ADVERTISING 



ADVERTISING 



OUTLINE AND QUESTIONS ON ADVERTISING 



Outline 



I. \Vhat It U 



(1) Offer of merchandise 



(2) Offer of service 



II. It* Mi-ilium* 



(1) Newspapers 



(2) Magazines 



(3) Billboards 

 Klectrlc signs 



(5) Street-car cards 



( 6 ) Moving pictures 



(7) Programs 



III. I !* ii t-l):i> Extent 



(1) Expenditure In United States 



Expenditure In Canada 

 (3) Vast sums spent on specific articles 



IV. Result* 



1 l ) Increased output at decreased cost 



made possible by resulting popular- 

 ity of goods 



(2) Sale of newspapers and magazines 



at a sum which would not cover 

 cost of blank paper 



V. Xecemiary Condition* 



(1) Display qualities 



(2) Wise choice of medium 



(3) Persistent "follow-up" system 



VI. Clamilnratlon 



(1) General advertising 

 (a) Mail-order houses 



(2) Local advertising 



(a) The country merchant's problem 



(1) Constant advertising 



(2) Particular appeal 



(3) Attractive window displays 



VII. Cost of Advertising: 



(1) In newspapers and magazines esti- 



mated by line 



(2) Cost of outdoor signs In good loca- 



tions 



(3) Electric signs 



VIII. Advertising Amende* 



(1) General 



(2) Special 



IX. Future Ponalbllltle* 



(1) In economic affairs 



(2) In politics 



(3) In social welfare work 



Questions 



What is a "follow-up" system? 



Why is it possible to secure a magazine with excellent stories and helpful articles 

 for five, ten or fifteen cents? 



Why does not all money spent in advertising bring in good returns? 



Why have so many small-town merchants been driven out of business by mail- 

 order houses? 



How can this problem be met? 



How does the advertiser who is not clever at preparing his own "copy" go about 

 it to secure effective advertisements? 



What part has advertising played in politics? 



Toward what two ends is mail-order advertising directed? 



Why can a manufacturer who is spend! im hundreds of thousands and even 

 millions of dollars annually in advertising afford to sell his commodities cheaper 

 year by year? 



What is the difference between general and local advertising? 



\\hit two interpretations may be put upon the expression "advertisement of 

 service"? 



In what country is the annual expense for advertising heaviest? 



What industry expends most in advertising? 



About what would it cost to run a two-inch advertisement for one month in a 

 magazine with a circulation of 1,000,000? 



