Fbbbuabx 16, 1917. 



The Florists^ Review 



13 



The Final Curtain, Probably the Largest Design Ever Made at Six Hours' Notice on a Telegraph Delivery Order. 



neney strives to create and maintain apt to bring results on this particular Advertising is divided into two 

 those impressions which will make peo- occasion. classes, direct and general. Direct ad- 

 ple accept his statements at face value, The advertiser who says, "I only use vertising embraces that by mail, tele- 

 regardless of the quantity of space that newspapers," is just as wrong as the phone, telegraph and personal solicita- 

 is expended on any particular announce- man who claims, "Only letters bring tion; general advertising is done 

 ment or stiltement. results." In order to get the most out through newspapers, magazines, bill- 

 Before deciding what advertising me- of advertising, a merchant must study boards, street cars and other mediums 

 diums you are going to use, you should the market he wants to reach, the pur- of general notice. 



determine how much you can appropri- poses he wants to accomplish and the If you have a proposition which can- 

 ate for advertising purposes. If a flo- relative values of the different mediums. not i)ossibly appeal to more than — say — 

 rist does $50,000 or more gross business I give you now the accepted relative im- 1,000 people in your section, then you 

 per year, he should allow between two portance of advertising mediums, for should use the mails extensively. Your 

 and one-half and three per cent of the florists' purposes. newspaper and other general advertis- 

 gross amount for advertising. If his Mpdium. Poroent. ing influences all of the people and sup- 

 business runs below that amount the ap- Newspaper 3."> itorts the single shots which vou fire 



Direct iiiH 11 r» ~ ' 



propriation is largely dependent upon street car am'i'i'>iVii)oi'ir<is.' !!];;!!.'!!]!!!.!!. ! ir, direct by mail. 



such circumstances as strength of com- Novelties, calendars, etc.. 10 ■Kr««,oT.o«o, AAc ■a^^r^f„^ XT,-«+a 



^„.-. • 1 ,• /. i. v 1 rmcraiiis. school papers, cliaritv advertisiiiK. 1.) NCWSpapcr AdS; HelPIUl HlHtS. 



petition, location of store, overhead, *^ *^ ' *^ 



production cost and capacity. Total loo fniportant in making your newspaper 



Analytic Advertising Reduces Risk. Tennessee Needs Publicity's Punch. advertising effective is the creating of 



T,, ' ^ . ., ^ .• n 1 I want to give vou some flgures that T individuality. This can be done in any 



The next step IS to s>^tematically lay j^^,j^^,^ will inte'rost vou. During the <>r all of the following ways: Distinctive 



out your advertising. Take a calendar ^^^^ ^,^p following amounts were signature cut, special type, borders, loca- 



at the beginning of each year; mark the ; ^ j^^ ^^^ advertising in the tion, slogans and peculiar phraseology 



seasons and holidays that are of impor- x'nited States- <>f <'opv. 



tance; decide as to their relative value Territory.' ' ivr capita. Make up vour mind as to what vou 



from a business standpoint and divide North .Atlantic states $13.10 ,,..,„t ^o sav in vour newspaper ad ; then 



your appropriation accordingly _ lVAh^"e,rtna"state;: ! :::::::::::::::;;::: '11^ say it quicklv and plaimy. Make vour 



As an example, take St. valentine s south Atlantic states .. 3.34 ' i.i i / . \- 



day. If your^ appropriation is $1,000 Soulh central states. . : :;::::::.:..:...:... 2...6 >;^^^vspaper or other ads pleasant reading 



per year, $75 should be ample for ad- Tennessee is one of the south central ^^r intelligent people. I do not believe 



vertising St. Valentine 's dav. By the states. Compare the prosperity of this i* ^^ good policy for a florist to advertise 



way, men buy flowers for valentinos, so state with the wealth in the states in cheapness. Flowers are a gift of senti- 



do not ask your newspaper man to put which more advertising is done — .judge nient, and no woman is going to appre- 



the valentine ad on the society page. for yourself whether we are advertising ciate a corsage from Smith's store if 



The sporting or financial pages are more as much as we ought to, that corsage was advertised in the morn- 



