. Journal of electricity . @ $ per week $125, The ratio of the annual lighting cost to the pay rollis the ratio of $1, to $125,, or per cent. 126 JOURNAL OF ELECTRICITY [Vol. 45—No. 3 Advertising BY HOWARD ANGUS (It pays to advertise is now a truism, but how to advertise, where to advertise, and what toadvertise are still subjects worthy of discussion. Following is the first of a series of briefarticles by the secretary of the California Electrical Cooperative Campaign, taking up the ques-tion of advertising from the viewpoint of the electrical contractor-dealer.—^^
. Journal of electricity . @ $ per week $125, The ratio of the annual lighting cost to the pay rollis the ratio of $1, to $125,, or per cent. 126 JOURNAL OF ELECTRICITY [Vol. 45—No. 3 Advertising BY HOWARD ANGUS (It pays to advertise is now a truism, but how to advertise, where to advertise, and what toadvertise are still subjects worthy of discussion. Following is the first of a series of briefarticles by the secretary of the California Electrical Cooperative Campaign, taking up the ques-tion of advertising from the viewpoint of the electrical contractor-dealer.—^^The Editor.) The purpose of this paper is not to present anargument in favor of advertising, an argument whichis and ought to be unnecessary, but rather to empha-size the more important facts of advertising whichelectrical contractors and dealers should know andunderstand. The meaning of the word advertise is to makeknown, and it embraces all business eif orts that makepeople talk about you and your business, and come. Y™ ,: and driven., aquality of [hi Let us consider what appeal you have to makeas an electrical merchant to each of these fivemotives. How many people buy appliances for financialgain, either to make money or to save money ? A fac-tory and store owner or any other business man useselectricity for both reasons. But how about thewornan in the home ? Your appeal to the housewifein behalf of electric appliances from a financial stand-point is in the matter of saving money by the elim-ination of servants, wash bills, and the like. Inas-much as most women are trying to make a 1914 sal-ary, stretch over 1920 costs, they are interested inanything that saves money. This argument, how-ever, can be used better to offset the cost of an articlethan as the direct reason for purchasing it. For in-stance, with the washing machine, appeal is usuallymade to saving of time and labor. The argumentthat a woman has against spending so much moneyfor a washing machine is answered
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