16 



The Florists^ Review 



AtJca'ST -JH, miit. 



licjttioiis f) iH'iits JUT f;uiiil_v or 1 «-oiit 

 I'll- iicr;-<in in that family. How does 

 iif ^'('t it havk? He docs a business of 

 alioiit $ll3n,(lO(),000 i)rr yt-ar. or, on a 

 scale of $n i»or family, $1 ]>t'r ("rsoii; 

 $r)(t/l()(i wortli of sjiact" piT year then' 

 fore rcjircsi iits the average of all the 

 .uivcrtisiiiji, taking the smallest and the 

 largest advertisers, the adequate and 

 ihe ina<le(inatc, and altogether it makes 

 iinito, a sfriking average. In our ad 

 scrtising, ■\ve sidi'ct such meilinms .-i'J 

 \vc know will reacdi tlu' family from 

 whom, on aeeonnt of their environment 

 .'ind resoiire«'s, we < an exiMct a res]ionse. 



Biilk of Opinion. 



Iliii jiisi while we are s|ie;iking of re 

 ^jionst' from ad\ertising, i\'mend)t>r it is 

 the linik of ojiinioii that really attains 

 ilie results. l-',veryliody cannot afl'ord a 

 I'ackanl or ;( I'ierce-Arrow ear. luit the 

 masses >li. tlieir share in liuiMing \i\> 

 prestige t'er thesi- cars l>y what they 

 ihink id' them. 



.lohii .lories when he (•.in afford ;i 

 ]'ierce-Arrow buys one hecanse he 

 knows the masses will pay tribute to 

 his staniiiiig and his Judgment when he 

 rides in it. He feeds that tiny know 

 he ''h.'is the goods.'" 'o use a sL-uil: 

 exjiression. 



\V)ien your line is estahlished in the 

 life and languagi' of th(> peo|)l" which 

 means all idasses. eserylxMly yiui h;i\e 

 .'hided one more international medium of 

 r\ihani:e. .\ny oiu' id' lis indi\idiiall> 

 \Miuld lia\"e the greatest diftii'ully in 

 making oiir wants known or (iurs<d\e> 

 understood. Imt. due to ;id\ fit isciucni v 

 M;iry IMckford. the (iillette safety razor 

 .ind J'.ull I>urhani .all speak the sann' 

 language in an\- di.'ilect, in .any cmintry 



and even to those who do not read or 

 write. 



We can and inleiid to make our slo 

 U.an. "Say it with Flowers," as well 

 estaldished .ind emhedded in the Ian 

 gii.age of the jieople as is Victrola, Ko- 

 diik oi' Ivory soap. 



A Good Advertisement. 



Wli.at is a good ad\ crt iseiiieiit .' 

 Should we make it briid' and to the 

 point .' .Most people will tidl you so and 

 most jieople Ixdieve they know all about 

 how L;o(id advertisements should be 

 written. Or should it tidl all in one 

 hdter. as the (d.assilied boys put it.' 



''People haven't time to re.ad. M.ake 

 the ad short ;iiid siia|ipy,'' is what 

 iiearl_\' e\t'iyoiie will sa_N . Mail order 

 houses th.at receive dir-'ct orders in .an- 

 swer to their .-HKi'it iscmeii ts know what 

 pays ;ind uh.'it doesn't, what peo]>le read 

 ;ind w h;it t hey don "i rcnl. 



.\nd yet. strangely eiiongli, mail order 

 advert iseiiieiits ;ire often long. There 

 \v:is one siiccesst'iil ;idv eit isemeiit that 

 proved (jiiite |ir(dit;ible th.at li.ad L'.hdti 

 w Mills in it. I'cople must therefore read 

 lung ;ids, or these iiuiiiy worded ads 

 wciuld not Jiiiy. 



( )ii the (dlier hand, ("ream of Wheat 

 .idvert isemeiits often h:i\e no text at 

 .ill just :i jiictnre. With no other 

 means ol' s.ales jinimotion, a great busi 

 Mess has been createil by this pretty 

 picture .-idNerl ising alone. Another 

 ;:re;it business uses ]iictures th.at .are not 

 pretty ones and (juite subsi'rvient to the 

 text, and m;ike-s a tremendous siicci'ss 

 t'ldiii th.at f(j|iii id' advertising. 



it doesn't aftei- all matter iiiiieh, you 

 •^ee, just how veil convey voiir ide.as to 

 : he public-. Tin' public doesn't stop to 



Herman P. Knoble. 



H.I.OH-.I l>ii.-ci..i .1 Oif ^. V. I', ill III. |i,.||-.,ii ( ..jiwiitii'ii 



worry over sentences. It .stops, it looks, 

 it listens, and goes on its w.ay. They've 

 got your meaning, no matter how you 

 tell it to them, but they judge you ae- 

 c.ording to your own standartl. Are yon 

 sincere' Do you nu'an it V If you are. 

 if you do, the public knows and acts as 

 you want tliem to. 1 have seen adver 

 tisements written and changed and re 

 written, jiiidiires ni.adi' and remade and 

 made .'igain, and in the end after all 

 the revisions, after .all had stirred the 

 lirotli, the original and tirst advertise- 

 ment scdeeted because it w.a.t the only 

 one that told the story convincingly. 



Those wdio contribute to this cam 

 jiaign the most will by the nature of all 

 rewards re.aj) the greatest h.arvest from 

 it. The aiitomobih? manufaidurer who 

 dot's not .advertise may be said to get 

 some benetit from the advertising of 

 those who boost the game .along. But 

 if you look to see who is really making 

 the fortunes, who are reaping the big- 

 gest rew.ards, you will find it is the 

 inanuf.actiirers who contribute tlie most 

 in investment in advertising. Hvery 

 cent that any member of the S. A. F. 

 has contributed has been invested to 

 ridurn to him ten .and a hundred fold. 

 Those who h;ive not contributed will in 

 the end by the nature of things get less 

 than nothing from it. They will be jis 

 those on the outside looking in, learn- 

 ing to the full the meaning of these 

 words, ''Alas, now it is too late."' 



Future Prospects. 



I am optimistic for the future. We 

 .are already able to see light ahead. It 

 is an encour.aging sign th.at business is 

 calmly adjusting itsidf both for its work 

 ill this country and abroad. The na 

 tion which brought .1 world war to a 

 crashing, tinal finish is not to be dis- 

 couraged by the t.ask of gettini: b.aidi 

 to its normal jie.ace time pursuits. 



I II spite ot' high |irices, or of iiiicrr 

 tainty as to this or that .aspect ^>t' the 

 labor situation, the fiitiiri'. as I see it, 

 is full (d' jiromise. Should there be 

 anyone here who h.is ;iiiy iiiisLiiv ings, I 

 would suggest th.at lie run over in his 

 mind ;i side id' the business .aspect he 

 iii.ay have overlooked, .lust be.ar in mind 

 tli.it the \'aliie of our t'arm proiiuidion 

 this ye.ar .amounts to $:.'.■), dOd.dOd.iKKi. 

 Th.at ligure represents the buying power 

 of Americiin farmers for the coming 

 ve.ar. I'or the ve.ar ending l.asi . I tine our 

 l'iirei;;il tr.lde tot.aleil .f 1 d, (111(1,(1(10,(1(1(1. 

 < )iic h.alt' ol' the ni.aiiiil;i(d ures eiiti'riiig 

 into intern.at ion.al tr.ade last ye.ar were 

 llie ]iid(|uct of the sliojis and t'.actoriex 

 ..I' the Tnited States. 



People Purchasing Freely. 



A survey ot' the coiiiilry liiids people 

 lit' all classes pundiasing fiei ly. One of 

 the best signs of the iinderlving con- 

 lideiice .iiiioiig business men is to be 

 ^eeii ill the number (d' indiistri.al plants 

 throughout the country that are m.aking 

 large additions to their eipiipmeiit .ind 

 otherwise pl.anning for expansion. 



I'or the l.ast threi' montlis busines!* 

 men have been going ahead with iii- 

 i-reasing confidence. Tn textile, leather, 

 .autf)in(diile, and other lines, dem.and al 

 ready exceeds sui)j)ly. The st.arting of 

 new enterprises furnishes additional 

 evidence that the country is rapidly get- 

 ting into its right stride. The first four 

 months of this year saw the new capital 

 issues of approximately $2,.">00,<)()0,00n. 

 -Xnr is this increasing activity confined 



