34 



THE SMALL NURSERY 



for certain types of advertising or for use at certain 

 seasons of the year. Thus you can avoid an over- 

 expenditure at any one time. 



Now, having settled upon the amount of money you 

 will spend during the year, you will do well to make an 

 outline of how that money is to be spent in order that 

 some one piece of advertising may not eat up the entire 

 sum. Your best efforts should be put forth, of course, 

 in January, February and March and in July, August 

 and September; but always provide for a few dollars to 

 be spent in the other months so as to keep your name 

 constantly before the public and push the sale of left- 

 over or special stock. 



After it has been determined how much money is to be 

 spent, and when, the next factor in a logical sequence is 

 the particular method of spending it so as to produce the 

 best results. As no two sets of circumstances are exactly 

 alike, no rules can be laid down here. You will have to 

 make your own decisions after seeing what is the most 

 appropriate form. And if the writer's own experience is 

 any criterion, it is likely that you will try many forms of 

 advertising before you find the type best suited to your 

 particular needs (or, to put it differently, the "ad that 

 pulls best.*') 



DIRECT PUBLICITY AND THE PERSONAL TOUCH 



The nursery business is one of personal contact and 

 in all of our publicity we must aim to reach most cheaply 

 the best prospects. To that end, it is usually considered 

 that direct advertising is the most effective. Indirect ad- 

 vertisings as you know, includes such forms as newspaper 

 ads, billboards, and magazine advertising. 



Unless you are running a nursery that caters to a 

 national trade, we can drop magazine advertising as non- 



