33(1 



HOKTICULTURE 



March 20, 1920 



Little Talks on Advertising 



The easiest thing to do when writ- 

 ing advertising copy Is to deal in glit- 

 tering generalities, but the easiest way 

 ip not the best way to sell goods, 

 whether they be flowers or tack ham- 

 mers. The public likes concrete facts, 

 and you can get its attention much 

 quicker by playing up one single kind 

 of plant or flower than by running 

 through the list of all the different 

 kinds your store contains. That's why 

 the advertising shown on this page to- 

 day can be set dowTi as a good piece 

 of copy. The eye is caught in one 

 specific article and the brain considers 

 what the eye sees without being con- 

 fused by a multiplicity of objects. This 

 leads it to think about this particular 

 flower, which leads to a belief that it 

 Is needed to brighten the home. 



Another point about advertising 

 which is not commonly realized per- 

 haps, is that the public likes big 

 figures, and analysis of advertising 

 factors has shown that any announce- 

 ment of a large quantity of a given 

 article being put on sale immediately 

 brings about a largely increased de- 

 mand. It isn't necessary to go into 

 the psychology of the matter, but if 

 the florist can announce that owing to 

 certain conditions he will have several 

 thousand carnations on hand the next 

 day to be disposed of immediately, 

 that a special price is being made to 

 move them, he need have no worry 

 about making his sales. I once heard 

 an article on the flower industry criti- 

 cized because it had so much to say 

 about the large numbers of flowers and 

 plants raised and sold. As a matter 

 of fact, this sort of thing is good tor 

 the trade, if advertising experts are 

 correct. It leads the p'ublic to accept 

 the business as one carried on in a 

 large way, thereby diginifying it in its 

 estimation and putting it on a higher 

 mental plane. 



1 like the way in which the Yuess 

 Garden Co., of Newburgh, N. Y., makes 

 an appeal to the public. To begin with 

 they use the slogan, "Say it with flow- 

 ers," conspicuously across the top. 

 Underneath is a cut showing the head 

 of the house bringing home a box of 

 roses, which is being welcomed with 

 enthusiasm by the good wife. The ad- 

 vertising then goes on to say, "In these 

 days of rolicking prices of just about 

 everything under the sun flowers offer 

 the most reasonable and the most 

 pleasing of all the remembrances you 

 can take or send to the loved ones at 

 home." The pleasantly intimate phras- 

 ing of this advertising makes it good 

 reading. Of coarse the criticism may 

 be made that it does not conform to 



SATURDAY 

 SPECIAL 



Spring Flowers 



DAFFODILS 

 $2.00 Per Doz. 



Fiom now on Flowers wiU be 

 more i)lentiful, owing to the in- 

 creased sunshine and daylight,. 

 coBseijueutly lower prices will 



preTiiiL 



7 S. Kteln at. — MottopoUUn Blag 



Best Adv. We Have Seen This Week 



the requirements stated above in that 

 it speaks of flowers in a general way. 

 Nevertheless the box filled with roses 

 fixes the thought of that particular 

 flower in the mind of the reader. 



The Rhinebeck Floral Co., of Rhine- 

 beck, N. Y., is using five or six inches 

 of double column in a series of weekly 

 chats on things horticultural. It makes 

 surprisingly attractive copy, and with 

 an original method of treatment keeps 

 the name of the concern in the mind 

 of the public all of the time, which is 

 good advertising when regular space 

 Is being used and general publicity is 

 the aim sought. 



It must always be kept in mind that 

 advertising is divided into two kinds. 

 One aims to associate a certain name 

 v/ith a certain article and necessitates 

 constant reiteration. The other seeks 



the sale of particular goods at a special 

 time which requires a definite state- 

 ment as to what Is offered, preferably 

 with an explanation of the special sale 

 and a quotation of prices when pos- 

 sible. If a little study Is given to this 

 matter it will save the advertiser 

 money and help to make the advertis- 

 ing appropriation go farther. 



MR. AMMANN'S BOSTON VISIT 



Mr. Fred Ammann of Edwardsville, 

 111., will address the growers of Boston 

 and vicinity at The American House, 

 Boston, on March 23 at 8 o'clock p. m 

 under the auspices of the Flower Mar- 

 kets, on the organization of a grow- 

 ers' association. 



Mr. Ammann is a very forceful and 

 entertaining speaker and the commit- 

 tee hopes that a large number of 

 growers will be on hand to welcome 

 him. 



It is planned to start a local organ- 

 ization to affiliate with the National 

 Association when that body is per- 

 manently organized. The local com- 

 mittee is composed as follows: Wil- 

 liam C. Stickel, S. J. Goddard. A. 

 Christensen, William Sim, Thomas 

 Roland, E. A. Peirce and W. H. Elliott. 



Remember that In unity there is 

 strength, so let us have a large and 

 representative gathering to get a good 

 start for our own protection and for 

 our profession in general. Every one 

 welcome. 



Signed for the local committee, 

 S. J. Goddard, 

 E. Allan Peiece. 



AMERICAN GLADIOLUS SOCIETY 



Objection having been made against 

 registering the varieties. Conspicuous 

 and White America, the same are 

 hereby withdrawn pending further In- 

 vestigation by the committee. 



A. C. Beal, Chairman. 



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I ' HEADQUARTERS FOR | 



I LAWN, VEGETABLE AND FLOWER | 

 SEEDS, BULBS, LAWN MOWERS, 



AGRICULTURAL IMPLEMENTS | 

 AND FERTILIZERS. 



THOS. J. GREY CO. 



I "The Seedsmen" \ 



I 16 South Market Street - - Boston, Mass. j 



I Agents for International Harvester Co. and Chkopee Plows. | 



I Write for Catalog. | 



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