Music Trade Review

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VOL. LVI. N o . 1 1 . Published Every Saturday by Edward Lyman Bill at 373 Fourth Ave., New York, March 15,1913
The Tonic Effect of Advertising
WELL-KNOWN writer says that advertising has a tonic effect upon business. Of course it has,
for it enthuses an entire sales force, wholesale and retail, and it insures a quickening interest
L throughout the entire ramifications of a business. This interest is plus the value of the adver-
tising on the retail purchaser.
T think that advertising indeed acts as a very strengthening tonic upon business. It arouses enthu-
siasm, creates renewed interest and is frequently stimulating to salesmen to put forth fresli endeavor in
behalf of a particular product which is advertised.
The great advertising houses understand full well the cumulative effects of advertising upon their
selling forces everywhere, and in a business where a manufacturer advertises in trade publications with
the sole object of interesting dealers it is sometimes difficult to determine just what are the strongest
points to emphasize in advertising his goods.
It is, perhaps, not always easy to prepare bright, fresh, entertaining copy, and yet it is the live
copy which attracts. But all advertising is useful. If a man puts his name and nothing else on a page
he will arouse curiosity, because the attention of readers will be attracted to the page, and after they
have visualized upon a certain advertisement which is strange enough to cause comment, the mental
impression exists and they recall such an advertisement.
Advertising as a selling force in all trades is universally conceded, and the houses which conduct
systematic campaigns of publicity are usually the ones which take high rank.
In the music and allied trades there are some large advertisers, and I could name corporations
which spend vast sums of money in reaching the public, and they do not overlook the importance of
trade publications.
Take 1 the Victor Talking Machine Co.; it will have spent a million and a half during the present
year in periodicals of various kinds. The Aeolian Co. is also an enormous advertising corporation. The
effect of the advertising of these great corporations is many sided, for it not only reaches the purchas-
ing public, but it enthuses their representatives everywhere throughout the land, for a salesman when
he picks up a paper and sees the product which he is selling advertised, he at once takes a greater
interest in that product—he enthuses. In other words, it is the tonic effect of advertising, and that is
how the directing forces of the great houses wisely view the question of advertising.
They consider it in all of its ramifications—not merely from the viewpoint of the interest which it
arouses on the part of the retail purchasers, but also because of the sales-inspiring force that it has upon
their representatives wherever the papers bearing their business announcements circulate.
No man who can afford to be in business can afford to neglect the importance of advertising.
It reaches the dignity of a science. If you look over the various industries you will invariably find
that the most successful men are the biggest advertisers.
The large ones realized the possibilities which spring from great publicity campaigns, and they
have never hesitated to make large expenditures for educational
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Experience shows that it pays—that is the kind of tonic that keeps
business from getting sick—a tonic that strengthens all the while.
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