. Florists' review [microform]. Floriculture. NGENIOUS and extrava- gant advertisers still oc- casionally employ puzzles to attract the attention of the public. Whole news- paper pages and vast bill- board space are devoted to a query of a few words, with no clue as to the ad- vertiser. But the answer, not the puzzle, constitutes the real ad- vertising force. The query serves only to attract attention. It opens the pub- lic eye; it stimulates curiosity. Then the answer that everybody looks for drives home the advertised commodity. Suppose the advertiser never gave the answer, but left people t
. Florists' review [microform]. Floriculture. NGENIOUS and extrava- gant advertisers still oc- casionally employ puzzles to attract the attention of the public. Whole news- paper pages and vast bill- board space are devoted to a query of a few words, with no clue as to the ad- vertiser. But the answer, not the puzzle, constitutes the real ad- vertising force. The query serves only to attract attention. It opens the pub- lic eye; it stimulates curiosity. Then the answer that everybody looks for drives home the advertised commodity. Suppose the advertiser never gave the answer, but left people to find it for themselves. Would he achieve the same results f The an- swer is unanimous, he would not. He who runs will read —if the letters be sufficiently large— but he will not stop to untangle any abstruse knots or pause to solve riddles, not in this busy day and gen- eration. So much clear and convinc- ing advertising importunes the public's attention that the dubious and vague is un- heeded. Puzzles. No one has ever emblazoned the letters " ; on billboards and newspaper pages. Conceivably it might be done. But the advertis- ing would lie, not in stimulating the public curiosity as to what these letters stood for, but in the explanation of just how flowers could be ordered for delivery in dis- tant cities. No, the public has not seen the letters "F. T. ; spread in huge size before their eyes. But every day there appear in retailers' newspaper and direct advertising passing refer- ences to the telegraph delivery of flow- ers which convey little or nothing to a public, the vast majority of which has never used and does not know how to. use this service. They could find out if they wished. Yes, and the public could find the re- ply to the signboard queries if they wished—they need not wait for the ad- vertiser's answer. But the simple fact is, they don't. They must be told. And concerning the telegraph delivery of flowers, they must be told.
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Keywords: ., bookcentury1900, bookdecad, booksubjectfloriculture, bookyear1912
