- Advertising a bid for popularity.
- Scientific inventions help to promote dishonest advertising.
- Advertising dishonest art.
- Does honest advertising pay?
- The keynote of advertising success.
Advertising as a bid for popularity:
Whether or not we wish to persuade others to do something to our advantage, we do so. We can not avoid it. Our progress depends on it. Some of our influencings is done in a good way, some undoubtedly in a bad way. We all know the “high pressure” salesman who practically black-jacks his customers into accepting his product and thinks himself a great little “go-getter” or the talkative insurance agent who after a full three hours discourse succeeds in selling you a life policy the premiums for which you later on find impossible to pay. This convassing, this advertising, this propaganda work is nine cases out of ten a bid for false popularity; with motives of personal gain behind it. It pays to advertise and the return of an advertisement is in proportion to its psychological effect on the human mind The modern businessman thinks that everything is fair in war and business and so he derives utmost profit out of advertising honest or dishonest that is not his concern.
The modern scientific inventions have done all that they can to promote dishonest advertising. Formerly the manufacturer of goods sent his travelling man to the retail dealers to show them the goods or sample of his product and urge them to buy. That was honest advertising indeed. The dealers could accept or refuse the goods. There was no chance for the manufacturer or his agent to be dishonest. Today the manufacturer goes to the public over the radio or in the pages of newspapers and magazines and tells people what he has for sale and why he thinks it good and desirable. But in doing so he cannot easily overcome the temptation of exaggerating the merits of his own manufactured good. Before the invention of the press, the telephone and the radio the customer was the boss. When trade by barter was in vogue there were hardly any chances of dishonest advertising, but the radio has helped the manufacturer to dupe his customer and press has done its part in making manufacturer the boss.
Advertising dishonest art:
Advertising is now considered art. It is an art which studies the psychological aspect to advertising and teaches how to advertise a worthless thing in such a way so as to bring a fourfold return by its sale. “There is n’t much use of advertising,” said a businessman. “If things are advertised actually as they are” The slaughter sale prices of certain articles in sometimes a penny or two more than their usual price and “Goods cleared away at cut-throat market prices” are generally prices somewhat over and above their actual selling price at a smaller store.
Does honest advertising pay?
A portent which however now foreshadows tremendous possibilities in advertising in the advent of truth. Mr. E. Calkins tells the story of an advertising manager of a big store in New York who seeking store news asked a department head’) What have you got?
“I have got 168 raincoats that aren’t worth a damn and I am going to sell them for $ 168.” To the horror of that department head and the dismay of his superiors the advertisement appeared in the morning papers in just those words. But before any protests could be registered buyers began to arrive and before noon the last of those raincoats had been sold. At least two result should follow such a policy from the start. Immediately the advertising becomes more interesting to the reader, and reader’s confidence is greatly enhanced.
The Keynote of advertising success: If advertising can be made a dependable, believable vehicle, interesting because of its truth and sincerity, an amazing future opens before it. There are movements, trends, undertakings of the utmost import to the human race that need now only advertising, honest advertising, to make them vigorously effective on a large scale. The keypoint of modern salesmanship which is now on a vast scale, often on world basis, is advertising. It is the modern saleman. Every manufacturer however knows that in the end, dishonest advertising defeats its own ends it does not pay. It is only an economic proposition to advertise if your goods are worthy of it, otherwise, it works in the other direction, and the public remembers not only the name of your goods but also the fact that they tried them and found them bad. The secret of all really successful advertising, such as “Sunglight Soap” and “Heinz. 57 Varieties” is that it makes a direct and trustful appeal which not only makes the public buy but keep the name and qualities of a good brand fixed in the memory of the masses.