Productive Advertising

Productive Advertising

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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. 1915 edition. Excerpt: ...it is often well to first point out about how much business they should be getting, for I know of at least one instance (and there must be many others) where the manufacturer, when asked to spend some money for advertising, said: ' I don't need to advertise. 1 am now getting about half the business in my line and my four competitors are dividing the balance between them, ' while investigation showed that he was only selling about one-eighth of the total quantity that was being consumed. "Here is one way to get this information. Of course, nearly every line would have to be handled differently, but this one example will help to illustrate the idea. "Suppose, for instance, we are trying to influence a manufacturer of spark plugs to advertise. Unless he had analysed the possibilities, he might be selling, say 100,000 plugs and think that he was getting about all the business. He would change his mind, however, if you pointed out that, according to reliable authorities, there were in 1912 in the United States over 900,000 automobiles and 430,000 motor boats, and that about 400,000 automobiles and 70,000 motor boats will be built during 1913, making a total of 1,800,000 automobiles and motor boats that will require an average of four spark plugs each, or a total of at least 7,200,000 plugs. And as you further pointed out that as there were only nineteen competitors and that as his product was better than that of any of his competitors, be should surely be able, provided he properly advertised and pushed the sale of his goods along modern lines, to sell at least one-twentieth of the total number of plugs sold, or 3G0,000, which would give him a profit of $54,000, even on a very small selling price, this should at least open his eyes as to the...show more

Product details

  • Paperback | 114 pages
  • 189 x 246 x 6mm | 218g
  • Rarebooksclub.com
  • Miami Fl, United States
  • English
  • black & white illustrations
  • 123664929X
  • 9781236649294