Show Money AT WORK A Brief but Important Lesson Covering Cov Coy ering the Investment of Money in Advertising W WHAT AT MEDIUM I Every ad manager is confronted with five basic problems in I m ing mg an advertising campaign for a I new article They are listed below I I 1 1 What mediums m shall be used I for the advertising it would not be good policy or economy for a shoe repair shop in this city to I advertise In a nationally circulated magazine The local is the place for such advertising 2 2 2 B By what appeals may the commodity be vended Obviously It would be bo foolish to tr try to sell corn plasters by appealing to the bu buyers buyer's ers esthetic sense Comfort is the thing In this case 3 3 What Is 13 a reasonable expenditure expenditure expendi expendi- ture for the advertising The ad advice advice advice ad- ad vice of ot seasoned ad men Is invaluable ble in answering this question 4 4 To whom i is the commodity to b be sold There would be little common common cornmon com corn mon sense In advertising Rolls- Rolls Royce automobiles In a medium which is bought principally by poor people 5 5 How may the selling lolling appeal be presented effectively This In Involves Involves in- in the whole question of ot adv advertising advertising adver- adver er- er me mechanics color spacing typography long circuit appeal short circuit appeal and many other I things Copyright 1925 Associated EdItors Edi- Edi tors Inc six Thirty six per e cent nt of ot the British war wai widows now non receiving pensions pensions pensions pen pen- have man led again |