470 RECORDS, ACCOUNTS, AND ADVERTISING 



The advertisement should be concise and attractive; these 

 features tend to give the reader the very best impression. 



The make-up of the advertisement should be " catchy," at- 

 tracting the eye of the reader and holding it long enough for him 

 to take in its meaning. 



It should be terse, which means that much information and 

 descriptive matter should be condensed into small space; for 

 space costs money, and information is what the breeder wishes 

 to disseminate. 



Every statement in the advertisement should be true, and it 

 should be so worded as to leave no exaggerated impression in the 

 mind of the reader. For, when sales are made, the birds must 

 come up to the advertised standard. Exaggeration not only 

 makes this impossible, but dissatisfies the customer. 



The advertisement should give no data but what are reason- 

 able or actually possible. The fact that one bird in a flock laid 

 225 eggs a year does not mean that a strain of such layers can be 

 developed from her eggs, nor that the average of the breeder's 

 entire flock will equal anything like this figure. 



Advertisements should show important facts pertaining to 

 the specimens for sale, — as, for example, a record of winning at 

 poultry shows; a brief reference to utility qualities; a statement 

 concerning past breeding and records made; a statement as to 

 vitality and health; the name of strain, if such name has become 

 popular; photographs will add to the attractiveness. 



The size of the advertisement depends upon the quality and 

 quantity of products, their value, and the money available for 

 advertising. The better the quality and larger the quantity, the 

 greater the space which can be used to advantage. 



The greater the value of the products, the greater usually 

 is the profit; hence more advertising space may be used. 



Small advertisements are usually the more profitable, and 

 it cannot reasonably be assumed that doubling the size of the 

 advertisement will always double the sales. 



Extremely conspicuous advertisements are warranted only 

 when one has a phenomenal product for sale and wishes to enhance 

 his reputation through the possession of such a product. There 

 are numerous instances in which the phenomenal record of one 

 bird has made a world-wide reputation for the breeder. 



Getting the Most Out of Advertising. — If the heaviest sales 

 are to result from a given sum spent in periodical advertising, 



