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, 
