June 19, 1920 



HORTICULTURE 



497 



Little Talks on 

 Advertising 



Some especially good advertising 

 has been coming out of Detroit re- 

 cently. One of the most striking is 

 that of Fetters, of Adams avenue E. 

 and Woodward street. This advertise- 

 ment is reproduced herewith in order 

 to illustrate its unconventional char- 

 acter. Without saying much about it, 

 it suggests flowers for June weddings, 

 and while very simple in its design 

 is certain to attract attention in a 

 pleasant way. The Bluebird tag which 

 Mr. Fetters uses is another excellent 

 idea. Its constant use makes it very 

 familiar to the public and becomes in- 

 variably associated with the Fetters 

 business 



inq BulbiP 



IMPOltTED, DOMESTIC. 

 COLD STOR/^GE. 



*~yor e'^erif monifi in ifie year w nath trome - 

 ihina io offer tfic cjro\^er . Prompt ofiipment<j' on 

 ifea^fonab/e d-tock. Information and priceis on future 



cropif maturing. 

 CHICAGO 



isVeedfee 



'"*■— 'write Vy OR Vy CALL 



NEVYORK 



The Strand Co., of Detroit, often 

 gets out artistically composed advertis- 

 ing copy and succeeds in enlisting the 

 co-operation of the printer to the ex- 

 tent of having it set up in attractive 

 type. In the firm's Mother's Day ad- 

 vertising it had what seemed to me 

 like a happy thought, which was ex- 

 pressed as follows: 



"There is individuality in flowers as 

 well as in persons. To artistically ex- 

 press the sentiment of Mothers' Day in 

 flowers is a privilege our artists take 

 pride in executing." To people who 

 prize quality and like to have some- 



THIS SEASON'S NEW ROSES 



PILGRIM CRUSADER PREMIER RUSSELL HADLEY 



W« arc recelTlDK dally •hipments of these new Boeee, In lu-fe aoantltlae, *■< 

 caa fomleb same od short noUoe. .^_^ 



We have a large stock at all time* of choice CARNATIONS, OBBTBANTHS- 

 inTHS, OBCBIUB, VALX,ET and AMBBICAN BEACTIES. 



T... Mau «e6, WELCH BROS. CO. *« "^SXo^.^iLll''*^ 



thing a little out of the ordinary, this 

 simple paragraph makes a strong ap- 

 peal, for it suggests that the flower 

 offering, whatever it may be, will be 

 prepared by an expert and will show 

 character as well as good taste, the 

 latter always being expected, while the 

 former is often missed. 



It is the height of folly to write over 

 the heads of your prospective ci'stom- 



Look for the Blue Bird Tag 



ers or to deal in phrases which they 

 do not understand. Good, plain Eng- 

 lish, expressing an appeal which w^ill 

 go to the hearts of the readers, is what 

 makes advertising successful. A re- 

 cent expert expressed his opinion of 

 the matter as follows in the Retail 

 Public Ledger: 



"The advertiser must do more than 

 study advertising. He must study man 

 — and especially woman. Advertising 

 is successful only in so far as it strikes 

 the responsive chord of public opinion. 

 As good advertising is inseparable 

 from the store itself, at all times it 

 must co-ordinate its appeal with the 

 spirit and purpose of the establishment 

 behind it. 



The public be served. That is the 

 slogan of intelligent advertising. The 

 advertiser who has grasi)ed this funda- 

 mental principle goes about the prep- 

 aration of his message with his mind 

 concentrated on the recipient of the 

 message. He thinks less about how he 

 is going to tell the story than about 

 how the reader is going to listen to it. 

 He has in his mind's eye the typical 

 man or woman he expects to read his 

 ad., and strives to reach that person's 

 interest and reason in the most direct 

 way." 



.\ Well I'lanned .\dverti*.enient 



After 27 years of business, Mr. 

 George Waldbart. of St. Louis, has re- 

 tired, but the business will be con- 

 tinued by his former employees on a 

 percentage basis, and the firm will be 

 known as the George Waldbart Floral 

 Co. 



