PROGRESSIVE POULTRY CULTURE 261 



Poor products wfll- promptly nullify good advertis- 

 ing. It pays to satisfy all purchasers except "sharks". 



KEYING. 



The advertiser should make use of his experience 

 in advertising to determine the placing of futher ad- 

 vertisements. 



He must ascertain which papers have hrought small 

 returns (if any), which large returns and which the 

 best results, fn order to accomplish this purpose the 

 advertisement in each medium should be keyed, that 

 is, it should have a peculiarity of address or other 

 feature which will enable the advertiser to distinguish 

 the paper which brings each inquiry. 



This is readily brought about by giving the address 

 of the advertiser differently in each medium. A dif- 

 ferent street number, a change in the P. O. box num- 

 ber or a department number or letter may be used. 

 As the inquiries come in they are listed according to 

 the keying. If the inquirer fails to use the keyed part 

 of the advertiser's address the answer to his letter 

 may contain a request that he state where he saw the 

 advertisement which induced him to write. An addres- 

 sed, stamped envelope or postal card may be enclosed 

 to insure a reply. 



TABULATING RESULTS. 



In order to know the actual results of advertising in 

 different mediums the advertiser should tabulate the 

 data made available by the keying of the advertise- 

 ments. 



This is easily done by means of a card system. A 

 card is provided for each journal carrying an adver- 

 tisement. The number of inquiries resulting from 

 each paper is recorded daily. 



On the same card may also be noted the number of 

 sales resulting from these inquiries. 



A little figuring enables the advertiser to determine 

 accurately, for a given period of advertising, the num- 

 ber of inquiries and resulting sales that have corns 



