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REVIEW
THE
VOL. LXXXIII. No. 11 Published Every Saturday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N. Y., Sept. 11,1926
Single Copies 10 Cents
$2.00 Per Year
Ampico in Knabe Advertising Contest
Conducted by Fitzgerald Co.
Los Angeles Music Firm Offers Prizes for Best Advertisement on This Instrument to Students of the Adver-
tising Classes of the City's High Schools With Result That More Than 500 of Them Participate—
Winning Advertisements Used by Firm in Its Regular Space in the Newspapers
N unusually effective method
ous instruments, inspecting them at
for stimulating a desire for the
close range and discussing with the
appreciation of good music in
fhis Advertisement Written by
salesmen the various important talk-
the minds of the-younger generation
ing points.
was adopted recently by the Fitz-
Each week the teacher in advertis-
of Jefferson High School, winner of the Fitzgerald Ad.
gerald Music Co., Los Angeles, which
ing in each of the eight schools
Writing Contest.
Mise Lueile Goodykoontx, Instructor.
staged a special advertising contest
selected from the pieces of copy sub-
participated in by the members of the
mitted for the contest what were con-
advertising classes of eight Los An-
sidered the six best advertisements.
geles high schools. The contest cov-
These selections were turned over to
ered a period of two weeks, with
the judges, who first decided upon the
results that passed even the most san-
best advertisement from each school,
guine expectations of the Fitzgerald
which was run in the paper of that
Co. officials.
school during the following week.
The Fitzgerald Co. naturally be-
The judges then made a final selec-
lieves that the future of the retail
tion of the best advertisement from
music business lies in no small meas-
among those submitted by all the
ure upon the development of interest
schools and this was run in the col-
in music on the part of the younger
umns of one of the leading Los An-
generation, and in casting about for a
geles newspapers each week.
plan somewhat out of the ordinary,
The awards were made by the
conceived the idea of enlisting the
judges on the following points: Sales
direct interest of the students in
appeal, appearance, knowledge of
advertising.
product and truthfulness. It was ex-
The advertising contest was duly
tremely difficult to make a final de-
announced and invitations to partici-
cision for the reason that many of
pate were sent to the members of the
the students displayed a really re-
h i g h s c h o o l advertising classes
markable understanding of advertis-
Written in the Climate of Heaven
through the various class teachers,
ing values in the preparation of copy.
In die Language Spoken by Angels.
who welcomed the opportunity of af-
Many of the advertisements had a
—Longfellow.
fording their students some practical
distinctly professional appearance and
We press the Magic Key and the exquisite* melody
advertising work and who gave to the
that the students participating in the
of Chopin's Waltz in A Flat Major steals from the
contest the support that insured its
contest had made a careful study of
Ampico. You see Levitzki bending over the
success. Altogether, some 500 stu-
the products to be featured was
piano. You feel that indescribable beauty as the
dents in the eight schools became in-
shown by the logical sales arguments
artist fills the auditorium with harmony.
terested in the contest, which meant
presented.
that their parents, relatives and
A tangible indication of the good-
Suddenly you realize that you are at home—that
friends also followed the progress of
will created by Fitzgerald's through
the perfect re-enacting Knabe with the Ampico
their work.
has tricked you into re-living Levitzki's concert.
the medium of the contest was found
The three subjects regarding which
in the number of letters of thanks
Such thrills may be yours often with the Ampico
the advertising students were to pre-
received from members of the Board
in the Knabe Piano.
pare copy were the Knabe Ampico
of Education of Los Angeles and also
Re-enacting piano, the Knabe piano
from teachers of the various schools
itself and the Brunswick Panatrope.
expressing their appreciation for the
Each student participating in the con-
opportunity to give the students some
test was given specially prepared lit-
practical experience *;in the prepara-
COMPANY
MUSIC
erature on each of the subjects to
HILL ST.
tion of copy, and for the general edu-
AT 72.7
take homeland study that he might
cation al^vstehfe of the competition.
familiarize himself with the product.
F r o m ' t h e standpoint of the Fitz-
The extent of the interest of many students in
visited the Fitzgerald store personally for the gerald Music Cw the contest brought most sat-
the contest was evidenced by the fact that they
(Continued on page 7)
purpose of hearing demonstrations of the vari-
A
Evelyn Vincent
KNABE t* AMPICO
AMPICO
MUSJC
FITZGERALD