Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUJIC TFADE
VOL. LXXV. No. 15
Published Every Saturday by Edward Lyman Bill, Inc., at 373 4th Are., New York.
Single Copies 10 Cents
82.00 Per Year
Oct. 7, 1922
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The Proper Preparation of Advertising Copy
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ADVERTISING in the modern sense means much beyond the mere setting aside of an appropriation for
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the purpose of white space in newspapers and magazines, for there must be considered in connec-
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% tion with the proposed campaign not alone the space to be used, but what is to go into the
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Much of the money that is spent for advertising is wasted, because the advertiser does not give
sufficient thought or attention to his copy. It has been said, and with some degree of truth, that certain
business men even to-day will not hesitate to pay a $25 veterinarian bill for the treatment of a sick $50 dog,
and yet allow a $15-a-week clerk to write the copy to go into white newspaper space costing several hundred
dollars.
The contrast may be a bit exaggerated, but nevertheless it is a fact that in all too many instances,
even with the broad understanding of the principles of advertising that prevails to-day, there are those who
feel that having made an appropriation and bought a definite amount of space they have practically com-
pleted the work and so long as the copy includes their name and address there is little else to worry about.
It is to be noted, however, that the really successful advertisers in any line are those who follow a defi-
nite policy, not only in the selection of mediums, but in the preparation of the appeal to the public. The con-
sistent emphasizing of certain slogans or phrases connected with the product, of a trade-mark, or other dis-
tinctive features, is what gives to advertising the possibilities of developing what is known as the cumulative
effect.
Where the retailer handles and features a product that is nationally advertised the main thought in
his advertising must be not simply to give increased publicity to the line he handles, but rather to hook up his
local advertising with the national publicity and direct the steps of the prospective purchaser into his store.
Under such circumstances he basks in the reflected light of the national advertiser and can devote his own
personal appropriation to creating a distinct and effective tie-up.
In the case of pianos, however, where so few lines are nationally advertised, the retailer is under the
necessity, not only of keeping his own establishment prominently before the public, but of selling that public
on the idea that the special lines of instruments he handles have the qualities that make them the most desir-
able purchases in their respective classes.
A number of manufacturers, of course, maintain dealer service departments for the preparation of
newspaper advertisements and other publicity matter for the use of the dealer in his own territory. It often
happens that the retailer is not particularly keen about featuring only one instrument of his line and is inclined
to make his store and his personal business standing the basis for his publicity appeal. In the long run this
method, adhered to consistently, and backed up by most conscientious business dealings, is calculated to build
up for the retailer a reputation that in itself serves to act as a warranty for the instruments he handles.
The thought in modern advertising, however, is that each individual case and each situation have
phases that require close and expert study if the publicity is to be most productive of results.
Just as the business man hires an electrician to look after the lights or a trained stenographer to
handle his correspondence, so should he see to it that his advertising, one of the most important factors of his
business, is handled by someone in or out of his establishment who has the special knowledge, training and
ability to put into the advertising the kind of copy that makes it something more than a mere mass of type
thrown together.
If all advertisers in .this and other trades were inclined to give to their advertising the serious attention
they devote to the selling and collecting end of their business the results to the individual and to the business
at large would be substantial.
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