. Les fleuristes [microforme] examen. La floriculture. X.y P^^^j r -^^ .<3 , V 'W'// •^^^" T' 'l"- ?--*'.*.*/ nouvelles annonces favorisé au-dessus de fleurs en réponse à la lettre ci-dessous, l'éditeur d'encre des imprimantes, un magazine considéré comme une autorité en matière de publicité en raison de sa proximité de l'étude des problèmes dans ce domaine, souligne l'importance prédominante de l'actualité en temps opportun, ou la publicité. Il voit le problème de la perspective - et dans son ensemble.. HEEE est, bien sûr, pas de réponse*qui pourraient être faits à M. Elberfield's question. S'il souhaitait vertise ad- en donnant des roses à chaque membre

• Contributeur: Library Book Collection / Alamy Banque D'Images
• ID de l’image: RRKM53
• Taille du fichier: 7,1 MB (152,7 KB Téléchargement compressé)
• Autorisations: Modèle - non | Propriété - non
• Dimensions: 1297 x 1926 px | 22 x 32,6 cm | 8,6 x 12,8 inches | 150dpi

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. Florists' review [microform]. Floriculture. X.y P^r - ^^I^^ .<3 , V 'W'// •^T^"^' 'l"-?--*'.*.*/ NEWS ADS FAVORED ABOVE FREE FLOWERS Replying to the letter reproduced below, the editor of Printers' Ink, a magazine regarded as an authority on advertising because of its close study of the problems in that field, emphasizes the predominant importance of timely, or news advertising. He sees the problem with perspective—and as a whole.. HEEE is, of course, no set answer*that could be made to Mr. Elberfield's ques- tion. If he wished to ad- vertise by giving some roses to every member of the club, the best plan would have been to have delivered the flowers to each person. In that way he would have been sure that every member was advertised to in the man- ner intended. As it was, the stunt was lost on over half the members. Generally speaking, however, in a free distribution of merchandise of this kind for advertising purposes, it is the best policy to make each recipient come to the store for her share. Nearly always the object of such advertising is to get people into the store. If they do not think enough of the proffered article to come after it, there is no end to be gained in forcing it on them. In itself, giv- ing away goods is not good merchandising. Unless it leads to something else, it is a waste of money. What it is supposed to lead to is getting people into the store. They thus get ac- quainted with the estab- lishment, may buy some- thing while they are there and lay the foundation for future visits. Getting people into the store is the object of most retail advertising. That is what price-cutters have in mind. They are not foolish enough to believe that they can make any money by cutting prices. They feel, however, that the reduced price, especially if it be on some well-known brand, will lure many people into the • establishment to pur- chase and that when there they will buy other things on which the store does make money. By the Editor

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