extreme examples, but they serve to illustrate the idea.
Many advertisers, while not choosing names or advertising
appeals that are decidedly repulsive, are guilty of selections
that are unattractive or, at best, commonplace.

Considerable is said in advertising circles about the in-
advisability of using negative appeals -appeals that show the
result of not using the advertiser's product rather than those
which show the results of using it. Examples: a bent-over
figure illustrating the effect of rheumatism as an illustration
for a rheumatism remedy; a fire, with loved ones in danger, as
illustrating a fire-extinguisher; an automobile that has crippled
some one because driven without chains on slippery streets
as an illustration for automobile chains.

An advertiser does not, however, do well to conclude that all
such illustrations and appeals are without merit just because
they show the negative or sad side of the picture. It is safe
to say that no advertisement should be so alarming or repulsive
as to repel the reader and make him feel that it is undesirable
to read what the advertiser says or to use his product. But
the truth, on the other side, is that people have to be shocked
into doing some things that it is their duty to do.

The advertiser of a fire-extinguisher can show the dangers of
fire, while at the same time showing the positive side of the
picture with an illustration depicting the mother easily putting

THE ADVERTISING HANDBOOK

never
saved
a. cent"

17 c

saved each day will soon pay
for a share of our Preferred
Stock which pays dividends
every 3 months amounting
to more than 7i % on
your money each year*

PENNSYLVANIA POWER & LIGHT CO.

A BUSINESS WHICH OF NECESSITY IS PERMANENT

FIG. 3. The negative appeal is too pronounced in this example. The
reader may be amused by the disreputable looking tramp but the appeal does
not lead directly enough to the real subject of the advertisement.

PSYCHOLOGY OF ADVERTISING

out the blaze in the home while a child clings affrighted to her
skirts. But it is not so easy for the advertiser of Weed chains
to show the positive side, and it is within the bounds of good
advertising for him to illustrate the disaster that is likely to
come from driving unchained wheels on slippery roads and
streets.

HOTEL

ASTO R
COFFEE

The old favorite
in New York's
best homes -

FIG. 4. A name and a touch of illustration that create distinctiveness.

An effective illustration for a proprietary remedy showed a
neuralgic sufferer holding his face in his hand. This was the
negative side, for the remedy was supposed to eliminate rather
than cause pain, and yet it is certain that such an illustration
caught the attention of those who suffer from neuralgia.

One very large national advertiser who can trace returns
with considerable accuracy finds, after many years' experience
with both positive and negative styles of copy, that the posi-
tive style has usually been the more effective of the two, and

THE ADVERTISING HANDBOOK

"What! My Car?"

"Yes! skidded and it's up to you. You failed to
provide the chauffeur with Tire Chains. Only good luck
saved your wife from paying the supreme penalty for your
negligence. She's on the way to the hospital painfully
injured, but the doctor thinks she'll pull through. You'd bet-
ter hurry to the hospital and then report to headquarters. 7 *

How strange it is that disaster must
come to some men before they realize
that all makes and types of tires will skid
on wet pavements and muddy roads
when not equipped with Chains.

These men do not appreciate until top
late, that by failing to provide Weed Anti-
Skid Chains they expose their
families to injury and death.

The time to provide against accidents
is before they happen. Don't wait
until after the first skid. Put Weed
Chains on all four tires at the first
indication of slippery going and
you will have quadruple protection
against injury, death, car dam-
age and law suits.

Weed Chains are Sold for All Tires by Dealers Everywhere

BRIDGEPORT. CONNECTICUT

FIG. 5. Unmistakably the negative appeal, because it illustrates what
may happen when the advertised product is not used but a very effective
appeal nevertheless.

PSYCHOLOGY OF ADVERTISING 85

yet there have been successful advertisements used by him
that would undoubtedly be classified as negative by psycholo-
gists and probably condemned notwithstanding the fact that
they have brought excellent returns.

Suggestion. Suggestion is so intimately related to the
association of ideas that one cannot be considered without
involving the other.

Suggestion is the act of imparting some idea that arouses
or suggests some other idea or thought directly connected with
the original. In other words, suggestion is the first part of
an association of ideas. The professional hypnotist tires the
eye of his patient or subject by putting a bright object before
it, because he knows that even a slight tiring of the eye is
strongly suggestive of sleep. In his oral suggestion, he uses
the word "Sleep" to induce a state of sleep.

There is nothing mysterious about suggestion. Looking
at a pickle or a stick of alum will cause a curious sensation in
the jaws. The thought or the sight of certain things will
"make our mouths water," while other things or thoughts
will induce faintness or nausea, though we do not touch
them. Reading may move us to laughter, to tears or to
shuddering.

Neither the advertiser nor the salesman need be a master of
hypnotism. In fact, there would be no opportanity to carry
suggestion to such an extreme as the hypnotist does, but
every one who has need to sway or mold thought has need for
suggestion. "Think, gentlemen of the jury," cries the lawyer,
"who could have had a motive for having this will altered?"
He does not come out directly and boldly assert that the de-
fendant is the man. He recognizes that it is more subtle to
ask the jury the question a question that suggests the answer
rather than to give it outright.

Here, again, we come in touch with the principle that
human thoughts prefer to be led rather than pushed. The
hearer or reader whose conclusions come as the result of
adroit suggestion, who feels that his conclusions are actually
his own, arrived at by his own free thought, is more likely to
be firm in his decisions than one who feels that a conclusion has
been forced on him.

THE ADVERTISING HANDBOOK

The unobtrusive fragrance of Ivory Soap is not the
usual soap perfume. It is merely the pleasing,
natural odor of Ivory's high-grade ingredients. Its
delicacy and refinement are two of the reasons why
you find Ivory Soap in so many homes where good
taste and good sense prevail.

IVOW SOAP.

99ft* PURE

FIG. 6. Association of Ivory Soap with dainty flowers, background and
lettering create the idea of "unobtrusive fragrance" and purity.

PSYCHOLOGY OF ADVERTISING

Frae the Land o' Cakes
Mathers Scotch Fish Cakes

Wherever you live in London, you
can now buy these delicious ready-
cooked Fish Cakes. The food
shortage need not put you "on
short commons " if you serve these
savoury cakes several times a week

Your Fishmonger, Grocer and Dairy
sell or will gladly get them for you

Try some for Tea TO-NIGHT

Mathers*Scotch
Fish Cakes

FIG. 7. Here the plaid border is enough to lend a Scotch flavor to the

entire appeal.

88 THE ADVERTISING HANDBOOK

"Never gave his wife anything that pleased her better"
runs the headine of an advertisement describing a customer's
experience with a purchase of a household convenience. The
advertisement does not bluntly argue that you should "Give
your wife this vacuum cleaner," though sometimes such
vigorous headlines may be justifiable, but the headline suggests
to every married man the thought that possibly the article is
something that he should give his own wife.

Suggestion is used by advertisers not only in their choice
of colors for their printed matter but in the selecting of illus-
trations, the design of the dealers' display, the shape of the
packages or cartons, etc.

This illustration serves to show how far suggestion may go
in determining the success of a campaign. A chewing gum
manufacturer in introducing his article would have a salesman
call on retailers before beginning his advertising in a community
and give each merchant a box of the gum containing twenty
packages, to be sold at five cents each. The merchant was
invited to put this on his counter, sell the gum and keep the
dollar. "We are going to advertise and we want you to see
how the gum goes," was the explanation of the salesman.
But before the box was placed on the counter, the salesman
took out several packages so that the box would appear to be
a broken one. The reason was that if buyers have no preference
for a given brand of gum, cigars, etc.; they will usually buy
from a broken box rather than a full one. The full box
suggests that no one has been buying that kind. Therefore,
the connecting thought is that perhaps it is not a very good
kind. By starting the box as a broken one, the advertiser
saved the day. Otherwise, when his representative had
called, after a period of advertising, to take the retailer's
order, the retailer would likely have said "Your product does
not sell at all. No demand whatever. You can see for yourself
that I haven't sold a package, though the box has been right
there on the counter ever since you left it with me."

The Direct Command. The term "Direct Command" is
applied to those positive or direct statements, often made in
the displays of an advertisement or near the close, in which the
reader is urged to "Take none but the genuine Bayer Aspirin,"

PSYCHOLOGY OF ADVERTISING 89

"Tear out and Mail the Inquiry Coupon Now," or "Call
your grocer and tell him you want one of our samples."

The theory of the direct command is that, if there is no
reason for opposition in the reader's mind, he is naturally in-
clined to adopt a suggestion. The direct command serves a
good purpose in many advertisements where otherwise the
reader might be favorably impressed but left without any
action or step being taken.

Whether a direct command or a more adroit suggestion
should be used depends on conditions. There are times when
a "Stop!" sign is more likely to bring obedience than the
smoother admonition, "Travelers are advised to proceed
cautiously."

The advertiser cannot proceed by fixed rules in the realm
of psychology any more than he can in the other depart-
ments of advertising science. The important thing is to
become familiar with all the tried and true expedients and
then decide in each case as to the proper procedure. The
bank and the circus require different advertising methods.

The Value of Repetition. The effects of advertising depend
largely on how well the advertiser can make people remember
him and his product. "To be remembered" is just as impor-
tant a qualification of advertising as "to be believed." And
a great deal of advertising that seems passably good when
one reads it, is lacking in power to make readers remember.

Now, remembering depends to some extent on association
and to some extent on repetition. When we wish to commit
something to memory, we go over it again and again until one
part of the data, poem, or whatever the subject may be, sug-
gests the other. Consequently, repetition plays a large part
in advertising. Advertising is to a large degree commercial.
That is, it is forced into attention as a matter of business.
Unless the reader of advertising has some unusual reason for
remembering an advertiser's business, or the points of his prod-
uct, considerable repetition will be required before the mem-
ory will hold what the advertiser wishes. In the first place,
most attention that is paid to advertising is of the casual sort.
Something about an advertisement attracts attention, and the
message as a whole receives some attention little or much

THE ADVERTISING HANDBOOK

according to the degree of the reader 's interest. Then the eye
and the mind of the reader pass on. There is not the degree of
concentration that the mind puts on things more intimately
related.

Age gets in its destructive work with
almost all building material. Concrete is
the exception. When you build with good
sand, good stone and Portland Cement as
good as ALPHA, your structures will
grow stronger with aere will permanently
resist fire, water, wind and wear.

Test ALPHA CEMENT if you like but
you don't have to. All ALPHA plants
are operated on a strictly hourlv test sys-
tem and every bag of ALPHA CEMENT
goes out guaranteed to meet standard
specifications fully.

Alpha Portland Cement Co.

Offices: Easton, Pa., Chicago, HI.

FIG. 8. The skill of the artist in typifying permanence by the huge concrete
lettering shows how simple visualization may often be.

The lesson to be derived from this is that advertisers have
to be continually repeating their stories or messages in order to
be remembered well by their readers; and that they should

PSYCHOLOGY OF ADVERTISING 91

feature points that are easily remembered, for readers are not
likely to carry considerable detail in their minds unless, per-
chance, they are at the time in the market for the article adver-
tised and hence read with more than ordinary interest. In
other words, most advertising must be written to impress the
casual reader rather than one who reads with considerable
concentration. Therefore, many good advertisers construct
their copy so that some impression will be made on the reader
who merely glances at it for a second or so, though the same
advertisement may contain considerable detail for the more
interested type of reader.

Advertisers who recognize the value of repetition usually
carry some slogan, some display line, or some well known sell-
ing point in all or most of their advertisements. This may be a
statement that the Blank Company has plants on six trunk-
line railroads, that the Bundy Steam Traps act by gravity and
therefore can 't fail to operate, that the Solar Ice-cream can is
made of Armco, the rust-resisting iron, etc. Advertisers rely
on repetition of such statements to help them win thousands
of users and acquaintances for their products. Often it hap-
pens that employes of the advertiser will tire of seeing such a
familiar statement year after year in the Company's advertis-
ing. They may argue for something new, forgetting that their
interest in the Company's product and affairs is far beyond
that of the general reader. But with the hundreds and thou-
sands of products to read about, it is too much to expect that
the consumer is going to remember a great deal about one ad-
vertised product unless conditions make his interest extraor-
dinary. We can easily remember that Valspar is the varnish
that won 't turn white, but it is doubtful that the general pub-
lic can recall anything else about Valspar that has been ad-
vertised. This is an excellent example of the advisability of
the advertiser's adopting easily-remembered things in connec-
tion with his product, for the general advertiser must rely to a
large extent on repetition of easily-remembered points.

Cumulative Effect. Cumulative effect refers to the deep-
ened impression that a reader has after reading about a prod-
uct a number of times or perhaps hearing about the article,
using it, etc. Cumulative effect is, of course, intimately

THE ADVERTISING HANDBOOK

related to repetition, though cumulative effect may, as just
stated, be built up by other causes than that of reading
advertisements.

Some advertising can be successful only through cumulative
effect. There can hardly be anything so distinctive about a
laundry soap or a house paint as to make a reader buy the prod-
uct after reading about it once. This might be done with a
complexion soap or a paint for a very particular purpose but
not with the more staple class of merchandise. About all that
the advertiser can hope for is a series of impressions that will

Why Fear Death?

By DR. BERTHOLD A. BAER.

"Why fear death?" said Charles Frohman on that
ill-fated ship, "Lusitania," that carried him to a watery
grave. "Why fear death? It is the most beautiful ad-
venture in life."

Isidor Straus, another victim of the sea, was a man
of great learning and of wide vision. He and his wife
knew three things well: How to live, how to love, and
how to die.

"Happily the world has passed forever from the
time when it feels a sorrow for the dead. The dead are
at rest, their work is ended," wrote Elbert Hubbard.

To make the closing chapter of life's work befitting
to a life well lived and work well done. Mr, Frank E.
Campbell has founded The Funeral Church, that mag-
nificent institution at Broadway and 66th Street.

Hundreds start from there on their last journey.
Thousands speed them on.

"It was beautiful," they say after the service is
ended and the last long tone of the organ has died in
harmonious vibration.

Come and attend a service at The Funeral Church
and you will say, with Charles Frohman, "Why fear
death? It is the most beautiful adventure in life."

FIG. 9. A series of well written advertisements about "The Funeral
Church" of New York, has built around this institution an association that
is far different from that connected 'with "undertaking parlors."

make the article familiar, keep it remembered as a soap or a
paint of good quality, so that when the reader is in the market
for goods of that class he or she will be prepared to receive the
soap or paint if it is not actually asked for.

Much is said about advertising causing a " demand. " De-
mand may be caused for certain merchandise but it requires a
long time to develop a real demand for such staples as soap or
paint of a particular kind. Ordinarily, all that a campaign
accomplishes for a considerable length of time is what is known
as " consumer acceptance" a state of mind by which the
reader feels well enough acquainted with the article to be

PSYCHOLOGY OF ADVERTISING 93

satisfied to receive it, if it is offered, or perhaps to refer to it
if he sees it displayed on the counter or dealer's shelf.

Those who write or talk about cumulative effect forget, as
a rule, that the buyer's habit varies greatly with respect to
different kinds of merchandise and that cumulative effects,
while of prime importance in some cases, amount to little in
other cases. Let an advertiser advertise for an advertising-
or sales- manager at $10,000 a year in one of the business
magazines and the response to the first advertisement will be
as great as the response to the second, third or fourth. Indeed

BEWARE!

Unless you see the safety "Bayer Cross" on tablets, you
re not getting genuine Aspirin prescribed by physicians for am
20 years, and proved safe by millions.

Safety firstl Insist upon tn unbroken "Bayer Package"
broper directions for Headache. Neuralgia. Colds. Earache, Toothache. Neuritis.
Rheumatism. Lumbago and Pain generally. Md and owned strictly by American*.

BayerTaWets^Asgirin

FIG. 10. One of a number of advertisements planned to build up the impres-
sion that Aspirin other than Bayer's is likely to be inferior.

the response to the first may be greater than that of any suc-
ceeding insertion. Why? Because the very character of the
message is such that an instant response may be expected.
No cumulative effect is needed. This applies to a greater or
less degree to a number of different kinds of advertisements,
but, as has been pointed out, it would not hold true with such
staples as laundry soap or house paint.

Those who have advertising space to sell often delude new
advertisers with the argument that it is necessary to advertise
a year or more before " cumulative effect" is built up strongly
enough to bring sales. This may or may not be true, according
to the article. If advertisements of a mail-order nature are

94 THE ADVERTISING HANDBOOK

keyed separately, it will be found that many inquiries arriving
three, six or even twelve months after an advertisement has
appeared come from an early insertion are simply belated re-
turns rather than the result of repeated impression. It is not
going too far to say that with some classes of advertisements
a popular-priced book, for example a single insertion in a
medium, provided the copy is effective and the position in the
medium is good, is as good a test of a medium as the proverbial
three -insertion schedule or a year's trial. On the other hand,
there are classes of advertising that cannot possibly be effective
unless the advertiser commits himself to a campaign lasting a
season or perhaps several years.

Attention. Attention is an important subdivision of
psychology so far as advertising is concerned and receives
consideration from different points of view in the chapters
devoted to Copy, Display and Illustration. Attention is
drawn by art, action (depicted or actual), contrast, personal
interest, etc.

Attention is Voluntary or Involuntary. The attention of
the reader is voluntary so far as certain advertising is con-
cerned Help Wanted, Houses for Rent, etc., because readers
have been schooled to go to these classifications as a means
of filling certain of their needs. This enables the advertiser,
unless he deems it expedient to pay for unusual position or
special display, to forego the usual expense and trouble of hav-
ing display, illustration, etc. This principle applies also to
advertising in directories, technical catalogs, etc. It applies
in a measure to such advertising as that done through letters.
The reader is so habituated to giving attention to his mail
that his attention to the preliminary part of the message is
assured without display or illustration, though these expedients
may often help. Attention is largely voluntary so far as
posters, car-cards, theater-curtain displays, etc. are concerned.

Proceeding from a few fields where the advertiser is greatly
helped by attention that is voluntary to a greater or less degree,
we come to fields where attention is voluntary so far as the
general reading pages of the publication is concerned but is to
a large degree involuntary with respect to the advertising
pages where every art of the artist, copy-writer and printer

PSYCHOLOGY OF ADVERTISING

is needed to draw the eye of the reader and hold it to a
full reading of the message. This becomes particularly true
where a single medium may present hundreds of advertise-
ments, all seeking attention.

10 cents a day soon buys an

Oliver Typewriter Latest Model

FIG. 11. The arrow draws the eye from "Free Trial" to the coupon. This
advertisement is well planned for the securing of action from the reader.

Some Attention Tests. Advertisers are concerned, and
properly so, about the amount of attention their messages re-
ceive, for unless an advertisement receives attention it fails
in the first requisite and nothing else that it may have in the

96 THE ADVERTISING HANDBOOK

way of good points avails anything. But it is by no means easy
for most advertisers to determine just what attention they do
command. Even when an advertiser's business is of such
character that he can key fairly accurately, many people will
see his announcement but not respond and yet the good will or
the impression created with these readers may be worth some-
thing to an advertiser, though he may do only a mail-order
business. One may read the mail-order announcements of
Frank E. Davis, fish merchant, of Gloucester, Mass., and take
no action for months. Then when he writes he may address
the advertiser from memory, may even have forgotten where
he saw the advertisement and couldn't answer the advertiser's
question on this point.

Many of the tests made to determine the attention paid to
advertisements are based largely on the size of the announce-
ment but, as already indicated, there are many other factors
just as important as the size of the space used or the position
of the advertisement.

Farm-Paper Test. An advertiser in a nationally circulated
farm magazine of high quality figures that from a successful
page in black and white, he secured the attention of only about
2 per cent, of the circulation of the medium. This finding
was based on requests for a valuable handbook and an estimate
of casual attention.

Newspaper Test. A rather extensive study of the advertise-
ments in one issue of a New York newspaper showed that the
advertisements ranging from those of one inch to those of
thirty inches received all the way from 1.63 per cent, attention
to 19.6 per cent., this summary being based, however, on
questioning several different groups of readers, all of whom were
of good intelligence and all interested either in some phase of
marketing or of business. It is evident that these percentages
run higher than would be found in a general average of the entire
circulation of a newspaper. This is the difficulty which comes
up in all so-called " laboratory tests" of advertising the ad-
vertiser cannot make a test of a general average of the group
of readers aimed at and get his test under the usual and normal
conditions that ordinarily obtain with the reading of news-
papers and other publications.

PSYCHOLOGY OF ADVERTISING 97

Some other results of the newspaper tests referred to are
the following:

That one 2-inch advertisement received as much attention ap-
parently as another advertisement measuring nine inches. This
shows what good copy, good illustration, good display or good posi-
tion may do.

That 1-column advertisements under six inches are not likely to be
seen by more than 5K per cent, of the circulation of the paper
which seems to sustain the belief of many advertisers that good copy
can be safely repeated a number of times, though probably it is not
best, because of the 5^ per cent, who saw the first insertion, to repeat
immediately.

That advertisements running from 15 to 30 inches apparently
receive an average of 8.89 per cent, of attention as compared with
attention value of 6.72 for advertisements running from one inch
to 15 inches. Such findings can hardly be taken as being extremely
accurate but they seem to indicate that increasing the size of space
does not necessarily increase the attention- value proportionately, or
else it follows that small advertisements are generally better written
or displayed more effectively.

That the second and third pages of a paper, when these are devoted
to live news, get from 15 to 20 per cent, more attention than pages
generally, and an attention superior to that given the sporting page
or the last page.

That illustrated copy has a higher attention value than unillus-
trated copy a principle long ago recognized but that statements in
copy are remembered better than illustrated values or features.

That right-hand newspaper pages are slightly superior to left-
hand pages.

That the upper half of a newspaper page has an attention-value
approximately 25 per cent, greater than the lower half. This,
however, might not be true if the page contained only one half-page
advertisement, placed either at the top or the bottom, but refers to
pages containing more than two or three advertisements.

Instincts, Motives, Emotions. Psychology takes account of
all human instincts life preservation, love between man and
woman, maternal and paternal affection, the love of ease and
comfort, luxury and pleasure, the desire for money, appetite,
fear, ambition, spirituality, etc.

The advertiser can reckon intelligently with instincts
because he will possess many of them himself. Some of them
he can understand only by sympathetic observation. If he is a

THE ADVERTISING HANDBOOK

man, he can only approximate a mother's regard for her
children. His own concern, if he has children, is from a
different viewpoint. Take for example, the matter of children's
clothing. A man's desire to have his children well dressed may
possibly be just as keen as their mother's, but the woman's
viewpoint on details will differ greatly from a man's.

She's Your Grocer's Sweetheart

FIG. 12. An appeal to curiosity and later advertisements revealed that
the girl's face is the one shown on Kellogg's Corn Flake packages as "The
Sweetheart of the Corn."

Instincts and faculties vary greatly according to environ-
ment, education, occupation, age, etc. One with a musical
education may go into raptures over an opera which may be
boresome to some other person.

The farmer driving along a road is keenly observant of the
crops. The concrete engineer or contractor views with more
interest the concrete road and concrete fence-posts. The poet
gives his main attention to the flowers, the birds, the scenery.

Instincts, motives and emotions can be divided and sub-
divided into a great many classifications, according to the
race, age, education and the other factors that have been
mentioned. Some of the most common subdivisions that the
advertiser encounters frequently are:

The curiosity instinct

The instinct to collect or hoard

The instinct to hunt, to seek food and clothing

The instinct to be beautiful

PSYCHOLOGY OF ADVERTISING

GATE'S

FIG. 13. Most people like to play games. This advertisement appeals to

that spirit.

100 THE ADVERTISING HANDBOOK

The social instinct
The instinct to lead, to excel
The instinct to construct
The instinct to imitate

All of these things have, of course, a primitive origin, and a
human being may get so far away from primitive things as to
lose the instinct. Some men, for example, care nothing about
hunting, though doubtless their ancestors, at some stage in
history, hunted and liked it. Environment may, also, dis-
courage or embitter one so that the instinct or motive to lead

Jiave Beautiful Jfair~and

Soft, luxuriant hair it within the reach
..f eery girl and woman. It Is all a nut.
Ur of care and cultivation.

No longer is it necessary for your hair
to be dull, bnttle and lusterleaa. A few

Jteubro'slCerplclde

r will radiate health and beauty - its
wth will bestimulated-it will show
. nap and luster before unknown.
The unsightly dandruff will disappear

n will the use of Navlm'i
Herpiadc. we recommend Htrpiadi Soaf.
Ita uae as a shampoo it safe and satis-
factory.

a bottle of Heipktde and a bar

FIG. 14. The appeal here is to the universal desire of woman to have

beautiful hair.

or excel may be almost lost. Nevertheless, the advertising
man or woman needs to take account of the existence of all of
these pronounced instincts, motives, emotions and tendencies,
for they are such an intimate part of mankind that he is sure
in his general appeals to be able to get a point of contact with
many of them.

THE PERSONAL POINT OF VIEW

Probably more errors in advertising practice come from
judgments formed on personal points of view than from any
other single cause. It is quite natural, in coming to a conclu-
sion, for one to do the reasoning and come to the conclusion
from his own individual point of view, for, naturally, one knows
his own experience, impressions and probable action under

PSYCHOLOGY OF ADVERT1SJNQ. 101

given conditions better than he knows these things as they are
manifested in other people. But the difficulty comes in that
very often the type of person at which the advertiser is aiming
is very different from himself in position, environment, edu-
cation, means, etc.

A plumber, if he is of a general type and a level thinker,
should be a good judge of what will appeal to other plumbers,
or at least of what their impressions will be of a certain mes-
sage. But the plumber's judgment on what will appeal to
ministers may be worth little. He is very likely to view a
question as a plumber would view it.

Consequently, the advertiser, or those who serve him, must
not merely ask "What would I do about this?" or "What im-
pression would I get?" but "What will the exact class of people
whom we are trying to reach think, say and do?" If those
people are plumbers, then the view of plumbers must be
sought by letter or by conversation. If they are sportsmen,
or railway engineers, then these groups must be studied in
order that a viewpoint that would be generally characteristic
of them may be had.

Personal investigations, questionnaires and the like are
conducted not merely to collect tangible facts and figures but
in order to get proper viewpoints. For, if farmers don't like
a certain type of farm tractor, no matter how many at the
factory think it is just the thing, it will be a failure.

Masculine and Feminine Points of View. One of the most
conspicuous examples of how sex, environment and occupation
may affect attention, impression and methods of reasoning
may be seen in a study of the masculine and the feminine
point of view.

Man is the stronger, as a rule. He is the bread-winner, to a
large extent. His job is more in the outside world. He grows
up to severer tasks, as a rule. He is more accustomed to rebuffs.

Though woman has progressed a long way in taking her
place on an equal plane with that of man in business, politics
and the professions, yet she is still to a large extent more
sheltered than man. Her affairs are more within the home.
Her sex makes her interest in clothes, home-furnishings, and
the like keener than man's, as a general thing.

102

THtf 'ADVERTISING HANDBOOK

In considering man and woman, we can talk only in general
terms and of general types, for in both men and women there
is an endless variety of temperament and tastes. Some women

The most humiliating moment in my life

When I overheard the cause of
my unpopularity among men

An old Lull-common to most of ill ""

Its regular UK give* lh absolute auurince of Mm ^ ^ ; nteresta j j n ^^1^ ou r booklet

^tfno! Iub'jec h "o'^L';^ ^"^^1",^"^^ !^Z ""* A ~" i> ~ C ^ '"'"' C "" "

seldom conscious of it themselves. Peripirition f ying to men. Itreally/orr^/Jthecaujeofbofh Cwd to The Arthur SaJeCo.,6l Adelaide St.

i. CetVr'ji Cn.. u G.nte. li Meico Cit)
U S. A. to

The Odorono Company

-71* (tn A.. n li, Ok*

FIG. 15. One of a series of full-page Odorono advertisements that appeal
strongly to woman's regard for personal attractiveness.

are decidedly masculine and some men are decidedly feminine.

Man's and woman's viewpoint may be precisely the same in

many instances. It is likely that often too much emphasis is

PSYCHOLOGY OF ADVERTISING 103

placed on the difference. But women will often decide against
an article because of its color or for some detail that would not
concern a man. Beauty of design, for example, counts more
with women in the case of an automobile than in the case of the
man.

It is not likely that women are any more keen in their
observation and in their weighing of details than men are
when men purchase goods that relate intimately to their work,
but, in general, women seem to appreciate detail more than
men, and hence much advertising directed to women is of
greater length than most appeals to men. A man may be
impressed with a terse epigrammatic description of a hat or a
suit of clothes, where a woman would prefer exact details.

Because of her years of comparative non-acquaintance with
mechanical matters, woman is generally less apt in under-
standing mechanical descriptions and directions, and such
advertisers must use greater care when appealing to women.

Perhaps it is safe also to say that women look for and
appreciate more than men generally the little courtesies and
attentions.

On the other hand, it is generally admitted that men are
more democratic, more gregarious, than women that women
move more within their own circle or "clique."

A man is not likely to care if several other men in his
circle have a hat exactly like his own. A woman would hardly
care to buy a hat exactly like one worn by several other women
in her town or community. A woman ordinarily will think
nothing of shopping at several places to look at hats. A man is
likely to visit only one shop.

These differences call for close study from the advertiser.

The ability to get away from personal views and prejudices,
to stand aside, as it were, and look at something from the
viewpoint of the composite or general customer is a rare gift.
It can be cultivated.

The Appeal to the Imagination. What has appeared in this
chapter up to this point makes it evident that the successful
advertiser must have the art of appealing to human imagina-
tion. The longing for beautiful and more useful things, for
healthful foods, for positions of prestige and power can be

104

THE ADVERTISING HANDBOOK

crystallized into action only if the advertiser is able to set in
motion trains of thought that build up vivid pictures in the
mind.

The Architect
As An Artist

The artistic temperament of the
architect makes him a believer in
Tiles, for reasons that are obvious.

Tiles with their struc-
tural fitness and adaptabil-
ity to uses of unlimited
number, their decorative
qualities as recognized and
employed by designers of
all eras, their natural asso-
ciation with the finest of
building ideals, and their
splendid traditions in rep-
resenting the oldest of the
crafts offer an appeal to
the architect that touches
both this artistry and his
business sense.

A distinctive feature of
Tiles is that they do repre-
sent art and business at the
same time. Their values in
practical service and sym-
bolizing the esthetic are
equal.

But of course the true artist
thinks of Tiles first as a
medium without a peer for
the introduction of those
hues, lustres and decorative
forms which have a place in
structural work of almost
anv kind.

THE ASSOCIATED TILE MANUFACTURERS

BEAVER FALLS, PA.

FIG. 16. The. lamp, the style of the copy and its setting make up an appeal
that is effective with architects from the very outset.

Before the golfer buys his new club, his mind paints him-
self out on the links wielding that club. In imagination he
goes through the process of buying and using the club. Very
often, in coming to decisions, the mind of a consumer will

PSYCHOLOGY OF ADVERTISING 105

rapidly sketch two pictures, one of himself doing without the
article, another with himself as owner of the article.

Every human being is a builder of mental pictures. No man
may hope to sell shotguns and rifles who cannot see the joys of
hunting, in his mind's eye, though he himself may not be able
to spend much time that way. No man can be successful in
advertising rugs who is not able to appreciate the "pride of
possession" that the owner of a fine rug has. The man who
attempts to advertise the vacuum bottle and can see only a
double-walled affair with a dead-air space in between that acts
as a non-conductor, who cannot picture motor parties, picnics,
etc., and what the vacuum bottle means on such trips should
seek some other field of effort.

Often it is possible, by telling only part of a detail or a
story, or by showing only part of an illustration, to so touch
the imagination of the reader that he will see the entire story
or as much as the advertiser needs to have him see.

Examples of Differences in Habits and Tastes. A business
magazine gives the following interesting examples of differ-
ence in the habits and tastes of people.

Among the Pennsylvania Dutch, mops are hard to sell, because
the Pennsylvania Dutch housewife prefers to get down on her knees
and use a scrubbing brush. The Dutch housewife also makes use of
what she calls her "file." It will interest you to look up the word
"file" in your dictionary. You will remember it better than if we
were to tell you.

Only a few miles from the Pennsylvania State line, the women of
New York prefer mops, and the market for scrubbing brushes is
comparatively light.

A cracker manufacturer claims lemon-flavored crackers are diffi-
cult to sell.

A candy manufacturer says that chocolates cannot be successfully
marketed in green colored boxes.

A clothing designer points out that peg-top trousers still sell
heavily in many small towns, in spite of the fact that large towns will
have nothing to do with them.

In certain South Atlantic States it has been found necessary to
add red aniline dye to kerosene in order to market it. People there
think that .the ordinary kerosene is "watered" and they want the
colored product.

SECTION 5
SLOGANS, TRADE NAMES AND TRADE-MARKS

Considerable advertising is done through the use of slogans,
trade names and trade-marks. These are all similar and yet
different from a legal point of view.

The Slogan. The slogan is used as an apt and easily
remembered reminder of some quality or point in connection
with certain goods or services. It may or may not incorporate
the name of any one manufacturer's product. Thus, the
Portland Cement Association, made up of almost a hundred
cement companies, uses the slogan " Concrete for Permanence,"
and all of the members of the Association make a liberal use
of the slogan, though it does not name their brand of cement.
The manufacturers of paints and varnishes use, in a similar
way, the slogan "Save the Surface and You Save all." This
does not name any brand of paint or varnish, but merely
emphasizes the importance of painting, and is all the stronger
as an advertisement because of that.

The Trade Name. A trade name may be that of a particu-
lar product or a particular firm and not be trade-marked, or
even be something that could be trade-marked. The laws of
equity give a certain protection to firm names and their
prestige and value in business though they may not be
used as trade marks. Portland cement and wall board are
trade names of comparatively recent origin, and yet they have
become generic and cannot be used as trade-marks by anyone.
Such words as phonograph, being of a scientific nature, must
remain as generic and common trade names rather than trade-
marks, though one man's invention gave occasion to the birth
of the new word.

Trade-Marks. A trade-mark, on the other hand, is
an emblem, device, word, or group of words, or a particular
arrangement or combination of lines, figures, words, or of

106

SLOGANS, TRADE NAMES AND TRADE-MARKS 107

several of these things, used to indicate the origin of the
manufactured article. A trade name may be used merely in
advertising and not on the article itself, but trade-marks, to
be entitled to protection, must appear on the product itself or
on the packages or cartons containing it. In fact, protection
for a trade-mark cannot be had through registration until it
has actually been used in connection with the article. The
trade-mark is as much for the protection of the public as for
the producer of the article, so that when one wishes to buy
again an article that has pleased him, he has an identifying
mark.

Adoption and Use of Slogans. The well phrased and skill-
fully used slogan may be of great value to both national and
local advertisers, though rarely may an advertising campaign
consist entirely of a slogan. A slogan cannot tell a great deal.
Its office is chiefly that of reminding. The effective use of
slogans was well illustrated during the bond advertising cam-
paigns of the late war, the raising of funds for War Chests, etc.
Though detailed literature gave full information about the
campaigns, slogans on posters, buttons, etc., hammered the
truth home. "They gave their lives; you lend money,"
"Food will win the war; save it," etc.

Some of the best-known slogans used by national advertisers
are "If it isn't an Eastman, it isn't a Kodak," "The machine
you will eventually buy," "Ask the man who owns one,"
"The ham what am," "One of the 57," "The Prudential has
the strength of Gibraltar."

Many retail advertisers, organizations, municipalities, etc.,
have adopted and used slogans to good advantage: "Mintz
I sell for less," "When you think of Shoes, think of Heiberger,"
"If it's made of wood, we have it," "In Detroit life is worth
living," "Do it for Rochester," "Buffalo Means Business," etc.

Examples could be multiplied for many pages. Some of the
existing slogans are fine examples of apt language and enable
the reader to easily keep in mind the advertiser or the product
to which the slogan is applied.

Many slogans are too general, too lacking in association,
and are probably recalled only by those people who are associ-
ated in some way with the advertiser or his product. A slogan

108 THE ADVERTISING HANDBOOK

should by all means incorporate the name of the product or the
name of the firm, or else be so closely connected, by one device
or another, that the two will be rememberd together. One
paint manufacturer uses the slogan "Made Purposely for
Every Purpose," but it is not hitched up in any close way with
the name of the firm or the products, and probably very few
people can recall what the product is unless they see the slogan
and the advertiser's name together. There are thousands who
can associate "Ask the man who owns one" with the Packard
automobile, but probably thousands more who cannot recall
the name of the automobile. On the other hand, " If it isn't an
Eastman, it isn't a Kodak," is an ideal slogan, for the name of
the product is a part of the wording. When one is re-
membered, the name of the product is sure to be. Another
good example is "Alexander is to Belting what Sterling is to
Silver." "A Kalamazoo direct to you" is a fine example
because it incorporates the name of the stove, the address of
the advertiser, and is an apt reminder of the direct-selling plan.
Slogans as Trade-Marks. A slogan may be registered as a
trade-mark, if it meets all the requirements of the trade-mark
law. The Simmons Hardware Company has registered "The
Recollection of Quality Remains Long after the Price has been
Forgotten," and many other slogans have been registered and
used. A good argument against the slogan as a trade-mark
is that its length prevents its use in small space that would be
ample for a device or design.

SELECTING A TRADE NAME

Whether or not an advertiser expects to use a trade name
later as a trade-mark, its selection calls for the greatest of
care. "A. good name," wrote the author of Proverbs, "is
rather to be chosen than great riches." The application is
particularly apt to commercial or trade names. Many ad-
vertisers have struggled along with difficulty because of poor
names for their products, names that were easy to imitate and
hard to protect against unfair competition, names that were
hard to impress on the public, etc.

A good trade name should be: (1) Easy to read; (2) easy

SLOGANS, TRADE NAMES AND TRADE-MARKS 109

to pronounce; (3) easy to remember; and (4) should agreeably
suggest the product.

(Pronounced Klee-ko)

GINGER ALE

One sip, and thirst stop* clamoring. One
glass, and you're revived from tongue-tip
to toe-tip.

The Great American Antidote for Thirst
is Clicquot Club Ginger Ale. Good any-
where, any time.

Buy by the case from your grocer or drug-
gist. Keep in the pantry, and a few bottles

panjr, Millii, M

GINGERALE

i/Tr.,.^,., .o^nrv

FIG. 1. Illustrating how the advertiser of a popular trade-mark aids the
reader in pronouncing it correctly.

The advertisers of "Djer-Kiss" perfume and "Cliquot"
ginger ale, and other advertisers with odd trade names have
had to spend considerable money teaching the public how to

110 THE ADVERTISING HANDBOOK

pronounce their names. It is doubtless true that both of
these names and other difficult ones have become thoroughly
familiar to the public-group that buy the articles, but this
does not lessen the fact that the advertiser's problem would
have been simpler had he chosen a name easier for the public
to pronounce and remember. People in buying do not like to
mispronounce words. They may risk a pronunciation anyhow
if they want a certain article very much, but if they have no
preference between two articles, one with a name that they
can be sure of pronouncing and another with a difficult name,
the easy name is likely to have the preference.

Some words are difficult to read or to grasp quickly. Such
a name as Casablanca may be suggestive of Spanish origin
and possibly be appropriate for some product such as a cigar
appealing to people who have a knowledge of languages and
who can pronounce anything of French or Spanish origin.
For a popular cigar, such a name as the Robert Burns or
Cinco is preferable.

Crisco, the name adopted by Procter & Gamble for their
cooking compound, was a happy selection. It is short, agree-
able, easy to grasp and sticks to the memory. So does
Nabisco, which is made up from the words National Biscuit
Co. Many trade names are made up in this way.

Laxakola is an agreeable name and a good selection for a
medical product, it being suggestive and likewise easy to
pronounce and remember.

The letters C, S, K, X and O seem favorites with those who
coin special words for their uses.

Other examples of coined words are Kodak, Kolynos, Mazda,
Ryzon, Mazola, Sealpackerchief, Klenzo Pepsodent, Keen
Kutter, Styleplus, Pebeco, CleTrac, Kumapart. Kodak,
through long and strong advertising has come to mean as
much as camera, though it is the exclusive property of the
Eastman Kodak Company.

The following are examples of names having a good symbo-
lism or suggestive power and yet ordinary words: American-
Maid, Life Buoy Soap, Sunny Monday Soap, Sunkist Oranges,
Blue Bird Washing Machine, Fordson Tractor, (manufactured
by Henry Ford's son), Lincoln Motor, Sunnybrook Farm,

SLOGANS, TRADE NAMES AND TRADE-MARKS 111

Keen Kutter Cutlery. Some of these names are registered
trade-marks: others are not and may be protected only by
the usual laws protecting property rights against unfair com-
petition.

An advertiser may have a dozen or more trade names and
possibly one trade-mark. He may use Smith's Star Bacon as
a trade name, provided it does not interfere with the star

Standard Taper for Rusinest Stationer}

THAT it pays to use Old
Hampshire Bond is the
testimony of thousands of
prudent business men. Prove
this for yourself ask your
printer, or write us for Book
of Specimens.

Hampshire Paper Company, South HaJltf Falls, Ma//**

FIG. 2. The "Old Hampshire Bond" seal and the hand-lettered lines
build up an impression of distinctiveness. The seal is particularly appro-
priate for a bond-paper manufacturer.

emblem as used by some other manufacturer on bacon or
other similar products in the territory covered, though the
Smith trade-mark may be something entirely different. Like-
wise, such terms as "A 1" and " Wear-Ever" may be used as
trade names, though they are generally inadmissible as trade-
marks because of their descriptive character. In adopting
a trade name the advertiser should, of course, be careful that
he does not compete unfairly with some one else using such
a trade name, but in adopting a trade-mark he must comply
with certain specific requirements. As will be outlined in a
subsequent paragraph, trade-marks must fall within certain
well defined classifications.

112 THE ADVERTISING HANDBOOK

TRADE-MARKS

What a Trade-Mark may be. The trade-mark law permits
a wide range of material as trade-marks words, figures,
pictures, lines, devices, etc. and combinations of these.

Words that are Prohibited as Trade -Marks. Generally
the words that are prohibited as trade-marks are: (1) des-
criptive words: (2) geographical terms indicating origin; (3)
emblems of societies, associations and orders, flags of the
United States and other countries, flags of states, government
seals, etc.

DESCRIPTIVE, FANCIFUL AND FIGURATIVE TERMS

The reason for prohibiting purely descriptive terms is
plain. The common descriptive terms are the property of
all tradesmen. If one were permitted to register "First Class
and another "High Class" as applied to butter, it would
be possible for a few butter producers to register all the
words that mean high quality, and other producers could not
describe their products without infringing trade-marks.

And yet it is often difficult to draw the line between a term
that is directly descriptive and one that is merely suggestive,
figurative or fanciful. Spearmint as applied to chewing gum,
and Rubber set as applied to brushes, have been denied registra-
tion. On the other hand, words that are apparently as
descriptive as these have been admitted. The decision as to
admission to registration rests with the Commissioner of
Patents, though appeals can be taken from his decisions.

In the case of the classification of Prints and Publications
the practice of the Patent Office has been to allow the regis-
tration of terms that are more directly descriptive than in the
case of other products. House publications and series of
booklets come under this classification, and by registering
these as trade-marks, protection can be assured that is not
afforded by copyright, since copyright does not protect a
mere title.

Better Letters was allowed as a registered trade-mark cover-
ing a set of booklet lessons, though the term appears directly
descriptive. Many names of magazines that have been regis-
tered are directly descriptive.

SLOGANS, TRADE NAMES AND TRADE-MARKS 113

HO save on shoes buy
* for quality, and not
price. Buy shoes that
wear the longest, and
give the greatest amount
of satisfaction in com'
fort and appearance. Buy
Florsheims and you save.

Dollars and up

Florsheim quality is economy.
Look for name in shoe.

The Florsheim Shoe Company

Chicago, U. S. A.

Write for "Styles
of the Times."

FIG. 3. Method of using a trade-mark regularly at the very top of the
advertisement. The advertiser's difficulty here is that his trademark is of
the very complex type. It is safe to say that far more readers will remember
the name Florsheim than will be able to recall such a design.
8

114

THE ADVERTISING HANDBOOK

Fanciful Names. In general, however, the fanciful or
figurative name must be used instead of the descriptive. In
other words, the use of the word must be arbitrary rather than
normal or usual. Hyde-Grade suggests high grade and yet
incorporates the trade name of Hyde, and the combination is
an excellent trade-mark. "High as the Alps in Quality" is
purely figurative and could be registered. Hotel Astor Coffee
and White House Coffee are registerable because merely
suggestive.

Our Big Daily Special

c or Tomorrow, Thursday, Sept. 13rd-

USSOKTKD TCBKtSH LACOOM ttttMft lhi> confection I

Extra Special Wednesday and Thur

FIG. 4. A retailer's method of playing up a slogan. The "penny-a-
pound" suggestion is attractive. It is unfortunate that the name Loft is not
connected directly with the phrase.

Merely coining a word or misspelling a word does not make
it fanciful or arbitrary if its general meaning would be the
usual descriptive one. Thus, if Spearmint is denied registra-
tion, the change to Spare-mint would not help the situation.

Descriptive words may be a part of a trade-mark, though
not the main feature. Thus the Alpha Portland Cement
trade-mark contains the words Portland Cement, which are
common property. The advertiser here can protect only
the design and the word ALPHA.

SLOGANS, TRADE NAMES AND TRADE-MARKS 115

Generic Words Prohibited. Such words as loganberry
juice, portland cement, hard slate, are descriptive or generic
and common property. It sometimes seems hard that an
advertiser shall not have some exclusive rights in such words
when he does all the educational work to make the commodity
popular, but he cannot have such a right. When the logan-
berry drink was first promoted aggressively, the advertiser
felt obliged to use the word Loganberry in advertising the drink
because the adoption of an unfamiliar coined name would
mean spending a great deal of money to tell the public what
the drink was, whereas Loganberry explains itself. So the
advertiser featured the word Loganberry and also the word
Phez, which latter was his own word and one that he could
protect. Despite all his efforts, however, a large part of the
public merely called for a "loganberry" and did not use the
name Phez at all. Consequently, when the druggist ran short
of loganberry juice he could buy a new supply from some one
other than the original advertiser without many people
knowing the difference.

To get around such difficulties some advertisers have made
their trade-marked name a part or the full name of the product.
Example; Munsingwear. This word makes it clear that the
goods are wear, and it has become almost as easy for the public
to call for Munsingwear as for Underwear.

Geographical Names. Geographical names are prohibited
for the same reason that purely descriptive terms are. They
are the common property of many persons and no one has the
right to usurp or monopolize their use. It is the right of
every man in Massachusetts to catch and pack codfish and
sell his product as Massachusetts Cod if he so desires. So any
one may refer to his product as a Detroit-made automobile,
if it is. It would be unfair if any one man had the sole right
to call his fish "Massachusetts Cod/' or any one man his auto-
mobiles "Detroit-made machines."

Fanciful and arbitrary terms may be used. The use of the
word Hoosier to indicate an Indiana-made kitchen cabinet
suggests Indiana and yet does not deprive others of the right
to refer to Indiana as the place of manufacture. One making
refrigerators in Michigan may call them Alaska refrigerators,

116 THE ADVERTISING HANDBOOK

because the use of Alaska is figurative to indicate coldness, not
the place of manufacture. Registration rights might be
secured for " Plantation Peanuts" if the product were South-
ern, but not for "Virginia Hams."

Flags, Seals, Emblems, etc. The reason for not admitting

well known emblems, seals, insignia, etc., to registration as

trade-marks is apparent. It would be an injustice to allow

the symbols of the Red Cross, the Y. M. C. A., the Masonic

speti it backwards Order, etc., to be registered as

t ra de-marks by anyone but the
organizations themselves.

Figures and Devices. Figures
POWDERED MILK or letters may be used singly or in
FIG. 5. An ingenious trade combination unless such combina-

exclusive use if he cares to, but meaning, such as A 1 has. Arbi-
it is made up of the letters that t combinations such as 303, 49,

compose the word Milk and J

doubtless in time will come to 99, and 1001 may be used.

be known generally as a syno- Dpvipps Slioh as star<* triflnfflps

nym for powdered milk. S > * "igies,

etc., may be used if they do not

conflict with trade-marks already registered. But every
advertiser desiring trade-mark protection must have his own
distinctive arrangement of such devices.

Personal Names. Personal names or signatures may be
registered as trade-marks under the 10-year clause, but mere
names are not easy to protect as trade-marks. Every man
named Ford has a right to make automobiles if he cares to,
provided he does not deceive the public and make it appear
that his product is the original Ford product. Both the
names Rogers and Baker are used partly or in whole as trade-
marks and have been imitated extensively. The Walter H.
Baker Company has been successful in one case at least in
compelling an imitator to put on his cartons a statement to
the effect that the package is not from the old firm of Walter
Baker & Co. A more arbitrary trade-mark could have been
protected more easily, very likely.

Names of Persons not Living. Names of deceased persons
have been used freely as trade-marks. There are cigars
carrying the names of George W. Childs and Robert Burns and

SLOGANS, TRADE NAMES AND TRADE-MARKS 117

other famous characters. There is a George Washington
Coffee, and an Alexander Hamilton Institute and many other
similar examples.

Registrations under the 10-year Clause. Trade-marks in
use for ten years and used prior to February 20, 1895, may be
registered even though descriptive or geographical in character.
This provision is generally referred to as the " 10-year clause."
It afforded relief to many manufacturers who had used names
of a descriptive or geographical character until such names had
come to be associated only with their goods. In the case of
Oneida game traps, for example, the name had become so well
fixed in the minds of hunters as identifying the product of the
Oneida Community that the courts protected the owners in
the use of the trade-mark though it is obviously of the geo-
graphical classification.

PROCEDURE IN TRADE-MARK REGISTRATION

Trade-marks may be registered in the United States by
applying to the Commissioner of Patents, Washington, D. C:,
and by following a procedure with respect to filing application,
drawing of trade-mark, etc. The following is a schedule of
costs, which however, does not include an attorney's fee for
searching records and handling papers, and this extra expense
is advisable.

FEES

On filing each original application for registration of a trade-
mark $10.00

On filing each application for renewal of the registration of a*

trade-mark 10 . 00

On filing notice of opposition to the registration of a trade-mark 10.00

On appeal from the examiner in charge of trade-marks to the

Commissioner of Patents 15 . 00

On appeal from the decision of the examiner in charge of inter-
ferences, awarding ownership of a trade-mark or canceling
the registration of a trade-mark, to the Commissioner of
Patents 15.00

On appeal from the decision of the examiner in charge of trade-
marks, on a motion for the dissolution of an interference on
the ground of non-interference in fact or non-registrability
of a mark, to the Commissioner of Patents 15.00

For manuscript copies, for every 100 words or fraction thereof. . 0. 10

1 18 THE ADVERTISING HANDBOOK

For recording every assignment, power of attorney, or other

paper of 300 words or under 1 . 00

Of over 300 and under 1,000 words 2 . 00

And for each additional thousand words or fraction thereof. . . 1 .00

For abstracts of title:

For the search, one hour or less, and certificate 1 . 00

A good attorney will advise other choices of trade-mark if his
search develops that a mark offered is likely to conflict with a
mark already registered. The Commissioner of Patents will
also deny applications if they apparently conflict. For
example, shortly after the termination of the Great War an
application was filed for a trade-mark of the word Victory as
applied to talking machines. The application was denied on
the ground that the new name was a palpable imitation of
"Victor."

Trade-marks must actually have been used in trade before
they can be registered. They must be used on goods in order
to maintain protection, for the object of the trade-mark law is
to protect the buyer as well as the seller, so that when one
buys an article that is perfectly satisfactory and wishes to
buy again, he may be guided by the trade-mark.

The mark must be submitted on a drawing made up in a
specified way, and even if the design does not apparently con-
flict with any registered mark, it must be listed in a publication
of the Patent Office and notice thus given the public, so that
any other trade-mark owner who believes his mark or right
may be infringed by the registration of the new mark may
object, or file "an interference."

The final registration of a trade-mark and the granting of a
certificate does not, of course, establish the validity of a trade-
mark. Many trade-marks have failed to stand the tests of
the courts after having been registered, but as " possession is
nine points in law," so registration may be said to be a strong
point in favor of the trade-mark that has passed through the
regular procedure established by the government.

Registration gives to the owner of the trade-mark broad
protection whereas without registration, the courts have held
that protection is limited to the territory in which the adver-
tiser's goods have been sold.

SLOGANS, TRADE NAMES AND TRADE-MARKS 119

Look under the lid !

Be sure it | aVictrola

Both the picture "His Master's Voice" and the word "Victrola"
are exclusive trademarks of the Victor Talking Machine Company.
When you see these trademarks on a sound-reproducing instrument
or record, you can be sure it was made by the Victor Company.

Being a registered trademark, the word "VictrolaL* cannot law-
fully be applied to other than, Victor products;

For your own protection see for yourself that the instrument
you buy bears these famous Victor trademarks. They are placed
on all Victor instruments and records to protect our customers from
substitution.

Look under the lid. On the portable styles whicL have no lid,
these trademarks appear on the side of the cabinet. One or both
of them also appears on the label of all Victor Records*

Victor Talking Machine Co., Camden, N. J.

Victrola

. 0,9. PAT. OCT.

FIG. 6. How the Victor Talking Machine Company centers attention on
its two trade-marks.

120 THE ADVERTISING HANDBOOK

TRADE-MARK PROTECTION IN FOREIGN COUNTRIES

Page 122 gives some condensed information as to require-
ments for trade-mark registration in foreign countries. If
there is any likelihood that an advertiser will market his goods
outside of the United States, he should protect his trade-mark
rights in other countries before it is too late.

Amendment of 1920. The Amendment of 1920 is somewhat
ambiguous in its terms. The object is to give opportunity for
nominal registration, merely to enable American exporters to
comply with the registration requirements of certain foreign
countries in which no American trade-marks can be registered
unless they have first been registered in Washington. This
registration does not involve any judicial consideration of the
character of the mark registered, and it is possible to register
almost anything. It also provides for an extension of the
benefits of the " 10-year clause." That is, if a concern had
registered the trade-mark X under the 10-year clause as its
trade-mark for one article of its production and later extended
its business to include other articles, it can apply the X trade-
mark to the new articles as well as to the old.

INFRINGEMENT

The test of infringement is whether or not the mark or
package that is declared by the advertiser to be an infringe-
ment is so similar in appearance to the advertiser's goods
that the public, buying in the ordinary way and with
the ordinary amount of caution, would be likely to buy the
imitating goods for the original. The lines of the design of a
trade-mark may be quite different from that of a registered
mark, and yet be so similar in coloring and general appearance
that it would be an infringement.

The proper procedure for one who feels that his trade-mark
has been infringed is to seek the advice of a competent attorney
and present exhibits of the offending mark or package. Every
advertiser should, of course, keep careful records of the first
use of his trade-mark or trade name, by preserving file copies
of packages with date of manufacture, photographs of signs,
etc.

SLOGANS, TRADE NAMES AND TRADE-MARKS 121

ABANDONMENT

If a trade-mark is not used regularly, the advertiser may
lose the right to it through what is known in trade-mark law
as " abandonment." If one abandons a trade-mark, another
may take it up. What constitutes abandonment will depend
on all the conditions of a given case. It depends on intention.
Trade-mark rights survive bankruptcy unless a business dies.
Before adopting any trade-mark that has been used by
another, it is better to get a release or bill of sale, or to be sure
that the mark is not being used in some quiet way by the
original owners or their assigns.

GOOD WILL WITH TRADE-MARK

The courts have again and again decided that a trade-mark
cannot be sold apart from a business. It would be an imposi-
tion on the public, for example, for the trade-mark on a fine
line of tools to be sold to some concern that did not make those
tools at all. Likewise, one who leases his trade-mark to be used
by another on goods of a different manufacture and with
which he has nothing to do is vitiating any rights that he
may have.

NOTES ON TRADE-MARK EXHIBIT

Pages 124 and 125 show some of the best known trade-marks
and names and a few that are not perhaps generally known. A
study of these will give an idea of the great variety possible
and also show the weakness or strength of the design when it
must be run in a small size. This is something that should be
kept in mind in adopting a trade-mark. Nos. 3, 5, 8, 11, 12, 16
and 26 are very distinctive in form. By comparing Nos. 14 and
17 the advantage of having a simple design will be made clear.
As No. 20 illustrates, it is difficult to get a distinctive effect
when the circular form of mark is used with a familiar device
as the keystone which is used by many Pennsylvania firms.
In the case of No. 25 the bell in the center makes a striking
design when otherwise the mere circle arrangement would be
commonplace. No. 22 is an ingenious arrangement of letter-
ing. No. 24 is particularly good, as the beaver illustrates
the name of the product.

122

THE ADVERTISING HANDBOOK

TRADE-MARK REGULATIONS OF FOREIGN COUNTRIES AND APPROXIMATE

TOTAL COST OP REGISTRATION ACCORDING TO INFORMATION

FURNISHED BY NATIONAL ASSOCIATION OF MANUFACTURERS

All Limited Registrations are Renewable

Country

Term,
years

See
notes

Argentine Republic 10 a c

Australia 14 cefh

Austria 10 d e g

Bahamas 14 /

Barbados 14 /

Belgian Congo Perpetual g

Belgium Perpetual e o

Bermuda 14 /

Bolivia 10 a i

Brazil 15 deh

British Central Africa 14 /

British East Africa 14 /

British Guiana 14 /

British Honduras Perpetual p

Bulgaria 10 d h

Canada General Perpetual c

Canada Specific 25 c

Ceylon 14 c e f

Chili 10 a

China (Shanghai) j

China (Tientsin) j

Colombia, Republic of 20 g

Costa Rica 15 a

Cuba 15 a d e

Curacao 20

Czecho-Slovakia 10 b d

Denmark 10 deh

Dutch East Indies 20 eg

Dutch Guiana 20 eg

Ecuador 20 c

Egypt (no statute) filing in Cairo I

Egypt (filing in Mansurah or Alexandria) I

Falkland Islands 14 / r

Federated Malay States p

Fiji Islands 7 /

Finland 10 d g

France 15 c e g

Gambia 14 /

Germany 10 a d e

Great Britain 14 < e h

Greece 10 a g

Guatemala 10 ad

Haiti (expires with U. S.)

Holland 20 eg

Honduras, Republic of Perpetual d g

Hong Kong 14 /

Hungary 10 d e g

Iceland 10 d

India (no statute) Calcutta m

Italy Perpetual d e o

Jamaica 14 c f

Japan (and Korea) 20 eg

Jugoslavia : 10 b d

Leeward Islands 14 /

Luxembourg 10 g

Malta and Gozo 14 a f

Mauritius Perpetual / p

Mexico 20 ceh

Morocco 20

Newfoundland Perpetual /

New Zealand 14 c e f

Nicaragua 10 a

* Estimated.

SLOGANS, TRADE NAMES AND TRADE-MARKS 123

TRADE-MARK REGULATIONS OP FOREIGN COUNTRIES AND APPROXIMATE

TOTAL COST OF REGISTRATION ACCORDING TO INFORMATION

FURNISHED BY NATIONAL ASSOCIATION OF MANUFACTURERS

All Limited Registrations are Renewable

(Continued)

Country

Term,
years

See
notes

Charge

70 00

Norway . ...

a d e

55 00

d g

110 00

Paraguay

110 00

Peru

80 00

Philippines
Poland .

30
10

bd"

65.00
60 00*

Porto Rico

55.00

Portugal
Rhodesia

10
14

a d e
c f h

50.00
110 00

Roumania

65 00

Russia (no filing)

100 00

Santo Domingo
Servia

20
10

a
a d e

90.00
110 00

Siani

75.00

South Africa, Union of

cfh

70 00

Spain
Straits Settlements .

d eh
P

85.00
70 00

65 00

Switzerland

d e g

50 00

Trinidad
Tunis

14
15

ef
e g

65.00
55.00

Turkey

a g

115.00

Uruguay . .

cdh

100 00

Venezuela

30 years

70.00

Virgin Islands

or less
expires

60 00

Zanzibar

with U. S.

75 00

Estimated.

NOTES

a Registration alone gives ownership.

6 Unexpired registrations of the old governments may be revalidated. Also registra-
tions by the new governments may be obtained.

c Infringers cannot be sued until mark is registered.

d Trade-mark must first be registered in United States.

e Under International Convention, citizen of any other Convention country has
priority from home application if filed within four months.

/ Laws of British Colonies follow generally the British law.

ff Registration subject to rights of prior user in such country.

h Registration is only prima facie evidence of title to mark bul; becomes conclusive

after expiration of a certain period.

i Bolivia: Registration compulsory. Foreign goods bearing trade-mark liable to
confiscation unless same is registered.

j China: The regulations for the protection of Trade-marks in China, adopted in
October, 1904, were suspended at the request of the various European Powers.
Pending the promulgation of more satisfactory Regulations, Trade-marks are
being deposited with the Imperial Maritime Customs at Shanghai and Tientsin,
and with U. S. Consuls in order to secure evidence of priority of use.

I Egypt : No statute for registering Trade-marks, but applicant's claim to such is filed
in the Courts at Cairo, Mansurah and Alexandria.

m India : No Special Trade-marks Registration Act exists in India, but it is customary
to register a Declaration of Ownership of the Trade-mark under the Indian Regis-
tration Act of 1908, which registration may be adduced as evidence to prove
exclusive right to the mark.

o Salvador: Registration subject to annual tax. Price includes taxes for five years.

P No Trade-Mark law. Protection secured by advertising.

r Mark must first be registered in a British possession.

124

THE ADVERTISING HANDBOOK

A PRODUCT OF

THE EDISON
LABORATORIES

Time to Re-tire?
(Buy Fuk)

CIGARS

Trade-mark Exhibits.

^WATER-MARK
OF EXCELLENCE

SLOGANS, TRADE NAMES AND TRADE-MARKS 125

WEAR-EVER

LUMIN

TRADE MARK
13

Johansson

ACCURACY

Trade-mark Exhibits.

126 THE ADVERTISING HANDBOOK

Trade-Mark Record. It is not enough for the advertiser to
know that he owns a trade-mark and that he has had it properly
registered. He should maintain a record showing how and
when the trade-mark was used from its very origin. It is
frequently the case that in a suit involving the ownership of
a trade-mark or trade name there is considerable difficulty in
securing tangible evidence of the varied use made of the mark
or name.

SECTION 6

PACKAGE ADVERTISING

Value of Package as an Advertisement. Experienced ad-
vertising men often wonder why apparently so little attention
is paid by manufacturers
to the designing of pack-
ages and cartons that are
of good advertising value.
Some of the best known
products have been put
out in the most common-
place or crudely designed
packages, bottles, or car-
tons. Eventually such
packages or containers
have acquired a large good
will value perhaps but this
value would have been
reached sooner or would
have been larger had the
advertiser at the outset
taken pains to adopt a
package design that would
have given his product the
best opportunity.

This argument is borne
out by the experience of a
hosiery manufacturer who
recently put on the market
a new brand of hosiery
known as BUTTERFLY.
The box itself was an ex-
ceptional bit of art work, being a rich combination of colors that
harmonized with a large butterfly forming the central illustra-

127

FIG. 1. Trade advertisement minus
text showing an attractive hosiery box
and the way it was featured in trade
advertising.

128 THE ADVERTISING HANDBOOK

tive feature. The trade-paper design shown without text in
Figure 1 can give only an approximate idea of the beauty of the
package. But the attractiveness of this package was such that
the trade took the new goods without pressure, believing that
such a package would prove "a good seller." And so it did.
The Whitman assortment of candies in the famous Sampler
box, Figure 2, is a fine assortment, but the sale of this assort-
ment of candies would never have approached the figures at-

FIG. 2. An unusually fine example of package advertising.

tained had it not been for the unusually artistic design of the
Sampler box. This is a duplication of the old sampler cases
used by the grandmothers and great-grandmothers of the
present generation. A test among a number of intelligent
women showed a marked preference for this box of candy over
many others approximately the same price, some of higher price.
Essentials of Good Package Design. What is a good design
for the package containing a manufactured product depends,
naturally, somewhat on the character of the product itself.
What might be exceedingly appropriate for a flour or a soap
might be quite different from a design that would be suitable
for jewelry, hats or shoes. The following considerations
usually enter into the decision :

1. The "sign value" of the design as it may be viewed on the dealer's
shelves, in a showcase or window, or as the product may appear when
in use by the customer.

PACKAGE ADVERTISING

129

2. Selection of the most appropriate colors.

3. Distinctive shape of the design, or exclusive features in connection
with it.

4. Appropriate decoration and lettering.

Examples of Good Design. As an example of good "sign
value," consider the LUX package, a reproduction of which
appears in Figure 3. Though this package is a small one, the
strong, simple lettering and the clear colors of the package
make it stand out on the grocer's shelves. The AUNT
JEMIMA FLOUR package, shown in Fig. 4, is a good example
of how a character may be used to make a package distinctive.

FIG. 3. One can hardly miss seeing the fine display of the name "LUX" if
he glances at grocery-store shelves.

Most canned goods have gaudy labels. The Heinz Baked
Beans can, Figure 5, brings out a cluster of beans against a
plain background and is effective. It really advertises beans!

It may seem that in considering the design of a package
for such a product as Portland cement there is little to be
said, and yet a large cement company may have millions of
cloth sacks going and coming cement sacks being returnable
by the user, as they can be used a number of times. The

130

THE ADVERTISING HANDBOOK

FIG. 4. Use of an advertised character as the chief feature of a package

design.

f BAKED BEANS

FIG. 5. A simple cluster of beans
affords a better decorative scheme
than the usual vivid coloring of
canned-goods labels.

FIG. 6. A plainly lettered
stamp makes even a cement sack
a good "sign advertisement."

PACKAGE ADVERTISING

131

Alpha Cement Company at one time carried a rather complex
trade-mark on all of its sacks, a design that was difficult to
read, especially when the sack became a little soiled. The
Alpha sales and advertising departments reflected that the
sacks gave an opportunity to have several millions of Alpha
Cement signs before the public constantly. People passing
new building work are often curious to see what material is
being used. So, after some tests, the trade-mark design was
omitted as a package feature and the plain, bold design indi-
cated by Figure 6, used in its place. Here the name ALPHA,
which was the essence of the trade-mark anyhow and was the
sign or symbol by which the cement-public bought, is given
strong display and a selling point "The Guaranteed Portland
Cement" is added.

Color principles should be applied to packages just as they
are to be printed matter generally. Dainty products call for
dainty colors. Some of the talcum powders, perfumery
cases, tooth-powders, etc. have cases
or containers that are very effective
from the color point of view.

Other classes of goods need distinc-
tive colors or designs but not necessar-
ily dainty atmosphere. Consequently
such designs as the " checkerboard "
effect of a breakfast food container
have been adopted, because this
makes a package more prominent,
actually makes it look larger. Very
frequently the package displays a well
known illustration associated with the
product. This principle is carried out in the Kellogg Toasted
Corn Flakes package shown in Figure 7, which is not only an
example of a distinctive package but also displays "The Sweet-
heart of the Corn/' which is featured in many of the Kellogg
advertisements.

Shredded Wheat, a competitor of Kellogg's Toasted Corn
Flakes, shows an attractive picture of a shredded wheat
biscuit on the package itself.

The reproduction in one color of the Big Ben Clock package,

FIG. 7.

132

THE ADVERTISING HANDBOOK

FIG. 8. The simplicity of the "Big FIG. 9. The Hires counter keg
Ben" box is its strength. is a peculiarly fitting package for

Hires root beer.

NewYorkDobbs^Coft

FIG. 10. A striking contrast to the usual style of hat-box.

PACKAGE ADVERTISING

133

Figure 8, does not do justice to the color scheme of the original,
a pleasing brown with artistic white trim. Here, again, the
designer wrought wisely in working out a simple, strong
display of the name, which, in a window, will dominate the
names or designs on many larger containers.

The Hires Root Beer Keg, Figure 9, is another fine example
of an appropriate package. The keg is strongly suggestive of
"something good to drink." With its dark coloring and its
neat brass trim, it probably sells more root beer than any
window display or counter advertisement that might be
devised. And yet the container is exceedingly simple as
most effective advertising devices are.

Oystercttes

FIG. 11. A package need not be
large in order to have artistic possi-
bilities.

FIG. 12. This clean looking
carton suggests high quality for
Dixie drinking cups.

Perhaps many hat manufacturers have asked themselves
what could be done to lift a hat-box out of the commonplace.
It is evident from a glance at Figure 10 that the advertisers of
Dobbs' Hats have solved the problem satisfactorily. This
design not only has good "sign value" on the shelf but be-
speaks good style and quality. One would expect to see a
distinctive hat come out of such a distinctive box, and such
an impression is a real advertising success.

The Oyster Cracker package of the National Biscuit Comp-
any, shown in Figure 11, is a further indication of what may be
done to make the label of even the small package of goods
distinctive.

134

THE ADVERTISING HANDBOOK

The Dixie Cup carton, reproduced in Figure 12, brings out the
shape and coloring of the Dixie Cup strongly, and the extreme
simplicity of the lettering makes the name readable at consider-
able distance. Most designers would have worked out a
fancy border for this illustration and filled the corners of the
space with frills of one kind or another. Art work that is

Milk That Keeps
Without Ice

If you could get fresh
milk that would keep its
"just-milked" flavor till you
are ready to use it, and keep
fresh and sweet without
ice it would seem almost
incredible. But it is true of
Klim Powdered Milk.

KLIM

POWDERED MILK

Klim users face no fear* of milk
ihortage, no delayed deliveries, no'
undependable quality; they have no
worries about souring. For Klim
needs no ice it don not sour; it
does not freeze in winter. In any

the same excellent muk awaiting use.

Should you want sour milk, re^
tore-Klim to liquid form and let it
sour naturally. It-makes excellent
cottage cheese.

Leading doctor* tee In powdered
ruffle veritable godsenifor human-
ity. Many hospitals ore already
using Him, at are many schools.

famD " ^dsfmin, PowdLd W,ota
^ ^ cram)> fof drin]dngj for

coffee, for cereals and desserti; Kllm
Powdered Skimmed Milk, for ill
coolant; purposes.. Ox> today aadget
a supply from the nearest dealer.

KLIM is for J *4 all the (tens of th following firm.

Charles & Co. Darnel Reeves, Inc. Gristede Bro*., Inc.
H. C. Boback Co. National Grocery Co.

FIG. 13. When the package design is a strong one it is comparatively easy
to make it an effective part of advertisement display.

symbolic is often most appropriate on a package design, but
unless something of evident appropriateness in the way of
decorative work can be developed, it is a safe rule to adopt a
simple design. It should be kept constantly in mind that a
great many package designs will be viewed at a distance of
from a few feet up to fifteen or twenty feet.

Finally, as indicated by Figure 13, the simple, strong package
design permits illustrations in newspaper and magazine adver-
tisements that otherwise would not be possible,

SECTION 7
ADDRESS LABELS AND PASTERS

LABELS

The address label is a small affair and yet it may be made of
real advertising value. From its very nature, it commands
attention easily, something that cannot be said of many
other forms of advertising. As the advertiser, in writing his
customer's or prospective customer's name is certain of draw-
ing his eye, or his representative's eye, it follows that this
opportunity should be utilized.

Says Printing Art: "Labels are the advance messengers. A
firm is often judged by the appearance of the messenger that
arrives. Nothing except a letterhead, perhaps, carries the
character of the house along with it as publicly as a package
label." And yet it is singular that few advertisers have taken
the trouble to adopt a neat, convenient address label that will
convey a pleasing impression.

The label is a labor-saving and expense-saving device in the
first place. With a good label, the corner card on large
envelopes, cartons, packages, etc. may often be dispensed with
and the cost of printing saved. The label can carry this
address. Furthermore, the label can be put into a typewriter
and directed much more easily than can a thick envelope, a
card or a tag.

The address label can be made a little poster. With ap-
propriate design, appropriate lettering and color, it may make
a pleasing first impression for the advertiser. It is not abso-
lutely necessary that it incorporate an illustration or even a
drawn letter, though most artistic labels are hand-lettered.

The exhibit on page 136 conveys only a general idea of the
possibilities in label design ( Figure 1) .

If labels are ordered on gummed stock, they may be affixed
by merely moistening them. The ungummed label is likely
to curl badly when paste is applied.

135

136

THE ADVERTISING HANDBOOK

5-2*..^ Fact

DIRECT ADVEFITSING

PAPER MAKERS ADVERTISING CLUB

BOX Z&18 BOSTON MASS-

FIG. 1. A collection of attractive address labels.

ADDRESS LABELS AND PASTERS

137

The label of the California Fruit Growers Exchange shown
in Figure 2 embodies a good idea. The label proper has an
attachment and a slip of carbon paper is used to secure on this
attachment, a copy of the address on the original label and

California Fruit Growers Exchange Date _

ADVERTISING DEPARTMEKT

For _ __

City State

Contents of package

By Mail Q Express n Freight n Messenger Q

FIG. 2.

other particulars, so that a record is made of the person to
whom the package was sent, by whom it was sent, etc.

PASTERS

The paster is in the nature of the address label except that
it is complete in itself. It is another form of small poster, and
used with discrimination, may be of real advertising effective-
ness.

Pasters may be used in various ways :

1. On the back of envelopes of regular correspondence.

2. As a means of holding folders or other advertising ma-
terial together.

3. On packages to call attention to a current event, a
slogan, a trade name, etc.

Advertisers run considerable risk by sending out boys to
attach pasters to doors, windows, etc. While during public

138

THE ADVERTISING HANDBOOK

campaigns of very general interest, pasters of good size are
used on automobile shields, store windows, and the like,
ordinarily people object to having their property plastered
with small advertising signs. Like the poster, the paster
must be kept within its proper place or it may do more harm
than good.

PLAN BUILDINGS

NOW

FIG. 3. A series of small pasters.

Figure 3 is one example of a number of " Build Now" pasters
used to stimulate building at a time when the tendency was to
wait.

Figure 4 is a reproduction in black of a paster used by the
Red Cross organization in its annual "Roll Call." This in its

ADDRESS LABELS AND PASTERS 139

original form was about 5 by 5 inches and was in a bright red.
It was designed particularly for pasting on automobile wind-
shields, and hundreds of thousands were displayed that way
during the week of the " Roll Call." Not all were of the design
shown by Figure 4. In fact, a feature of these paster-adver-
tisements is that a variety can be used and the interest of
the reader stimulated by seeing different slogans or appeals.

The " Teaser Paster" forms an important part of many of
these campaigns. During the War Chest campaigns, for

FIG. 4.

example, pasters were used featuring just the phrase " 1 to 31."
The keynote of the War Chest campaign, as it was carried
out in most communities, was the giving by the subscriber of
one day's pay out of the month the argument being that as
the American soldiers were giving all of their time to the
service of the country, the " stay-at-homes " might give at
least one day's pay during each month for the comfort and
encouragement of the boys on the firing line. Then, again,
during the fifth Victory Loan, the first paster-advertisements
carried merely a large V. Usually in these teaser series
several interest-stimulating appeals are featured before the
full message is revealed. If the plan is carried out logically,
there is much to be said in favor of such advertising, for un-
doubtedly the public is inclined to pass up lightly all ordinary

140 THE ADVERTISING HANDBOOK

appeals for contributions no matter how worthy the cause
may be.

Use of Pasters by Boards of Trade. In carrying out some
movement for the benefit of an entire community, the Board
of Trade or Chamber of Commerce sometimes finds it well to
adopt an artistic small paster carrying a slogan or some other
keynote appeal of the movement and to have all members of
the organization use these pasters on their envelopes, packages,
etc. Sometimes as a means of raising funds, these pasters
are sold to all the business firms of the city. Publishers are
not particularly favorable to this style of advertising, but
while it does not perform all that a well-rounded out campaign
will accomplish, it is often just as profitable, cost considered,
as any other form of publicity.

SECTION 8
DEALER AIDS

An important part of advertising campaigns for goods that
are to be sold through retail dealers is that covering what is
generally known as " dealer aids."

Dealer aids are of great variety, according to the product
advertised, and may cover one or a number of the following
items :

j Local newspaper, street-car or outdoor advertising paid for wholly or
partly by the manufacturer.

Samples of goods ready for distribution.

Models, souvenirs or specialty advertisements.

Signs for stores, warehouses, windows, counters, wagons or trucks.

Fixtures, racks or special cases for holding goods or advertising
matter.

Window-display specialties.

Booklets, folders, cards, or blotters for handing out to callers or for
sending to mailing-lists.

Electrotypes for newspaper advertisements.

Street-car cards imprinted with dealer's name.

Letterheads, billheads and envelopes featuring advertised product.

Slides or short moving pictures that the dealer may have shown at
local picture houses or in a special exhibition.

Circular letters sent to the dealer already printed, or perhaps sent
to a selected mailing-list that he has furnished, leaving him the work of
only mailing the letters.

Calendars which may come to the dealer free or for which he pays in
whole or in part.

Syndicate house-organ for dealer's mailing-list.

Memorandum books, diaries, etc., for which the dealer pays in part
or may possibly secure free in small quantities.

Displaying the Campaign to Dealers. Advertisers, in order
to get the full effect of their advertising, place their programs
before the trade as impressively as possible. The usual meth-
od is to have a salesman take around a striking portfolio or
exhibit and go over it with merchants or buyers, emphasize

141

142

THE ADVERTISING HANDBOOK

the principal features, point out the circulation to be given
to the advertising. The chart reproduced in Figure 1 shows
how the extent of a magazine campaign was visualized to the
trade.

. a

21!

<oo

Another method is to use such an exhibit as a whole, or in
parts, as supplemental to a follow-up system on dealers,
using letters, postal cards or other means of calling attention
to the various effective advertisements that the advertiser will

use.

DEALER AIDS 143

Sometimes such an exhibit is made up so expensively that it
is sent to a dealer for only a few days, then recovered and
forwarded to another dealer.

Local Campaigns to Aid Dealers.; Many national campaigns
that appear as a whole to be efficient are really weak hen
their influence or effect on one community is gaged. A nation-
al advertiser of an article of popular use must, as a rule, use
an extensive list of mediums if he reaches an appreciable
number of readers in San Diego, California, or Norristown,
Pennsylvania. The discerning dealer knows this and argues
for a local campaign. Local publishers and other space-con-
trollers aid and abet him in this argument. But to conduct
local campaigns in hundreds or thousands of different com-
munities or sections is expensive, and the advertiser who
undertakes this must use great care or he will spend more in
advertising than his possible sales will warrant.

Many national advertisers insist, and with good reason,
that campaigns in nationally circulated mediums is their
part of the merchandising job and that the retailer's part is
the local advertising. Here, again, so much depends on the
exact nature of the product that no rule can be laid down.
The following examples show the varying practice of represen-
tative American advertisers :

1. Eastman Kodak Company uses national mediums exclusively
in their appeal to the general public.

2. Victor Talking Machine Company uses national magazines,
but also the newspapers in cities running over 10,000 population but
does not attach local dealers' names to the newspaper advertisements
except just before the holiday season.

3. The advertisers of Ruberoid Roofing use national magazines and
also local newspapers, and in the newspaper advertising names the local
dealer.

4. Various national advertisers having a limited number of dealers,
use newspapers that circulate over wide territory, or farm papers that
are confined largely to one state or section, and advertise their dealers'
names.

Basis for Local Campaigns. Should an advertiser decide
that a local campaign is essential to his success, he may adopt
one of the following plans:

144 THE ADVERTISING HANDBOOK

1. Furnish dealers with newspaper plates, street-car cards or posters
but ask dealer to pay for inserting or posting of such advertising.

2. Furnish such material as that described under item 1 and pay half
or some other agreed proportion of the cost of space.

3. Conduct a local campaign in newspapers, cars or outdoor mediums,
place the advertising direct after consultation with dealer or dealers and
stand the entire expense, requiring dealers, however, to handle a certain
amount of goods and laying out the local campaign in accordance with
this agreement.

In such cases the advertiser may advertise only one dealer or
he may use mediums circulating broadly enough to allow him
to advertise half a dozen or maybe a score or more of dealers.
As there is often jealousy among dealers, strategy may be
required in advertising a list of dealers. The names should
either be arranged alphabetically, or according to towns
arranged alphabetically, or else rotated. If some are set in
larger type than others, criticism will probably come from
those designated in small type.

In order to get the greatest possible benefit from such
advertising, it should be as much as possible in accordance
with the ideas or wishes of dealers. The copy may even be
written from their point of view, rather than expressed in the
manufacturers' language. Often, however, retail dealers have
such vague, varied or biased views on advertising that any
campaign planned to represent their ideas must be a compro-
mise.

Referring of Inquiries to Dealers. Most national ad-
vertisers refer inquiries direct to dealers where a dealer is near
enough to the inquirer to give service that is, if the article is
one that is sold through dealers. A few advertisers find it
best to refer inquiries to wholesalers and let the wholesalers
decide which dealer on their list is best equipped to follow up
the inquiry. Many advertisers who sell through whole-
salers have no complete list of the dealers retailing the
product.

The notification to the dealer may be very simple some-
thing like the following, on a postal or post card :

DEALER AIDS 145

Date

We have an inquiry from *

of about

We have answered this inquiry as fully as possible and have told
the inquirer that you will be glad to show our goods and give any
other service that may be required.

Will you please give this your prompt attention. When you have
served or interviewed the inquirer, return this card with the blanks
below filled:

Was sale made ?

What model did customer purchase?

If you could not make sale, what prevented you?

Anderson Mfg. Co., Sales Dept.

Some advertisers find that they can get reports from their
dealers on inquiries. Others, selling a staple article such as
paint or cement, for example, cannot get reports on inquiries
from their dealers to any appreciable extent. In fact, some
advertisers of this class, after answering the inquiry fully and
noting the name and character of the inquiry on a weekly
report sent out to their salesman, refer the original request of
the inquirer to the dealer. They find that the dealer is more
likely to follow up an inquiry of this class when he sees an
original letter or postal card from some one in his own com-
munity. The matter is then left to the advertiser's salesman
to follow up with the dealer if he is so disposed. No report is
required from him.

Where, however, the product inquired about is an article
selling for a good-sized price, like a tractor, an engine or a
kitchen cabinet, for example, it is worth while following up
the inquiry with the dealer and getting a final report from him,
whether by mail or through the salesman's calls.

Where the advertiser has several dealers in the same com-
munity, he must use care in referring inquiries. If one dealer
is aggressive, the advertiser may find it well to refer all in-
quiries to him. Or he may find it best to give the inquirer the
names of all local dealers, leaving it to him to choose with

whom he prefers to deal.
10

146 THE ADVERTISING HANDBOOK

Where the advertiser has no dealer near the inquirer, as is
often the case, he may refer the inquiry to a prospective dealer
on his list and make the inquiry the subject of a good letter
designed to have the dealer handle the goods. In such a case
he will offer, of course, to allow the dealer the usual commission
if he will undertake the sale to the inquirer.

If the advertiser has neither an active dealer nor a pros-
pective dealer near enough to serve the inquirer, his only
recourse is to offer to sell direct to the inquirer or else to
consult a directory, get the name of a merchant or dealer of
the type most likely to handle the advertised goods and cor-
respond with that dealer with a view to having him serve
the inquirer and act as the advertiser's local dealer thereafter.

Advertisers frequently use a direct-by-mail sale as a means
of interesting a prospective dealer, writing him about the sale
and telling him that the commission will be allowed if he will
handle the goods.

Offers to send goods on consignment are used by some ad-
vertisers as a means of getting an account started, but results
are not very satisfactory as a rule. The dealer takes more
interest in goods that he has bought or at least agreed to buy.
When the advertiser carries on the campaign and even supplies
the goods at his own risk, the general run of dealers will be more
or less indifferent as to his part of the program. The consign-
ment plan is one for exceptional situations.

Causes of Waste in Dealer Aids. There are two things to be
guarded against in preparing and circulating dealer aids. The
first is the tendency on the part of the advertiser to feature his
own advertisement so strongly that the dealer is prejudiced
against using the material.

Take signs, for example. Most manufacturers in preparing
a sign make their name or the name of the product as dominat-
ing as possible. Sometimes it may be very well to do this. At
other times, dealers will resent so much emphasis on the manu-
facturer's name. It was for this reason that the Alpha Port-
land Cement Company, in preparing its large sign for cement
dealers' warehouses and general posting, placed nothing on
the sign about Alpha Cement but the bag of cement itself.
The text of the sign was prepared from the dealer's point of

DEALER AIDS

147

view (See Figure 2). The central idea is " Build it of CON-
CRETE" followed by the invitation apparently from the
dealer " Ask us How." The general public is not interested
in cement of itself, but in ways of better building. Therefore,
the sign struck at public attention in its open spot, so to speak.
The invitation of the sign, being from the dealer's point of view,
appealed to dealers more than the signs of most cement
companies, which are merely a flamboyant display of the
name of the product, a feature of no great interest to the public
or the dealer.

CONCRETE

FIG. 2. A dealer sign that features the use of the advertised product and

invites a call.

The second thing to be guarded against is the inclination of
many dealers to ask for much more advertising material than
they will put out to advantage, and also the inclination of the
advertiser's representative to request much more advertising
material for a dealer than he will send out. Heads of ad-
vertising departments have a great deal of trouble with what
they refer to as " hotel requisitions" that is, requisitions for
advertising material made out by the salesman at his hotel
when he has not had a discussion with the dealer about the
usefulness of the material for his territory or had a promise
from him to use it. Whether material is wisely planned or not,
it is folly to send it to a dealer unless he can be induced to take
a favorable attitude toward it.

Most advertisers find it well to cut down the requisitions
of dealers and, before supplying material, to exact a promise
from them that they will use it. This does not eliminate the
waste but reduces it. When the advertiser has a promise

148 THE ADVERTISING HANDBOOK

from the dealer, he has a good excuse for following up the
requisition and finding out whether or not the dealer has
actually used what he ordered.

Large advertisers when sending a dealer signs or window
fixtures usually send the sales representative for that territory
a card reading about as follows:

This is to inform you that

of . .has requested

This requisition has been filled. Please retain this card until you
can return it with a report that the advertising has been properly
displayed.

Sales Manager.

Advertisers of the type of the Burroughs Adding Machine
Co. assign advertising matter to their various branch offices
which in this case form the retail outlet for the product in
accordance with a quota system.

Only by some such means can an enormous waste be pre-
vented. It is notorious that hundreds of thousands of dollars'
worth of advertising material goes out to dealers, either on
their requests or on the requests of manufacturers' or whole-
salers' representatives, only to lie around and go finally to the
waste-paper man. As a matter of fact, much advertising
sent out by manufacturers to dealers is either poorly prepared
or poorly presented, and goes to waste naturally. The
dealer cannot expect to await every day's mail eagerly and to
keep his clerks busy handing out booklets to customers, put-
ting cards in packages or sending circular letters or samples to
a mailing-list, unless the advertiser furnishes material that
appeals and also makes it easy for his plan to be carried out.

WINDOW DISPLAYS AND STORE FIXTURES

This section shows illustrations of a variety of window dis-
play features such as national advertisers furnish their dealers.
These features are sent to dealers as a rule only on specific
request and with a promise from the dealer to exhibit the
display at a certain time, afterwards returning the feature or
exhibit to the advertiser so that it may be sent out again. A
number of concerns now specialize on the creating of window-

DEALER AIDS 149

displays of this character for advertisers, and many attractive
and ingenious features are worked up.

There is great need for simplicity in the arrangement of such
displays and for clear directions about unpacking and erecting.
Often, after an advertiser has gone to great expense and
trouble to get up a window-display of some kind, and has
presented it to the trade, the device seems so complicated when
it arrives that the busy dealer gives it up in despair, puts it
aside until he has more time, with the result that the display
stands a good chance of being permanently shelved.

A company specializing in the creating of window-displays
has this to say with reference to the sending out of such aids :

"As far as our recommendations today are concerned, we try to
get every manufacturer to get a written request from the dealer for
display material. We regard expenditure for display material as
an investment on which the manufacturer should receive -handsome
returns. Certainly no individual would send his money out broad-
cast to purchase stocks and bonds about which he knew nothing and
was only speculating as to whether he would get his principal back,
let alone interest on his investment. Window-display materials
cost real money and when used for investment purposes should be
distributed with the same thoughtful care that the actual dollars
would be."

A window-trimming and display-arranging organization
was once formed with the idea of having branches in different
parts of the country and handling retail-store displays of all
kinds for national advertisers, but the plan failed through
lack of support.

Show Cards for Dealers. A dealer aid of great usefulness
is the window-display card or a card that may perhaps be used
either in a show-case or a window. Generally, show cases
can be used only for cases or containers holding a number of
packages of the advertised product. Many such cases are
designed so that they have display-advertising quality.

The dealer has constant use for good window cards. They
can be simple and inexpensive. Some of the most effective
cards are those printed in only one color or two colors and
with an attachment at the back by which they can be set in a
window at a slight angle.

150

THE ADVERTISING HANDBOOK

In the preparation of window-cards, as well as in the prepa-
ration of newspaper electrotypes, national advertisers fre-
quently make the mistake of giving too much prominence to
their own name or trade-mark. It is better tactics often to
arrange a card something like the following:

Belted Back Coats

will be
popular this season.

Blank & Co. Models

will please
the most careful dresser.

Just the thing
to please her

A Whitman
Sampler Box.

FIG. 3.

DEALER AIDS

151

In other words, cards of this character look as if the dealer
himself prepared them, and this feature appeals to him.

Figure 3 is an attractive window-display card furnished
dealers by a manufacturer of high-grade stationery.

If an advertiser is doing street-car advertising, he can make
effective window-display cards by putting a cardboard " easel
back" to some of these.

Some effective window-card novelties are those that can be
illuminated at night and those that present different scenes as
the observer passes by. These, of course, greatly increase
attention, and naturally a dealer is partial to features that
get unusual attention for his window.

Charging for Dealer Material. Various advertisers have
found that an effective way of getting dealer material used is to
charge the dealer with the whole cost or part of it. This

Victrolas

FIG. 4.

requires strategy, for the dealer is accustomed to getting
advertising material in large quantities without paying even
the transportation charges.

Some manufacturers will furnish circular letters, address
them, and send the material to the dealer for mailing if he
will pay the necessary postage.

Many advertisers have sold signs of such a character that
the dealers feel it worth while to buy them for the sake of their
business as a whole.

152 THE ADVERTISING HANDBOOK

Figure 4 is an example of Victrola signs furnished dealers
by the Victor Talking Machine Company. In this case the
advertiser stands about one-third of the cost and the dealer
pays two-thirds. The fact is that if the dealer were to attempt
buying such a sign himself, the cost would be several times
what he pays through the Victor Talking Machine Company,
for the advertiser in such cases places a good-sized order and
gets a quantity price.

A number of advertisers have sold their dealers a calendar
at whole or part cost. The argument in such a case is that the
calendar is an effective local medium and that the advertiser
makes it possible for the dealer to secure a low quantity price
on the job.

No rule can be laid down about charging for advertising
material. A new advertiser may not be able to do what a
well established firm can do in the matter of collecting part
or the whole cost of advertising matter.

Imprinting of Dealer Name. A feature that the dealer will
insist on, and with some reason, is that his name shall appear
on the booklets, samples, or novelties sent or given out for the
advertiser. It may not always be possible to do this with
such advertising devices as novelties or specialties, but the
advertiser should take care of it when possible. It is usually
feasible to leave a small space on the folder, booklet, blotter,
etc. for the dealer's imprint, and the advertiser will do well, as
a rule, to have this imprinting done before the material is
shipped. Otherwise, his literature will often be stamped with
a rubber stamp or be crudely imprinted.

If, in the case of calendars, samples or novelties, it is im-
practicable for the advertiser to imprint the dealer's name, he
may do well to furnish the dealer a series of imprinted cards
with copy something like the following:

It gives me pleasure to tell you that I have received a limited
number of the American Fertilizer Company's valuable diary for
next year and that I am reserving one for you. Please call for it
within ten days.

John Jones, Agent for Monroe County
118 Main St., Blanktown

DEALER AIDS 153

Where dealers ask for imprinting on expensive novelties,
it is better to explain that these should be given out in person,
so that the person receiving the gift will naturally associate
it with the giver.

Many advertisers do dealer-imprinting in their own offices,
using the multigraph or a job press, and maintaining slugs of
dealers' names and addresses. This has the advantage that a
special lot of material can be rushed out.

Other advertisers prefer to have such work done by job
printers.

HELPING DEALERS WITH DEMONSTRATIONS, COOPERATION
AT FAIRS AND LOCAL EXHIBITIONS, ETC.

Sometimes the most effective aid to a dealer is to furnish a
demonstrator to operate for a few days in his store, to conduct
a plowing test with the advertised tractor, etc.

While advertising in the programs of fairs, exhibitions, etc.,
is usually a good-will item rather than an advertisement of
real force, furnishing the dealer with appropriate material
for a booth or, if possible, having a salesman or demonstrator
aid the dealer in conducting a striking exhibition, may prove
to be a good investment. It is obvious that the amount of
expense must be measured in every case by the good that the
exhibition is likely to do. Unfortunately, many " exhibitions "
are merely money-making affairs planned to give some one the
opportunity to tax local business firms or national advertisers,
and it is not unusual to have clubbing and political methods
used to drag in unwilling participants. The advertiser must
discriminate between the good and the bad. He cannot
avoid some good-will contributions, and sometimes real effort
put behind an apparent good-will contribution will make it
a profitable venture.

LETTERS TO DEALERS ABOUT USE OF AIDS

Getting retail dealers to cooperate with national advertisers
is an art in itself and a subject about which much may be
written. The letter reproduced in Figure 5 is merely a
suggestion.

154 THE ADVERTISING HANDBOOK

The advertiser's and wholesaler's salesmen can do much in the
direction of coaching the dealer to adopt local methods of sup-
plementing national campaigns, especially when the advertiser
furnishes appropriate material. It is often necessary for the
salesman to give the dealer a start by personally installing a
display, putting up a sign or having a mailing-list addressed.

ALPHA CEMENT f

Xt? sled* Hourly * and * G ua r a n t e e d

ALPHA - PORTLAND- CEMENT COMPANY'

Genera 1 Of f ices : EAST ON. PA.

Make Your Postage Do Double Duty

It is of such a size that it will sEp easiy into
so that it will absorb ink instantly.

The blotter links up with the latest ALPHA warehouse and wagon signs, as the design follows closely
the sign design. The four colors attract favorable attention and the list of Service Sheets and Bulletins, together
with the mention of the 96-page practicj handbook, ALPHA CEMENT-HOW TO USE IT. w* bring
you many requests for the handbook and other literature.

Immediately under the wording "ASK US HOW." we imprint the business address of the ALPHA
dealer. Bringing inquirers for literature on concrete work to your office is the biggest thing we can do for you.
Give these people the ALPHA handbook and the Service Sheets and Bulletins on the work they are planning
to do. When hiding out the material, you have a splendid opportunity to inject a little sale, talk about the
building supplies that you cany. The service you give wfll not be forgotten and you wffl reap Ae benefit of this

If you can use several hundred of the blotters as <
. etc.. fjl out the Knei below and mail this letter to in today.

Your, to make 1 920 BOOM

ALPHA PORTLAND CEMENT COMPANY.

Please itoprmt for us several hundred of your new blotters and we will lue them in our daily maS a e-

C oncrete* f o r-Permanetice*

FIG. 5.

The salesman can also do much in the way of coaching the
dealer to follow up inquiries that the advertiser has referred
to him. Most advertisers furnish their sales representatives a
list of all inquiries turned over to dealers, so the salesman can
easily give these his attention.

DEALER AIDS
MISCELLANEOUS POINTS

155

Letterheads, billheads and envelopes bearing the manu-
facturer's advertising are used much more closely than many
kinds of advertising matter, for the simple reason that they
are useful to dealers and get into the mails naturally. The

BROWN BROTHERS

COAL AND BUILDING MATERIALS

216-220 Slid. A=u e
JONESTOWN. PENNA.

Our Guarantee of QcuJitr and our Service

Go with Everything We SelL

PIASTER '
LIME
KORTATl-

: COtOK'ST

RSDTEXTURE,
'BRICK- -... '."

Sf-WEROT*""
FUJB liNJNC- .
F1KEJ5RICK '
METAL lATh
SHWCUES

Do You Like the New Letterhead Design ?

Fran time to time we have received letters from our dealers, asking us if we I)
cut that would be suitable for their use. or if we had any suggestions to make on the i
they were planning to have printed.

We look this matter up with a firm of commercial artists and asked them to design for i
strong but simple design of letterhead for our dealers. This they have done and the two-color
play at the top of this page is the result. Any comments that you may wish to make about the r

Plates of the design have been made up in two sizes: one size suitable (of 8! 2 by I I letter-
sheets and the other size for 6 by 9 lettersheels. This sheet and the one enclosed, show the design
n both sizes and we have printed them in diflerent colors to bring out the results that may be
obtained. It requires two plates for the printing work and your printer can prim your letterheads
in any color that you desire.

We 'dill be glad lo furnish you, without cost, a set of plates of either size. However, if

you want lo use the larger size for printing letterheads and the smaller size for billheads, command
us for both sets. As you know, we are furnishing dealers with a large number of advertising helps
to promote business and these cuts will enable you lo have your printer make up a distinctive-looting
letterhead or billhead-one that wiD stand out from the usual letterhead.
Truly yours.

ALPHA PORTLAND CEMENT COMPANY

Alpha Portland Cement Company
Eaton. P..

If you will send the cuts indicated below, we assure you that ,

Set cuts suitable for 81 S by 1 1 letterheads.

Set cuts suitable for 6 by 9. letterhead..

JIUrcu

FIG. 6. Letter offering dealer a letterhead that advertises the product of
the advertiser. Note panel at right in which dealer can list the principal
commodities he handles.

larger dealers are not so likely to use them as are the smaller
dealers. Figure 6 is an example of such a letterhead and of
the way in which such an aid may be exploited.

Sometimes as a means of stirring the small dealer to action,
the new advertiser will offer to take the dealer's mailing-list
and send out a good circular letter or a lot of samples in the

156

THE ADVERTISING HANDBOOK

dealer's behalf. Some advertisers will use the dealer's own
letterhead for this circularization if he will send the stock.
The weak point about this, however, is that the post-office
stamp shows where the letters were mailed, and something of
the local effect is lost if persons in Richmond, Indiana, receiv-
ing letters over a local dealer's name, see that they were
mailed in Chicago, Toledo or Boston. This can be overcome

broken!

what them?

a word of advice \xy

FIG. 7.

by the advertiser getting the mail all ready for putting in the
post-office and then returning it to the dealer for mailing.

Figure 7 is an example of a simple but effective design for
a dealer aid card or blotter. This is an example of an electro-
type offered dealers by the American Optical Company.

Figure 8 illustrates what is known as a Traveling Display
and is made up of units large enough to dominate most
windows. The cut-out figures in the center are of about half
size. There was some hand-painting on this exhibit. The
entire outfit was packed in strong cases and sent from point
to point.

DEALER AIDS

157

FIG. 8.

FIG. 9. Each of the pigmies features a point about the "Corona."

158

THE ADVERTISING HANDBOOK

FIG. 10. A handsome counter feature.

FIG. 11.

DEALER AIDS

159

Figure 9 shows a very attractive display of the Corona
Typewriter with a few "borrowed properties," which any
dealer can procure. Each of the various little figures held a
card that covered just one of the points of advantage of the
Corona.

Figure 10 is an example of a most artistic perfumery display
feature with a background suitable for counter display pur-
poses. The fixture was about 18 inches long and 15 inches
high. Such a device makes an attractive setting for the
merchandise and sets it apart from other goods displayed on
top of a counter.

FIG. 12. The attraction of a striking window display.

Figure 1 1 is a good example of an electric flash sign and sug-
gests also how such a fixture must be packed. When the
sign is lighted, it gives the appearance of a cozy room in which
the Sonora is the chief attraction.

Figure 12 shows how an attractive window display feature
will draw the crowd on the busiest of streets. The view is that
of one of Lord & Taylor's windows, Fifth Avenue, New York.

A dealer in a small city furnishes the following data with
reference to the number of people passing his store and the

160

THE ADVERTISING HANDBOOK

NEAT LETTERING FOR DOORS AND WINDOWS

We now have in stock some attractive lettered signs, in blue and red, which can
be put on the glass of a door or window by merely moistening the strips and smooth-
ing them out on the glass. When dry they look so much like the woik of a good
sign painter that observers often think it is hand lettering Washing the glass
doesn't disturb the sign after it has dried The words SAND, STONE. COAL,
FEED. LIME, PLASTER ROOFING, SEWER PIPE, are on separate strips,
so that you can make up any combination with the ALPHA centerpiece that may be
desired This card shows the ALPHA centerpiece arranged to good advantage
with the words SAND and STONE.

This new form of sign is sure to draw attention of people to the lines that you
want to feature. Check off the words that you can use to advantage and we will
send you the set by return mail

ALPHA PORTLAND CEMENT CO.

FILL OUT AND MAIL THIS CARD

Be sure to check other side.

Date-

Alpha Portland Cement Co.

East on, Pa. -
Gentlemen :

In accordance with your offer please send a set of your new transparent
signs suitable for doors or windows In addition to the ALPHA centerpiece, we
would like to have the words that we have checked on the other side of this card.

We will see that this lettering is put up promptly.

Name-
Address

(If two of the ALPHA centerpieces can be used to advantage, ask for two.)
FIG. 13.

ALPHA

THE GUARANTEED
PORTLAND

CEMENT

STONE

COAL FEED LINE
PUSTEI ROOFING PI WE

FIG. 14. Part of mailing card shown in Fig. 13.

DEALER AIDS

161

proportion of these who stopped to look at a special window-
display feature :

"The number passing between 8 A. M. and 6 P. M. was 2430, but of
these 1875 glanced at the window displays or stopped to inspect. From
8 A. M. to 9 P. M. the number was 3743,
and 2794 of these looked in, showing that
the lighted windows attracted more atten-
tion than by daylight."

Figure 13 illustrates how " window-
sticker signs" were presented to
building-material dealers. Ordinarily,
dealers object to sticker signs, but if
these can be made artistic or made to
advertise a number of commodities
that the dealers handle, they are
willing, as a rule, to have such signs
on their windows and doors.

FIG. 16.

FIG. 15.

The strips illustrated in Figure 14 were in red, white and blue
and could be arranged in various ways according to the incli-
nation of the dealer or the advertiser's salesman. It is only
necessary to moisten such signs in order to apply them to glass.

Figures 15 and 16 show a compact counter case for the
Conklin Fountain Pen and a counter fixture of particularly
distinctive design for the Venus pencil. The Venus case was
decorated in the mottled green that is characteristic of the
Venus pencil. Such counter cases will largely increase the
sales of small merchandise like pencils and pens.
11

162

THE ADVERTISING HANDBOOK

NUMBER OF DEALERS

In Different Lines in the United States 1918
(Compiled by Buckley, Dement & Co., Chicago)

State

Agricul-
tural
imple-
ments

Boots and
shoes
(retail)

Clothing
dealers
(retail)

Druggists
(retail)

Dry goods
(retail)

Alabama

313

197

750

435

Arizona

Arkansas

132

175

900

340

California

275

1,158

768

1 075

775

Colorado

163

274

272

600

350

Connecticut

575

370

550

500

Delaware

'22

100

District of Columbia
Florida

7
6

101
243

87
169

200
490

110
475

Georgia

438

436

1 000

775

Idaho

151

130

240

100

Illinois

1,404

1,462

1 207

2 900

1 957

Indiana

737

979

781

1 825

900

Iowa

1,309

538

777

1 700

500

Kansas

845

531

495

1 000

425

Kentucky

180

506

372

875

750

Louisiana
Maine

39
92

279
369

237
413

600
400

450
500

Maryland

142

421

259

415

450

Massachusetts
Michigan

44
866

1,507
1,573

844
1,044

1,525
1 500

1,550
1 400

Minnesota
Mississippi \

1,114
14

775
144

605
130

860
675

350
310

Missouri

653

968

761

2 500

1 500

Montana . . .

202

114

149

220

Nebraska

870

500

329

900

200

Nevada
New Hampshire
New Jersey
New Mexico

22
108
26

50
272
1,195
53

39
205
583
34

50
230
1,000
130

50
275
2,000
60

New York

544

3,367

1,570

3,950

3 450

North Carolina
North Dakota

807

357
116

292
146

700
450

500
30

Ohio

847

2,170

1,349

1 475

1 700

Oklahoma

400

297

398

1 275

600

Oregon

128

217

191

400

250

Pennsylvania
Rhode Island

602
1

3,042
205

2,033
94

3,200
250

3,100
200

South Carolina
South Dakota.

15
538

337
154

272
179

475
450

400
75

Tennessee
Texas

104
359

591
453

399
621

675
2 300

660
1 725

Utah

113

116

150

Vermont

161

158

175

Virginia

131

395

430

600

500

Washington
West Virginia

187
46

401
231

437
318

600
325

350
225

Wisconsin

1,019

1,001

648

975

675

Wyoming

Total

15,258

29,445

22,784

43,790

32,472

DEALER AIDS

163

NUMBER OF DEALERS

In Different Lines in the United States 1918 Continued
(Compiled by Buckley, Dement & Co., Chicago)

State

Grocers
(retail)

General
(stores)

Hardware
(retail)

Jewelers
(retail)

Lumber
(dealers)

2,400

7,000

307

225

Arizona . . .

175

300

Arkansas

2,200

5,300

368

250

375

California

7,100

1,800

860

900

750

1,900

825

291

275

525

Connecticut
Delaware

2,800
600

400
400

195
56

260
45

325
100

District of Columbia
Florida

1,400
900
3,950

5
2,500
7,700

36
193
367

100
150
300

25
150
225

Idaho

200
14,800

690
4,800

191
2,099

100
1,675

175
1,900

Indiana

6,900
2,700

3,800
3,400

1,117
1,526

875
925

800
1,800

Kansas
Kentucky

2,500
4,277

2,800
7,400

1,250
463

600
300

1,075
300

2 700

4,500

149

200

205

Maine

1,800

1,350

262

260

460

3,500

2,500

232

240

400

Massachusetts

8,700
4,000

600
2,800

565
1 351

700
830

725
1,250

Minnesota

2,200
1,700

3,200
6,900

1,283
196

625
175

1,325
265

Missouri

6,400
250

5,600
475

1,321
197

900
125

1,200
225 '

Nebraska

1,100

2,000

1,015

500

1,600

Nevada

115

225

New Hampshire
New Jersey . . .

800
8,300

450
1,019

109
529

1.50
575

400
675

New Mexico. . .

200

775

New York
North Carolina

21,000
2,100

3,600
7,500

1,931
332

2,150
250

1,620
370

North Dakota
Ohio

250
10 000

1,500
4,900

610

1 844

225
1 300

800
1 450

Oklahoma
Oregon

2,700
1,100

3,305
960

867
222

460
250

1,200
425

Pennsylvania
Rhode Island
South Carolina
South Dakota

16,000
1,400
1,700
250

7,800
150
4,400
1,100

1,665
72
187
519

1,700
75
150
250

1,550
125
150
575

Tennessee

3,850

6,500

334

250

350

Texas

5,100

6,500

1 217

775

1 200

Utah

500

675

125

Vermont
Virginia

575
3,600

625
7,000

146
330

125
280

350
925

Washington . . . .

1,400

1,300

423

375

400

West Virginia
Wisconsin

1,450
3,200

4,900
3,400

242
1,164

225
625

350
1,200

Wyoming. '

100

265

Total. . .

172 842

147 984

28 979

22 000

30 925

SECTION 9
THE WRITING OF COPY

Important Place of Copy. The great interest manifested
during the last ten or twelve years in research work as a pre-
liminary to advertising, the coordination of advertising with
distribution and with selling practice, etc. has brought about
a disposition to regard the copy part of the advertising cam-
paign as a secondary consideration something that can be
easily attended to by almost anybody when all the ramifica-
tions of the promotion plan have been worked out.

Copy, however, is the advertiser's message, his contact
with his public or the public that he hopes to make his. Unless
the messages are prepared with great thought and skill, all of
the varied preliminary work will come to naught.

It is easy to fill costly advertising space with smooth-
sounding words and nicely balanced sentences. It is easy to
have illustrations of fair quality drawn.

It is quite another thing to have illustrations so strong in
attention-attracting and demonstration quality as to draw
instant favorable attention from the group to be reached, and
it is no easy task to plan a message that will drive home the
advertiser's story and to put it into words that will do this
work with the most efficiency and least cost.

Basis for Copy. As is indicated by other sections of this
volume, good copy cannot be written, no matter what the
skill of the writer may be, until the proper preliminary work
has been done, and the writer has the facts that he may need
about :

The product itself,
Its history,

Materials of which made,
Processes of manufacture,
History of manufacturer or merchant,

164

THE WRITING OF COPY 165

Trade conditions : possibilities for article,
Situation with respect to competitive articles,
Audience: characteristics of, their location, their age, edu-
cation and environment, their reading, living,
and buying habits.

For a more elaborate study of all that may precede the
writing of good copy, see the chapter dealing with Marketing
Campaigns. Of course it does not follow that every item of
this data is essential in every case. It does happen that some-
times a copy-writer is called upon to write advertising matter
for some subject that he knows so well that no investigation
is necessary. Again, it may happen that only a few new facts
are needed.

Questions that the Copy-Writer may Ask Himself. The
requirements set forth in the preceding paragraphs may be
conveniently put into a number of questions that the copy-
writer may ask himself, forming a safe quiz as a copy-writing
preliminary.

1. Just what am I selling or trying to make people believe?

2. What point or points about it should be emphasized?

3. To whom must I address myself? Where do they live and how
do they live? What are their ages, their environment, their education,
their sex, their reading, living, and buying habits?

4. What shall I incorporate in the headline or first sentence of my
appeal?

5. Will illustration help my message? If so, what style and size is
most suitable?

6. What medium is to be used in presenting the advertisement?

7. How large shall the advertisement be? Is it best to tell the entire
story in one large advertisement or to give a point or two at a time in
smaller advertisements?

8. What style of appeal and language is likely to be most effective?

9. Is my audience so varied that I must have different appeals for the
different groups that compose it?

10. What action can I reasonably hope to get from my readers?

11. How can I make it easy for that action to be taken?

12. Is there any way by which I can key or check the effects of this
advertising?

13. How shall I support and follow up this advertising?

14. How can I experiment or test my appeal before spending a con-
siderable amount of money on it?

166 THE ADVERTISING HANDBOOK

Copy should, of course, be written with the strictest regard
for the advertiser's marketing plan, so that it will reflect what
he is really offering to do, will appeal to the consumer, dealers,
dealers' salesmen, perhaps wholesalers and wholesalers' sales-
men and even to the manufacturer's own sales manager and
salesmen. Unfortunately a great deal of advertising is
ineffective just because it was prepared and inserted without
due regard for the many classes of people it was supposed to
help or because it did not fit the selling plan of which it is a part.

Considerable that has appeared in preceding sections of
this volume will aid in forming intelligent answers to the fore-
going questions. In following pages there is a detailed con-
sideration of various factors of copy- writing that bear on the
fourteen items listed. Such large topics as Illustration are
dealt with in other sections of the book.

Analysis of Copy Subject. The trained advertisement-
writer works much as a good newspaper reporter works. He
goes into his subject, picks it apart so as to determine what
there is about it that will interest the particular type of audi-
ence that is to be addressed. If the product is a washing
machine he will want to know all the good features of the
machine and try to understand how these will appeal to
women. In doing this he should not trust entirely to his own
mind but should get women to inspect the machine and get
their impressions and questions. Then he will be in the best
position to decide what points shall be featured as the major
points of the appeal and which as secondary points. He
may find that an instalment-payment plan, the so-called "Club
Plan" of buying, may prove so attractive that the leading
appeal of the advertisement will be "You can now have one
of these wonderful Elmira Washers at only $2 a week." Or
it may be that a distinctive selling point of the machine should
be made the chief appeal: "The only washing machine that
forces the dirty water away from the clothes." Possibly he
may have to write advertisements for some communities
where people are not generally convinced of the desirability of a
washing machine and use an appeal that will emphasize how
the Elmira Washer saves not only hours of hard, back-breaking
labor but the clothes also.

THE WRITING OF COPY 167

The copy- writer's work may, therefore, be said to cover:
(1) gathering all the pertinent information; (2) deciding
which shall be used; (3) arranging appeals or arguments in
their most effective order, if a number are to be used. In
the case of the product referred to, this might possibly be the
following arrangement:

1. Distinctive feature of the machine used as an attention-attractor.

2. Elaboration of this feature in a logical and convincing argument
for the purchase of such a washer.

3. Convenient or easy purchase plan.

4. Strong closing suggestion, so as to induce action.

THE VARIETY OF APPEALS

As is pointed out in the chapter devoted to the Psychology
of Advertising, the range of human motives or instincts is a
very wide one. Sometimes general charts are made up to
suggest helpfully what a copy-writer may use in the way of
appeals. But a chart to cover every subject must be so
general that its very wide range is almost confusing. Time-
saving, and money-saving, for example, are two of the most
common appeals made in advertising copy and yet these mean
nothing to the purchaser who is looking first of all for a stylish
shoe. Cleanliness and purity mean much in food advertising
and nothing in selling a motor boat.

Here are some of the most common appeals used in advertis-
ing: money-saving, time-saving, style, pleasure, convenience,
comfort, luxury, healthfulness, personal pride, service,
strength, exclusiveness, distinctive package, distinctive plan
of payment, striking color, pleasant taste, agreeable tone,
delicate odor.

Figure 1 is an example of a copy chart showing the different
appeals or points that entered into one campaign that for
the Fourth Liberty Loan. In this case the audience appealed
to was such a large one that a variety of appeals was used,
some for one group of readers, others for another.

Unless a writer, after gathering the full information needed
is very clear as to just what appeals should be made or what
selling points should be featured, he may do well to prepare
such a chart as the one depicting the appeals of the Fourth

168

THE ADVERTISING HANDBOOK

Liberty Loan. Often charts are a decided help, not only to
the writer of the copy but to employers, committees and others
who may be interested in seeing what the motive of the copy is.

FOURTH LIBERTY LOAN

NEWSPAPER ADVERTISING

DIRECTOR OF PUBLICITY

R.E.NORTON

COPY

JURY

H.C.BROWN M.F.HANSON ALDEN MARCH J.T.SPURGEON|

COPY COMMITTEE

G.E.GABLE T.J.MULVEY LEPASCHALLJ

ANALYSIS
Where the billions
go

FIG. 1.

Copy-writing cannot, however, be reduced to mere charts
any more than oratory, story-writing or newspaper-writing
can be. In one case, very interesting and effective copy might
be written with the history of the founder cf the business or
the development of the business as the main appeal. In
other cases such an appeal might be decidedly tame.

THE WRITING OF COPY

Where is John MTormack?

Where is John McCormack? In Australia? Yes-but his
greatest gift to humanity is never further away than the nearest
Victrola. Victor Records by the world's great artists represent
moments of inspired achievement, and contain not only the
notes they sang or played, but their very intent. When you
hear their Victor Records on the Victrola you hear the great
artists exactly as they themselves have chosen to be heard.

Victrolas $25- to $1500. New Victor Records on sale at all
dealers on the 1st of each month.

Vidro la

Victor Talking Machine Co. SscfiSrtar

VICTO* TALICIN&MACH

Camden, New Jeney

FIG. 2A.

170

THE ADVERTISING HANDBOOK

Look at this for a program!

It is possible on the Victrola only ! For
only with Victor Records on the Victrola
do you get the subtle shades of color, tone,
and interpretation which mean pre-emi-
nence. When you hear Victor Records
played on the Victrola, you hear precisely
what each artist heard and approved as his
or her own work. Any other combination
must necessarily be less than the best.

Be sure you get a Victrola and not an
imitation. $25 to $1500. Victor dealers
everywhere. New Victor Records demon-
strated at all dealers on the 1st of each
month.

VIGTROLA

Victor Talking Machine Co*

Camden, New Jersey

VICTOR TALKING MACHINE <

FIG. 2B.

THE WRITING OF COPY 171

Very often the starting point of an advertisement is a striking
photograph, an appealing drawing, a news item, an incident,
the experience of the user of a product, or some other such
basis which necessitates that the secondary matter be some-
thing to harmonize with the leading thought.

These Victrola advertisements in Fig. 2 are based on a high-
class musical program such as Victor artists make possible,
and the personality and popularity of one Victor Artist.

These two exhibits are fine examples of how copy ideas
somewhat apart from the product itself but dealing with its
service can be worked up into effective appeals. In the one
case the popularity of John McCormack is used as the " point
of contact" with the public. The other advertisement is built
on the simple but effective copy idea of the high-class musical
program, from which starting point the conclusion is built up
that such a program at its best is possible only by the use
of the instrument that the artists chose.

SIMPLE FORMULA FOR EFFECTIVE ADVERTISING

Probably the most simple formula for effective advertising
ever written was that devised mainly by the George Batten
Co. The Batten Company declared that to be effective an
advertisement

Must be seen,
Must be read,
Must be believed,
Must be remembered.

The first requisite makes it necessary that an advertisement
have such an attractive headline, illustration or general ap-
pearance that it commands attention, and this involves some-
thing more than copy.

Attention may be earned by many different appeals to the
eye and mind. The eye is the window of the mind so far as
printed advertising is concerned. Action (depicted or actual
action), art, color, contrast of values in display, personal
interest, may all prove effective in securing attention.

172

THE ADVERTISING HANDBOOK

The second requisite means that the copy must be so in-
teresting or appealing as to hold the attention of the reader
that has been for the moment secured.

To induce the reader to believe is perhaps the most difficult
of all the requirements. To accomplish this the copy must be
just, must be convincing, must be satisfying.

Finally if the reader forgets what he saw, read, and for
the time being believed, the advertiser is not helped. So

"And a can of White House Coffee, please.
No! I must fiave White House ^nothing*

have become accuitai
the Miperior qualities of

White House -* s "

Coffee and Teas

Never sold in bulk, but in this all-tin package. A
picture of the White House on each tin. An un-
broken label is our guarantee ami your protection.

DWINELL- WRIGHT COMPANY

BOSTON-CHICAGO

FIG. 3. This advertisement begins with a "conversational opening" that
is very appropriate for the illustration but the copy appeal is not pointed.
Every advertiser of coffee argues for goodness and economy. More empha-
sis could be placed on the all-tin package.

there must be something about the message to impress the
reader. Then if the proposal of the advertiser is not some-
thing to be acted on at once, there will remain on the mind an
impression that will help the advertiser later. Some sub-
stitute "must cause reader to act" as the fourth requisite,
rather than "must be remembered." In some kinds of
advertising immediate action would be more desirable than
remembering. The product and plan of selling determines
this.

THE WRITING OF COPY 173

CENTRAL COPY IDEA

There are many campaigns in which each advertisement is
a separate unit and where nothing is to be gained by having a
connection among the various pieces of copy. Much retail
advertising is of this class. In many other cases, however,
there is a product to be advertised possessing a strong feature
that should be emphasized in all advertisements. The leading
feature or point may not necessarily be connected with the
product but may be a feature of the advertiser's business
the location of his store, his plan of selling, etc. Illustrations
are found in Ivory Soap, which has been advertised consistently
as being 99.44 per cent, pure and as being a soap that floats.
Throughout all the advertising of the Buick Automobile the
" valve in the head" feature has been wisely exploited. The
Larkin Company, on the other hand, features the " Factory
to Family " point in all Larkin publicity. The advertisers
of the Bundy Steam Trap keep hammering on the fact that
the Bundy is operated by the force of gravity has nothing in
its general principle that can go wrong.

Details may be forgotten but these distinctive features of the
advertiser's product or of his plan of selling can be so impressed
on the minds of readers that they will remain.

A series of advertisements carrying a central thought has a
cumulative effect that separate advertisements do not possess.
Suppose, for example, that an advertiser was the originator of
the kitchen cabinet. He may keep repeating this in such a
way as to carry the suggestion that as his product was the first
article of its class there has been the greatest chance to work
out improvement, to secure the important patents, to test
every feature through long experience, etc.

To have much effect the central thought must be a point
of real value. The advertiser who merely repeats that he was
" Established in 1848" is featuring such a commonplace point
that he is not likely to make any great impression. If he in-
troduces a little novelty into this and runs the phrase as "For
Fifty Years America's leading manufacturer of Hickory
Furniture" he has a better chance.

174

THE ADVERTISING HANDBOOK

Four Reasons Why You Should Buy
The Noiseless Typewriter

I It is durable- - -
2 It is speedy - - -
3 It does beautiful work
4 // /s noiseless

THREE of the four reasons given fact, stenographers wno use The Noise-

1 above might be called common to less Typewriter will tell you that they

any good typewriter But the fourth can do more work and better work on

is exclusively a Noiseless feature. it than on any other machue they have

that sets this wonder ever UBed -

--Ti.t

machine above

other and makes it indeed "The f

writer Plus." After all, in

of progress, why should any

noisy typewriter >

Sometimes a busi
that he realizes the value of The!
less Typewriter but his only

MriftJen Typewriter brings you '

""^^i^^

In answer, we need but pom,'
thousands of machines that ha,'
in constant daily -use for four.
And to the list of

Reasons No. 2 and No. 3 a'
easily demonstrated. A.

j-gcsffKassi

(a) (W

FIG. 4. Three examples that illustrate how the advertising of one firm may take
lifferent styles. The "Rattle Nois "
use of humor in advertising. The

different styles. The "Rattle Noise' ' picture (a) is a good example of the appropriate

example telling the story of "Number Nine" (6) is

an adroit appeal to the ambitious stenographer. The other example (c) is a plain
" Reason Why" advertisement. All are excellent of their kind. It is probably not easy
for even the advertiser to say which style is the most effective. The humorous style
may be unusually effective for a year and then prove tiresome. Likewise, the plain
reasoning may become tiresome after a year's campaign.

THE WRITING OF COPY 175

STYLE OF COPY

Advertising affords room for a great variety of copy. No
one style is suited to all the many products and services that
are advertised. The advertiser of homes and investments can
hardly adopt the colloquial style that may be very effective
with tobacco and shaving cream. That which may draw a
crowd to the circus or a breezy show might draw a crowd
to a bank but a crowd with a different purpose and one that
might wreck confidence in the bank. And yet this does not
mean that bank advertising must be staid or necessarily
always serious. It may be cordial and direct but should
not be flippant or sensational.

The best study of style in advertising composition is found
in the pages of leading magazines and newspapers. The variety
is so great that all of the pages of this Handbook might be
filled with examples of different styles without exhausting
the subject.

Some of the most familiar classes of copy are :

1. The colloquial, personal or cordial style, which closely resembles
oral conversation, the advertiser using "You," "I," and "We" freely
and addressing himself very directly to his audience.

2. The explanatory advertisement that in a plain, matter-of-fact
way gives the most essential or interesting information about a product
with no attempt to weave human interest into the description.

3. The story style of advertisement based on an incident or an
experience.

4. The news style of copy, which takes as a starting point something
of current news value.

5. The argumentative, or reasoning, advertisement which may start
out with a heading such as "Ten Reasons Why You Should Buy the
Leland Tractor."

6. Copy that does its work largely by inference or suggestion rather
than by full explanation, a detailed story, or by complete reasoning.

7. The extremely conservative or dignified style of advertising illus-
trated by the hand-lettered announcements of high-class jewelry stores,
consisting of perhaps only a sentence.

8. The humorous style of copy, which seeks to convey a message
through entertainment.

No one of these styles of composition is sharply separated
from the others. An advertisement may, for example, have
a humorous beginning and a serious or earnest ending. An

176

THE ADVERTISING HANDBOOK

- Gooa T- ,$*. v - - O l /VS' " , -

^j&O&^t"***

-5*rft*e-i*.-rf

California Service Restored

The Pacific Limited is a

a the Chicago,

e Pacific Limited s again n servce va te
Milwaukee & St. Paul Railway to California.
Leave Chicago (Union Station) io: 4 j a.m.
Arrive San Francisco 8:30 (third morning!)

FIG. 5. In the Pacific Limited advertisement advantage is taken of the news value
of the restoring of California service. In the De Laval specimen the cows are made to
present argument in favor of a well known cream separator. The De Laval Separator
Company says that it has reason to believe that the change in style of copy proved to
be an effective change, temporarily at least.

The Lily Cups example is a most unusual example of novel presentation. After a
campaign of this reminding style of copy the advertisers of Lily Cups used a more edu-
cational appeal. Very likely their original purpose was merely to arouse interest.

The Whiting-Adams advertisement is an example of far-fetched humor. While it
may be true that such copy may get attention, it is difficult to see how the imoression
of the appeal will help the sale of the advertised brushes.

THE WRITING OF COPY

111

Why don't you let your
^"Qgrapher earn her salary?

typewriter stands dle

MONOGRAMMED
STATIONERY.

-on te type,
,r stenographer produce
typewnting or othef lm

WE Do Nor FOLLOW
THE PREVAILING
CUSTOM OF EN
GRAVING NEW
MONOGRAMS FROM
DIES BELONGING To
OTHER -PATRONS.
BUT SUBMIT NEW
AND ORIGINAL
CREATIONS To
EACH INDIVIDUAL

I though,

lP nc

bnomjca) bas.s-save a ,
Jvery letter Get conv en
"8 end of letter wntmg
nd mto the

h.scorrespon.
correspondence

|r business i a "difTerent"
.Perts on office organiza '
monstrate that i t not
?aphone

FIG. 6. The Dictaphone advertisement is a fine example of the earnest, argumenta-
tive style headed by a fine illustration and a forceful headline. Observe the final
paragraph of the text where the reader is urged to telephone or write.

The Kodak example illustrates the effectiveness of a simple sentence when handled
in a distinctive way.

The Caldwell announcement is a brief, pointed statement in a dignified setting.
12

178 THE ADVERTISING HANDBOOK

appeal may begin in the story style, to gain interest, and end
with plain reasoning for the product or service advertised.

He is a keen copy-writer who knows when a given style fits
a situation. Humor has been used with success by only few
advertisers. It has its place and may be unusually effective
when properly used, just because it is so rarely used. And yet,
injudiciously used, its effect might be serious.

COMMON WEAKNESSES OF COPY

Bearing in mind what has already been written, the in-
experienced copy-writer should look out for the following
common weaknesses of copy:

1. Excessively formal language. Messages headed " An-
nouncement" or "Notice" that should be started with some-
thing of more interest.

2. Hackneyed language. "Best in the world," " absolutely
guaranteed," "the most wonderful bargains," "Come early
and avoid the rush."

3. Exaggerations. While it may be true that much exag-
geration is effective, it is certainly also true that a great deal
of exaggeration defeats its own purpose. As has been stated,
the most difficult thing in advertising is to get the reader to
believe. Frank, fair statement is the only safe course for
the advertiser who hopes always to retain public confidence.

4. Wordiness. Language that covers much space but
really conveys little meaning.

5. Lack of interest. It is no easy thing to fill space with
copy of good interest value, and yet if the advertiser contents

FIG. 7. Four extremes in copy styles. The Corbin example shows a dark
street of a great city at night and leaves the mind to work out the thought that
Corbin locks provide the safety. "Saving the Money That Slipped Through
Their Fingers" is a good example of the thickly set copy written in the story
style. When a story of this kind looks interesting enough it will be read
notwithstanding the great length.

The Goodrich example illustrates the inadvisability of adopting a com-
plicated idea as a basis for copy. So many things are shown here that it is
difficult for the casual reader to learn what it is all about.

The Cleveland Plain Dealer advertisement is much better than the
average of a great deal of publishers' advertising that merely brags about the
mass of advertising carried. The argument is by no means conclusive, how-
ever, and the text suffers by being presented in such a choppy manner.

THE WRITING OF COPY

179

I Sa\ ing the Monc>' That Slipp
Their Finirers

FlG. 7. (See comments on page 178.)

180 THE ADVERTISING HANDBOOK

himself with a message of low interest value, he loses his
opportunity to a large extent.

6. Vagueness. Many advertisements are faulty in that no
real point is scored. The message is just a mass of words,
smoothly put together perhaps but meaning nothing. It is a
common fault of people that they can talk glibly but say
nothing that others wish to hear. Advertisers have the same
failing.

Often the advertiser must be as elementary as if he were
dealing with children if he would be clearly understood by all
of his audience. This is illustrated by the fact that people
often will not understand a " Paint" sign as meaning a newly
painted surface. Therefore, painters must make their signs
read " Fresh Paint" or "Wet Paint" in order to convey an
effective warning. There is no such thing as being too clear.

7. Generalities instead of Specific Statements. This is the
most common of all weaknesses in advertising. "The best
shoe on the market." Why is it the best? Has it more
style, more comfort, greater wearing qualities, and how does
it happen to have such qualities? That is what the public
wishes to know. Maybe there are thousands who will believe
the statement that "Somebody's Tires are Good Tires," but
the message is more likely to be believed if the advertiser tells
something about material used, methods of making or gives
some proof, experience or assurance that the tires do give
unusually satisfactory service.

"Richest ice-cream on the market" does not make the defi-
nite impression that is conveyed by a statement about the
percentage of butter-fat contained in the cream.

An advertiser has remarkable faith in his public if he thinks
that such a statement as "We use the greatest of care in
making and inspecting our machines" will be believed. If
he can truthfully say that every machine passes ten tests for
perfect working, his chance for being believed is largely
increased. "Finest of raw material" does not mean as much
when applied to cutlery as "Every blade of Swedish steel."

One of the most difficult kinds of advertising to write is that
solicting money for charity. Yet when a New York news-
paper published a page giving the details of "New York's

THE WRITING OF COPY

181

"How Do You Do,
Mr. Riley?

"Onct when I was ist a little girl only four years old
mother and I were down town and I saw you not far
away. I broke away from mother, ran up to you and
said, 'How do you do, Mr. Riley?' I shall never forget
the wonderful smile on your face when you turned and
saw me, a tiny little tot. You bowed and spoke to me
as though I were a queen, and when I told you I knew
'most all of your child 'rhymes and enjoyed them very
much, you were as pleased as if some man-of-letters had
complimented you. That, Mr. Riley, is one of
my .finest memories."

So wrote a grown-up little girl to James Whit-
comb Riley.

Are you giving your children the precious mem-
ories of the beautiful .poems? Will your children
be able to say "My mother read me Riley when
I was a child and 'The Raggedy Man' "and
'Little Orphant Annie' have rejoiced and com-
forted me all the days of my life."

JAMES WHITCOMB RILEY

has passed on and the grown-up world mourns. la the
hearts of the little children is a void that cannot be filled
but that can be forgotten .by the reading and re-reading
of these simple and childlike poems.

No more does Uncle Sam's postman stagger under the weight of
10,000 letters the tribute of the children of the world to their Uncle
Sidney (James Whitcomb Riley) on his birthday. Riley has passed on
but his work lives. You can read it to your children and enrich
their lives and yours for all time.

Those of us who have missed things in childhood missed learning to ride or to swim feel that there is a
lack that can never be made up. Even more is this so with things of the spirit. The child whose imaginat
has been enriched by the beauty and charm of Riley, carries a treasure to old age -a treasure hard

From the little girl who said she felt all alone without him to the President of the Unite
pays him tribute, Riley is in all hearts big and little.

HIS HEIRS DESIRE ONLY A SMALL ROYALTY

The Heirs of James Whitcomb
' ; of Mark Twain, and said
their royalty so that we could
omb Riley in the homes of all

we are able to make this complete set of all Riley's
ties and -a biographical s

"pass on to you

get later on.
States, who-

. imes Whitcomb Riley came to us. as the pub-
ers of Mark Twain, and said that they would be glad to
ace the works of James

Whitcomb Riley would have liked. This s.

HARPER. & BROTHERS

and beautiful illustrations by Howard Chandler Christy and
Ethel Franklin Betts some in full color some in two colors,
and some in black and white.

The limited edition of Riley's complete works sold from Jus
to $1750 a set. Yet you can have your set for less than one.
fifth the lowest price made before.

The generosity of the Riley heirs and the
sources of Harper and Brothers give you a rare / iiMn t
opportunity. Don't miss it. Send the / MDTHEB

5tX money "* *- - m /J^-

1S17.1917 NITW VORK / e.m;ntioa the

FIG. 8. The introduction of the Riley story here brings out the quality
character of the Riley books as perhaps no mere general description of the
volumes could do. This style of book advertising has become very popular
in the last few years.

182 THE ADVERTISING HANDBOOK

100 Neediest Cases," a total of more than $100,000 was sent
voluntarily. The public was deeply interested in the details
of the different cases, though exact names and addresses were
concealed. These specific facts built pictures in the imagina-
tions. Had the New York Charity Organization published
merely the general statement that " Hundreds and thousands
of families right here in our own cities are in dire need of the
necessities of life" the statement would have been too general,
too common, to make an impression that would have brought
results.

8. Unfairness to Competitors. The reading public is likely
to side with competitors or to be suspicious of the advertiser
who is too ready to attack competitor's claims. Generally,
arguments with competitors should be kept out of public
appeals. If they become necessary, the advertiser's argu-
ment should be presented with the utmost fairness.

Informing Copy and Reminding Copy. The classifications
of advertising copy might be extended to a hundred or more.
There are, however, two rather distinct classes, the informing
kind of copy and the reminding kind. The first has an edu-
cational mission. It gives the facts, usually in detail. It
attempts to prove a case. Reminding copy, on the other
hand, works by inference rather than plain or detailed state-
ment and depends on repetition to a large extent. It is a
well known fact that people prefer the commodities that are
familiar to them whether they know anything about the merit
of the articles or not. Given a choice between a Robert
Burns cigar, a nameless one, and a cigar carrying an unfamiliar
name, all offered at the same price,in most cases the smoker
will take the cigar that he has at least heard of.

Sometimes there is" very little information to be given con-
cerning an article. In such a case the advertiser depends on an
attractive name or slogan and on reminding readers. Most
cigarettes are advertised in this way. So are many soaps,
coffees and like articles.

Where there is any kind of interesting information that can
be given, an advertiser should inform as well as remind, even
though his informing is done very concisely. Merely the word
Charms is worth something to the advertiser, but when the

THE WRITING OF COPY

183

&/> Postal Life Insurance Company
pays you the Commissions that
other Companies pay their agents

rrHE POSTAL LIFE a the only Company that opens its door* to the

1 public so thai those desiring sound insurance-protection at low cost can

deal directly for it, either personally or by correspondence.

Whether you call or write, you make a guaranteed saving corresponding

to the agent's commission the firt year, less a moderate advertising charge.

In subsequent years you get the Renewal
Commission other companies pay their agents,
namely 7^%, and you also receive an Office-Ex-
pense Saving of 2%, making up the

STRONG POSTAL POINTS

POSTAL LIFE BULBING

K Nassiu Street. New York

Guaranteed
In the Policy

Annual
Dividend c

Begin ni nir at the close of the second year, the POST Al, pays <
beiide., depending on earnings as in the case of other companie.

Such U the POSTAL,
convenient, or write now

POSTAL LIFE INSURANCE COMPANY

WM. R. MALONE. President
35 Nassau Street. New York

Assets:

$9,500,000

See How Easy It Is

In writing simply ay : Mail me insurance-
particulars for my age as per advertisement, in

in your letter be sure to give
/. Your Full Natnc.
2 Your Occupation.
3. The Exact Date of your Birth.

Insurance
in force:

FIG. 9. An advertisement that proved to be more effective for the Postal
Life Insurance Company than any human-interest style of copy tried. Here
the copy treatment is based on the use of the mails, well illustrated by the
mail pouch, and the commission-saving argument. This advertiser's ex-
perience illustrates that human-interest copy is not always required.

184 THE ADVERTISING HANDBOOK

advertiser makes it known that his Charms are dainty fruit
tablets and that they are obtainable in handy 5-cent pack-
ages of raspberry, orange, lime, grape, and other flavors, his
advertising becomes more than name publicity.

Human Interest. Human interest is a broad term. In
advertising copy it may mean tying up advertising informa-
tion to the experiences of users of the advertised product,
giving actual names and details, using photographs of newsy
events, interesting applications, etc. It may mean going
into the history of products and processes and making use
of whatever romance and interesting data may be available.
Human interest may mean the use of conversation, real or
imaginary, as a means of putting more life into information that
otherwise might seem dry, abstract, and wholly commercial.

Pictures, naturally, enter largely into human-interest copy
but it is not the purpose of this chapter to deal with the illus-
tration of advertisements.

The advertisement of the Riley books, Figure 8, is one good
example of human-interest copy. In years past books were
described in advertisements just as books. There was no effort
to throw around them something of the personality of the
author of the books or to tell bits of the stories that the books
contained. But a woman, in advertising the O. Henry books,
hit upon the plan of having each advertisement start off with
a dramatic incident of an 0. Henry story. The great success
of that style of copy changed the selling of sets of books.

J. K. Fraser, with his cute Spotless Town characters and
rhymes, threw life into the advertising of a cleaning preparation
that otherwise would have been a prosiac commodity. Frank
Crane, Elbert Hubbard and many others have been unusually
successful in weaving human interest into advertising.

In spite of the great increase of human-interest copy, how-
ever, there are cases where plain, undramatic, argumentative
presentation of the merits of a product or a service has been
more successful than any of the more showy styles of advertis-
ing. An example is afforded in the Postal Life Insurance
advertisement shown in Fig. 9. The conclusion, then, is
that different kinds of commodities require different kinds of
copy. And it is also true that commodities often require

THE WRITING OF COPY

185

ffiSSS

3 Million
Cold Feet

Every third family of the
million who read The
Delineator buys a hot-water
bottle each year. Four and
a half people nine feet to
a family, a total of three
million cold feet for manu-
facturers of hot-water bottles
to cater to. The great
Delineator audience of a
million prosperous families
buy vast quantities of house-
hold products every day. Do
you manufacture something
used by American homes?

Delineator

Didn't YOUR Wife
Have Her Say?

Did you select your auto-
mobile all by yourself? On
second thought, didn't some-
thing your wife said about
the upholstery prove a factor
in your choice? One large
manufacturer says women
influence the sale of nine
out of every ten automo-
biles. Women had a voice
in determining the choice
of probably 200,000 of the
cars bought last year by
Delineator families. If you
manufacture something
used by American homes,
advertise it to women in

. The

Delineator

Bristles From
118,055 Boars

It takes that number of
boars to supply the eight
and a half million tooth-
brushes bought yearly by
The Delineator families.
These same families buy tons
of tooth-paste, millions of
shoes and train-loads of
food. Do you make any-
thing of interest to the
women who do the purchas-
ing for a million progressive
households?

The

Delineator

7~he Maooz/ne In

1 One 1 M,llion Homes

4 Babies Born
v ery Minute

ma
A

Take the man out of de-
mand, and retail stores would
lose only 15% of their sales.
Woman does 85% of the pur-
chasing and has an influence
over 10% of the balance.

If you make an article
used in a home, or an article
worn by any member of the
family; or, in fact, nearly
any article except steam-
shovels, the way to sell it is
by advertising to the omen.
They are the "purchasing
agents" for American
homes, and 1,000,000 of
them are influenced in their
bnymg by what they see ad-
vertised in The Delineator.

Delineator

FIG. 10. These six Delineator advertisements show how interesting copy
ideas can be developed from very simple facts. The writer of this interesting
copy is bringing out in each advertisement the central thought of the enor-
mous market possible among the women readers of the Delineator. Such facts
as featured in the headlines make a strong appeal.

186

THE ADVERTISING HANDBOOK

different kinds of copy at different stages of the promotion of
such products.

WRITING OF HEADINGS

The Office of the Headline. Most advertisements should
have headlines. Sometimes an illustration fills the place of a

C#e Meeting
of Representative
American Men and

state m the Union

Let Us Clean Your Jewelry

We will clean il as only
experts can and "make each
piece look like new. , The
mountings will be examined
and you will be advised should
the diamonds be insecurely set.

This service is rendered with
our compliments and your
jewelry returned in a chamois
jewel bag.

S. Kind & Sons, mo chettnut st.

She

Wanted a
Husband

Sara Lane was -25
and tired of the dull
drab monotony of office
work

She was weary of her
cheerless room and her
solitary meals

She was hungry (or a
home, a husband and
children!

So she set out to get
what she wanted-usinj
her savings of $500 (o>
finance the venture.

What she did and
how she did it is told in
"Hunting a Husband"

Commencing Today in th*

t torn ins Public

FIG. 11. Four advertisements of distinctive types as to copy treatment.
The Kind example is a good illustration of how a little free service may prove
to be just the thing to bring people to a good store. The headline is excellent.
"She Wanted a Husband" is almost sensational, but it is a pertinent heading
for the advertising of the newspaper feature. The "Orchard White " example
is a specimen of a rather commonplace style of copy that is nevertheless very
effective. It looks much like a reading item in the paper, though it carries
a distinctive heading and is marked Adv. The Hotel Astor example con-
tains little copy but there is a strong suggestive power to it. We like to go
to hotels that are headquarters of representative men and women.

headline, in that it draws the interest of the reader to the
text, which is likewise the object of a headline. Sometimes
the opening sentence or paragraph of an advertisement is so
strong in interest value that it may be set with unusual legi-
bility and serve as a headline. But even a good illustration
or a strong opening sentence may usually be strengthened by
a good headline.

Headline-writing is an art in itself. The advertisement-

THE WRITING OF COPY 187

writer should, like the story-writer, make a special study of
just what form of headline will be most likely to draw favor-
able attention to the message.

Headings to advertisements should not be deceptive. They
may have a double or hidden meaning, but when the reader
gets into the message he should not be made to feel that he
was tricked into reading a commercial message. Sometimes
advertisement headings are compared with headings to news-
paper articles, but the two have a different purpose. The
newspaper-writer aims to tell the reader just what news is in
the column under the heading, so that if the information is of
no interest to him, his eye may pass on. The advertiser, on
the other hand, wishes to develop the interest of readers who
ought to use his product but do not know enough about it to
feel a conscious interest. If the advertiser of adding machines
puts over his announcements some heading suggesting that
"the object of the information below is to sell adding ma-
chines," he would have comparatively few readers. He goes at
the matter in a different way with a heading reading perhaps,
"First National of Toledo Saves a Third of Its Clerical Work."
Though this heading may lead up to the use of the adding
machine advertised, it approaches the subject in the most
tactical way.

Classes of Headlines. The following are some of the most
common and useful of advertisement headlines:

Questions about the reader's needs, pleasures, comforts, habits,
etc. Examples: "Have you a Kitchen Cabinet?" ")o you
Want to Earn More Money?" "Are you Paying Yourself
Rent?" "How About Your Winter's Supply of Coal?"

Interesting statements about the quality of the article or service
advertised. Examples: "Used 8000 miles and still a-going,"
"Fall Styles in Shirtwaists," "The Maximum of Comfort,"
"Office Furniture that can't Burn," "An Executor who Can't
Die," "Valuable information about Workingmen's Homes."

Direct command headings: "Shave and Save," "Open your
Door to the World's best music," "Tell me to send you an
Atlas engine on Approval," "Get this free Book on Poultry,"
"Try this Gas-saving Test," "Buy a Security that you Don't
Have to Watch."

188

THE ADVERTISING HANDBOOK

Headings that feature Money-saving Prices. "All Shirts at
30 per cent, off," "A Remarkable Overcoat at $50," " Today's
Dollar Specialties," "A Typewriter that Saves you $39,"
"Only $1 down."

Men of Forty-Five
and Over

MEN who have
thought they were
growing old at 45 find
they are not.

* *

As a group their busi-
ness activities are be-
ing vastly increased by
national necessities.

* *

In addition to our
serving young men, we
are specializing
in clothes for men of
40 to 50 models which
minimize the appear-
ance of stoutness and
maturity.

* it

We are presenting
Autumn and Winter
suits, modern in

thought, for the senior
still in the fullness of an
active life.

* *

Topcoats from Bur-
berry and other cele-
brated English coat-
makers.

We have anticipated our clothing
wants sufficiently to provide the same
standard of all wool fabrics as in the past

>\bber <) Heflbroner

241 Broadway
44th and Broadway
20 Cortlandt

Eleven Stores

345 Broadway 775 Broadway 1185 Broadway

58 Nassau 150 Na

1363 Broadway
30 Broad

42nd and Fifth Ave.

FIG. 12. A group appeal that is clearly presented.

Interest-exciting words or sentences that may not reveal
immediately what the article or service is but which connect
logically. Examples: "The Error that Saved the Day,"
"The Stenographer Who had a thought on Filing," "Steam
at Pre-War Prices," "What to do about Sore Feet," "Easy

THE WRITING OF COPY 189

to Play Easy to Pay," "Clear Voices for Business People,"
"No More Thawing Out of Radiators," "Reliable Bonds,"
"When Johnny has the Croup."

The very fact that the advertiser depends on his headline to
catch the flitting eye of the reader means that the words com-

JT'S called Steak Min-
ute because it usually
takes ten minutes to get
it. But it's worth wait-
ing for when you get it
here ! A thin piece of
delicious steak not al-
ways on the menu, but
always waiting, ready to
be cooked the minute
you order it. Next time
you Ye here try Steak
Minute, St. James !

fames

Walnut at 13th Street
Under New Management

itUHiilllJlPHlilllllN^

FIG. 13. The real meat of this copy is successfully hidden. Had the
headline been "A St. James Steak Minute takes Ten Minutes But" very
likely the advertisement would have caught the attention of many times as
many people as saw it in its present form. The copy is excellent except for
this fundamental fault.

posing it should be of the clearest kind. Abstract and general
language is out of place. " Important Facts for All" is not
likely to get the attention of anybody "What a Man earning
$150 a month can do" is direct and interesting to such men of
this earning class.

190 THE ADVERTISING HANDBOOK

"The Shovel That Married an Idea" seems at first thought
to be almost too novel or irrelevant, and yet this heading
proved to be a very successful one in technical-paper advertis-
ing.

Some publications decline to use headings that incorporate
the word Free unless the entire advertisement is free of mis-
leading statement. Such publishers will not permit the illus-
tration of a knife and the single word Free as the headline, for
though the text of the advertisement may set forth that only
the catalog of cutlery is free, some readers may be deceived
by the mere display of the announcement.

Legibility of Headlines. The legibility, or rather the " read-
ability " of headlines decreases as the number of lines increases,
the 1-line heading being grasped more quickly than the 2-line
and the 2-line more quickly than the 3-line or the 4-line
heading. It is rather risky for the advertiser to use headlines
that consist of more than three lines and many advertisers
prefer to stick to 1-line and 2-line headings. When it becomes
necessary to use a larger number of lines as a headline or an
opening sentence, it is usually better to treat the opening as
a display paragraph and decrease the size of the usual heading
type, using simply a black-faced opening paragraph that yields
the effect of an emphasized paragraph rather than a displayed
heading. See how this is done in Fig. 14.

Care in dividing a headline will aid in its readableness.
Compare the following arrangements:

The September Victor Records The September Victor
Are on Sale Records are on Sale

(a) (b)

The September
Victor Records
Are on Sale

(c)

Despite the fact that the type lines balance in arrangement
b, the division of the language in arrangement a, is superior.
" Victor Records" is a phrase that should not be divided.
Arrangement c, preserves the two vital words on one line but

THE WRITING OF COPY

191

the message is not grasped so quickly when set in three lines.
This arrangement might do for a single column advertisement
but it loses something by having two words that do not mean
much, "The September, " as the opening line.

SSSSSSSSSSS/////S////////SS/////////S//////////SS////SS

First Mortgage for
sale, the price being
$15,000 cash, which is
drawing interest at the
rate of 6%.

This mortgage is secured by prop-
erty representing a valuation in cash
of over $32,000, and is being paid off
in payments of $1,000 per month,
which payments will continue to be
made on the mortgage monthly un-
til the $15,000 is paid off. In addi-
tion to the security of the mortgage,
the $15,000 invested will be guaran-
teed and a bonus paid. A thorough
investigation of this offer is invited
and Bank references will be given
and required. Address Mortgage,
Box 206 Times Downtown.

FIG. 14. How a first paragraph may be used as a "headline opening"
by increasing the strength of the type. Usually the treatment is a little
more bold than it is in this example. Without some such treatment, the copy
would fail to have an interesting-looking beginning.

FUNDAMENTALS OF GOOD COPY

Service Advertising. The growth of a type of advertising
that may well be called "service advertising" has been marked.
This may be the offering by food advertisers of a recipe book,
a book of poultry hints by those who advertise fancy breeds
of poultry, a handbook on concrete construction by the cement
manufacturer or dealer, advisory service by the advertiser of
steam shovels or mining drills. The great advantage of this
type of advertising is that it makes its impression of the ad-

192 THE ADVERTISING HANDBOOK

vertised article through giving the reader something that he is
interested in having something that helps him.

Conciseness and Brevity. Conciseness is often confounded
with brevity. Every advertisement should be concise, though
an advertisement may be concise and still be a long advertise-

Fresh Beef Travels
on a Rapid Schedule

Fresh beef for domestic markets goes
from stockyards to retail stores within
a period of about two weeks. Although
chilled, this meat is not frozen; hence it
cannot be stored for a rise in price.

A steer is dressed usually within
twenty-four hours after purchase by
the packer. The beef is held in a cooler
at the packing house, at a temperature a
little above freezing, for about three days.

It is then loaded into a refrigerator
car, where a similar temperature is
maintained, and is in transit to market
on an average of about six days.

Upon arrival at the branch distrib-
uting house, it is unloaded into a "cooler",
and placed on sale.

Swift & Company requires all beef to
be sold during the week of arrival, and
the average of sales is within five days.

Any delay along the above journey
means deterioration in the meat and
loss to the packer.

Swift & Company, U. S. A.

FIG. 15. An advertisement of the distinctly educational type. Many
advertisers have in these latter days given the public the details of their
business, believing this to be an improvement over the old policy of keeping
business methods secret.

ment. Some advertisements should, because of their very
purpose and because of the medium in which they will be
used, be made brief. The poster advertisement will fail unless
it is brief, because it is used in such a way that it must be
read at a glance. .

THE WRITING OF COPY

193

Conciseness is of value, first of all, because it is economical
of space. It costs less to insert ten words than it does to
insert fifty. The copy-writer who can write fifty words that
will cause the reader to think thoughts that require hundreds

New Shaving Comfort

Harsh Methods Done Away With
Try This Nw and Better Way

H.t. U twiur i

t Fr Trial Tub. will convince 3

TF you knew of a way to make And as you
1 your daily shave easier, .blade "take
quicker, more, comfortable ing. That
you would u it. There is such is thorough
a way. Shavaid provides it. A as it should
FreeTrialTube-willenableyouto .., .
prove it to your own satisfaction. >f > ~
Perfected after many tests and jury has be
experiments, this scientific prep- skin. There
aration accomplishes instantly aments. O
what the old methods faUed to tkinissmoo
do. On, .pplica-

shave, note how the
s hold" without pull-
s because the beard
y softened, prepared
be.
of lotions or creams
vaid shave. No in-
n done to the tender
is no 'need for medic-
n the contrary, your
ther. firmer, healthier
from Shavaid's
healing influence.
Men who shave
close find Shavaid
wonderful. The
burning, stinging

used to feel after

TheTknoVreli
shaving comfort at
last. '

It Is Worth
Trying

All that is neces-
sary, in order to

beard perfectly. It
soothes a Under
skin. . ,.

Makes
Shaving 4
Luxury

Men the nation .
over are adopting'
this modern
method of easier,
.juicker-.plcasanter.

long needed, inv

ways. Every man wh(
aid once uses Shavaid
, for Shavaid does
hot water application
bing. .the laihir in.
clung to these old
harsh methods becau
thought they w_ere
They are not. The
rious to the tender s

Softens and S

The soothing, coo
noticeable as soon a.
iVto the dry beard. 1
lather. Don't . rub
lather' in. The la
stays moist and cret

Shavaid

5<*A**v th .Word Instantly

-Sfctt.*" ^ w ~

$a,,, Hml onJ rroutlt

'~S*3'SAX." n "* t

T **!. llr...

KiKXXh.
Acmowl rt rttor >"

'?&* '"* *"

Riplott, afl*r.lolt*t

-Shv>U.coolif.<k-

introduce this re-
triesShav. markable new aid to shaving
thereafter. comfort, is to get men to try it

away with i uslonce '
s with rub- No man who shaves once with
Men have it will be without it again. For
fashioned 'shaving, instead of an irksome
eiheyhave Ustbecomesaposiiivepleasure.
.necessary. ' That is why we want you to
Y re 'nju- Kfld for your Free Trial Tube.
. luslfill in the coupon and mail
,r>nrriA now> be fore y u (or K ct ''

>oouies Whtn tube comMi ust

ng effect it Shavaia. After the trial tube is
you apply used up. you can get Shavaid
hen (rom your druggist at 50
the. _. ^ cents a tube. If he hasn't
ther y *7j t/J it. we will be pleased to
my ' '^jffl 6 " your prdcr difect '

Shavaid

At Druggists' -50c a Tube
BAUU 4 MACK. CMco t Nr. Yrk, Toroat*

FIG. 16.

or thousands of words for full expression is a valuable man for
advertisers.

Conciseness is valuable, in the second place, because a short
message, other things being equal, is likely to be read by a
larger number of people and more likely to be understood by

194 THE ADVERTISING HANDBOOK

readers. Long messages, like long talks, are likely to repel
unless unusually interesting. Much, of course, depends on
the product. A man will read more about the new automobile
that he is thinking of buying than he will about a fountain
pen. A woman will read more about a fur coat or a kitchen
cabinet that she longs for than she will about a new soap.
She will probably read ten times as much about a complexion

THRICE is becoming such an important factor
that it behooves every man to pay more atten-
tion to what hegetsforhis money when he buys

Clothes

This season, you'll pay more You men who demand, and

' your clinhn or you muu '

quality lo which you your

stomcd. Bui price it alrcai

y comidcwtion. The truly

han usual for your clothes or you must obtain, genuine service from
will find.

n, clothing
rendered. acknowledged the super

will not get the qualify 10 which you your clothes, will find, if y

have been accustomed. But price is already know, tha

only a secondary consideration. The truly inexpensive.

value of clothe* can be measured only yean, clothing men generally

t only the beet

Smart Clothes

Siirh revi-ril must have ml .~~ j "^'j* There are hundreds' of ene

SzS^z.'sz srss' 1 ^ i?"^i

fi^^a*cw ""A~','k w" Stein. Bloch Smart Clothe. > a~~ ** Z^

!w*"h^i^**~ h |K<.. 1 <<i!' 0*1^^ Cr'^-Eloch^n'o^k^! They are not surpassed even

In rhese critical times. M-c pride and looluh pre)udicea must be swept aside. Facts ire the
Ihinp thai eouni. And ibex are facts that y..u can verify al a con of very little time

before you buy. 'Andrei the d'puhlf ^uaramet ours'aiU thal'ol an WeH. reliahle "eakTr'

THE. 5TEIN-2LOCH CO.

ROCHlSTtK. NfW YORK

FIG. 17.

soap as about a laundry soap. If a sale is to be made direct
by mail, more information will be required in the advertisement
than if the reader is merely to be interested and directed to
the retail store.

Consider the Bauer & Black and the Stein-Bloch advertise-
ments, Figures 16 and 17. The first occupied two full columns
and the second a full page in a magazine having a page 9J
X 12J^ inches. Perhaps there are writers who could write

THE WRITING OF COPY

195

such long messages about shaving cream and clothes and make
their treatments very interesting, but the chances are that a
type message half as long or occupying half the space would
get a more general reading.

On the other hand, if an advertisement is in the story style
and is interesting enough, solidly set pages will be read.

The only safe rule that can be laid down is that the language
should be concise, that every sentence should be pruned and

Two heights in a
smart roll fitmt style.

COLLARS

have exclusively*.

^ GEO.P.IDE 8cCO.,Makers.TROY. N.Y. .f

FIG. 18. A little newspaper advertisement that is posterlike in its con-
ciseness but yet presents probably all that any one wishes to know about a
new style of collar.

useless words and even sentences omitted if they do not help
to convey the advertiser's thought. It is astonishing how
much the original copy of an advertisement can often be cut
down and still leave the real thoughts perfectly clear clearer
usually than they were with verbiage in the copy.

" Sealed tight kept right" means about as much as " Every
package is sealed tightly and this means that the gum gets
to you with the contents in good order." One sentence has
five times as many words in it as the other. This is not equiva-

196 THE ADVERTISING HANDBOOK

lent to saying that every advertisement could properly be
written in the telegraphic style of the language first quoted,
but such examples show that one of the greatest wastes in
advertising is the use of language that is worse than useless,
for it clogs up the real message of the advertiser.

The Sloane store of New York has advertised vacuum
cleaners with merely the language "Vacuum Cleaners at
$48" followed by the signature of the advertiser. The
prestige of the store in this case might establish the merit of
the article through mere inference. But ordinarily it seems
better to give at least the principal points of merit, if the article
has any.

Pruning Introductions. The novice at advertising is likely
to start his advertisement of artistic furniture in about this
style :

Art has a universal appeal. Though we may not understand why,
there is something about any artistic production that at once commands
our respectful attention. Those who admire art in furniture designing
will be greatly interested in, etc.

The trained writer will start with some such direct appeal
as the following:

Whether you admire Sheraton or Hepplewhite, or the creations of
any of the other master designers, the unusual display in our Furniture
Section tomorrow will delight any lover of fine furniture.

Timeliness and Seasonableness. Among the many points
of contact that the copy-writer may make use of are timeliness
and seasonableness. It ordinarily costs considerable to get
the thoughts of readers moving in certain directions. If the
writer of advertisements can attach his message to thoughts
that are already moving in the desired direction, then he has
just that much in his favor. At the hunting season, for
example, the minds of those who are fond of hunting are partic-
ularly susceptible to the advertising of hunting equipment.
Likewise, at the vacation season, it is comparatively easy to
catch the attention of vacationers with attractive appeals.

News events create timeliness. When the mayor of the
town urges everybody to do their duty in " clean-up" week,

THE WRITING OF COPY

197

an unusual opportunity is offered for advertising of clean-up
equipment.

Figure 19 is an example of how a bank may profit by a news
event item dealing with the loss of money through not putting
it in a safe place.

All tie-ups of advertising with current thought should,
however, be logical. During the crisis of the housing shortage
in New York when thousands of families were apprehensive
about their leases, a New York newspaper ran a series of
" teaser advertisements" headed " You will be moved May 1."

Foreigner Drew Cash Out of
Bank and It Was Con-
sumed in Blaze.

fr.ni- .li>llnis ou<x1 br John Nlros.

MDok- He ,a'KCn,xi UK lf .rid
,-lulilrrn. >nd lUtr.ill li.cl H narrow
r^ap* from dlh. NelKhl'ors fete-
PI.O...HI i th* i>..tnl Fire

VnenuK*

FIG. 19. Making use of a local news item.

When the message was revealed in later advertisements, the
information was that "You will be moved to buy" some new
feature put out by the paper in connection with its Sunday
issue. This was poor publicity.

Humor and Novelty. Humor and novelty used with judg-
ment, have their place in advertising. There is so much of the
commonplace in life that the unusual or the entertaining
have something in their favor if the resulting attention is
favorable to the product of the advertiser. Many advertisers,
on the other hand, deceive themselves into thinking that they

198

THE ADVERTISING HANDBOOK

To The Men Who
Roll Their Own"

TAKE a good look at your little white sack of the makings
"BULL DURHAM" tobacco. For we are going to ask you to
part with good old "Bull" for a time. He has enlisted. He has
gone to the front to help win the fight over there every single
sack of him.

The Government has asked for the entire outputof our "BULL
DURHAM" factories, and what the Government asks we all
give cheerfully.

The millions of sacks of "Bull" we have been sending abroad
have not been enough. We must give ALL to our men at the
front 36,000,000 sacks 2,000,000 pounds 100 car loads
every month.

So, with your own hands, roll yourself a cigarette of "Bull"
carefully, thoughtfully, just the best cigarette you ever rolled;
and while you smoke it, THINK.

There is only one thought you can think- it is th ; s: "If the
boys over there need my 'makings' they're sure welcome. Here's
to them and good luck. And may every little bag carry its
inspiration of hope and courage."

And if you have sentiment, just save the round white tag of
your last sack and hang it up in memory of good old "Bull" For
you will be proud to know him when he comes back as he must
come soon covered with medals of honor for service.

THE AMERICAN TOBACCO COMPANY

NEW YORK

No. 2

FIG. 20. How a tobacco manufacturer made capital out of the fact that
all of his product had been temporarily withdrawn from the domestic market.
A good example of the resourcefulness of the American advertiser in making
use not only of timeliness but an extraordinary situation with respect to sales.

THE WRITING OF COPY 199

can do ridiculous things in advertising, such as running their
advertisements upside down, using irrelevant or questionable
pictures and expressing themselves in smart or fresh language
and reap a good result. It is not difficult to secure attention.
One may be silly in print and secure a great deal of attention
that is unfavorable father than favorable to the business
advertised. As has been pointed out, what may be appropri-
ate for a cough-drop or a brand of tobacco may be entirely
out of order for an overcoat or a building lot.

DON'T WISH
YOU COULD
GET BETTER
ENGRAVINGS

Phone

KRAMER

Greeley 1587

FIG. 21. Clever but not convincing, though possibly as an introduction the
advertisement may have been well worth while.

Building up Desire. Belief is established and desire for the
advertised article or service are built up by logical statement
and good descriptive language. There is no exact formula
for such writing. The first requisite perhaps is that the writer
shall himself believe what he is trying to make others believe,
for he is not likely to convince others of something that he
does not believe.

When barbaric man wanted to record his thoughts he

200

THE ADVERTISING HANDBOOK

could not signal for a stenographer, or pick up the recording
tube of a dictating machine, or even sit down "with pen in
hand." Instead, he cut symbols in stone. Slow and labori-
ous as that method was, it affords modern advertisers a valu-
able lesson. For, when one of these aboriginals wanted to
indicate to his fellows that he thought "bird" he cut the

The 5-Seam Back

Surely You've Noticed It

Some of the most likable of our
new Spring Suits have the military j-Seani
back

It's very smart and good looking.
It puts up "a good front" when yovi're
going away.

Hart Schaffner C& Marx
Spring Clothes

Lot? of interesting style poHits about
our new Spring Clothes that you ought to
krrow.

are good

But most important, they ar
Clothes well-made, all-wool garments, which
are the only kind you can afford if you
want to practice war time economy.

Suits, $25 to $65
Topcoats, $25 to $40

Wallach Bros.

Copyrlihl Hart Schiffner * Ur

Broadway, 'below ( humbtri
Broadway, cor 49th

FIG. 22. An advertisement about men's clothes that actually tells some-
thing pointed about the suit featured. Few clothing advertisements do
this.

outlines of a bird. When what he had in mind was a horse he
outlined a horse: there was little chance of any one's thinking
that he meant, "whale." As a matter of fact, he was using
the same principle that the modern platform speaker uses
when he employs pictures, charts, etc., as a means of holding
attention and making himself clear.

We think in pictures. To remember that will be worth
much. Before you take any action that is the result of

THE WRITING OF COPY 201

thought, you picture the new situation in your mind and size
up the picture. That is what imagination is for.

It follows, then, that the best language to use in conveying
our meaning to others through printed language is the kind
that builds pictures in the mind with the least effort on the
part of the reader. That a word is long is not necessarily
against it. Such words as "comfortable," "extraordinary"
and " convenient/' are fairly long words but they are indispen-
sable because the average reader understands them perfectly
and they are familiar enough to create pictures in his mind
instantly. On the other hand, both of the words in "golden
mead" are short; yet the reader will not be able to picture the
intended meaning unless he has read Scandinavian mythology.

Now and then business people speak disparagingly of "fine
writing" or "fancy language," and they usually wind up by
saying that they themselves use just " plain every-day English."
If what they mean by "fine writing" and "fancy language" is
extravagant and flowery expression, then their criticism is
justified. But language that is really fine language is charac-
terized by the most careful selection of words that convey to
the reader the exact shade of meaning that the writer intended.
No one can have too much of this language-power. Those
who talk against it do not understand what they are decrying.
The truth is that he who realizes the picture-painting possi-
bilities of our wonderful language is likely to be more simple
and direct than one who does not realize it.

The great world war afforded a vivid period of history that
encouraged picture-painting language. See what sharp pic-
tures these war expressions create :

Soft sentimentalists, swelling hearts and rising pride, colossal cost,
evil ingenuity, leaden clouds, war eagles, wasps of the navy, railroad
improvements skimped to the bone.

War language may not have a large place in business, but
the point is that if men can lay hold of language that is highly
appropriate for the issues and happenings of a world conflict,
they should be able to pick words with which to express them-
selves with fine shades of meaning in business literature.

Theodore Roosevelt was a creator of expressions that have

202 THE ADVERTISING HANDBOOK

strong picture-painting power. " Pussy foot" and " molly-
coddle" are examples. When he died he was, in turn, well
pictured as an " untiring crusader."

"Will snip a broom handle" runs the description of a pair
of shears. How many words can you find that will give as
good a picture of a clean, instant cut as "snip" does?

"Egg-shell finish" describes perfectly the surface of certain
printing papers.

"He is as hard as nails." In six words we have drawn a
good picture of an unfeeling, unyielding man.

"If all the sold in the last five years were placed side by

side the line would stretch around the world three times."
Such a picture means more to most people than a mere total
of figures.

Says Hotel Statler: "A doorman can sling the door in such
a way as to make the incoming guest expect to find a rusty
pen stuck in a potato when he gets to the desk, or he can so
swing the door as to make him feel that this is His Hotel."
Compare sling and swing.

A great deal of advertising has its effectiveness lessened by
over-statement. Every one is familiar with the effect on the
mind of the customer when a salesman, in face-to-face selling,
exaggerates or gushes. A similar situation prevails in advertis-
ing. A certain type of reader may be deceived by overstate-
ment but enduring success is not built on that kind of advertis-
ing. "Better" is usually a more believable word than "best. "
If a study be made of the language and reasoning that really
pictures situations, there will be less temptation to overstate.

Advertising the Price. Price may be advertised when it
is an attraction or when it does not deter the reader from in-
vestigating. Often price is such an attraction that it may be
featured in the display of an advertisement. In other cases
it is impossible to give an adequate idea of an article through
an advertisement of ordinary size. It may be best in such
cases not to state price, but to court an inquiry or a call from
the reader, show the article or service to the best advantage
and then give the price. Few people would buy such articles
as high-priced sets of books if the price were featured in the
first advertising.

THE WRITING OF COPY

203

Smoked Fish!

plump, meaty

and cured to

Dried fruits

be "just right"

full-fleshed,

There's a wide dif.'er-

full-flavored

ence in smoked fish.
Thousands have learned
that there is a fiiic.- table

at Martindale's

quality in these good
smoked fish at Martin-
dale's. -

There is a very good
reason why this store has
become the leading dis-

for instance, make a

penser for dried fruits in

breakfast that is both

Philadelphia.

keenly appetizing and eco-
nomical. One of them
will make two liberal
breakfast portions, fur-
nishing a breakfast very
reasonable in price. Milk
cured, to give just the
snap and flavor that you
like in smoked fish on the
breakfast table.
Finnan Battle. Me Ik.
English Bloater.. 18e each.
Nor. Soli. Herring, JOc 1
knack. ,

! Sausage and
scrapple famous
for savory
goodness

All-pork sausage made
from tender, young pork-
lings seasoned in a way
that brings out the bent

All Martindale dried
fruits are of expert selec-
tion, giving you the near-
est aproach in goodness
and value, to fruits fresh-
picked from the tree.
The native acids are re-
tained to a wonderful de-
gree, with that delicious
fresh-fruit flavor.
A very good thing to
know, just at this season
when the body craves

Make fruit cake
and mince meat
now so
they'll "mellow"

Kip White Fish, 42e Ik.

lion for breakfast some

flavors and acids for their

Del Boe Herring, 4k Ik.

, frosty January morning.

true health value.

Fruit cake and mince

Boneless Herri.!. SOc In.
Holland Herring. $2.00 kef. '
Slicl Codiak. lie pk,.
Cod.sk Middle Cots, 40c Ik. '
Mackerel. Urge, No. 1, 40c Ik. 1
Family Mackerel, $2.00 kit. ,
Site.
No. 4 Mackerel, 12.75 kit. ,

No. f J^Mackerel, 13.00 kit. 1
No. 2 Mackerel, $3.25 kit. '
N<^ l^Mackerel, $3i kit, '

, Or our famous Philadel-
, phia scrapple made of
bits of pork, real buck-
wheat, and the rich,
savory juices of the meat
itself. Serve this, crisply
browned and with the
right "trimmings" and
you're given the men-
folk the best start for a
good day's work.

Pitted Cherrni, 70e ft.
Poan. 36c ft.

Exceptional coffee value
ia M. ft J. at 48c Ib.

M. * J has always been held
in high regard by coffee lovers
who appreciate exceptional

flavor. And, with to. lay', costs
for comparison, H. * J. repre-
aonts exceptional value: indeed

meat are at their best
when they are mellowed
by time for in that way
alone are the ingredients
blended so as to bring
out the choicest flavor.
Like the plum padding
and other Xmas cakes of
Old England, our Boyal
Fruit Cake is baked in
July allowing a f ull six
months for the ripening
or mellowing to take

Fsff the knrry-np luncheon |

Salami. SOc ft.

be" duplicated t at''its' price"* '
48c ft.; 5 Ibl., $2.35

place. Take our sugges-
tion bake your fruit

prevent you from makincT 1
more elaborate luncheon! a .

Plate Shoulder! 32c 'in.
Baco.Jtrtp.60cl..

Thos. Martindale & Co.

cake and make your
mince meat now. And,

box of bouillon cubes in the '

CLTLS^L eutT. cip '

SjXiSfKts:*!

ioth & Market

as a memory "jogger,"
we print below many of

SSf^Sok^SansaM, SOc

*" KX^^^^EFrn *"

the ingredients you will

iFhShl'TeHbr^ '

ft.

Boiled Tongue. 11.20 Ib.
Creamed Cabbaga, We Ib.

require.

Currants, (cleaned), -Me for"
Lemon and Orange Peel 45

$%& , c t hicki!D - in im * \

SOc a jar.

Potato Salad, 25c Ib.
I Cried Beef. SSc Ib.

nnMomt>*TMft.

Thos. Martindale ft Oa,
JOHi fc Market

1 Salt-do jnat the right
1 breakfast cap far yea

' U a'nai' art ^ritlT'^r'e'offe'e e?

Golden Dates. SSe pkg.
trTKT.T.Kn MOTS

M ~ niwt me, raM ssa

' "ens. For thst reuon^e'knoi
1 Saludo is the best all-round

^Atao'nd' "MC

^ ' mwr i. . *, *_ an

breakfast drink that has erer

Bras Nuts. 11.00 Ib.

good coffee to the pound thsa
any others of oven higher
prle* Jnst one ponnd-tkafs
all U ned.d to convince you!

Fasa Cheeolatea the pick
of 100 popular kinds

No need to call yoir atten-

430 In.: 4 fts, 1 68

Thea. Martindale & Ca.

Fosa' Chocolates except to ssy
thst we have bad packed for us

10th ft Market

pSpir jf | '

toxVoM.'sJijifj 5 po^nd? *"

That, ilartsadale ft Ca.

lOthftJIirket

FIG. 23. Examples of remarkably fine food advertisements. The head-
ings are long but are kept to a small size of display type so the eye can take
them in readily, and they deal with good selling points of the foods.

204

THE ADVERTISING HANDBOOK

The Bargain Offer. Advertising will probably never be
without the exploitation of bargains. While there has been
much criticism of bargain advertising, particularly in the
retail field, there is opportunity for legitimate bargain offers
through fortunate purchases, odd sizes, out-of-season goods,
etc. A merchant can hardly get back the cost of such goods
except through selling them at a sacrifice from the original
price. There is, of course, no excuse for the fraud-bargain,
and it is being gradually eliminated by the better class of
advertisers.

It's round, short and curly, like part of a Q
It's easy to cook, and delicious, too.
The package it yellow, banded with red
There's no need guessing, here's the answer instead.

CudrQ SU . ~k

' CVQ

FIG. 24. Two advertisements from a "Teaser Campaign." The reader
was kept in suspense for a number of weeks. The smaller one was used
early in the campaign.

In many cities merchants are discontinuing the advertising
of comparative prices, that is, such offers as "$70 coats for,
$48" just because this gives opportunity for deceptive state-
ment. There seems no good reason, however, if odd sizes of
shoes that where once sold at $9 can now be offered at $5.50,
why the figures should not be given. The deception usually
comes through such statements as "Worth $9" or "Were $9"
when the goods were never actually priced at such figures.

Teaser Campaigns. Though not recommended for general
use, the so-called "Teaser" style of copy is occasionally very
effective. Figure 24 illustrates the plan. These are merely

THE WRITING OF COPY 205

two of a series of seven or eight advertisements. As the
advertisements are inserted one at a time a little more of the
secret is revealed with each advertisement. The plan is
frankly an appeal to curiosity. The very fact that the message
is incomplete seems to draw more than ordinary interest. It
will be observed that even in the final advertisement a re-
duced reproduction of the first one of the preliminary advertise-
ments appears. This is done in order to preserve the effect
of the entire campaign as far as possible.

Teaser campaigns have been run principally in newspapers
and street-car cards.

Getting Reader to Remember or Act. An advertisement
may be appealing and yet not forceful or pointed enough to
make a lasting impression on the reader or cause him or her to
act. Consequently keen advertisers try to see that there is
something in all or most of their advertisements to bring
about the desirable result of really causing something to be
remembered or getting some action. In the pages devoted
to Slogans, Trade Names, Trade-Marks and The Psychology
of Advertising much appears that relates to this phase of
copy work. Some of the things an advertiser may do in
this connection are the following:

Emphasize the name or a distinctive quality.
Make use of a slogan, trade name, or trade-mark.
Invite an inquiry by mail.

Suggest a telephone inquiry or a call at a local store.
Tell reader where article may be had.
Warn against substitution.
Offer to make a direct sale.
Offer to supply on approval.

Make a coupon part of the advertisement so as to facilitate inquiring or
ordering.

METHODS OF KEYING

Inquiries from advertising may be " keyed" by any one of
the following methods :

1. Using coupons and varying the form of the coupon
among the different mediums; or putting a number or letter
on the coupon such as 10D, 10 being the number assigned the
medium and D indicating December the month of insertion.

206 THE ADVERTISING HANDBOOK

2. Using "department numbers" as part of the advertiser's
address, as Dept. 20, Dept. 21, etc.

3. Changing the room number or street number of the ad-
vertiser. For example if his plant occupies the entire 1800
block of a street, using 1802 for one medium, 1804 for another,
etc. If a building has only 300 rooms, numbers from 300
up may be used.

4. Asking reader to ask for a booklet that bears a number,
this number being Booklet No. 6, in one publication, Booklet
No. 7 in another, and so on.

5. Sometimes a special offer of some kind may be made in
one medium and not made in others. '

VIM LEATHER

Belt is made water-
proof, oil-proof and
acid-proof.

E. F. HOUGHTON A CO
240 W. Somerset Street Philadelphia

FIG. 25. This little single-column newspaper advertisement scores a
brief but impressive message for a large concern.

6. Asking the customer to tell what advertisement drew
his or her attention. Some firms go so far as to do this with
every customer.

No keying method is a highly accurate check. As the
advertiser advertises more and more, readers are less likely
to use his key numbers but will address their inquiries merely
as National Cloak and Suit Company, New York, N. Y.

It is the practice of many advertisers to credit unkeyed
inquiries in the ratio of keyed inquiries. That is, if a publica-
tion regularly produces five per cent, of the inquiries, credit
will be given for five per cent, of the unkeyed inquiries.

THE WRITING OF COPY

207

There is so little occasion in some advertising campaigns
for the reader to write to the advertiser as for instance where
the article is purchased at a local store or sales-agency that
keying is of little value. Nevertheless, careful advertisers
are interested in adopting any method that will indicate in
even a small way the measure of attention they secure in the
various mediums used.

The coupon is exceedingly valuable in some forms of ad-
vertising just because it saves the reader the trouble of getting

For Health

POSTUM

instead of coffee

U. S. NAVY
WHITE HATS

40c

^ V *

JTh. cla.sy hat of
best matcrlaj and
row, of .tlrh|B.

National Co. M

FIG. 26. Four single-column newspaper advertisements, ranging from
one inch to two and one-half inches in depth. They show how it is possible
to get a distinctive message within small compass.

a sheet of paper or a postal card and also most of the trouble
of writing an inquiry. The coupon is right there before his
eye and he has, as a rule, only to put on his name and address.

Coupons should be simply worded. If they are vague or
look too much like formal contracts, readers are not so likely
to use them.

Small Advertisements vs. Large Ones. One of the most
difficult problems of the advertiser is to decide on the most

208

THE ADVERTISING HANDBOOK

Cousin Tom and Others

HPHE Colombia Trust Company recently asked
-I several men why they hesitated to have a Truat
Company settle their estates.

Perhaps you may find your own "hesitation"
among the following reasons given.

1. "Cousin Tom can do it all right"

He probably can, if the estate it very .null Bat if <

estate il tieible or at all compiler

we have on our staff many men of highly specialized e

in Electorship duties. The Cou.in Toms are handicapped by

Ink of personal experience in settling estates. They ma/ not

know how. They may die and then the Court will appoint their

auccesaors who may or may not be the person one would

have chosen.

2. Trust Companies

simply s

this. The settling

Speaking for ourselves

of estates usually puts us in contact with men sod women at a
tune when they need everything we ba of kindliness and
consideration and sympathetic understanding Never for one

3. "They lack elasticity"

We have seen estates settled by well-intentioned but
elastic' minded men With such men there is always the temp-
tation to "let thinp. slide " In long experience we have bandied
no estate that could be settled without a firm grasp of every

4. "They are hopelessly conservative"

This we cheerfully admit Without preaching, we earnestly
believe that the handling of other people', money is almost a
acred m.tler Nor would we be long in business if we took
chances with the funds men leave their wives and children.

5. "They don't act quickly enough"

A Trust Company has every incentive to settle each estsle
as quick'ly as the law allows for the following reason : We do
not receive our commissions unl.l our dulies are completed
and the Surrogate puu his 0. K. upon our work.

6. "A Trust Company H expensive"

This is a mistaken impression which we have often pointed
out. The fees for settling estates are the same whether you
name a Trust Company or an individual as executor. But the
seal, men! of an estate by an experienced Trust Company is
generally far more economic a] than when the m.tler ,. left in
the bands of well-meaning but inexperienced friends.

If you would like to sit down with us and talk personally
about the etthng of your estate, please ask for a Vice-
Presidcnt or Manager in charge at any one of our offices.

Member of Federal Raent Svswm

FIG. 27. A fine example of the impressive advertising put out by some
of the banks and trust companies. The arguments as to the employment of a
trust company are met and answered in a pleasing manner.

THE WRITING OF COPY

209

PISO'S

c7o/inni/
cheres

TI/rOTHER knows that coughs and colds come without warn-
fj V L ing and to relieve them to soothe a scratchy sore throat,
painful cough, and so prevent greater ills Piso's can be
relied on. Buy Pise's to-day and then you'll have it, ready on
the medicine shelf for instant aid when winter ills threaten.

Piso't Throw and Chest SJv is remtrkably effective when
used with Piso J for cou|hi and colds. Priced I at 3*4

FIG. 28. Unusual size for a cough-medicine advertisement. In the
original this was a magazine page 7 by 10 inches. An effort has been made
to introduce human interest, but this seems hardly necessary in the case of a
cough medicine. Much costly space is used in showing the drug-store, the
walls, counters, stock of goods, etc. It should be possible to present this
article properly in a quarter of page of magazine space.

210

THE ADVERTISING HANDBOOK

"HOEN1

On your stockings you
travel all your ways
through life. How well
do they stand the stress
of the journey? That's
the test! We would not
today be the world's
largest makers of fine
hosiery, were it not for,
the all-important fact
that our good product
has stood the supreme
test of long wear and
lasting elegance. Every
foot in America has to
be stocking clad. There
is food for thought in
the significant fact that
a mighty number of
them are Phoenix clad.

PHOENIX

HOSIERY

FIG. 29. (See comments at bottom of page 211.)

THE WRITING OF COPY 211

efficient size of his advertisements, to learn whether he should
use large advertisements with considerable information in
them and allow considerable time to intervene between in-
sertions or to use smaller advertisements, give less information
at a time and advertise more frequently.

Here, again, each advertiser has a problem to himself. The
answer to the problem depends on :

1. What the advertiser has to advertise.

2. His plan of selling.

3. How much he can hope to get readers to read at one time.

4. What his competitors are doing.

5. The medium in which he is advertising.

Large stores, with a great variety of merchandise to offer,
must use fairly large space and must advertise frequently.

If the advertiser aims at a complete sale from his advertise-
ment or even an order on approval he must give a great deal
more information than where he merely excites the reader's
interest to the point of seeking for a booklet or a catalog.

An advertiser may have a certain prestige to maintain. It
would seem odd for a large automobile company to use adver-
tisements consisting of only a few inches, and yet a dealer in
second-hand automobiles could very properly use advertise-
ments of the smaller size in offering used machines of the
automobile company for sale.

The use of large space when most competitors are using
small space means distinction. But when the mass of compe-
titors are using large advertisements with considerable time
between insertions, an advertiser may start a campaign of
more frequent but smaller advertisements and be more dis-
tinctive.

The big advertisement makes a big impression if the space
is well handled. Some advertisers have found that the in-

Fio. 29. An evident effort on the part of a hosiery advertiser "to be
different." The advertisement is undoubtedly unusual but a tremendous
amount of space is used, this advertisement occupying four full newspaper
columns. The only definite point made is that the makers of Phoenix Hosiery
are the largest makers of fine hosiery. The appeal is more in the class of
general publicity than of definite information that leaves an impression of
something more than a name. No advertiser should content himself with
mere name publicity if he has anything about his product or service that is
distinctive.

212 THE ADVERTISING HANDBOOK

sertion of a few large advertisements make the impression
that the advertiser is a big or aggressive advertiser, and
frequently dealers or other interested readers have imagined
that an advertiser ran scores of large advertisements when
perhaps he ran only ten or a dozen of them.

The idea behind the copy has much to do with the size of
the space. Some copy ideas can be handled well in small
spaces; others require half a page, a full page or possibly two
pages or more for proper exploitation.

In Figure 25 is shown one of a series of very effective news-
paper advertisements, each making a single point about
Houghton products.

In Figure 27 is illustrated an advertisement that requires
large space for a proper showing. Its very size 16 inches
deep, three columns wide in the original creates the impres-
sion of a large trust company.

It is not likely that the page Piso advertisement, Figure 28,
is four times as effective as a quarter-page advertisement
for this article would have been. There seems little need of
showing all the drug-store scenery.

The Eastman Kodak advertisement, Page 177, is an extreme
example of large space and small amount of copy. Because
of its distinctiveness, the amount of space may be warranted
though if several advertisers were following the style, it would
probably be inadvisable. The Eastman Kodak Company,
with its vast output, can afford a style of advertising that smaller
advertisers or advertisers of newer products could not use
advantageously. Its product is generally known and the
force of much of its advertising is that of reminding rather than
informing.

SECTION 10

COPY-EDITING AND PROOFREADING
COPY-EDITING

The Need for Copy-Editing. The cause of good advertising
is helped along considerably by the careful editing and marking
of the copy, or manuscript, before it goes to the printer. A
great deal of both money and time are wasted because copy
is not so marked that printers and publishers can tell just
what the advertiser wants or because the advertiser, or copy-
writer, waited until he received his proof before doing his
final editing, thus necessitating expensive changes in proof and
in many cases the submitting of a revised proof.

Much copy that comes to printers is written more or less
illegibly and on paper of varying size of sheets, often with the
pages not numbered. The neglect of proper capitalization
and punctuation and the failure to indicate the desired
arrangement of the different parts of the copy are still more
common.

Value of Systematic Practice. One who makes a regular
practice of sending material to printers will do well to adopt
a methodical way of preparing his copy. The use of white
paper in sheets eight and a half by eleven inches is satisfactory,
but if the copy-writer will use a distinctive color of paper for
all of his copy, he will have just one more method of identifying
his work in the print-shop. The usual color of "copy paper"
is yellow or buff. A salmon, golden rod, light blue or green
would be distinctive.

Copy for printers should, of course, be written on only one
side of paper.

213

214 THE ADVERTISING HANDBOOK

Typewritten copy is far preferable to hand-written manu-
script. Not only does typewriting make the printer's work
easier but it is an effective method of displaying errors and
omissions and enables the writer, as it were, to proof-read
his thoughts before they are set in printer's type.

Numbering of Copy Sheets. Sheets of copy should always
be carefully numbered at the top, either in the center or in
the right-hand corner.

When it is necessary to insert additional sheets after copy
has been numbered, the added sheets may be identified by
letters. Thus, if it is necessary to insert two new sheets
between pages 12 and 13 of the original copy, mark the added
sheets 12B and 12C, and the printer will understand that
these follow sheet 12, re-marked as 12 A. If the material on
sheets 12B and 12C does not come immediately at the end of
sheet 12 A, insert a star where the new copy is to begin and
write the memo, on the margin of sheet 12A, "Let Sheets
12B and 12C come in here."

When a sheet of copy is taken out of manuscript, sheet 7,
for example, write on sheet 6, at the top, " Sheet 8 follows
7 killed." If this is not done, the printer may waste time
looking for sheet 7.

Use sheets of one size as far as possible.

The Making of Additions. Write the original copy with
wide blank margins, so there will be room for additions in the
margins if additions are necessary. When a note is rather too
large for a marginal note, write it on a slip as wide as the
original copy paper, paste it on the edge and fold it face down
on the original copy. Even then it is better to run a
bracket or pencil line around the end of the new copy slip
and over to the point where this addition is to break into
the original copy. There is no such thing in printing prac-
tice as making a thing too plain. Don't leave any detail to
guesswork.

Indicating Headings and Other Directions. When head-
ings are to be centered, write them so.

If a few words are to be in all capitals, write them that way.
If the line is a long one, it is all right to write it in the usual
way and then make the marginal note for capitalization.

COPY-EDITING AND PROOFREADING 215

If you don't want words in all-capital setting, don't write
them or leave them that way.

Whenever there is the slightest chance that a note for the
printer may be mistaken for part of the text, draw a ring
around it. A still further precaution is to write "Note for
printer" close by the instruction.

Other General Directions. Don't roll manuscript or fasten
the sheets together with staples. Don't paste copy for illustra-
tions on sheets of manuscript. Keep illustrations on separate
sheets unless they happen to be proofs of small engravings.

Use paste in rearranging copy. This is much better than
fastening parts of sheets together with pins or clips.

In hand-written copy, Write n, u, m and w so they will be
clear to printers. This applies also to the capitals S and L
which many people write in a way that makes the reader
guess. It usually costs something to make printers guess.
When the word is a very unusual one, such as a peculiar
proper name, hand-print it unless the copy is typewritten.

If you abbreviate, printer will "follow copy" unless you
draw a circle around your abbreviations. If you use ditto
marks instead of spelling words out, he will also follow copy
in the absence of instruction to the contrary.

When all the words but one in the center of a line are
crossed out, it is generally better to cross that out also, as it is
likely to be overlooked.

If a certain paragraph, example or foot-note is to appear in
type smaller than that used for the main text, draw a line
alongside the text to be specially treated and use a marginal
note reading "Use smaller size here (or Use 8-point here)."

When color is to be used in a job, red for example, it is
very helpful to the printer if the copy-preparer will write in
color the copy that is to be printed in color. Typewriters
with red-and-black ribbons facilitate this.

List of Marks Used. The exhibit on following pages, Figure
1, A, B and C, shows the marks, abbreviations and notes that
are in common use in marking manuscript and reading proof.
Some of these are used almost entirely in the marking of
manuscript; others are used entirely in the reading of proof.
An important difference between the marking of manuscript

216 THE ADVERTISING HANDBOOK

Set in all capital letters

Set in small capitals.

Set in capitals and small capitals.

Set in bold-faced type.

Set in italic. !

Set in bold-faced capitals.

In all the foregoing examples, the lines should
appear under the words to be capitalized, itali-
cized, etc.
Bring the line to this point.

Square up the lines at this margin.
Straighten the line or lines.

Bring matter to this point.

Carry over to where arrow points.

Spell out matter in this circle. (This mark is
used frequently around abbreviations.)

Period circled to prevent being mistaken for

comma.
Colon encircled to prevent being mistaken for

semicolon.

The dele mark, meaning to "take it out.
Make a paragraph here.

Don't let this be a new paragraph.
Take out the leading.
Reduce the spacing

FIG. 1A.

COPY-EDITING AND PROOFREADING 217

Set this a size smaller.

Fix this broken letter.

Isn't this from a wrong font?

Take out the thing marked and close up.

Put a space in here.

Put a lead in here.

rrf . Make it a part of body matter (more often used

flit/ft (/1A to indicate the running of two paragraphs

together as one paragraph).
y Turn this type over; it is upside down.

'L -f~

y*> CTf L/V&Hd t Transpose the position of the matter marked.

^i -JL ., Transpose the marked matter to the other point

0Y. Co TT" where the star occurs.

Use Roman letter here instead of the kind you

have.

Correct the poor spacing at the points marked.
Means reset some of the type so that the matter,

through respacing, will run a little longer and

thus make a better end to a paragraph.
Means run the syllable, word, or line back to

preceding line or page.

Means end of manuscript or copy.
Give this cut a half circle turn.

Capital letters so marked are to be reset in lower-
case letters.
A marginal instruction to restore the words under

which the dots appear.

^ x Means set or reset the words in the order indi-

*JQ* /t ^<3 cated by the figures, the figures being placed

fi J/ a jff * n copy over *ke wor ds m question.

U/T 6LSJ. COjtu Means that the printer missed something and is

I referred back to copy.

FIG. IB.

218 THE ADVERTISING HANDBOOK

Means "is this right?" or u ls this arrangement satis-
factory?"

Another way of questioning correctness. If the ques-
tioned item or the suggestion is correct, run a line
* through the question mark, but don't erase it.

V Insert apostrophe.

\r Insert quotation marks.

Join the letters in a logotype or close up the space

left between two words.
Transpose the two letters or words marked.

Insert comma.
+/ Insert semicolon.

S/ Insert hyphen.

/ Insert dash.

ft / Insert narrow or n dash.

'/.

\./ Insert interrogation mark.

Insert exclamation mark.

Raise or push matter up to here.

Lower matter to here.

d Indent line one quad of size of type used.

JL. Push down lead or space showing on proof.

'V . (?. Reset in lower-case letters.
FIG. 1C.

COPY-EDITING AND PROOFREADING 219

and proof is this: on manuscript corrections are freely made
in the body of the matter without any marginal notes. In
marking proof, no matter what indications may be placed in
the body of the matter, a marginal note or symbol must be
used to call attention to the change.

Example of Edited Copy. Figure 2 on this page affords an
example of a page of manuscript which has been corrected

/Garages Large and Smalip ^Laky your garage a perma-

^ * . J&w*</UL

nent. fire/proof maitfHallaii while you are at it.

You will save in paint ess*, repairs and insurance, and

itf

there *a really great aaa^; possioilitiAi in concrete con-
struction in *ng aattQg f appearance as we.i as in pcrma-

nenoe ** inn*.nnn*a a* i w up-keep O

44
The Alpha Portland Ceraent Company"har5 v recently oom.=

piled a well illustrated special booklet on the subject of

distinctive types > j<f HIBHI mildiiif^also giving practical
hints on construction.

Still more recently we have prepared an additional

service sheet showing a. unit example of grage construction

^ S. / pf

(^dapted^well) to tne needs of Individuals as well as^businesa

concerns naving a number of cars. > ao. All of this material
is sent freeto inquirers living east of tne Mississippi
River0(without obligation^y If you haven't a i?opy s# the
96-page ALPHA HANDBOOK on Concrete construction, ask
for a

**** ' m ^ f Alpha Portland Cemont Co., General Offices, 2aston, Pa.

^ -^^- =^.^- f

Branch Offices: Boston, Mew York-Philadelphia, Pittsburf

|Balt imore^ Savannah.

FIG. 2.

freely. While this example is given in order to show just
what editing and marking may be done and still leave copy
intelligible to a printer, at the same time money would be
saved by having a page like this recopied. The stenographer's
time is less costly than the printer's, as a rule.

220 THE ADVERTISING "HANDBOOK

Carbon Copies of Manuscript. Copy will sometimes be
lost. The loss of even a single page may cause considerable
delay. Therefore, it is a good plan to keep a carbon, or the
original rough manuscript, until a job has been printed.

THE READING OF PROOF

How Proofs are Taken. When a compositor has the type
of an advertisement or a catalog article set, this type is placed
in a galley or in a form and a proof taken on what is known as
a proof press. Proof is usually taken on long strips of paper
that are slightly dampened. Often, however, corrected proofs
are taken on sheets of book paper in order to have them present
a better appearance. Very often proofs are taken in duplicate
or in triplicate. In booklet or catalog work, for example, it is
common for the advertiser or author to ask for duplicate
proofs. In such cases corrections are made on one set which
is known as the "official proof" while the other set of proofs
are cut up and pasted on pages so as to make a page dummy of
a job.

Immediately after taking proofs it is a practice in good
printing offices for obvious mistakes to be corrected at once
so that the proof which is sent to the advertiser or author
will be fairly clean.

While examples of proof are shown here as containing a
great many errors, these are shown for the purpose of illus-
trating the marking of proof. No good printing office would
send out such proof to a customer.

Why Official Proof Should not be Cut. Where duplicate
proofs are furnished the official proof should never be cut up.
Leaving this intact and making all changes on this set of
proofs makes it much easier for the printer to locate the type
and to make corrections. If fifty or a hundred pages of
galley proofs are all cut up it would be quite a job for the
printer to locate the type in the various galleys.

Proofrooms and Proofroom Practices. Large and efficient
printing offices have a proofroom with a number of skilled
proofreaders and copy-holders. The copy-holder is merely a
reader who reads aloud while the proof-reader reads the
proof, keeping a keen watch for errors. Where such proof-

COPY-EDITING AND PROOFREADING 221

rooms are maintained it is possible to send proof to the
advertiser in good order. It is not necessary for all typo-
graphical corrections to be made before proof goes out to the
customer but all such changes should be indicated clearly on
a proof before it goes out. It is a reflection on a printing
house possessing a proofroom if a customer detects a number
of typographical errors in one job.

Unfortunately, many printing offices have too small a
volume of work to warrant the expense of maintaining a
good proofroom. Where a proofroom is lacking, usually one
of the printers will give the proof some attention before it goes
to the customer, or the general manager of the shop will do
so. With such a system, however, the printer is more in-
clined to throw the responsibility of making corrections on the
customer. That is, if the customer sends proof back with his
0. K. on it and the work is printed with typographical errors
uncorrected, the printer will hold that the advertiser put his
0. K. on the proof as being satisfactory. It is customary
whether the printer has a proofroom or not to return the
original copy to the customer along with the proof. This
original copy should always go back to the printer along with
the proof.

Responsibility for Correct Printing. Strictly speaking, the
printer should be held responsible for setting type according
to copy. By placing the burden on the customer, a printer
can legally escape the responsibility for even typographical
errors, but from the printing point of view it is his job to see
that type is set according to copy. It is a general rule in
printing shops to " follow copy." A compositor has no right
to edit and does not attempt to do so unless requested.

Nor will a proofroom edit except in a suggestive way. The
proofreader will mark changes that the printer should make
to make the set-up matter correspond with the copy but where
copy is not clear or it seems likely that an error was made in
the copy, all that a good proofreader will or should do is to
question the correctness of the matter and perhaps offer a
suggestion as to what the spelling or revised language should
be. This is done for the customer's benefit and is subject to
his approval.

222 THE ADVERTISING HANDBOOK

For example, if the customer made a statement that George
Washington was born at Mt. Vernon, Virginia, the compositor
will undoubtedly set the statement that way, but if the proof-
reader happens to know that George Washington lived at
Mt. Vernon, but was born at Wakefield, Virginia, he would
put on the margin of the proof " Wakefield, Va." followed by
an interrogation mark or the abbreviation qu. If the author
of the copy accepts the suggested correction all he need do is
to run his pen through the question mark and the printing
shop will then take care of the correction.

It is not the part of the proofreader, however, to make a
great many such suggestions but merely a courtesy and a
voluntary service on his part. He cannot possibly be familiar
enough with all the facts of history and science to question
every editorial statement in copy. Nevertheless, some very
important corrections are suggested by good proofreaders
often after the original copy has been carefully edited. This
is just because two or three pairs of good eyes are always
better than one pair.

The Advertiser's, or Author's, Rights. The author, or the
copy-writer can, of course, edit as well as proofread his work.
In an extensive job of printing there are usually a number of
changes that the author makes in the text, though, as already
pointed out, changes after material has been put in type should
be kept down to a minimum. If changes are made freely it
may cost almost as much to make these corrections as it did
to set up the type in the first place. It should be borne in
mind that taking out a few words in the middle of a line or
adding a few words may mean that ten or a dozen lines will
have to be rearranged to take care of this change properly.
Therefore, those who are skilled in reading proofs of their own
productions usually try to cut out or add either complete
lines, or to supply as much matter as they have cut out, or
to make changes near the ends of paragraphs so as to disturb
the setting of the whole as little as possible.

Methods of Marking Proof. It is a well founded custom
that all indications which are memoranda for change in type
should be placed in the margins of proof-sheets. While it is
necessary, as a rule, to also place some indications within the

COPY-EDITING AND PROOFREADING 223

text itself there should always be a marginal mark or note to
call the printer's attention to the change. These marginal
notes should not be small or faint. They should be clear so
that proofrooms and compositors cannot miss the corrections.

Proof corrections should be made in pencil if desirable,
though some use ink, and colored inks, in order to indicate
corrections more clearly.

Whether the author should merely read his proof alone or
should have someone else read the copy while he reads the
proof is a matter of personal preference.

All queries by the printer or the printer's proofroom should
be answered one way or the other so that the compositor will
not be in doubt as to whether the change should or should not
be made.

If a proof needs no correction the author should mark it
O. K. and sign his name immediately after the 0. K. and also
put on the date. If there are a number of corrections to be
made and still it is not deemed necessary to have another proof,
the proof should be marked "0. K. as corrected" with this
memo followed by the author's name and the date.

Whether the author should call for a revise or not depends
on the condition of the first proof and the efficiency of the
printing office with which he is dealing. In dealing with good
printing offices minor corrections can always be intrusted
to the printer's proofroom after they have been properly
marked. In fact, by putting on the proof the notation "O. K.
as corrected" the author throws on the printer the burden of
seeing that these corrections are properly made. If the printer
does not choose to send another proof on his own responsibility
and runs the job without making corrections that were marked
the fault is his own and he can be held responsible for the
faulty work.

Newspaper Practice. On account of the short time allow-
able for changes, newspapers object to giving revised proofs as
a general practice. Some newspaper offices ask that they be
allowed to print advertising without submitting proofs at all,
but this is hardly desirable unless the composition is of a
simple nature. Where the copy abounds in detail, description,
prices, etc., unfortunately errors are likely to be made in the

224 THE ADVERTISING HANDBOOK

Garages^ Large and ^mall

Make your (Sarage a permanent fireproof ) /
structure while you areat it. I e

You save in paint, reapers and insu-
fiince, and there is really great possibility M>
in concrete cons/ruction in appearance as
well as in permanence and maintenance,
or low up.keep.

, . The Alpha Portland Cement Company

V^l has recently complied a well illustrated

s/ecial booklet on the subject of garages,
showing phtographs and sketches "of a o

number of distinctive types, also giving fcfyj
practical hints on (Construction. J&4 ".

Still more ^ej^recentlv have prepared _H ^5
an additional Service~5heet showing a uj}^ ^^~"
example A garage construction well adapted

tr/
/

to the needs of individuals as well as of bu-
siness concerns having a number of cars. /

All of this material is sent free, without
obligation^to inquirri^jiving east of the
Mississippi river.

If you haven't the *J 96-page ALPHA\
HANDBOOK on concrete const 'ruction , ask J
for a copy.

ALPHA PORTLAND CEMNT CO.

Branch Offices: Boston. New York. Philadelphia,
PitUburg, Baltimore. Savannah

FIG. 3,

COPY-EDITING AND PROOFREADING 225

Garages Large and Small

Make your garage a permanent, fireproof
structure while you are at it.

You save in .paint, repairs and insur-
ance, and there is really great possibility
in concrete construction in appearance as
well as in permanence and maintenance,
or low up-keep.

The Alpha Portland Cement Company
has recently compiled a well illustrated
special booklet on the subject of garages,
showing photographs and sketches of. "a
number of distinctive types, also giving
practical hints on construction.

Still more recently .we have prepared
an additional Service Sheet showing a unit
example of garage construction well adapted,
to the needs of individuals as well as_ to
those of business concerns having a number
of cars.

All of this material if sent free r without
obligation, to inquirers living.. e"ast of the
Mississippi river.

If you haven't the 96-page ALPHA HANDBOOK oil
concrete construction, ask for a copy.

ALPHA PORTLAND CEMENT CO.

Branch Offices: Boston, New York. Philadelphia,
Pittsburgh. Baltimore, Savannah

FIG. 4.

ir,

226

THE ADVERTISING HANDBOOK

Goi;.

Calvin Coolidge

^"IITE have had many atterfpts at

- * : regulation of industrial acti/ity

by law. Sorrie of it hJs proceeded

on the theory that if tnose who en-

II jpyed material prosperity used it for

' wrong purposes firp^'X such pro 8 ^

^oerity should be limited or abolished.

That is as sound as it wou Id be
to abolishljjto

There are powerful paragraphs like
this on every page of governor Coo-
(Jdge? book,

4 =

"Have Faith in Massachusets"

If /ou like a man who has clean A cut

11 *^

convictions and the courage to utter

them with vigonjand power, you will
like this book.

It is sound Americanism yrom a
really great American.

=/
/

At all bookfilorei or sent
Jar $1.50 By the publisher t

Houghtoiy Mifflin Company, Boston,^- 3

FIG. 5.

COPY-EDITING AND PROOFREADING 227

Got;.

Calvin Coolidge

Says :

**\I7E have had many attempts at
regulation of industrial activity
by law. Some of it has proceeded
on the theory that if those who en-
joyed material prosperity used it for
wrong purposes, such prosperity
should be limited or abolished.
That is as sound as it would be to
abolish writing to prevent forgery."

There are powerful paragraphs like
this on every page of Governor Cool-
idge's book.

"Have Faith in Massachusetts"

If you like a man who has clean-cut
convictions and the courage to utter
them with vigor and power, you will
like this book.

It is sound Americanism from a
really great American.

At all bookstores or sent
for $1.50 by the publishers

Houghton Mifflin Company, Boston

FIG. G.

228

THE ADVERTISING HANDBOOK

y
4,

-/,

il/

Acqijring andy^sing Vic/rola

A popular womaift magjtine conducted a contest/ recently
in order to leam of unique plan* by which it/s readers had
purcljsed articles adverti/ed in the pagesof the publication.

A woman in the far jlest told in her letter, how for a
year or so she had longed for a Victrola/ an. how she and
her hufQpnd had provided a lilt'e savings, box into which
they put spare dollars until they had enough to bring a Vi<
trofa and a good assortment of records into their home *^

L VICTROLA CONCERTS

/Then she relates interestingly how the his tory of each
record, the selection itself and the artist who ^* - -*

o sings or playj., -JW

tUUunderstand- ^7J{

^looked up and told to the family, so that &*U understand-^
ing of the music, whether it be an Operatic Selection or the
performance of a nocturne M^MMte by a famous master is
thoroughly nndmli**J

Says she /"Our children are trainea to keep as qune and
attentive during the performance as they would be ** if they

house,
b

DTUDY COUROCi

/During the last year/we have practiced our French with
the aid of special record/ and it is my hope that the chi-
(plren may have the ai/ of the }>pice.culture records now ob-
tainable with the VictrolaX /\

VICTROLA VERSATILITY/
The experience of this letterwriter is just one more example

fof the wonderful versatility*" of 'the*' Victrola * n 'part
of a home equipmeijft.^

It teaches as well as entertain

A talking machine is an instrument that the head of a
home should buy with a view of its being a LlfC/TlME

v y v

*. ^

possession. The wonderful merit of the Victrola has brought
cores of imitations on the market. The Victrola is the one
instrument of ils/ihat (classes today made complexly in one
great plant famous for ips fine workmanship, kitty note-

by-rf>-viteF Gonpamy, -

COPY-EDITING AND PROOFREADING

229

Acquiring and using a Victrola

A popular woman's magazine conducted a contest recently
in order to learn of unique plans by which its readers had
purchased articles advertised in the pages of the publication.

A woman in the far West told, in her letter, how for a
year or so she had longed for a Victrola and how .she and
her husband had provided a little savings box into which
they put spare dollars until they had enough to bring a Vic.
trola and a good assortment of records into their home,

VICTROLA CONCERTS

Then she relates interestingly how the history of each
record, the selection itself and the artist who sings or plays,
is looked up and told to the family, so that their understand-
ing of the music, whether it be an operatic selection or the
performance of a nocturne by a famous master, is thorough.

Says she: "Our children are trained to keep as quiet and
attentive during the performance as they would be if they
were in an opera house.

"During the last year we have practiced our French with
the aid of special records, and it is my hope that the chil-
dren may have the aid of the voice culture records now ob-
tainable with the Victrola."

VICTROLA VERSATILITY

The experience of this letter- writer is just one more example
of the wonderful versatility of the Victrola as part of a home
equipment. It teaches as well as entertains.

A talking machine is an instrument that the head of a
home should buy with a view of its being a life-time
possession. The wonderful merit of the Victrola has brought
scores of imitations on the market. The Victrola L the one
instrument of its class that is today made completely in one
great plant famous for its fine workmanship.

230 THE ADVERTISING HANDBOOK

advertiser's announcement unless he calls for at least one
proof. But unless the proof is very bad, a newspaper office
should be allowed to make corrections and to go ahead with the
insertion of the advertisement. An exception to this rule
would be in the case of large stores that put in their copy
days ahead of publication and where there may possibly be
plenty of time to submit a second proof showing the corrections
made.

Charge for Changes. A printer has no right to charge for
typographical changes that are necessary to make proof like
the original copy. He has, however, full right to 'charge for
all changes in type or arrangement that are necessary because
of the advertiser's editing of his copy after it has been set or
because the advertiser changes his mind about the arrange-
ment of the material, the size of type in which it is to be set,
etc. Such charges are known as charges for " author's
corrections."

Penalties for Errors. There are no well established rules
about penalties for errors in type. There are many cases
on record, however, where publishers printed prices wrong
when proof was properly marked and where they have been
required to make good the loss sustained by advertisers
through the improper printing of prices. There are many
other cases on record where advertisers have refused to accept
folders, booklets, catalogs, or other work that contain a
number of errors marked on proof but not corrected. Gen-
erally it is possible to make some compromise in cases of this
kind. Some publishers lessen their responsibility by making
it known that they will not accept responsibility for certain
kinds of errors such as, for example, the dropping out of key
numbers in the addresses of advertisers.

Notes on Examples. A study of the examples of marked
proofs, Figures 3, 5 and 7, and the exhibits showing these
settings as they appeared after corrections have been made,
Figures 4, 6 and 8, will make proofreading methods clearer.
These exhibits should be studied carefully in connection with
the table of notes and marks used in editing manuscript and
reading proof shown on pages 216, 217 and 218.

It will be observed that where there are many corrections

COPY-EDITING AND PROOFREADING

231

both margins of the proof are used. The best practice is to
make corrections in the left margin when the error is in the
proof between the left edge and the center, and to make cor-
rections in the right margin when the error is past the center

*3,

WHILE PERMANENCE is, an important feature of such a
structure as an enclosure wall, appearance is often just as im-
portant to the property^ owner

A great variety of pleasing effects, in both design and surface treat-
ment, are possible in concrete walls.

We have recently gathered a score of fine photographs and have reproduced these
in an 8-page Bulletin and two 15 In x 20 in Service Sheets devoted to the subjeci
of Inclosure Walls This valuable data, our handbook on concrete construction.
96 pages illustrated 1 , and Service Sheets or Bulletins on any of the following sub-
jects are free if you live East of the Mississippi Where inquiries' are out of our
sales field, we are obliged to ask fifty cents to cover the cost of printing and postage

Workmgmen's Homes
Concrete Roads
Walkways and Driveways
Bridges and Culverts
Foundation and Hatchwa\
Gutter and Curb
Storage Cellar
Small Warehouse?
Spring House
Small Dam
MUk House

Ice House
Manure Pit
Septic Tank
Oil Storage Tank
Tennis Court
Inclosure Walls
Barn and Silo
Corn Crib
Storage Housr
Smoke House
Ho 8 House

Poultry House

Piping Vat

Tanks and Troughs

Piers for Small Boats

Greenhouse

Coal Pocket

Post and Walls

Walls. Sills and Lintels

Garages and Runways

Overcoating of Old Dwellings

Porch. Cellar and Stable Floor*

Alpha Portland Cement Company, General Offices, Easton, Pa

Br.nch Office! New York Bo.ton Pitl.burfh PMl.delphi* B.ltimor. S.vnn.h

FIG. 9. Typical example of proof from well organized publisher's office

of the proof. Where there are several errors in one line the
note nearest the edge of the type should deal with the first
correction. See how this is carried out in the fifth text line of
Figure 3.

232 THE ADVERTISING HANDBOOK

If several errors occur in one word it is better to cross out the
entire word and to write the word in the margin than to indi-
cate several changes in it. Figure No. 9 is a typical example
of proof from a good printing office. Here the advertiser
found it necessary to make only minor changes and to answer
just a query from the proofreader as to whether inclosure should
be changed to enclosure. The note "See 2d line" is from the
proofreader.

Where there are only a few changes the method of correcting
shown in Figure 9 is the simplest, that is, of drawing a line
from the correction out to the margin and at the marginal
end of the line supplying the correct form or making a direc-
tion as to change. Where proof is full of errors, however, the
drawing of these lines would create a maze of lines difficult to
follow. In such a case the better method of reading and mark-
ing is shown by Examples 3, 5, and 7.

Examples 4, 6 and 8 show how the settings of Examples
3, 5 and 7 appear when all corrections have been made.

MISCELLANEOUS INFORMATION

The expression "second proof" means the same as revised
proof.

"Office proof " refers to the first proof taken by the printer
merely for the use of the printing office in correcting the ob-
vious omissions or errors. It is not customary to send the
office proof out to customers.

"Foundry proof" means proof taken just before type pages
are sent to the electrotype foundry for electrotypes to be made.

"Press proof" refers to proof that is taken after a page is on
the press. It is really an advance sheet of the finished job.
Sometimes advertisers are furnished press proofs but this is
not usually done except on request and in case such proofs
are furnished they must be acted on immediately or otherwise
the press is kept idle.

Color proofs are often submitted in order to get the adver-
tiser's approval of the color the printer is preparing to use.

An advertiser is -properly charged for all "over composition, "
that is, matter set up in type by the printer on the advertiser's

COPY-EDITING AND PROOFREADING 233

authority but which cannot be used in the advertisement,
booklet, catalog, house organ, etc., because of lack of space.
The advertiser should calculate his space and copy accurately
so that there will be very little over-run matter that cannot
be used.

Getting a Number of Proofs. Both magazines and news-
papers, if given time, will willingly furnish the advertiser a
number of extra copies of proofs of advertisements. If the
setting is well done these extra copies are very useful as com-
bined copy and layout for other publications. It is an excel-
lent plan to send some publications copy well in advance in
order to get extra proofs for this purpose.

Booklet, Catalog, and House Organ Proofs. The methods
of handling booklet, catalog, and house organ copy is described
in greater detail in other sections of this Handbook. Most of
the proofreading methods here described come into use in
the reading of proofs of folders, booklets, catalogs, house
organs, and other printed matter of a pamphlet or book nature.
There are, however, some special considerations. Example
7 shows how a booklet page that is somewhat long can be cut
down to the proper length by the author in his first reading of
the proof and give the printer little trouble. Sometimes when
pages "run long" a display heading that is not very useful
can be taken out or if pages run short often an extra heading
can be put in to make up the shortage. It is better to do this
than to remove the leading from part of the printed page, leav-
ing some of the type leaded and part of it solid. Sometimes the
over-run of one page can be remedied by carrying some item
over to another page. In house organ work a number of small
items are kept in type for the purpose of filling short pages.
In other words, the editor of a house organ does much as the
editor of a magazine would do he places the longer articles
in the positions he wants them and then fills up his pages with
shorter items. Sometimes foot-pieces or head-pieces can be
used or omitted to take care of pages that run out poorly.

Many writers prepare booklets, catalogs, house organs, etc.
by the "page to page" method. That is, they write each
article to fill either a page or a definite number of pages and
then adjust proofs accordingly. Other pamphlet work is

234 THE ADVERTISING HANDBOOK

written without regard for the page method and the publica-
tion is arranged by means of a proof dummy after all the
type has been set the extra copy of proof being cut up to
indicate the arrangement of pages. The first method is the
more systematic one but the latter method is satisfactory for
some types of work.

SECTION 11
MAKING THE LAYOUT

Layout a Working Drawing. An advertising man's layout
of his advertisement is to him what a plan drawing is to the
draftsman, the illustrator, the architect or the engineer. No
architect would try to explain to a client or to a contractor
a house plan that existed only in his, the architect's, mind.
He visualizes his ideas, for his own guidance as well as for
the information of clients and contractors, by putting arrange-
ment, dimensions, etc. in definite lines on paper.

The other chapters of this Handbook make it clear that a
great deal of the effectiveness of advertisements in these days
of great volume of advertising depends on skilful arrangement
and presentation of the advertiser's message. It is no easy
task to so dress an advertisement of small or moderate size
that it will be certain to be seen and read by a good proportion
of those readers for whom it was intended. Realizing this,
advertisers are nowadays in many cases employing expert
typographical designers to lay out series of advertisements,
their catalogs, house organs, etc.

Purposes of Layouts. The object of the layout seems not to
be clearly understood by many people. It is often thought or
said that the layout is merely to show the printer how the
advertiser wants the advertisement set, and some argue persist-
ently that much of the time spent on layouts by advertising
men is wasted that a capable printer prefers to have the
matter left entirely to his judgment and taste and is better
able to decide about the typographical dress and display of
the message than most advertisers. This subject is discussed
briefly under Types and Printing Practice. It is sufficient to
add here that the man who buys space has a right to see
that what goes in that space is presented as effectively as
possible. If he is capable of doing that, the job should re-

235

236 THE ADVERTISING HANDBOOK

ceive his best attention. If he is not capable or knows some
one else who is more capable, whether he be printer or some
one else, he does well to have some one else handle the
undertaking.

The fact is, however, that the expert compositor prefers
to have the advertiser show by at least a rough layout what
he wants produced. So long as something is left to the
printer's discretion, he is not insulted or offended, provided
the advertiser shows that he has sound ideas.

But the layout is more than a mere guide for the printer.
Under varying conditions, the layout may serve all of the fol-
lowing purposes:

1. A well executed layout is a more or less definite record
of an idea that was before only in some one's mind. By
putting his proposed arrangement on paper, the advertising
man has a chance to view his own design critically and to
change it if it does not appear to be effective. The layout
then, first of all, is an aid to the advertising man himself.
Often he will do well to make several layouts of an important
advertisement and to select the most effective one.

2. A well executed layout is a method by which the ad-
vertising man, whether he be an advertising agency represen-
tative or an advertising manager, can show his superiors what
is proposed. Sometimes copy is created by just one man in
an organization and published without receiving the approval
of any one else. It is the custom, however, for some official
in the employ of the advertiser to approve all copy that an
advertising manager of the concern or its advertising agency
may prepare. Even the proprietor of a small store will likely
want to see what is proposed for publication before the adver-
tisement is finally printed for public reading.

3. Finally, a well executed layout is a guide to the printer
as to the effect the advertiser wants produced. No matter
how capable a printer is he is usually glad to learn what the
advertiser's ideas are and to work with him in carrying out
those ideas effectively.

When Rough Layouts Will Do. It should not be under-
stood, from the foregoing that artistic, carefully executed
layouts are always essential. What the layout should be

MAKING THE LAYOUT 237

depends on its purpose. Very rough layouts, made in a
minute or two, are often all that are necessary. When this
is the case, it is a foolish waste of time and money to spend
hours on carefully executed layouts. There are advertisers
dealing regularly with certain publishers who find that they
can send out some copy without layouts and get good re-
sults from printers who are accustomed to the advertiser's
style of copy and know the effects he wants produced.

Sometimes an advertiser will send along with his copy an
example of some setting that has pleased him and instruct the
printer to "set up in about this style."

On the other hand, it is often desirable, in order to get the
approval of executives for a single advertisement or a series
of advertisements to make layouts that show as clearly what
the printed advertisements are to be as an architect's drawing
shows what a house is to be.

Layouts by Artists or Designers. On page 238 is a reproduc-
tion of a layout prepared by one of the best known American
art organizations. The advertiser had suggested that he
would like to have an advertisement prepared to feature cer-
tain information on the use of concrete by horticulturists that
was being printed in the current issue of the advertiser's
house organ. Accordingly, this layout was made. The
advertiser liked the general effect of the presentation, and
authorized the art organization to make up a finished drawing
(the layout was merely a suggestive sketch) from which a
plate could be made.

Advertising agencies sometimes, in order to get series of
advertisements approved by their clients, go so far as to set
up some advertisements in type and to make specimen illus-
trations, so that proofs can be taken that will show the adver-
tiser the exact effects that will be produced. In a case of this
kind, a considerable amount of time and money is probably
represented by the advertising schedule proposed and a reason-
able amount of time and expense expended on layouts is justi-
fied. Where the advertisement is to occupy only a low-priced
space, costing possibly from ten to twenty dollars, much work
on layouts would be unnecessary.

It will be observed that in the illustration on page 238 no

238

THE ADVERTISING HANDBOOK

(Concrete ISr tke

' This Interesting Article Free

FIG. 1. Layout prepared by an art organization.

MAKING THE LAYOUT 239

directions are given about type. The art 'organization re-
garded this as a detail to be settled later and assumed that
the advertiser merely wanted the general effect of their sug-
gestion for a special advertisement.

Examples of Rough Layouts. The examples on pages 240
and 242 are typical of a great deal of layout work.

Figure 2 is a layout for a single-column magazine adver-
tisement such as would be inserted in the Saturday Eve-
ning Post or Collier's Weekly. In order to show the ad-
vertisement on a single page of this treatise, it was
necessary to make the layout slightly smaller than it was
originally; the original advertisement measured exactly seven
and three-fourth inches in depth. On page 241 is shown a
setting of the advertisement (also slightly reduced from the
original size) following the layout on page 240. Though this
advertisement appears to be closely set, the copy is of the
story style and the advertisement commanded good attention,
bringing more than 700 direct orders from one magazine of
large circulation. It will be observed that the layout is of a
simple kind with the illustration inserted about as plainly as
it could be done; yet the headline and illustration make up
an unusually effective combination.

The layout on page 242 is one for a small double-column
newspaper advertisement and Fig. 5 shows the advertisement
set from the layout.

Here the layout is a rough one and is to go to a newspaper
where there is a general understanding of the advertiser's
requirements.

Page 244 shows a larger layout for a newspaper advertise-
ment that was 138 agate lines deep across four columns in its
original size. This also is a quick, rough layout designed to
give capable compositors merely a general idea of the adver-
tiser's copy idea. The illustrations are proofs pasted on the
layout. The advertisement set from this layout which by
the way is a good example of newsy, timely copy appears
in reduced form on page 245.

Figure 8 is a greatly reduced example of the layout for
a street-car card. Where the amount of copy for such an ad-
vertisement is very small and the space is ample, it is better

240

THE ADVERTISING HANDBOOK

|Just a Hflnd-B/ush
but SUCH a by u s hi

FIG. 2.

MAKING THE LAYOUT 241

Just a Hand-Brush
but SUCH a brush!

This is a photograph of a
hand-brush six years old

It is a.Pro-phy-lac-tic hand-brush that has
been in daily use in an office for six years. A
new brush would not Idok any different.

You never saw a hand- or nail-brush as
fine as this one is. It contains bristles short,
strong and black, the stub ends of the tough-
est Bessarabian boar hair, set in an alumi-
num plate which is riveted with eight rivets
to a stout hard-wood back.

Soaking in hot water, use, abuse or violent
outrage does not affect it

Nobody can say how long it will last. The
first ones we made ten years ago are still
scrubbing away grime and making hands,
fingers and nails clean for big and little
hands, soft and hard hands, tender hands
'and hands calloused with toil.

Yet it never has been a big seller because
very few people know anything about it,
and most stores say with very good reason
that the public has never been educated to
pay more than lOc or at most 25c for a
hand-brush.

Well, this is no 25c brush. It's a dollar
brush costs a dollar and like every article
of supreme quality is worth anything you
want to say.

It is so sturdy and its simple quality is so
convincingly apparent that every time you
wash your hands, from the day you bought
it to goodness knows when, you will grin
and be glad you bought it.

And if you present it to anyone he will
bless you. It's nicely boxed.

Send us a dollar and get one and
if you ever are in doubt as to
whether or not it was a good, sen-
sible purchase, tell us.

We will send you back your dol-
lar and you can keep the brush.

Put a dollar in an envelope and send to us.
No risk for you. You don't even have to re-
turn brush if you are sorry yeu bought it.

FLORENCE MANUFACTURING COMPANY
000 Pin 9 Street, Florence, Mass.

We make the Pm-phylac-tic Tooth Brush

Fia. 3.

242

THE ADVERTISING HANDBOOK

A Woman's Easter Hat

It Must* 6*

Ot)t of

John Wane. n\ a. key

l/0'-

FIG. 4. Rough layout shown here in reduced form for double-column
newspaper advertisement.

A Woman's Easter Hat

She knows about what she wants it to be, dark or light,
small or large, tailored, sports or quite feminine, but, oh, it
is often the most difficult thing of all to get!

// Must Be Becoming

Oh, much more so than any other hat! It must be Spring-
like and fashionable to express the season. The hat is
most satisfactory if it is individual so that the pleasure in
it will not be spoiled by seeing a dozen like it! And, very
often, it must not be too expensive.

Every One o/ Which

is a good reason why a woman should see our large display
of Easter hats beginning at $9.50.

John Wanamaker, Philadelphia

FIG. 5. Newspaper advertisement set up from layout shown in Fig. 4.

MAKING THE LAYOUT 243

to letter all of it on the layout itself. Ordinarily, only the
display lines are lettered on layouts; the other type is indicated
by straight or wavy lines to indicate light text type or small
black-faced type.

Figure 9 is an example of a layout for the title page of
a booklet and page 249 shows the setting from this layout.

Suggestions for the Making of Layouts. There are no set
methods of making layouts, but the following suggestions may
be followed to advantage as a rule:

1. Lay out on a sheet of paper the full dimension of the
space to be filled by the advertisement. If the advertising
man uses cross-section paper, ruled each way with heavy
lines for inch divisions and with faint lines one-twelfth of an
inch apart, that will be found helpful, for it will be easy to see
at a glance just how many inches, picas or half picas come
between certain points and the number of square inches in
certain sections of the advertisement may be calculated
quickly. Cross-section paper is obtainable with this ruling
A specimen is shown here in full size (Figure 11).

2. Show the arrangement of border, panels and illustrations.
Borders may be indicated by pencil marks about as heavy as
the border wanted. It is an advantage to try to make pencil
marks about as heavy as the desired border because then if
the effect is too heavy the layout-maker will see his error and
correct his plan. The best way of showing illustrations is to
paste a proof on the layout (pasting is better than attaching
with pins or clips). If no proof is available, press the plate
cut on a stamp pad, put a sheet of blotting paper under the
layout, press the cut firmly down on the layout paper and a
faint impression of the illustration will be made. If neither
of these arrangements is practicable, make an outline or
rough sketch of the illustration and write in the space some
such description as (Hosiery illus.). Where there are several
illustrations of the same general character, it is a good plan to
number the spaces on the layout and give the plates correspond-
ing numbers.

3. Put in all displays, lettering the lines roughly or neatly,
according to the purpose of the layout. Strive to letter about
as heavily as the desired display type.

244

THE ADVERTISING HANDBOOK

>S< Govern ft en~tffdrf$e$
' of -the. Cheap?? Cuis

/&.jj/-X*j *U+JL *4- c&r-te u- j ,:> *~> 'j^.-.* hci, f *.j., f /J^a_

FIG. 6.- Layout for 4-column newspaper advertisement 138 agate lines deep.
Shown here in reduced size.

MAKING THE LAYOUT

245

U. S. Government Advises the Purchase
of the Cheaper Cuts of Meat

MORE women are learning every day
that it is not necessary to buy the
more expensive cuts of meat to be sure
of having delicious roasts.

The cheaper cuts become just as tender
and appetizing when prepared in a

"Wear-Ever"

Aluminum Windsor Kettle

Rtquira no water or basting. Place
the kettle (uncovered) over a low
flame. When .kettle is heated, place
the roast in it. searing the roast on
all sides to retain the juices: then
turn down the flame to a flicker and
cover. When half done, turn the
meat over A half hour before the
meat is done, put potatoes in its

juice You will b: delighted with the delicious taste of both meat and potatoes
"Wear Ever" utensils heat quickly and evenly and retain the heat That is

why they are especially adapted to the proper cooking of meats. Several styles and

sizes of "Wear-Ever" utensils can be used

"Wear-Ever" utensils are made in one piece from hard.

thick sheet aluminum. Have no joints' or seams cannot

chip or rust are pure and safe

Replace utensils that wear out
with utensils that "Wear-Ever"

The Aluminum Cooking Utensil Co.

New Kensington, Pa.

WEAR-EVER

ALUMINUM

TRADE MARK

FIG. 7. Reproduction of advertisement set up from layout shown in Fig. 6.

246

THE ADVERTISING HANDBOOK

-p

2 JT-P

<*)

CXI

fft

fti

ft) 01

c ^
o

r O

15
o o

-CL_

~^S?

H d

oJ ~o) -^i

~. ^ oi
^ > <i)

MAKING THE LAYOUT 247

4. Run lines in the space or spaces left for body matter,
putting these lines about as far apart as the lines of type of the
desired size would come. This need not be done exactly with
great accuracy, although the layout-maker should show about
how much space is to be left in the margins because the printer
will be likely to follow his desires on this point.

General Hints. Finally, give at least a general idea of the
type desired, unless the conditions are such that the printer
is almost certain to give a good setting anyhow. In calling
for display types, give printers an option. See how this is
done on layout reproduced on page 246.

If the amount of copy is small, there may possibly be room
for it on the layout sheet below the layout. Generally it is
better to write copy on separate sheets, numbering the differ-
ent sections of it to correspond with numbered spaces on the
layout. This is particularly important with large advertise-
ments such as department-store pages.

In magazine advertising, and sometimes in newspaper
advertising, it is the better practice to indicate the exact
depth that the advertisement is to occupy. However, in
newspaper work, unless a fixed space is contracted for, it is
better to give some such direction as "Use five to six
inches double column," thus giving the compositor some
liberty.

Advertising agency men sometimes make up a portfolio of
layouts to show advertisers or mount them on cardboard so
they may be set up around a room and viewed critically. One
of the largest advertisers of the world has his agency submit
rough layouts at a monthly advertising committee meeting
months ahead of the publication time of the proposed ad-
vertisements and has him at a succeeding monthly meeting
show these advertisements, modified perhaps, in the form of
finished proofs.

248 THE ADVERTISING HANDBOOK

How to

Trade.

fjh Rotary Club It/

Jbitiv F t~E/vr

% PA.

FIG. 9. Layout of a simple booklet cover.

MAKING THE LAYOUT

249

How to Reach
Foreign Trade

iiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiuin

Excerpts from an Address

delivered before the

Pittsburgh Rotary Club, by

JOHN F. LENT

President Lent Traffic Company
Pittsburgh, Pa.

FIG. 10. Compare with layout, Fig. 9.

250

THE ADVERTISING HANDBOOK

FIG. 11. Paper with ruling convenient for the making of layouts. This
paper is obtainable with the ruling in faint lines and is known as "cross-
section paper."

SECTION 12
TYPES AND PRINTING PRACTICE

What an Advertiser Should Know of Printing. It is not
necessary that one who plans and writes advertising should be
a printer or possess a large fund of printing knowledge. For-
tunately, there are publishers and printers whose resources
and skill can be utilized. If it could be truthfully said further
that all publishers and printers are very skilful in the typo-
graphical dressing of advertisers' messages, the business
world would be saved considerable trouble. However, this
is not the case. A great deal of advertising that is set entirely
in accordance with the ideas of publishers and printers is ar-
ranged in a commonplace fashion or in a style that does not
invite reading, maybe repels it.

Study the group of advertisements in Figure 1. This exhibit
actually appeared in a technical magazine. It would be
difficult to imagine more wretched typographical taste or
greater lack of consideration of the reader. Compare with
the exhibit in Figure 2.

Strange as it may seem, comparatively few printers have
made a study of the art of setting advertisements. It is a
real art. There are some who have done so, and there are a
limited number of publishers' offices where excellent service
is given in the setting up of advertisements. The advertiser
must, therefore, be discriminating not give himself unnec-
essary work where he can get cooperation from publishers and
printers for the asking and yet, at the same time, taking care
to give some directions about the desired style for his printing
where he cannot be sure that this important matter will be
handled as he wishes.

The Need for Individuality. Every advertiser should aim
at distinctiveness, at individuality. This is expressed to some
extent by the type in which messages are set and by the ar-

251

252

THE ADVERTISING HANDBOOK

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HETHERINGTON 6t BERNER ' W - AK ^ OUS

UNITED STATES ASPHALT
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8 Wwt Str***, Trk

INDIAN ROAD
OILS

MANUFACTURED BY THE
PIONEERS OF THE
ROAD OIL INDUSTRY
SEND US YOUR INQUIRIES

Indian Refining Company, lac.

244 Mftdfoon AT*., New York. N. Y.

Demand

For Wood Block Pavements

No Bleeding-No Bulging
Republic Oeoaoting Co., ImlJanapoH*, Ind.

ApbaJt Sales Dept
omoes

aar

Br-

TEXACO

I THE TEXAS COMPANY

ASPHALT
ROAD OILS

17 BATTERY FtACK, NKW YORK CTTT

FOR ROAD OILING

USE A RELIANCE OIL SPRAYING TRAILER

It it not necessary to own an expensive oiling wagon our trailer
do the work exactly as well with ONE-HALF the inv
Will MTO itt cost in one

Ltt nt quvtf ye* prices

UNIVERSAL ROAD MCHY. CO.

KINGSTON, N. Y.
KMLIAHCS LABOR SAVING ROAD BUILDING BQOlPlf&ftT

FIG. 1. Reproduction of a business-magazine page showing the con-
glomerate effect that may be produced when advertisements are set and
arranged without careful planning. Compare with the better exhibit in
Figure 2, showing a collection of advertisements most of which have a fair
chance for attention.

TYPES AND PRINTING PRACTICE

253

rangement of display. It is entirely proper that the adver-
tiser who has given his problems and messages a great deal of
thought should exercise his judgment in this important part of

GERMAN PRICES RISE

THOUGH MARK CAINS

Th. Store U clo.l *t SP.M. (tally

1. Altman & <Eo.

The Misses' Suits Department

A New Trotfeur.,.

which

nd chic in every

Here's How They Do 1C

ihoei with almoit > MM%ht inride
Jurt this firm Cuban heel and tlm straight inside
make all .the difference in the world.' Do you R

lociety women. They just Have to keep on their feet.
Not for them to feel tired and lo.

Stern Brothers

A Message of Real ITirifl
to Business Men

Specially PrtfareJ Sale" of
MISSES' .d SMALL WOMEN'S

WOOL JERSEY SUITS
$27.50

iate for meet.
rt wear, are
siifi 14 to 20.

Reliable Carbon Pa

Special, 51.39 per

Khool. colleee, .

hon (Tl'HealrKr Mixture! and

THIRD FLOOR

JHERE are

of irresistible things
about a Saks garment
line,' style, draught, fit,
fabric and (we had al-
most forgot!) price! '

SHOES

Soorf SAoet orr onfionoim,

FIG. 2. While not all of the advertisements on this newspaper page are
unusually fine examples, there is distinction enough for each of the messages
to have a chance for the reader's attention.

the advertising process. In order to do so, the advertiser
must know something of type and printing practice. If he
has not done so, he will find a trip to some modern print-shop

254 THE ADVERTISING HANDBOOK

an excellent way of learning just what an advertisement must
go through when it is set, made up into forms and run off on
the press. This will enable him to see what can be done as
well as what cannot be done without a great deal of trouble.

Cooperation with Printers. If he is very short in knowledge
of what are good reading effects, what is effective display, etc.,
the advertiser can learn a great deal from what almost any
printer will tell him. He must, however, remember that some
printers, while competent in job work such as the setting up of
letterheads or booklets, are not very competent in the setting
up of advertisements. There are printers, many of them, who
use an excessive amount of rule, borders and ornaments in
their compositions and whose views cannot be changed. There
are others who habitually over-display, that is, use an excessive
amount of display type in their set-ups. This is not merely
an advertising man's views. Those among printers who have,
by special study qualified themselves as typographical de-
signers, admit that by far the larger part of advertisements set
up in print-shops entirely in accordance with the ideas of
printers are mediocre or worse. This is no reflection on the
thoughtful compositor who, by experience or study has
qualified himself to grasp the purpose of an advertiser and put
his message into such form that it will do its work to the best
advantage.

As the subject of printing practice is a large one and much
space would be used in striving to make a connected story-
description, it is deemed best in this treatise to deal with the
matters of importance to advertisers paragraph by paragraph
without making any attempt to connect paragraphs. The
alphabetical arrangement makes it easy for the advertiser to
find any item on which he wishes information.

Agate. The term agate has its origin in a size of type
called agate, fourteen lines of which would go into a space one
inch deep. The agate size has long since been discarded and
very little agate type can be found in printing offices today.
The size was between 5-point and 5^-point. As a conse-
quence, 5j^-point is referred to often as "agate type," though
as a matter of fact, fourteen lines of 5^-point will run five
points beyond an inch. Fourteen lines of 5-point will go in an

TYPES AND PRINTING PRACTICE 255

inch with two points to spare. So the reference to 5j^-point
as "agate" is not accurate.

The agate line has however come to be recognized as a
unit of advertising space. It means a space J^4 of an inch
deep and one column wide the width of the column depending
on the medium and varying considerably. Most newspapers
sell their space on the basis of the agate line and charge four-
teen lines to the inch, no matter what type the copy is set in.
Blank space included within the limits of the advertisement is
charged for on the same basis. Some newspapers, mostly
small ones, base their rates on the inch, which means an inch
deep and one column wide.

Magazines usually have a fixed rate for a page, for half-
pages, quarter-pages and eighth pages, and sometimes for a
full column, but at the same time have an agate-line rate or
inch-rate for smaller spaces.

Author's Corrections. Refers to changes made in proof
that were not made in accordance with the original copy.
Author's corrections are really the editing of proof and are
charged for at regular rates. Book publishers usually place
some limitations on the amount of correction that an author
can make in his copy after type has been set.

Bastard Type. Type that is an odd size of body, as, for
example, 10-point on a 11-point body.

Binding The most practical form of pamphlet binding is
"saddle- wir e " or wire-stitching through the center, the book
being opened in the middle for that purpose. Unless the book
is very thick, this style of binding will hold well. When too
thick for saddle- wire, the side- wire method, through the cover
is often used. This has the advantage of strength, but is
more or less unsightly and has the additional objection that
the book so bound will not open flat. The best and most
expensive form of binding is sewing and gathering. But in
this case the cover must be glued on, and a glued cover is
likely to come off if the book receives much handling. There-
fore, when the book is sewed, it is generally advisable to rein-
force the binding with muslin strips, or, better still, to put
on a cloth back.

Black Face. A term applied to heavy-faced letters as

256 THE ADVERTISING HANDBOOK

compared with the lighter text type letters. Black face is
often abbreviated to b.f.

Bleed. When printed matter is cut in such a way that
the cutter cuts into the print, the job is said to "bleed."

Book Paper. This general term is used to distinguish the
better grades of paper from those used for newspapers, and
from such papers as cover stocks, cardboards, etc. When
extra good proofs are desired, they are "pulled on book paper."

Caps and Small Caps. This is a short way of writing "capi-
tals and small capitals." The note is often abbreviated to
c. and s.c. THIS LINE is SET IN CAPS AND SMALL CAPS.

Casting off. When a foreman or compositor goes over
copy with a view of determining how it will measure up for
the job, he is said to be "casting off."

Clean Proof. Refers to proof that needs few corrections.

Coated Paper. Paper that has a hard, smooth finish suit-
able for fine half-tones.

Collate. A term used to describe the process of gathering
the sheets of a job together for binding.

Color Form. Refers to the form used for printing the color
part of a job that is also to be printed in black.

Compositor. Printer's term for the man who sets type. He
picks up the types one by one, arranging them in a 3-sided
little holder known as a " stick. " When he has a " stickful"
he transfers this to a galley, form or table and keeps on until
the advertisement is entirely set. Then the form is finally
arranged, the type levelled, the "form locked" for taking a
proof and later for press work. Often type is placed in a
metal tray known as a "galley" before being assembled in a
form. A proof taken from type in a galley is known as "gal-
ley proof." In the case of a booklet there may be a large
number of galleys in a cabinet before there is any assembling
of the type into pages. These galleys are numbered or let-
tered so that proof taken from any one galley can be identified.

"Compositor" also refers to the operator of a type-casting
machine.

Cut-off Rule. In newspaper practice a rule that is used to
cut off advertising from text matter is called a cut-off rule,
and it is a full column in width.

TYPES AND PRINTING PRACTICE 257

Cylinder Press. Refers to the type of press in which the
paper is carried across the type form by a cylinder. This is
usually a larger style of press than a flat-bed press, which
holds the type in one flat form and the paper in another,
bringing the two together for the impressions.

Dead Matter. Type matter that is not to be used.

Dirty Proof. Refers to proof that is full of mistakes.

Display Type. Refers to types that have a heavier face
than the type usually used for the text of books, articles or
advertisements. Display types may be very small but still
have heavier faces than text type. Display types are of great
variety. The specimen pages in this Handbook give a good
idea of the range, but not a great variety is really essential
to the production of good advertising effects.

This is 8-point Old Style Roman Text

This is 8-point Cheltenham Text

8-point Cheltenham Bold (Display Type)

The three lines above show the difference between one of
the most common ^ forms of text type, a much-used special
text type and a display face that is akin to or harmonious with
the Cheltenham text, in the "same family of types, " as printers
say.

Unless advertisements are very large, 48-point and 56-point
sizes are usually the largest employed. Perhaps the most fre-
quently used display sizes are from 24-point to 36-point. In
such advertisements as street-car cards, however, where the
reading is done at longer range than usual, the larger sizes,
from 36-point up to 72-point, are freely used.

Distributing. The act of taking type out of a job and put-
ting it back into the cases.

Double-Tone, Duo-Tone and Two-Tone Printing. Two-
tone effects in printing are obtained in two ways (1) by the
use of two-tone ink and (2) by the use of a half-tone and a tint
plate.

This type of printing is adopted principally to obtain effects

258 THE ADVERTISING HANDBOOK

that approach old etchings, rotogravure, or photograph prints,
and when handled judiciously by those who are familiar with
its possibilities some beautiful effects can be produced. It
lends itself admirably to portraiture, outdoor life, craftman-
ship and art subjects.

Two-tone ink requires but one impression. It is similar
to other inks except that it has peculiar properties which spread
out in the drying, tinting the illustration very much in the
same manner as the oil spreads out around a drop of paint
when it falls on paper. It frequently drys out darker or lighter
than when first printed.

The original two-tone ink was named " Double-tone."
Other ink-makers have their own trade-names for inks of the
same general character.

Clean, sharp, deeply etched plates are required for use
with two-tone inks. Half-tones that will print satisfactorily
on good coated stock sometimes prove too shallow for double-
tone ink. The engraver should be informed that the plates
are to be printed with double-tone or two-tone ink and furnished
with a sample of the stock if he is not familiar with it.

The same ink will often show a different shade on different
kinds of paper. Even a different run of the same kind of stock
often shows varying results. For this reason, one or two of
the illustrations in the book should be printed in advance
on the stock selected for the work, to ascertain what the
effect will be. It is well to place the work in the hands of
some one who is familiar with the use of these inks, other-
wise costly experimenting or an unsatisfactory piece of work
may result.

Duo-tone or two-tone printing with two plates is similar to
other two-color printing, except that the effect is softer, pro-
ducing a result more like the double-tone ink. The plates
usually consist of one half-tone with a zinc tint plate softened
to the required degree by the use of a Ben Day screen. This
process requires two impressions. The idea works out well on
a job where an extra color is to be used for a border or head-
piece, as it is possible to put a little more life into the illus-
trations by adding to them a touch of the color used in the
border or headpiece.

TYPES AND PRINTING PRACTICE 259

Double Rule. Double rule refers to a rule of two parts with
one line heavier than the other. Below are examples of 4-point
and 6-point double rule :

Double Column, Triple Column. Refers to advertisements
extending across two or three columns. Newspapers usually
have some regulations as to the depth of advertisements run-
ning across two or more columns and will not accept such width
with a very small depth.

d. c. An abbreviation for double-column.

Dummy. A sheet or set of bound sheets made of blank
paper and so marked as to indicate the position of printing,
illustrations, etc. of a proposed job. If made up of proof,
the dummy is referred to as a "proof dummy." Sometimes
dummies are made up to include considerable art work, so as
to show an advertiser the effect of the completed catalog or
booklet.

Embossing. Refers to any style of printing or die-stamping
in which the letters of the finished job are raised slightly above
the surface of the paper. Usually this effect is accomplished
by having what is known as a male and a female die, which
fit into each other. In press work, the under die presses the
paper stock into the upper one, thus producing a raised surface
or certain letters, emblems, borders, etc.

Em. An em is merely the square of the body of the size
referred to. An 8-point em quad is eight points wide and eight
points high. As printers use the word em, in referring to
various sizes of type, it is better practice to always use pica
as a unit of column measure, though it is common to hear
some one say that a column is "thirteen ems wide," meaning
thirteen pica ems.

Em Dash. A dash that is one eiri long of the size of type
under discussion.

En Dash. A dash equal in length to an en of the type under
discussion just half the length of an em dash.

En. A unit half as wide as an em of the same type.

260 THE ADVERTISING HANDBOOK

Engraving. Engraved cards are the most common examples
of engraved work, though engraved letterheads are now ex-
tensively used. Engraved work is executed from a plate that
has the design that is to appear on paper cut down into it,
which is a method exactly opposite that used in ordinary
printing, where the letters or design to be printed make up a
raised surface. In engraving, when the plate is inked, the
ink settles down into the cuts or lines, and the impression is
secured by mere contact of the ink with paper rather than by
the hard pressure of type or other raised surfaces. Engraved
effects are usually superior to ordinary printing.

Errata. The Latin plural of erratum, meaning the errors of a
job appearing in the finished production and which are usually
listed in a sheet at the beginning or at the end of the book.

e. o. d. "Every other day," usually referring to the inser-
tions of advertisements in newspapers.

Type Families. There are many families of type, so-called.
A family of type consists of a number of faces possessing the
same characteristics but yet being slightly different in strength
of line or in compression. The Cheltenham Family is one of
the most extensive. The following shows the full series:

Cheltenham Regular
Cheltenham Wide
Cheltenham Bold
Cheltenham Bold Condensed
Cheltenham Bold Extra Condensed
Cheltenham Bold Extended
Cheltenham Italic
Cheltenham Bold Italic

The advantage of employing a family of type is that though
various styles of types are used, there is sure to be harmony,
whereas if a number of different styles of type are used, unless
great care is exercised, there will be discord.

TYPES AND PRINTING PRACTICE 261

An advertising man should not, however, use many different
members of a type family just because they exist. Condensed
type, for example, is meant for use where more than the ordi-
nary amount of matter must be set in a limited space. While
some condensed display types are excellent, ordinarily a
condensed face is less legible than one that is not condensed.
The same principle applies to extended letters. They are
very useful on occasion, where, for example a line is too
short to fill the required space if set in a regular display
letter, but such types should not be given general preference
over a regular letter.

Fat. A printer's term meaning the easily set matter, or rather
matter consising of short lines that fills space easily or to plate
matter that does not require setting but which is paid for at
the usual rates for composition.

Feet, Off Its. Type that does not stand perpendicularly
is said to be "off its feet."

Font. Refers to a quantity of type of a certain size and
style. A printer will say. "We also have a font of the 10-
point Cheltenham Wide."

Foundry Forms. Refers to forms that are locked up ready
to be sent to the electrotyping foundry. Proofs taken at that
time are called "foundry proofs."

Furniture. Refers to pieces of metal or wood used by
printers in forms in order to lock type and printing plates
securely for press-work.

Galley Proofs. Proofs taken from type arranged or held
in galleys, which are metal trays. It is more convenient to
make corrections and changes from type in this form than when
it has been placed into forms with borders, display lines, etc.
in place and locked up. See Hand composition.

Hanging Indention. When printed matter is indented as
for a paragraph, this is referred to as indention. When
a number of lines are indented as shown by this paragraph,
the matter is said to be arranged in hanging indention.

Hand Composition. Type set by hand is known as hand-
composition. It is more costly than machine composition
but permits certain arrangements and changes that are diffi-

262 THE ADVERTISING HANDBOOK

cult to handle with machine type. By far the larger part of
display type is set by hand.

Hairline Rule. Refers to very fine rule, smaller than 1-
point. The line below is a hair-line rule.

Headpiece. Refers to a decorative feature of one kind or
another used at the head of a type page usually to introduce
some article or special feature of a subject.

Imposing Table. Refers to flat tables or stands, formerly
of stone but now usually of metal, on which type is placed to
get it perfectly level in the forms before it is Blocked up."

Imposition. The laying out of the pages of a job in such a
way that when the printing has been done and the sheet is
folded, the pages will follow one another in regular 1, 2, Border.

Imprint. Refers to the name of the publisher or printer
appearing on a job. Usually imprints are at the end of the
book and appear in very small type. It is customary for
printing houses to ask their customers if they object to having
such imprints appear.

Inch. The term inch in advertising is not a square inch
but a space one inch deep and one column wide. The unit
therefore varies in accordance with the width of columns.

Indention, Indent. The setting in of a line of type as in
case of paragraphing.

Insert. Sometimes written as inset. Refers to a sheet or
a number of sheets, usually on different paper, printed sepa-
rately and bound into a book or other publication.

Inverted Pyramid. A style of composition, used consider-
ably for headings and title pages, in which several lines are set
with each succeeding one narrower, thus:

ARE You INTERESTED IN

OWNING A HOME

IN CHICAGO?

Such an arrangement is generally regarded as being more
artistic than the reversed order, illustrated by the example on
the next page. This should not, however, be construed as
laying down the principle that the second line of a heading

TYPES AND PRINTING PRACTICE 263

may not sometimes, without disadvantage, be longer than the
first line, as shown below.

CLOTHES
For Manly Men

Justify. When the edge of printed matter is crooked, the
printer is instructed to "justify" the matter, which means to
make the edge straight. Often this requires that one line be
spaced out.

Keep Standing. Refers to type that the printer has been
requested to keep intact for future use,

Key Form. Refers to the form that, when several forms
are to be printed, determines the position that other forms
are later to take.

Killed Type or Copy. When copy or matter that is in type
is to be dispensed with, it is marked "Kill."

Leaders. Dotted or broken dash lines used to guide the
eye across the page, thus

Leads, Leading. Leads are thin strips of metal used to
space lines of type further apart, with the idea of facilitating
reading or of making a small amount of matter occupy more
space. The type text of this book is set in 10-point leaded with
2-point leads. Leads are usually 1 -point or 2-points thick.
Spacing metal that is 4-point or 6-point thick is referred to as
slugs. Printers have leads already cut to all of the usual col-
umn widths.

Machine type may be cast on a body that is larger than that
ordinarily used for that size of type. That is, 8-point machine
type can be cast on a 9-point body or a 10-point body and thus
the slugs are already leaded, so to speak. The term "slug"
is applied not only to a thick lead, but, as here illustrated, to
the entire body of metal on which machine type is cast.

The leading of type requires unusually good judgment.
A great deal of composition is improved by leading. A line
as long as that of most book pages is improved by leading, but
considerable depends on the length of the line and the style of
the type and the purpose of the printed matter. Undoubtedly
where the measure of the type is long, the putting of leads

264 THE ADVERTISING HANDBOOK

between the lines of type enables the eye to follow the text
more easily. But printers are entirely too partial to leading.
One nationally known typographical designer goes so far in
his recommendations as to leading as to say that the adver-
tiser can afford to use a size smaller type in order to have space
for leading the text of his announcement. This is a dangerous
rule to give.

It should be remembered that types are cut by expert de-
signers to be legible when set solidly, that is, if properly set with
due regard to the length of line, the size of the type, the kind
of paper, etc. There are advertisements where an open effect
is desirable for the text and where leading improves the ap-

And each with a mellow, well-rounded
tone in full volume with all thought of
metallic harshness and things mechanical
absent. Even the needle scratch has gone.

FIG. 3. Solid setting.

We secure our viewpoint largely through
the salesman. We hold salesmen's confer-
ences in ou,r Conference Room or at the ad-
vertiser's plant. We get the salesman's
viewpoint and he gets ours. We go on the
road with him study his selling problems
at first hand. The success of the merchan-
dising plan is largely up to the salesman
and we .place our faith with him every time.

FIG. 4. Leaded setting.

pearance of the body matter. There are many other adver-
tisements where it is desirable to have the body matter present
a uniform gray effect in order to afford a contrast for display
type. In such cases, the leading of body matter is merely
"diluting it," so to speak, with more white and producing a
scattered effect rather than the effect of concentrated units.
Above are two specimens of composition taken from adver-
tisements one solid and the other leaded. While here it may
seem that the leaded specimen is the better of the two, as a

TYPES AND PRINTING PRACTICE 265

matter of fact, both were ideally adapted to the particular
advertisements from which they were taken, and it would have
been as inadvisable to lead Figure 3 as it would have been to
have taken the leads out of Figure 4 and have the matter solid.
The body matter of the advertisement in Figure 5 is set in
solid Cheltenham. This setting would not be improved by

I have exclusive
selling rights

For a new mechanical device that sells to automobile
garage and repair shops practically at sight. The
device sells for over $500 net, and a number of them
are how in use. I have a number of orders now on
hand with more than two hundred inquiries, which
can be turned into orders quickly.

I need from $5000 to $10,000 to put this proposition
on a basis where it will make a big return. To the
proper party or parties I will show all details and
make a proposition that will be decidedly interesting.

Address Box B 221, Ledger Office

FIG. 5. Solid setting that would not be improved by leading.

leading the lines. If, however, the width of these lines had
been an inch more, leading would have been of decided
assistance.

Laid and Wove Paper. Laid paper, when held to the light,
shows the parallel lines of the paper-making machine. Wove
paper has an even texture.

Letter-Spacing. Refers to the spaces put between the
letters of a word in order to extend the length. The following
word affords an example of letter-spacing:
Accomplishment. Letter-spacing is often a useful
device, but if a word is spaced out excessively its legibility
will be seriously impaired. Where type is set in very narrow
measure alongside of cuts, letter-spacing is unavoidable.

Linen Finish. Refers to paper having a finish like that of
linen cloth.

266 THE ADVERTISING HANDBOOK

Live Copy. Refers to copy that has not been killed and that
will likely be used. Opposed to "Dead Copy."

Logotype. Refers to two letters cast on one block of type,
such as fl, ff and the like.

Lower Case Letters. Refers to all letters that are not
capitals. In hand-setting, a printer takes capitals from the
"upper case" and the other letters from the "lower case."

Lithography. The lithographic process depends on two prop-
erties of a certain limestone, found principally in Germany
its absorption of grease and on the mutual antipathy of grease
and water. The design to be printed is drawn on the stone in
reverse with a greasy ink or crayon; the stone is then etched
with a solution of gum arabic and nitric acid to keep the grease
of the crayon from spreading, and the printing is done by a
water-roller passing over the stone before the ink is applied;
the ink roller is then passed over the stone, and as the water
repels the grease, only those portions of the printing surface
covered with the design, receive the necessary ink in printing.

While up to comparatively few years ago only lithographic
stone was used, zinc and aluminum are now used as substi-
tutes and with fully as good results.

Photography has also entered largely as an assistance to
lithography, which is very advantageous in the reproducing
of portraits, still-life subjects, and work where minute details
are demanded.

Lithography is a process that gives very beautiful results.
There is a softness about the printing, which is often lacking
in letter-press work, and makes it es^ecfeiy popular among
artists, and art lovers. It also producds far finer and more
delicate lines and tones than any letterpress printing.

Color printing by lithography has/made great technical
advances within the past few years ly the introduction of
processes that have eliminated much of the hand work found
in the work of former years, and is to/day the most acceptable
method of reproducing paintings or color sketches, and by the
lately introduced method of offset printing, most delicate
effects are produced, and at a cost, which a few years ago would
have seemed incredible.

In large editions especially, the cost of lithographic work

TYPES AND PRINTING PRACTICE 267

of the best quality compares very favorably with the cost of
color printing by other methods.

Measure. Refers to the width of the line that the printer
sets.

Measures, Maximum. The following widths are regarded
by good printers as being the maximum widths for text types
of different sizes:

5-point not wider than 13 picas (about 2^6 in.)
5^-point not wider than 15 picas (about 2% 6 in.)
6-point not wider tjian 16 picas (about 2*^6 in.)
8-point not wider than 24 picas (about 4 in.)
10-point not wider than 30 picas (about 5 in.)
12-point not wider than 36 picas (about 6 in.)

It will be readily seen by experiment that the eye has diffi-
culty in following wide lines, of small type. Hence, when the
column width, or measure, is wider than the limit given above,
it is better to divide the space into two columns and have two
columns of type or else adopt a larger size of type than that
first selected. It is very important to make reading easy for
the reader of advertisements.

Machine Composition. Type set up by the Linotype or
Monotype machines is referred to as "machine composition."
By this method, the type-setter operates a keyboard and new
type is cast from molten metal. In the case of the Linotype,
all the type of a single line is cast on one body or "slug,"
and if a change is desired in that line, the slug must be recast.
The Monotype types are cast on separate bodies and can be
corrected by hand. Both types of machines have advantages
for different types of work. They permit speedy composition
and afford new type for every job. Considerable of adver-
tising composition is now set on the machine. These machines
will also cast a variety of forms of display type as well as body
or text type. The Linotype consists of one machine. The
Monotype is a two-machine equipment, the keyboard being one
part and the caster being another part. One casting machine
will cast the type more quickly than the operator at the key-
board can provide the punched paper strips that determine
what letters the caster shall produce.

268 THE ADVERTISING HANDBOOK

Magazine Column. For many years most magazines had
a column width of sixteen picas. This was when most maga-
zines had a type page measuring 8 by 5J^ inches. Now the
number of magazines of this size has been greatly reduced.
There is a large group with a type page of 7 by 10 inches, with
a column width of 21 picas. There is another group of publi-
cations like the Outlook and the Scientific American with a
column width of 14 picas and still another group with a
column width of 13J^ picas, the Saturday Evening Post and
Collier's Weekly being of this group. Before making up plates
for any such group, their rate cards should be consulted for
information as to column widths and other requirements.

Make-Up. Refers to arrangement of pages of a publication
for press-work. Each page of a newspaper is made up sepa-
rately on an imposing table and the text matter and adver-
tisements arranged in accordance with advertising contracts.

See Matrix and Stereotyping for information as to news-
paper make-up.

In making up a magazine one form may contain a number of
different pages, some straight text, others consisting wholly
of advertising, and still others part advertising and part text,
depending on the style of the magazine. It is frequently
possible to get an advertisement in a late section of a magazine
after the early forms have gone to press. Some magazines
are printed direct from type forms; others are printed from
electrotypes. Some of the larger magazines issuing weekly
editions ha ye curved electrotypes made up from type forms and
run these on rotary and web presses in a manner much similar
to the way curved stereotyped plates are used in fast news-
paper printing. Such publications usually call for original
illustration plates rather than for electrotypes, because they
can get better results in making their curved plates from an
original.

In making up pages for a catalog or booklet, the type is
usually paged up on galleys, with running heads, if any, page
numbers, etc., and then the pages are assembled in forms, which
may consist of eight, sixteen or thirty-two pages each some-
times more, depending on the size of the page and the size of
the edition. In the case of very large editions, it sometimes

TYPES AND PRINTING PRACTICE 269

pays to have several sets of electrotypes, so that one impres-
sion of the press will produce duplicate sets of sheets, which may
be cut apart. This duplicating of plates may save a great
deal in the time of a costly press or may finish a job much more
quickly than other methods.

Make-Ready. The process of making a form ready for
good press-work after it has been placed on the press. A pre-
liminary proof is taken and then the type matter and cuts are
adjusted to the paper by overlays and underlays so that when
printing is begun there will be just the right pressure necessary
to produce fine effects. Making-ready on a very fine job may
represent days of work.

Modern Face. The modern face is distinguished from the
"Old Style" face by sharper hair-lines and longer ceriphs.
It is a more symmetrical type than old style but is regarded
by many as being less readable or pleasing as a text type for
advertising. See comparison under Old Style.

Mortise. Refers to a section sawed out of a plate to afford
room for type.

The example in Figure 6 shows the final set-up of an adver-
tiser's plate sent to the publisher mortised for the setting of
type. The exhibit shows the plate that is to produce the
illustration, also slugs, leads, drawn border, quads, etc., as
well as the running title of the magazine.

Matrix. Refers to the paper-mache impression taken from
type and put into a mold in order to produce stereotypes in
either flat or circular form. The type and illustrations must
be put into place just as if they are to be run on a job press.
Plates of illustrations intended for the stereotyping process
should not be mounted on wood, as wood will not stand the
pressure of making a matrix. All cuts for such work should
be mounted on metal or left unmounted. Most plates sent to
newspaper offices are sent unmounted.

Figure 7 shows an illustration of a matrix of a newspaper
page, and Figure 9 shows the printed page finally produced
by the stereotype. An illustration of a full newspaper page
stereotype is shown on Figure 8. Stereotypes are cheaper than
electrotypes and are used extensively even for small adver-
tisements where the finest printing effects are not essential.

270

THE ADVERTISING HANDBOOK

The word matrix plural matrices is often abbreviated to
mat . In some cities the transferring of matrices from one paper
to another to save composition is not favored by printing

Drawn Border

Quads
Leads

Slugs

Plate for
illustration

Running title
of magazine

FIG. 6. View of magazine advertisement showing plate for illustration,
border, type, leads, quads, and slugs. Compare with proof of this set-up
on page 231.

unions unless the composition is paid for at the usual rates
by each paper making use of the matrix.

National advertisers make considerable use of matrices
because they can be made cheaper than electrotypes and as
they are light they can be sent through the mails at small
cost. Frequently a matrix will be sent of some part of an

TYPES AND PRINTING PRACTICE 271

FIG. 7. Matrix of newspaper page.

272 THE ADVERTISING HANDBOOK

advertisement, the illustration maybe, the newspaper being
required to set the copy and to send proofs. Where the
campaign is a good-sized one, however, it is better to send
either matrices or stereotype plates of the complete copy.
One who has passed through the experience of getting hundreds
of papers or magazines to set the same copy or of making
layouts and reading proofs for all of these separate publications

FIG. 8. Curved plate for rotary newspaper press produced from matrix

shown in Fig. 7.

will not be long in concluding that it is better to have a careful
setting of the advertisement made by an advertising agency
or in the shop of some printer who is skilled at advertising
composition and to send all publications complete plates.
Whether these plates should be matrices, unmounted stereo-
types or original half-tones depends on the character of the
publication. Some large magazines require original half-
tones, because they have to make a number of electrotypes
from the originals for their press-work.

Newspaper Column. Formerly most newspaper columns
were thirteen picas wide. Of late years many papers have

TYPES AND PRINTING PRACTICE

273

Spring Furniture

Charming New Voile Blouses

Ultra Smart Trimmed Hats

Th J.S.8*ajr Company, Fnhon-Bood 3t,asgg.

FIG. 9. Newspaper page reproduced from the plate shown in Fig. 8.

274 THE ADVERTISING HANDBOOK

changed to the width of twelve and a half picas, so that in
preparing newspaper plates for general use, it is better to
make up plates for the narrower columns; these will then be
sure to fit papers with wider columns. A little white space
at each side helps rather than hurts display, anyhow, and even
for a twelve and a half pica column it is better, as a rule, to
make plates only twelve picas wide. This refers particularly
to advertisements with side borders. When there are no
side borders, advertisements can be effectively arranged for
full column measure.

Off-Setting. Refers to the impression that a freshly im-
printed sheet will sometimes give another that is above it.
Off-setting can be prevented by slip-sheeting the job.

Off-Set Printing. Refers to a process by which the ink is
not impressed directly from the plates or type to the paper
but is transferred to rolls of rubber from which it is transferred
to the paper. Very artistic and soft effects can be secured, and
illustrations can, by this process, be printed on rough paper
that formerly required line cuts.

Old Style. A style of Roman-faced letter that has short
and angular ceriphs and somewhat more space above and
below the lower-case letters than the Modern-faced Roman.
Following is an example of both the Modern Roman and the
Old Style Roman in the same size of type.

This is Old Style Roman in the lo-point size.
This is Modern Roman in the 10-point size.

Display types that are cut after the Old Style lines usually
carry the word "Old Style" as a part of their name, as
Cheltenham Old Style.

Old Style Roman is a greater favorite among advertising men
than Modern Roman, being regarded as having more legibility.
Modern Roman is used very freely in book work and often,
too, in advertisements.

There are many text types of distinctive styles such as
Cheltenham, Caslon, Bookman and Bodini. An examination of
the specimen type pages, beginning on page 287, will give a
clearer idea of the differences.

TYPES AND PRINTING PRACTICE 275

Ornaments. As the name indicates, ornaments are deco-
rative or embellishing devices of one kind or another used to
some extent in printing, although the tendency is strongly
in the direction of keeping such material out of commercial
literature unless it has some direct relation to the advertiser's
message. It was formerly the fashion to introduce ornamental
rules or other decorative features into almost all printed matter
whenever a little space could be spared for such features.

Out of Register. When several plates or forms of type are
run and one of them does not print in exactly the place it was
intended, the printing is said to be out of register.

FIG. 10. Magazine make-up scene. Plates are shown on a patent block.

Patent Blocks. Refers to a device by which unmounted
plates can be clamped on a flat block in such a way that the
printing surface of the plates is then just type-high. Many
high-class printing offices prefer this method of holding plates
in position. The illustration on this page shows a printing
office scene where forms are being made up. The right-hand
scene shows a patent block with sixteen page-plates of a cata-
log clamped in position for printing.

Patent Pages, "Patent Insides and Outsides." These
terms refer to pages that periodicals, usually small newspapers,
sometimes buy with printed matter already on them. Patent
matter is bought in this form principally as a means of printing
a larger paper at a lower cost. Advertisements on such
pages are regarded as being less valuable than those on "home

276 THE ADVERTISING HANDBOOK

set" pages because these latter pages contain the live local news.
However, general advertisers buy considerable space in patent
pages because of the attractive rate offered.

Parallel Rule. Refers to rule of two parts with both lines
of the same weight. Below is an example of 12-point parallel
rule:

Perforating. Refers to lines that are punched with a line
of small holes to facilitate tearing off a page or part of a page.

Pi. Refers to type that has been badly mixed up, by being
spilled, for example.

Pica. The term pica has its origin in pica type, which was
12-point. The pica em has come to be a printer's unit of
measurement. When a line is said to be 12 picas wide, it is
meant that the length of the line is two inches, the pica em
being almost exactly a sixth of an inch square. It is better
to use the word pica instead of em in referring to a unit of
length, as printers still use the word em in relation to other
sizes than 12-point type, while pica refers to nothing but
12-point heights and widths.

Plain Rule. Plain rule is a simple straight black line, the
face of which is as thick as the body. In the cases of many
kinds of rule, however, the body is likely to be a little larger
than the face, especially if the rule is of a wavy character.

The following are specimens of plain rules:

Hair line - 6-point 12-point

1 |-point '

2-point ""^" ^^^^^^^^^^^^^^^^M^^^^^"^^
3-point ^^^mmm^m^^^mmmmm^^mmmmm^i^f^
4-point ^^^^i^^HHBI^HBi^^^BM^B^'B'B

-poim

Point System. Long ago all types were referred to by name
agate, minion, pica, brevier, nonpariel, etc. The point system
was eventually adopted, and today all types so far as size is
concerned, are referred to as 5-point, 10-point, etc. These
designations refer to size rather than to style. The point is
close to H2 of an inch, though not exactly that. Hence 8-point

TYPES AND PRINTING PRACTICE 277

type means type that has a body not a face ^2 f an
deep; 12-point is 1 %2 of an inch, or one % of an inch from
the top edge of the body of the type called "the shoulder"
to the lower edge.

The letters /,. p and I of faces of type will come nearer to
indicating the depth of the body of the type than letters such
as e, a or o.

The lines below show the most common sizes of type in
use in the reading text of advertisements or other printed
matter intended for reading at close range.

This line is set in 5-point type
This is a specimen of 6-point

This is a specimen of 8-point
This is a specimen of 9-point
This is a specimen of 10-point
This is a specimen of 11-point
This is a specimen of 12-point

This illustrates 14-point

The 9-point and 11-point sizes, while common sizes with ma-
chine composition, are not usually found in the fonts of type
used for hand-setting. Consequently, in calling for hand-
composition it is better to go from 8-point to 10-point or from
10-point to 12-point. While the 9-point and 11-point sizes
are much used in book work, the advertiser does well in using
two styles of type, such as 8-point and 10-point, to have at least
a 2-point difference between sizes. The eye is not pleased
by a 1-point difference.

The sizes usually found in type from 14-point upward are
18-point, 24-point, 30-point, 36-point, 42-point, 48-point,
56-point, 64-point and 72-point. The body of 72-point type
is one inch high. A letter of 72-point type is shown with

278 THE ADVERTISING HANDBOOK

this text as an illustration. Beside it is a piece of plain
2-point rule one inch high.

A reference to the type specimen pages of this treatise, be-
ginning on page 287, will make the study of sizes more clear.

Press Proof. Refers to proof taken after the forms are on
the press. Such proof should be passed on immediately,
as delay at that stage is costly in that it keeps a press idle.
The object of press proof is usually to show color of ink or
general effects.

Pure Reading. Refers to the news items or articles of a
publication as opposed to paid advertisements. There are
now penalties for publishing as news matter material that is
paid for at advertising rates.

Quads. Refers to blank pieces of metal, that is, metal not
high enough to print, used to fill out lines where the amount of
type does not do so.

Reader. The person who reads proof, for the proof-reader
is known as a " reader." A small advertisement of a few lines
set in reading-matter style is also called a reader. Those who
critically review manuscripts for publishing houses are also
called readers.

Rotate. When a series of advertisements is to be published
several times and, the publisher is to begin again with No. 1
after all have been run, and repeat the original order of
insertion, the series is said to rotate. Some advertisers be-
lieve that it is just as effective and less costly to have a series
of a dozen advertisements rotate three times than to prepare
thirty-six separate advertisements. This naturally depends
to some extent on the article or business advertised.

Rotary Press. Refers to the type of press in use in large
newspaper offices, where, instead of printing from type, a circu-
lar metal form is used. This circular metal form is cast

TYPES AND PRINTING PRACTICE

279

as a solid piece and fastened in place on the press so that it
revolves rapidly as paper from a large roll passes in contact
with it. The circular piece of metal prints one newspaper
page and is called a stereotype. In making it a newspaper
page is first made up, and a paper-mache impression taken of
the form by pressure. This paper impression, which is made
of such material that it will stand intense heat, is baked and
placed in a mold where hot type metal is poured. The metal

FIG. 11. A modern rotary newspaper press. The completed papers are
shown coming out folded in the lower right corner.

fills all the little indentations, and the cooled metal plate
reproduces the type and illustrations of the original form with
considerable accuracy, though not as good half-tone work nor
as clear printing can be obtained from stereotypes run on fast
rotary presses as from slower "job presses" of printing offices.

A large rotary press will print as many as from 10,000 to
20,000 copies of a paper per hour running 36 to 64 pages or
50,000 to 75,000 copies per hour of a paper containing 4 to
16 pages. These presses bind the paper and deliver it folded.

Rotogravure Process. Considerable use is made nowadays
of the rotogravure process, which produces a rich, velvety tone
through intaglio printing. The term "rotogravure" is a

280 THE ADVERTISING HANDBOOK

coined word, being derived from "rotary photogravure."
The image to be printed is etched on a copper cylinder instead
of a copper plate as in photogravure. Dots are etched into
the cylinder and the ink is carried in these, the varying tones
being secured by the depth of the dot rather than its area.
The cylinder revolves in a tray of heavy ink and a knife scrapes
away from the cylinder all ink but that deposited in the dots.
Several different forms of presses are used. So far this process
has been confined to the supplements or special sections of
newspapers and magazines. It is comparatively inexpensive
in long runs, because the cylinders give good results up to
500,000 or more impressions. The paper used can be less
expensive than paper for high-class half-tone printing. In
short runs such work would, of course, be expensive because
the process of getting ready for printing is somewhat involved
and may be compared with the preparation of lithographic
stones or plates.

Routing. Refers to the cutting done on a plate to make the
impressions deep enough to carry ink well. A plate that is
not routed may smudge.

Rule Work. Composition in which there are many rules
used.

Run In. Refers to instances where display matter is to
be reset and "run in" as part of the body matter or where
matter was paragraphed originally and is to be rearranged so
that there is no paragraph. In this latter case a line is usually
run from the end of one paragraph to another, indicating that
the two are to be joined.

Run Over. Means the carrying over of words, one word or
part of a word to a new line or the carrying of matter from one
page to another. In the latter case the note should be "Run
over to next page."

Running Title. Refers to the general title of a book or
other publication which is carried at the top of all the pages.
Some printed works do not have a general running title but
carry a chapter title at the top of all pages. This book
carries a chapter title on right pages and general title on left.

Saddle-Stitched. A book bound through the center.

Side-Stitched. A method of stitching from one side of the

TYPES AND PRINTING PRACTICE 281

book to another. This method must be adopted where the
book is thick.

Signature. Each unit of a book is referred to as a signature
of the job. This is not necessarily a fixed size, as a signature
may be sixteen, thirty-two, or more pages.

The name and address of the advertiser at the bottom of
his message is also referred to as a signature.

Sized and Unsized Paper. Sizing is a treatment given paper
so that it will not absorb ink so readily. Blotting paper is a
good example of unsized paper. This is purposely left so
that it will absorb ink very readily. Where paper, such as
that for stationery, is to stand pen-writing, the sizing must be
unusually good.

Slip -Sheeting. The practice of putting sheets of paper
between each sheet of a job as it comes from the press. This
adds something to the cost of a job but protects its appearance.

Special Type. Many large retailers purchase the neces-
sary supply of a certain style of display type just to have it
in a newspaper office for their exclusive use. Other large
stores ask newspaper-proprietors to purchase such type equip-
ment and to hold it for their exclusive use. The idea, of
course, is to have advertising appear always in a style of type
that is especially suitable and that in time will be identified
generally with the store using the type.

Square. A unit of space sometimes one column wide and
varying in depth from eight to ten agate lines. A few news-
papers use this method of measuring their space but the general
practice is that of measuring by inches or agate lines.

Square Up. Where two lines or several lines are uneven
or of unequal widths and it is desired to have them arranged
in the same width, the printer will square them up. In the
case of the two lines below, the squaring up has been done,
though, as the second line consists of fewer letters than the
first, extra spacing was used to make the lengths equal.
A Tire With a 5000-Mile
Guarantee Attached

Standing Card. An advertisement in the style of a busi-
ness card or some other fixed nature that stands a long time
without change of copy.

282 THE ADVERTISING HANDBOOK

Stet. A notation for printers, meaning "Let the matter
stand." Stet should be written in the margin and the words
that are to stand should have dots under them. This is a
device for restoring matter that has inadvertently been
crossed out.

Stipple. A method of indicating illustration by dots in-
stead of lines. When publishers object to solid-black illus-
trations they dot them with white and refer to this process as
"stippling."

Stick of Type. Refers to the amount of type that can be
held in one stick. See Hand Composition.

Style. While meaning many things, style has a particular
meaning in printing offices that method of spelling, capi-
talizing, compounding, etc. which is followed by the office.
A modern office usually has a "style card" for the guidance of
printers and proof-readers.

Tail or Foot Piece. A decorative feature, usually carrying
some illustration, used at the end of a page. Very often these
are used merely as "fillers" but again they provide a pleasing
illustration for the end of some treatment of a subject.

Text Type. Refers to the types used ordinarily for the
reading body of articles or advertisements. The type now
being read by the reader is text type of the 8-point size. The
most common sizes for text are 8-point and 10-point, though
6-point is used freely for foot-notes and very small advertise-
ments, and 5-point and 5J- point are occasionally used where
space is at a great premium.

Where the amount of copy is small, 12-point, 14-point, and
sometimes 1 8-point, are used effectively for the body or text
matter of advertisements, or for parts of the text.

The most common text types are the styles known as Old
Style Roman and Modern Roman. Refer to Old Style, page
274, for a comparison of the two styles. Many other styles
are used freely for the text of advertisements.

Telegraph Reader. A short item in small type, usually
at the bottom of a column, set in the style of a telegraphed
item.

t. f. Till forbidden. That is, an order for continuous
insertion.

t. c. Top of column.

TYPES AND PRINTING PRACTICE 283

t. c. n. r. m. Top of column and next to reading matter.

t. a. w. Twice a week.

Upper Case Letters. A printer's name for capital letters,
because capital letters, in hand composition, are taken from the
printer's "upper case."

Words to Square Inch. The following table will be found
useful as a general guide in preparing copy to fit a given
amount of space. It is not possible to have such a table
exceedingly accurate because words vary in length, and a
writer whose style contains more than the ordinary proportion
of very short words will write copy containing more words
to the square inch than another writer whose style brings in
more of the longer words.

This table is based on the ordinary Old Style Roman or
Modern Roman text. Types such as Cheltenham are some-
what condensed and a square inch will hold more of such type
than it will of ordinary Roman text. There are other text
types wider than ordinary Roman text. Therefore, before
figuring out the amount of copy that may be set in a page of
any distinctive type, it is better to mark off a few square inches
of matter set in the desired type and leading, count the number
of words this space contains and then prepare the new copy
accordingly.

5-point solid 69 8-point 2-point leaded 23

5-point 1-point leaded 59 10-point solid 21

53^-point solid 54 10-point 2-point leaded 16

5^-point 2-point leaded 45 12-point solid 14

6-point solid . 47 12-point 2-point leaded 11

6-point 2-point leaded 34 18-point solid 7

8-point solid 32 12-point 2-point leaded 5

Still another way of computing the amount of required copy
is to take some text set in the desired style and count how many
words it runs to a line in the column width decided upon. If
it is 10-point, for example, leaded 2-point, there will be six
lines to the column inch (10 points plus 2 points equals 12
points per line and 12 into 72 the number of points in an inch
gives six lines per inch). If the catalog page is eight inches
deep and the measure of the type carries an average of twelve

284 THE ADVERTISING HANDBOOK

words to the line, the number of words to the page will be
8 X 6 X 12 or about 576 words.

This is allowing nothing for the broken lines at the ends of
paragraphs. Allowance must always be made for this, and
these allowances will necessarily vary. Where paragraphs
are numerous, the spaces following partial lines take up con-
siderable room.

Wrong Font. A letter that has slipped into composition
from a font different from that of the other type. Abbreviated
to w. f.

TYPE SELECTION

Type, paper and ink are the tools of the printer with which
to express and impress. Almost any desired color effect may
be secured with the great variety of inks and paper available.
Types have a special power of their own. Some years ago
Benjamin Sherbow, a typographic designer, set the exhibit
Fig. 12 (taken from " Making Type Work") showing how
clearly type may be made to suggest the qualities indicated
by the different words. This is a remarkable exhibit and
merits study.

One could hardly express the qualities of fine furniture or
silverware with the plain heavy types that would be perfectly
appropriate for steam-shovel or gas-engine advertising, where
strength and power are to be suggested. Now and then the
subject of an advertisement is such that great care must be
exercised in selecting a type that is particularly appropriate.
Fortunately, however, for the advertising man, there are a
number of types of such good qualities that they can be used
for displaying advertisements of great variety. Some adver-
tising men go so far as to say that a few types such as Caslon
Bold, or Cheltenham Bold answer most of their requirements.
Yet it is obvious that if all advertisers narrowed their choice
down to these types, the advertising pages would be monoto-
nous with too much Caslon Bold and Cheltenham Bold, and
it is also true that there are subjects that some other types
fit much better. So there is the matter of both appropriateness
and variety to consider. An advertiser may make his an-
nouncement distinctive through the consistent use of some

TYPES AND PRINTING PRACTICE

285

type such as John Hancock or Pabst, if other advertisers were
not using it.

The principles of type selection are not many. Consider
the character of the goods or service to be shown. If the

Strength

common sense

DIGNITY

ANTIQUITY

femininity
Severity

Some Suggestions that Type Itself Can Convey

FIG. 12. The first line is in John Hancock, the second in Cheltenham Bold,
the third in Cadmus (French Oldstyle) capitals, the fourth in Caslon capitals
and small capitals, the fifth in Caslon Bold italic, the sixth in Bodoni, and
the seventh in a face so old that its name has been forgotten.

merchandise is one embodying grace, select a graceful type.
If dignity is sought, select a dignified face of type. If anti-
quity is to be suggested, an antique type is surely in order.
Likewise with strength, nationality, daintiness, etc.

286 THE ADVERTISING HANDBOOK

The following little advertisement about help for stutterers
shows further how type can be made expressive.

ST-STU-T-T-TERING

and Stammering cured at home. Instruc-
tive booklet free. Walter McDonnell, 728
Potomac Bank Building, Washington, D. C.
FIG. 13.

TYPE SPECIMEN PAGES

The following pages showing specimens of display and
body-matter or text types should not be consulted as an
index of all well known types, for the list is a very large
one, and many types are so much like others bearing differ-
ent names, that a typographical expert is required to tell the
difference.

The selections here given are of those types that are better
known and which are likely to be found in well equipped offices,
though no office is likely to have all of the styles here shown.
If an advertiser likes one type especially well and the print-shop
or publisher hasn't that style, the printer should be given the
liberty of selecting something that is a good substitute
for what the advertiser desired, unless he can show the adver-
tiser that an entirely different type is a better choice, which he
may be able to do if he is a good printer.

From the list of specimens here shown an advertising man
or typographical expert will have no difficulty in giving almost
any advertising message proper dress.

MONOTYPE EXHIBITS

In studying the following exhibit of machine-type-faces, it
will be observed that a number of these are designated by
number rather than by name. There are probably business
reasons for this. As a matter of fact, however, these corre-
spond closely to many of the types known in job offices by
names. For example, the Monotype faces No. 98 and 98- J
are practically the same as Bookman, No. 337 corresponds
to a form of Caslon known as Mac-Kellar Caslon, and No.
36-A corresponds to Scotch in foundry type.

TYPES AND PRINTING PRACTICE 287

MONOTYPE DISPLAY FACES

14 Point No. 98

THRIFT IS THE BUYING of the great-
est values for the least money. It is some-
thing far more than the avoidance of
extravagance. A good thrift principle is

18 Point No. 38

THRIFT IS THE BUYING of
the Greatest Values for the least
money. It is something far more
than the avoidance of extravagance.

24 Point No. 337

THRIFT is the buying of the
(greatest Ualues for the least
money. It is something far

36 Point No. 36

Thrift is the buy-
ing of the Greatest
Faluesfor the least

288 THE ADVERTISING HANDBOOK

MONOTYPE COMPOSITION FACES

6 Point No. 36A Solid

WHAT IS THRIFT? THRIFT IS THE

buying of the greatest values for the least
money. It is something far more than the
avoidance of extravagance. A good thrift
principle consists of cutting to a minimum
the three costs determining the price of
merchandise, the production, the cost of
handling, and the cost of selling to you.
System in handling merchandise does away
with waste. There is no lost energy, no lost
time and unnecessary labor. You do not pay
the extra amount usually added to take care

8 Point No. 36A Solid

WHAT IS THRIFT? THRIFT IS

the buying of the greatest values for
the least money. It is something far
more than the avoidance of extrava-
gance. A good thrift principle con-
sists of cutting to a minimum the
three costs determining the price of
merchandise, the production, the
cost of handling, and the cost of
selling to you. System in handling

10 Point No. 36A Solid

WHAT IS THRIFT? IT

is the buying of the greatest
values for the least money.
It is something far more than
the avoidance of extravagance.
A good thrift principle con-
sists of cutting to a min-
imum the three costs that
determine the price of mer-

12 Point No. 36A Solid

WHAT IS THRIFT?

Thrift is the buying of
the greatest values for
the least money. It is
something far more than
the avoidance of extrava-
gance. A good thrift
principle consists of cut-

6 Point No. 36A Leaded

WHAT IS THRIFT? THRIFT IS THE

buying of the greatest values for the least
money. It is something Jar more than the
avoidance of extravagance. A good thrift
principle consists of cutting to a minimum
the three costs determining the price of
merchandise, the production, the cost of
handling, and the cost of selling to you.
System in handling merchandise does away

8 Point