Pacific Ports (Paperback)

This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1920 Excerpt: ...in at least two languages and four dialects to get best results. All this prepartion must be completed before advertising starts. Starting with what we know to be a good article and believing that it will fill a want of the people, either by lightening labor, increasing production, comfort, happiness or knowledge, we must next think of the best method or methods of telling the facts to the greatest number of people in the shortest space of time and with the least expenditure of money. The mediums and methods that may be used to advantage in the Islands are the following: Mediums for advertising--Newspapers, magazines, class publications, circular letters, catalogs, street cars, cinema films, cinema programs, bill boards, window displays, samples, demonstrations, detail work. Methods of selling--Through the trade, jobbers, retailers, direct to consumer, by agents, mail order, instalment. I have made no attempt to give them in what might be called their order of importance because, in my opinion, the importance of one medium or another would depend entirely on the article advertised and the class of prospects appealed to. The method to be used for any given article or line, will depend on many things, size and nature, whether of universal or restricted use, price, etc. Must Study Mediums One would not advertise surgical instruments in street cars nor expect to sell them through a general catalog distributed to the general public. These goods appeal to a class and all advertising and selling must be directed to that class. After the subject has been given careful study one will find that there are very few articles that have a general appeal. Successful marketing will depend on one being able to concentrate his appeal on the real live prospects for his article...