Examples of Outdoor Advertising

Chapter 1 - How advertising laws are establishedChapter 2 - Just salesmanshipChapter 3 - Offer serviceChapter 4 - Mail order advertising - what it teachesChapter 5 - HeadlinesChapter 6 - PsychologyChapter 7 - Being specificChapter 8 - Tell...

Good business A rapid stream ran by the writers boyhood home. The stream turned a wooden wheel and the wheel ran a mill. Under that primitive method, all but a fraction of the stream's potentiality went to waste. Then someone applied scientific...

A name that helpsThere is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves....

Letter writingThis is another phase of advertising which all of us have to consider. It enters, or should enter, into all campaigns. Every businessman receives a large number of circular letters. Most of them go direct to the wastebasket. But...

Negative advertisingTo attack a rival is never good advertising. Don't point out others faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers,...

IndividualityA person who desires to make an impression must stand out in some way. Being eccentric, being abnormal is not a distinction to covet. But doing admirable things in a different way gives one a great advantage.So with salesman, in...

Leaning on dealersWe cannot depend much in most lines on the active help of jobbers or of dealers. They are busy. They have many lines to consider. The profit on advertised lines is not generally large. And an advertised article is apt to be...

Test campaignsAlmost any questions can be answered, cheaply, quickly and finally, by a test campaign. That is the way to answer them, not by arguments around a table. Go to the court of last resort. The buyers of your product.On every new project...

Getting distributionMost advertisers are confronted with the problem of getting distribution. National advertising is unthinkable without that. A venture cannot be profitable if nine in ten of the converts fail to find the goods.To force dealers...

Use of samplesThe product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. That being so, samples are of prime importance. However expensive,...

StrategyAdvertising is much like war, minus the venom. Or much, if you prefer, like a game of chess. We are usually out to capture others citadels or garner others trade.We must have skill and knowledge. We must have training and experience,...

InformationAn ad-writer, to have a chance at success, must gain full information on his subject. The library of an ad agency should have books on every line that calls for research. A painstaking advertising man will often read for weeks on...

Things too costlyMany things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result.Changing peoples habits is very...

Art in advertisingPictures in advertising are very expensive. Not in cost of good art work alone, but in the cost of space. From one-third to one-half of an advertising campaign is often staked on the power of the pictures.Anything expensive...

Tell your full storyWhatever claims you use to gain attention, the advertisement should tell a story reasonably complete. If you watch returns, you will find that certain claims appeal far more that others. But in usual lines a number of claims...

Being specificPlatitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, "Best in the world," "Lowest price in existence," etc. is at best simply claiming the expected. But...

PsychologyThe competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes.Human nature...

HeadlinesThe difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He cannot be ignored. The advertisement can be ignored.But the salesman wastes much of his time...

Mail order advertising - what it teachesThe severest test of an advertising man is in selling goods by mail. But that is a school from which he must graduate before he can hope for success. Their cost and result are immediately apparent. False...