ADVERTISING PRICES

Hokitika Guardian, 4 March 1920, Page 1

ADVERTISING PRICES

Newspaper advertisements are excel, lent agencies making for .thrift, economy and wealth. They are home savings banks, handy bankbooks, and not ; infrequently proofs against family jars, and divorces. Next to to Bible they are the most important household guides ever set up. A good advertisement is proof of tho power of suggestion and for psychological potency of printer’s ink mixed With brains. As a magnet attracts the, needle, so a newspaper advertisement; attracts tlie reader and draws the crowd. Suggestion creates want and’ want creates purchasers. There, is a. direct connexion between the sugges-' tion and the purchase. The extent ofthe purchase is in direct ratio to the .power of the suggestion. Newspaper advertisements are for the benefit of the advertiser. This may sound strange, hut it is true. That’ the public has not hitherto realised it is due to the fact that most persons have looked at an advertisement as they look at dry goods and articles of food.) The advertisement is not the article i but the idea behind it, the guide,board' that leads to it, the bridge that safely carries the troubled householder or weary bread-earner to safety.

Trade-marks familiarise ; figures visualise. Prices tell the story to the prospective purchasers, and prices honestly revealed in figures, usually mean good' goods, fair profits and no profiteering. The result is satisfied customers. Pricesmade clear and prominent in a daily advertisement prohibit profiteering. Prices openly made are guarantees of' a square deal. Hence the value of> newspaper advertising with plain figures all can read. Prices ,in gooff newspaper advertisements are measured not by profit but by service. That is the keynote to the “ad” writer—the song he sings as hebuilds an attractive advertisement out of facts, figures, and genius. He issociety’s benefactor, the country’s deserving citizen, or he tells - the people where they can save money, and in having money assist in saving their nation and tho nation’s financial and econo-, mic honour. Newspaper advertising and prices are co-partners in the great firm of Thrift, Success and Co.—“ New York Herald.”