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Show ADVERTISING TALKS WRITTEN' BY WILLIAM C. FREEMAN H About ten months ago I JM was called into a conference to discussing an advertising campai gn for LINDT CHOC- H jOLAT a Swiss eating choc- JM olate that retails for $1.00 H per pound. The managers of the com-pany com-pany wanted to know what could be done with an cx-penditure cx-penditure of ten thousand dollars a year for a period of three 3rears. JM It was decided to employ a COMPOSITE SALESMAN. H made up of four evening Continued on Page Three. ADVERTISING TALKS Continued From Page One. NEWSPAPERS ,and one Sunday newspaper a very good salesman, because he bad an opportunity to talk to SEVERAL HUNDRED THOUSAND FAMILIES three times each week. The advertising started, and within a very few months the returns indicated indi-cated that Lindt Chocolat was on sale in 98 per cent OP THE STORES conducted cond-ucted by the reliable distributors dis-tributors in Greater Newr York a really marvelous result for so short a campaign. cam-paign. But then THE ADVERTISING- WAS GOOD, AND RUN REGULARLY, and the article itself made good. As the campaign progressed, pro-gressed, the appropriation was INCREASED, which was justified by the increasing increas-ing sales. This always happens hap-pens when good advertising is employed to sell a good article. When the second year's campaign starts, MORE NEWSPAPERS WILL BE ADDED TO THE LIST, and a still larger appropriation appropria-tion will be made, entirely justified by the results from this small, initiative campaign. cam-paign. A NATIONAL DISTRIBUTION DISTRI-BUTION of the product will be next in order, and there won't be any doubt about its success, because it is being gone at in an intelligent manner. This is another demonstration demon-stration of WHAT NEWSPAPER NEWS-PAPER ADVERTISING DOES POR THE MANUFACTURER MANU-FACTURER it sells his product to the dealer and the public at the same time. (To bo continued.) |