Outdoor Advertising Association of America.

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groups declined, as you might expect, but the im-
portant thing is that the amounts of decline were far
from equal. In the group which decreased the ad-
vertising, profits declined 55 per cent in 1930. In the
group which increased the advertising, earnings de-
clined only 29 per cent. In other words, the 62 com-
panies which increased their advertising had a rela-
tive profit showing which was 26 per cent better than
the group which cut their appropriations.

Now let us see what happened to these same com-
panies in 1931. So far, it has been possible to get
reports on 63 of the 97 companies indicating what
their profits will be for 1931.

The aggressive companies continue to increase their
lead over the others. The group which increased ad-
vertising in 1930 actually is earning two per cent more
profit in 1931 than in 1930. The other group, which
reduced advertising in 1930, suffered a further shrink-
age in profits, their 1931 earnings being fully 25 per
cent below 1930.

These figures show concretely how necessary it is
to put real advertising pressure behind sales efforts
in a generally poor year.

We do not mean to imply that it was advertising
alone which caused the companies which used it fear-
lessly to earn the most profits. Although an impor-
tant part in a successful merchandising plan, it is still
but a part, and the product itself must carry new
appeals to stimulate the interest.

This fundamental proposition does not apply only
to manufacturers and national sellers. What is true
of them is also true of local retailers. Department
stores, specialty shops, shoe dealers, and the rest
they all have the power to influence consumer buy-
ing. It is up to them, first, to select attractive goods
and to offer attractive service. Their advertising can
then be made so potent that it becomes a vital factor
in the course of business.

You know that business conditions are not uniform
throughout the country. In some cities, business has
already made a good start in the climb back to nor-
mal. In other places, recovery has not yet begun.
It is possible to compare the state of business in
specific cities as related to the amount of advertising.

The Federation has made an analysis of 68 large
cities for which the figures on both advertising lineage
and business volume are obtainable. In making the
analysis, these 68 cities were divided into two groups

of 34 each. In one group were placed the cities
where the volume of advertising during 1931 is rela-
tively heaviest. In the other group are the cities
where advertising is relatively the least. When we
say "heaviest"' and "least," we mean as compared
with the preceding year.

In the group of cities carrying the heaviest adver-
tising, there has been an upward trend during the
first half of this year amounting to an average in-
crease of 2,730,000 lines of advertising per month.
In the other group, there has also been an upward
trend, but it amounts to an increase of only 1,590,000
lines per month.

Now let us see what effect this has had on the vol-
ume of business in these two groups of cities. In the
first group, where advertising was heaviest, business
apparently hit the bottom in March, and in July
I which was the latest record available) , business
stood at eight per cent above the monthly average
for the base period 1920-24.

In the other group, where the volume of advertis-
ing was relatively the least, July business stood at the
lowest point of the whole year, lower even than

Anyone who believes that the relative volume of
advertising has nothing to do with the amount of
business transacted in these cities may laugh off these
figures if he sees fit. But, we know that advertising
makes sales. There is no getting around that fact.
The facts are that business is recovering most rap-
idly where advertising is the heaviest.

When you add the evidence of these 68 cities to the
experience of the individual companies which have
been studied, you have a powerful demonstration of
what advertising, intelligently used, has already done.

Not every business is in a position today to go out
and spend a lot of money for advertising. A great
many of them should not do so if they could. In
fact, none of them should, if they believe that mere
size of appropriation and mere number of lines will
do the job. The need is not only for volume of ad-
vertising but for effective advertising. To advertise
effectively, one must have news and the only way to
provide real merchandising news is to offer new
values to the buyer.

For every business, the opportunity is there. Many
millions of people have more ready cash than they
have had for a long time and they really need hun-
dreds of kinds of goods. Make them some real offers
and don't keep those offers secret. The people can
buy and they will buy. Let us redouble our efforts
to make sales, and in so doing, use all the power that
is in advertising. Our efforts will redound to our
own individual profit and will bring back more
quickly and more surely the normal state of Ameri-
can business whose pitch is an ever rising crescendo
of greater and higher prosperity.



II you have your own
ideas, let us carry them

II you desire ideas, we
have trained talent for
the purpose.

E have built the most
extensi vebusinessin Canada
and maintain theconfidence
of the most successful ad-
vertisers in the Dominion.

THE results achieved for
our various clients suggest
that we might be of service
to you. Real sales-produc-
ing service.

^VE attend to every de-
tail of campaigns and give
you the benefit of wide ex-
perience and technical skill.

WRITE for sketches,
prices and information.

We handle every detail of Poster Advertising

The Canadian Poster Company

4S30 St. Lawrence Blvd.,


Montreal, Canada

Page 33


Butler Nul


. Delicious"


we can

do it/

to your local welfare and
unemployment relief funds



You can't call me Skinny now/



Hello boysf

build em with



Outdoor Advertising

I Continued from page 17) are paid for by us.
So after summer Posters!


Advertising Manager

Occasionally we fail to obtain Poster space ordered
by a dealer generally because the dealer has dilly-
dallied so long that all available boards have been
taken by another advertiser. In a case of this kind
we find this letter, written well in advance of the next
season, convinces the procrastinator of the error of
his ways and often brings an immediate order.

One thing we want to avoid as much as possible is
disappointing you on Poster space. The only
reason that we failed to obtain locations for you
for spring was because your order was not re-
ceived far enough in advance of the posting

We know that it hurts us when we are forced to
inform you that we cannot give you the showing
desired. But Posters are so popular that loca-
tions, especially in larger towns, are in great de-
mand. Unless we can contract for space some
time in advance of the months wanted we some-
times lose out.

We know you realize the value of Smith Smart
Shoe Posters and how much they will mean to
your business and we want to protect you
against further disappointments regarding loca-
tions. Therefore we suggest that you book show-
ings for September, October and November at
once. You want Smith Smart Shoe Posters and
you want to be sure that they go up oil the best
boards. You will not be disappointed again if
you forward your order now. We are enclosing
a contract card for your convenience and we
urge you to use it immediately for reserving fall

Sincerely yours,


Advertising Manager

Our policy is to place Poster contracts for our
dealers. But under certain circumstances we make
exceptions and send the paper direct to the dealer.
When we do we write him this letter:

When you receive the 24-Sheet Posters we are
sending direct, at your request, will you please


(Each one cost us 4 to produce and im-

(24-Sheet Posters come in sections. It re-
quires skill and care to join the sections
smoothly and accurately)


I Inclement weather may spoil them. They
may get torn or disfigured and we would
rather furnish replacements than have this
advertising unattractive).

Smith Smart Shoe Posters will bring you favorable
notice if they're displayed, if they're expertly
mounted if they're carefully maintained. We
are glad to supply beautiful designs, correctly
imprinted. Their value to you depends a great
deal on how and where they are posted.


Advertising Manager

There are about nineteen more letters in this Pos-
ter group. There are letters covering complaints on
location of boards, letters acknowledging contracts,
letters acknowledging dealer's report of satisfactory
display, letters covering change in local rates. And
finally let me quote a letter which has been used
effectively since May, 1924:

Our Mr. Bittel writes us that you have decided to
pass up Smith Smart Shoe Poster advertising for
fall. Your decision is of rather personal concern
to us and is disappointing, to say the least.
We are trying very hard to arrange all displays so
that dealers will have no cause for complaint.
Occasionally we fall down, as Poster distribution
cannot be prearranged exactly. We ask you to
remember, though, that it is the composite in-
fluence of the entire display that makes money
for you. Even if one location is not exactly what
it should be, this fact will not seriously interfere
with the business building power of the cam-
paign as a whole.

Smith Smart Shoe Posters have certainly proven
their worth and we do not like to have you drop
them now, just when they will do you the most

If you will reconsider your decision and sign up
for another showing for next season, the writer
will take it upon himself, personally, to have
your display absolutely right. We urge this ac-
tion because we know it is wise and because we
want to develop your Smith Smart Shoe volume
to the point where it crowds all competition into
the dim background.

We think you will see things as we do, so we en-
close a Poster contract card and will look for-
ward to receiving an order for a future showing.


Advertising Manager

During the past year we have kept dealer interest
in Posters alive and active, despite deplorable busi-
ness conditions and a very marked absence of money
among retail merchants. There are two reasons for
this as we see it: First, Poster advertising is good
advertising and second, perseverance i.s a virtue.

Page 36

Advertising Outdoors

Building Sales with
Trade Characters

(Continued from page 7) gum world, we find that
Wrigley's has made constant use of advertising trade
characters for some time. In advertising Spearmint.
Wrigley's used two comic, little midgets, supposedly
representing a villager and his wife. In one piece of
poster copy, these quaint, little people were seen at
the gate of their cottage home, going for a walk after
the evening repast. A large reproduction of a pack-
age of Spearmint was pictured on their left, over
which was the message, "After every meal." Another
poster in this series showed the little couple at their
gate, offering Spearmint to a wayfarer. Just now,
Wrigley's is using a pair of clown-like brownies on
posters to get over the message of Double-Mints and
Juicy Fruit. On one poster the brownie pair are
seen on a see-saw with a package of Juicy Fruit in the
middle of the board to act as a balance.

The see-saw idea has been used very effectively
by Richter's Bakery in San Antonio on elaborately
painted bulletins. Richter's employs animated copy
quite a bit, and the see-saw boards showed Richter's
Bread Boy, an advertising character used on the sides
of the bakery's delivery cars and in other advertising,
011 one end of the see-saw with a little girl on the
other. This board created a lot of comment in the
bakery field. Its effectiveness was increased by the
use of a time-clock that by throwing different colors
of light on the board showed the children in the acts
of see-sawing at night. In much of its advertising,
the Phenix Dairy in Houston uses a trade character
that it is pleased to call Phenix Phil. Phenix Phil
is a jolly, round-faced boy who teaches us the value
of using the dairy products of his company. He ap-
pears at the side of the handsome outdoor bulletins
that the company uses and imparts a human touch
to the prosaic task of merchandising milk and milk

Advertisers who have been successful with trade
character advertising have found that such adver-
tising needs to be continuous. The public's memory
is a fickle thing, and people are likely to forget any
product that is not advertised continuously, no matter
how good the product may be. Who of us has a
clear idea of what sapolio was or is, for instance?
Yet this was a much advertised household prepara-
tion a few years ago. Trade characters have to make
their appearance regularly to become fixtures in the
imagination of the public.

In setting an approximation upon the value of
trade character advertising, it should first be noted
that such advertising makes identification easy. The
advertising character becomes closely associated in
the mind of the customer with the product itself and
thus sales resistance is broken down. A woman, hav-




The cheerful colored lady who always
finds washing easy with Oxydol is
familiar to millions.

ing had the utility of some household commodity
impressively presented to her through an advertising
trade character in outdoor advertising is more likely
to specify that particular commodity to her merchant
and be satisfied with no other than if the advertising
copy merely played up the name of the product.
The trade name should be emphasized, of course,
and if the commodity is something that can be pic-
tured, there should be some kind of illustration of it.
When these two things are coupled with a live ad-
vertising character, the merchandiser has a combina-
tion that can be calculated to boost sales, provided
his product has superior merit.

Trade character advertising gives 'continuity to an
advertising campaign. It whets reader interest just
as continued stories in magazines and serials in mo-
tion pictures do.

Outdoor advertising, both posters and painted bul-
letins, offer the trade character advertiser ideal
mediums through which to impress the value of his
product upon a big audience. Outdoor advertising
panels are large enough to present to motorists and
pedestrians scenes in life-like size just as though they
were set up on a theatrical stage. Colors in all the
glory that they lend to such displays are at the com-
mand of the outdoor advertising artist. He can show
the product packaged just as it looks when it comes
from the retailer's shelf.

Trade character advertising adds romance to even
the most prosaic products and services. There is
certainly little of romance attached to a cleaning
preparation, designed for the kitchen and home laun-
dry. Yet, we have just seen what human values have
been added to the poster copy of one such product,
thereby creating an emotional appeal and lifting the
product and its uses above the plane of the common-
place. How much better is such poster copy than
that that merely pictures the product packaged and
tries to tell the consumer in words what it will do?
Here, as elsewhere, aggressive merchandisers have
found that the trade character can do more than any
word message in getting telling and selling points
across to the consumer-reader.

Page 40

Advertising Outdoors

Familiarizing the Public

tf hli the Label

by f. M. Van Sicklen

Advertising .Manager, Docile, Sweeney and Company

Dodge, Sweeney & Company, wholesale grocers and
food packers in San Francisco and Oakland, Califor-
nia, has long been a user of outdoor advertising,
principally of painted walls, and in its latest design
it has gone back to the fundamental principles of
advertising. Instead of showing foods in our adver-
tisement we display only our label (or banner), with
the vignette removed.

This label is so different that it is striking. Its
black and white combination lends dignity and clean-
liness to the design and puts over an impression of
sanitation for our canned goods. Equal parts of
black and white form the background, the word
"Dodge" being in white on black, while on our wall
design we have- used in black on white the words
"Supreme Quality Canned Foods" in the space where
the food name generally appears. The only color
.shown is in the company's monogram seal, which is
red and blue with the name in white and the mono-
gram in gold.

Our purpose in using the label as a wall design
was to familiarize the public with it and we believe
this is being accomplished. We have received com-
ments on the design. For instance, in one of our
locations are a number of small willow trees. With
California-like rapidity these shot up so fast that they
soon began to cover the wall. Several people, per-



haps a dozen of them, informed us that our adver-
tisement was being hidden by the willow trees and
suggested that we have them trimmed. One or two
of these people were friends of the company, but
most of them were absolute strangers who drive by
the advertisement from time to time and had become
familiar with it. When people go to the trouble of
telephoning and writing you in a case like that you
are pretty sure that your advertising is being noticed.

Dodge, Sweeney & Company has used outdoor ad-
vertising for a number of years, painted walls being
its chief form of advertising. We are using about 40
of them at present in Alameda and Contra Costa
Counties. Starting with 5 locations we have continu-
ously increased the number. We have never de-
creased it, not even this year when retrenchment lias
been a general practice.

The fact that our business has consistently gone
forward makes us well satisfied with our advertising,
this being the only means an advertiser has of judg-
ing results. The Dodge Sweeney line is a high quality
and high priced line and yet in spite of the low buy-
ing power of 1931 we did as much business this year
as we did a year ago.

There is no doubt that painted walls are very good
for advertising food products; they make an effective
presentation and give you more for your money.

This painted wall design is an
almost exact duplicate of the
Dodge, Sweeney label.





Page 39

I rat ion is repeated in smaller figures across the bot-
tom of the poster. This same composition and copy
has hern used throughout the 1931 series. That these
posters bring results has been shown by the increases
in the various classifications immediately after the
display of the designs. Five weeks after the house-
wife poster went up. a check showed that 2,500
housewives had opened savings accounts.

It will be noted that during the entire three years
the continuity of the posters has been remarkable.
( hie series has logically led into the next and the
posters in each series have been carefully held to
similarity in copy and layout. This is more necessary
in bank advertising than in almost any other classifi-
cation. The bank offers a service which, while use-
ful, is more intangible than that of the manufacturer
or the department store which offers a specific com-
modity. For this reason it is absolutely essential
that the bank emphasize its name and its service over
and over again. Its advertising is a long term rather
than a short term asset and continuity is one of its
most important elements. The popularity of an in-
stitution is a business-getter that takes years of care-
ful, intelligent planning to establish. When once
obtained it gathers momentum slowly. The adver-
tising must be planned to foster and develop this
popularity. The only breaks in the continuity of
these campaigns have been the special Christmas
designs and these, certainly, have added much to
the Bowery's good will assets.

The copy appeal of all three series of posters has
been based upon the securing of business by exam-
ple rather than by preaching; and to such a theme,
outdoor advertising is particularly adapted. When
the Bowery Savings Bank poster states, "66,00!)
Housewives Save at the Bowery" there can be little
doubt in the minds of thousands of housewives in
the city that the Bowery is a good place for them to
save their money; likewise, if the Bowery poster
states that 36,000 Executives save at the Bowery, it
cannot hurt the Bowery's name with other executives
and with the millions of employees who need a safe
depository for their reserves. The copy messages
have been short, terse and to the point. The posters
have been simple and interesting.

The use of illustration in the designs is particu-
larly notable. A great deal of bank advertising has,
in endeavoring to present an appearance of stability
and conservatism, achieved only dullness. The Bow-
ery Savings Bank has not been afraid, not only* to
use interesting, colorful, cheerful pictorials but even,
in a Thanksgiving design, to go to a cartoon style.
The result has been that these posters can compete
in color and in interest with those which advertise
tangible products. This is necessary if the bank is
to gain new business through its advertising; for the
bank is in competition with these products for a

5boA7, they'll
be ready for

save ,
for if/

The human interest appeal of this
design was effective in selling the
saving idea.

share of the public's money. Unless the bank can
make saving as attractive a prospect as spending,
the saving will be deferred for more attractive spend-
ing. The record of deposits in the Bowery Savings
Bank is evidence that the program followed by the
Bowery has been successful in securing new accounts.

On January 1st, 1930, the bank had 248,025 deposi-
tors and $322,600,991 in deposits. This amount has
grown steadily until, in September, 1931, the total
deposits were $467,479,164 and the number of de-
positors was 345,065. Naturally this growth has been
the result of a number of interdependent factors and
it is impossible to segregate the results and credit
proportions to various items. Nevertheless, results
have been directly traced to outdoor advertising and
the Bank's continued use of the medium is evidence
that it is regarded as an effective part of the pro-
gram. Certainly, in freshness of appeal and attrac-
tiveness of design, the posters of the Bowery Savings
Bank are well equipped to present the Bowery's mes-

Shea Made Executive
Vice-President of Tide Water

Edward L. Shea, for fourteen years an active mem-
ber of the Tide Water Oil staff in various depart-
ments, has been appointed executive vice president
in charge of all the Company's operations, it was an-
nounced last week by Axtell J. Byles, president.

Mr. Shea until recently was vice president in charge
of sales, but he is particularly fitted for his new and
enlarged responsibilities, because of his years of ex-
perience with Tide Water in practically all branches
of the business, including the producing, refining and
sales operations.

Starting as a salesman for Tide Water in the New
York territory. Mr. Shea later spent considerable
time at the great Bayonne refinery. He then was
transferred to the producing fields in Mexico.

His first major executive post was vice president in
charge of manufacturing, which he held prior to his
appointment as vice president in charge of sales.

Page 38

Advertising Outdoors



The Ants were employing a fine winter's
day in drying grain collected in the summer
time. A Grasshopper, perishing with famine,
passed by and earnestly begged for a little
food. The Ants inquired of him, "Why did
you not treasure up food during the sum-
mer?" He replied, "I had not leisure enough.
I passed the days in singing." They then said
in derision: "If you were foolish enough to

Online LibraryOutdoor Advertising Association of AmericaAdvertising outdoors (Volume 2) → online text (page 63 of 70)