PROGRESSIVE POULTRY CULTURE 259 



purpose. It will be-,easy to increase the size of the 

 advertisement if the circumstances warrant it. 



Doubling the size of the advertisement does not usually 

 result in doubling the number of inquiries or sales. 



The cost of enlarged advertising is great and Is 

 warranted only by correspondingly large returns. 



Large space, if skilfully used, will attract increased 

 attention, enhance reputation and help to establish 

 and maintain a strong standing for the poultryman 

 and his plant, among poultry people. 



PREPARATION OF ADVERTISEMENTS. 



An advertisement should be worth reading. It should 

 tell its tale strikingly, straightforwardly and succinctly. 



If the stock or product to be offered for sale has 

 peculiar points of value or particularly strong points 

 of superiority these should be emphasized in the ad- 

 vertising. 



Winnings at important poultry shows may well be 

 mentioned in seeking to sell exhibition birds or eggs 

 and chickens from such prize stock. 



Records of abundant laying, secured by trap-nesting, 

 may prove drawing features in advertising breeding 

 stock. 



A peculiarly attractive or valuable characteristic of 

 fine feathering, excellent breeding, prolific production 

 of eggs, or strong body growth, if strikingly expressed 

 will arouse interest. If this can be expressed in the 

 terse terms of a catching clause or startling sentence 

 the same may appear in each advertisement >and will 

 give to the advertising a uniformity and continuity 

 that are desirable. 



If the poultryman lacks the talent for writing ad- 

 vertisements he may find it desirable and profitable to 

 employ an expert advertiser to prepare the advertise- 

 ments for him. 



If his advertising is extensive and especially if he 

 wishes to make use of many mediums he may find it 

 advantageous to place this business with a reliable 

 advertising agency. 



