Marketing (September-December 1908 & January-December 1909) . y is given to advertising discus-sion, and the advertising managerpresents his the correspondence re advertising comes from the branchesto the advertising manager, who instructs the agency. Thelatter has all dealings with the newspapers. The plan has been to have advertisements appear in thedailies on Tuesdays, Thursdays and Saturdays, with large spacein Saturday issues. In the weeklies and farm papers smaller copy is local agents name appears at the bottom of each adver-tisement. A follow-up system is also direc
Marketing (September-December 1908 & January-December 1909) . y is given to advertising discus-sion, and the advertising managerpresents his the correspondence re advertising comes from the branchesto the advertising manager, who instructs the agency. Thelatter has all dealings with the newspapers. The plan has been to have advertisements appear in thedailies on Tuesdays, Thursdays and Saturdays, with large spacein Saturday issues. In the weeklies and farm papers smaller copy is local agents name appears at the bottom of each adver-tisement. A follow-up system is also directed by the advertising man-ager on prospects sent in by the agents. An advertising requisition card is sent to the agents once amonth, and in order to secure literature, they mark an X opposite the printed matter needed and return. The dealer is reached through special circulars, letters, tradenewspaper advertising, and the travelers. Novelties and street cars are not used. Some judicious sign-board advertising is done, especially in the West, on account of. M. F. IRWINSales Manager Who counsels and suggests. 32 Economic Advertising Jan., 1909 the openness of the territory, but the bill-boards have never beenemployed. Small expenditures have been made in store signs,cards, etc., to assist the dealer. Enamel window letters are alsoconsidered to be locally effective. The dealer is encouraged to advertise on his own account,especially where there are two papers in a town and McClarysuse only one of them, general publicity thus receiving a directreinforcement. The dealer is supplied with booklets on stove orfurnace advertising, which show the electrotypes that can beobtained free. The advertising department also prepares specialcopy for the agents. When a new agent is appointed, the advertising departmentstarts in at once to help him sell McClary stoves or he is assisted by window, fence and stove signs, bulletins,etc.; second by newspaper advertising, with his name
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