

t|i 



'THE>^ 



VIEI 



GIVING MOTHERS' 



DAY ANOTHER PUSH 



To make Motlin's' day hiisiiirss coinparc fai'orably rcilli Christinas 

 and liaslcv. the trade has oiilx to ad-^'crtisi'. Xo:^' is the lime to (jet busy. 

 Some ideas on Mothers' day adver tisimj are printed here, in tlie hope that 

 they Ti'/V/ inspire others to help in the pnldieity :eork. 



OM'MBrs lu'ifoiiiUMl a 

 jjroat service for the world 

 when lie sail('(l across the 

 Atlantic ill M'.tli ami ilis- 

 covered a new continent. 

 However, he did not reali/.e 

 the importanee of his dis- 

 co\-ery, nor could he see 

 into tln^ future and \isiiai- 

 ize the <jreat cities, the 



As Motlieis' liny is little more than a 

 week away, it heliooxcs florists t<^ lie;4in 

 at once, if they |ia\(' not already done 

 so, work to make the day inemoralde and 

 |ir(ditalde. I'laiis for a<l\'ert isiiiy should 

 lie carefully consider'.'d and systeniatic- 

 all>' carried out. 



Birth of an Idea. 



riie l?e\ lew claims a certain amount 

 iiaininoth industries and the culture of of credit for the inijiortaiice of Mothers' 



ay, for this puhlication was the first 



.Vinoriea, wliicli came as a se(|iieiice to 

 his perilous crossinfjj of the deeji. 



I'ioiU'ers followed Coliunhus ;iiid de- 

 \(doped the New World. It re(|uired 

 couraire to come to the unexjilored coun- 

 try and jierseverance was necessary to 

 make from the raw materials thinjis of 

 usefuliK'ss and beauty. J'rofjfress was 

 slow at first and there were many ilis- 

 a|iiiointments, hut modern America illus- 

 trati's on every hand how \\(dl worth 

 while were tlie efforts of those first 

 .\mericans. 



Another disco\erer was the I'hilachd- 

 jihia woman who con- 

 ceived the idea of 

 Mothers' day. Like 

 ('olunihiis, she did not 

 re.ali/.e the siy;nificaiice 

 of the t houiiht she had 

 come upon. It re(|uire(l 

 the commercial instinct 

 of florists to devtdop 

 the idea and to iii.ake it 

 wdrtli while. The en- 

 terprising^ advertisers 

 were the juoneers who 

 fidlowed the disco\erer, 

 and in their work of de- 

 vtdopmeiit they have 

 succeeded well, usiiifj; as 

 tlieir chief tool the sen- 

 timent which makes the 

 ide;i hack of Motliers' 

 day one of almost iini- 

 \ers;il ai'iical. 



Advertising Did It. 



Ti is so ;,'<'n('rally 

 recoi^Mlizeil liy thirists 

 that ;id\ (>rt isin;,' has 

 made Mot hers ' day im- 

 Jiortaiit, that if is need- 

 less to dwell ujion 1h(^ 

 fact with the ide;i of 

 coii\ incin^ douhtcrs. 

 The (piest ion now is not 

 whether Motlu'rs' day 

 ail\'ert isiiiji is to he 

 rri-<pmm"iiile<l. hut wlint 

 sort (d" adxcrt isiiij^ is 

 liest ulii(di tdrm of 

 advert isiiifi will pro 

 liuce the "greatest re- 

 turns for tlie least out- 

 la\' (d' cjish and effort. 



to hrin^ forward the idea of makiiifj 

 the occasion rank with Christmas, 

 I'^aster and Memorial day, and llie first 

 to su<;:<it'st to florists that ailvertisiiij;' 

 would .-icconiplish this result. It was 

 in connection with the exphdtation of 

 Mothers' d;iy that The Ke\iew first su^ 

 ycsteil the form of coilpera! i\'e adv 'rtis- 

 ini; whi(di has heeii so successful and 

 \\hi(di has heeii so generally ado|ited in 

 thetra<le. 



It is difficult to decide whitdi form of 

 ad\i'it isiriji' is the hest. A certain 



method will lit the comlitions in one 

 commiiiiily and will njiply less well in 

 another. (ienerally spe;ikin<^, a com- 

 hi nation of the different forms of adver- 

 tisin^f, iisiii^ the t"rni in its hroadest 

 sense, is to he jireferred. Window deco- 

 rafi(Uis, iiews])a]ier disjilay advertising 

 co(iperati\-e and indi\idiial — handbills, 

 arti(des in newspapers ;in(l jieriodicals, 

 reminder cards in ihdiverefl packajjes 

 and stickers on them, aiul |)ropa<iaiida 

 in the t'diin of proclamations by pu])lic 

 ofticials, are some (d' the ways of getting 

 the subject of Mothers' day before the 

 jiiihl ic. 



Ai-cording to all advertising exjierts, 

 stress should lie laid on the sentiment 

 l>a( k of M(dhers' day. There is no other 

 holiday which holds so universal an ap- 

 peal as does Motlu'rs' day, for there is 

 not a man, woman or (diild in the world 

 who has not a mother, living or in mem- 

 ory. M(dhers' day does not appeal to 

 any iiartiiiilar (dass or type — it appeals 

 to all. Therefore, it is 

 to the sentiment in us 

 all that llorists should 

 .•ilijii'.'il ill ad\-ert ising. 

 l']\ery llorist is fa- 

 miliar with the mean- 

 ing of .Mothers' ilay, 

 and t lie only problem is 

 to decide how to bring 

 eulighlenineiit to the 

 geller.'ll public. V.w- 



liLihteniueiit and inter- 

 est, in this cuse, are 

 II act iciilly s\iioiiyni()Us, 

 as eiiliLrliteiiinent is 

 IM-.ict ically c'M-taiii to 

 ;i rouse eiiict ion, which 

 is nothing more than 

 heart interest. 



Window Displays. 



\V i n d o w displays 

 lia\c jiroveil efTeetivo 

 ill making hiisiness, and 

 this t'orm of advertis- 

 ing; allows th(» use of 

 more originality and 

 , perliaps, than any 

 ft is a simple 

 ot' ad\ert ising, 

 jiihl one every 

 c.an use. IIow- 

 window display 

 is h.ardly ade- 

 lo obtain the 

 results from 



Mother Has Her Day in the Florists' Show Window. 



citlo'r. 

 form 

 also, 

 store 

 e\ er, 

 alone 

 i|Uate 

 fullest 



Mothers' day. The win- 

 dow reatdies only that 

 part of the ]>ublic 

 which chances to pass 

 the florist's store; it is 

 not taken to them. 



