Canadian foundryman (1917) . \ I rlv TORONTO June, 1917. Advertising That Reached Unrelated Industries* How the Ford Chain Block Took Each Field in Turn and Thus Made a Small Appropriation Serve Till Demand Became Larger WHERE the consumer is an individual and whereeach consumer uses the product in about the sameway or for much the same purpose, the advertisingproblem is comparatively simple. But when the chiefconsumers of a product group themselves into variousunrelated industries, to advertise to them economicallyand effectively is not an easy task. One industry may usea product in one way o
Canadian foundryman (1917) . \ I rlv TORONTO June, 1917. Advertising That Reached Unrelated Industries* How the Ford Chain Block Took Each Field in Turn and Thus Made a Small Appropriation Serve Till Demand Became Larger WHERE the consumer is an individual and whereeach consumer uses the product in about the sameway or for much the same purpose, the advertisingproblem is comparatively simple. But when the chiefconsumers of a product group themselves into variousunrelated industries, to advertise to them economicallyand effectively is not an easy task. One industry may usea product in one way or for a reason peculiar to industry may employ the identical product, butfor an entirely different purpose. Take steel, as an ex-ample. In what a large number of industries it is used,but also for what a wide variety of purposes! Hence thecommodity would have to be advertised to each industryas though it were another product that each of them wereinterested in. This is THE problem that advertisers to industries have tocontend with, and y
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