BEST ADVERTISING MEDIUM.
THE DAILY NEWSPAPER.
TEN PURPOSES OUTLINED.
The newspaper was described as "the most effective medium of . advertising" by Jack Lutz, vice-presi-dent of the Poor Richard Club, Germantown, Pennsylvania, who declare! that confidence inspired, plus the great number of possible 'buyers reached, made the cost lower than any other form.
Mr Lutz spoke at the month'y meeting of the Business Men's Association of Germantown on "How the Merchant May Get the Most Out of His Advertising." During his talk he enumerated ten purposes Which ne said can be realised by newspaper advertising. They, were, in the opinion of Mr Lutz, in the order of their importance, to- sell merchandise, to secure quick turnover, to ii'form. the public where to buy an article, to educate the publie to the use of such articles, to draw new customers into your store, to create and maintain enthusiasm among your sales force, to create and maintain goodwill, to raise the standard of living, and "to sell" your store as a good' place to buy. "In my judgment," he continued, "every merchant owes it to his business, his community, his employees, as well as to himself, to advertise. The question is: 'Where shall I advertise?" and my answer is: 'ln tihe newspapers.' "There is mo advertising medium known that rill ivach aj givat a number of possible buyers, that will reach them at a 1 twer «ost, that will inspire in them greater confidence in what they read, than in the newspaper. only do - figures prove this, but the constant use of the newspaper and its growing use as an advertising medium by those who figure cost and returns prove it. - "Moreover, no other medium can take advantage of local conditions and give local colour to the advertisinglike the newspaper. Of course, you have competition; you have competition in everything. Competition h overcome in advertising as it is in your ".tore—by arrangement, appeal, attractiveness, prices, quality, and other features.
"The prime object of retail advertising is, or should be, to get people, to come into your store. The question of 'selling' them after they get into the store is up :o your sales force, to the arrangement of your store, to the attractive display of goods, to the easo with which goods may be seen, and examined, to the courtesy extended, and to accommodation in the matter of payment."
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Shannon News, 15 January 1929, Page 4
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396BEST ADVERTISING MEDIUM. Shannon News, 15 January 1929, Page 4
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