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.
1904 Excerpt: ...form of publicity for reaching so small a
clientele. He recommended a consultation with a firm of advertising
specialists who are expert in fine literature. The head of this
firm considered the problem and recommended a fine booklet to be
sent to each of the three hundred buyers. These were to cost one
dollar each, and tell the story of the new shirt so sumptuously
that they would be read and preserved. His plan was taken under
consideration and another authority consulted--a man engaged in
reaching buyers in that very trade. He vetoed the booklet scheme at
sight. "If you are willing to spend a dollar or two on each of your
three hundred men just send each of them a shirt," he said. "You
can't get anything that will tell the story better. Two or three
days before the sample is mailed send a personal letter briefly
calling attention to your improvements. Then calculate how long it
will take for the sample to reach each man after mailing, and on
the day when he ought to receive it send him a telegram. Your
proposition won't be ignored or go wrong." This plan was put into
practice, and has proved very successful, it is said. This is the
sample as used to cover a small clientele. But it also has
possibilities in general advertising. The maker of a brand of
chewing-gum that is pretty widely known through newspaper publicity
was casting about for more forcible ads to run in the big cities.
He wanted something that would demonstrate the value of his product
as an aid to digestion, hence wanted to reach the better classes.
On the advice of a specialist uniformed distributors were sent
through the large cities, entering hotels and restaurants at the
busy hours and laying a sample stick at the plate of each diner.
The campaign was unusually produc...
|Country of origin:
||246 x 189 x 2mm (L x W x T)
||Paperback - Trade
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