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Advertising-A Producing Part of the Sales Force
By M. R. D. Owings, Advertising Manager
Modern business is based wholly on good will. It can live as long without good will as a fish can live out of water. There is so much business, so much competition, such facilities for getting everything, that the slightest ignorance or the most whimsical prejudice may turn away many customers and their dollars and M. RiD. OwiNGs cents. This fundamental truth makes advertising not only possible but very vital. Unfortunately the exact productiveness of advertising cannot be measured in dollars and inches. But to say that it is non-productive would be folly. It would be flying in the face of the experience of all successful business concerns. All progressive houses and companies advertise. The most progressive of them advertise the most. The most successful advertise not only widely but wisely. They have learned the great power of education, suggestion, and art. In other words they have learned the incalculable value of good will. Now-a-days there is nothing quite so vitaliz¬ ing to any institution or corporation as the personal, the human, touch. The advertising department is or should be the personal side of every corporation. It is there that those subtle forces are generated which create good will. In the form of courtesy, personal interest, mutual help, and eagerness to supply just what is wanted, these forces go out over the country and work without ceasing night and day. The results that they bring are con¬ stant and cumulative. If people know just what you have, if you have convinced them that it is good and if they are personally friendly they will buy from you. Judicious advertising makes every customer an agent. But even where agents do not go, advertising goes noiselessly and effectively. The months when the weather prevents traveling, when activity is slack with the salesman, advertising goes to prepare the way. In the quiet of these indoor months, it shapes habits of thought. The action born of these thoughts will natur¬ ally follow the trails blazed by advertising. Where will these trails lead? Money spent in advertising is bread cast upon the waters. It often may seem like the voice in a wilderness but in the distance of time its echoes are redoubled and become far- reaching. No one ever questions the value of good music. Although its effects cannot be measured we know that it elevates and refines through the emotions. Advertising is the emotional side of business. It not only makes business more successful but it lifts it out of the ordinary into the unusual, out of the common-place into the interesting, extraordinary and attractive. l^.
Object Description
Title | The Harvester World: Volume 3, number 4, April 1912 |
Object Type | Periodical |
Language | English |
Source | McCormick Mss 6z |
Electronic Publisher | Wisconsin Historical Society |
Physical Description | 7.25 x 10 inches |
Electronic Publication Date | 2008 |
Year | 1912 |
Volume | 003 |
Issue | 04 |
Date | 1912-04 |
Rights | © Copyright 2008 by the Wisconsin Historical Society (Madison, Wisconsin) |
Series | The Harvester World ; v. 3, no. 4 |
Format | TIF |
Description | Harvester World magazine was first published by International Harvester Company in October of 1909. From 1909 to 1946, Harvester World functioned primarily as an employee magazine, carrying news from various factories, branch houses and dealerships around the world. The magazine included biographical sketches of employees; notices of retirements and promotions; announcements regarding new company initiatives or building projects; and a variety of other news relating to nearly every facet of the company’s world wide operations. The magazine was published by the company’s Advertising Department, and also functioned as a way for headquarters to communicate with dealerships. In 1946, the magazine was redesigned and eventually shifted from an employee magazine to a more customer-oriented focus. By the 1950s, most Harvester Articles were human interest stories centering on the people and organizations who used International Harvester products. At the same time, photography became an increasingly important element in the content and presentation of the magazine. The magazine was discontinued in 1969. |
CONTENTdm file name | 8426.cpd |
Date created | 2008-12-02 |
Date modified | 2010-02-08 |
Description
Title | Inside front cover |
Object Type | Periodical |
Source | The Harvester World, April 1912 |
Page Number | Inside front cover |
Electronic Publisher | Wisconsin Historical Society |
Physical Description | 7.25 x 10 inches |
Electronic Publication Date | 2008 |
Year | 1912 |
Volume | 003 |
Issue | 04 |
Date | 1912-04 |
Rights | © Copyright 2008 by the Wisconsin Historical Society (Madison, Wisconsin) |
Series | The Harvester World ; v. 3, no. 4 |
Full Text |
Advertising-A Producing Part of the Sales Force By M. R. D. Owings, Advertising Manager Modern business is based wholly on good will. It can live as long without good will as a fish can live out of water. There is so much business, so much competition, such facilities for getting everything, that the slightest ignorance or the most whimsical prejudice may turn away many customers and their dollars and M. RiD. OwiNGs cents. This fundamental truth makes advertising not only possible but very vital. Unfortunately the exact productiveness of advertising cannot be measured in dollars and inches. But to say that it is non-productive would be folly. It would be flying in the face of the experience of all successful business concerns. All progressive houses and companies advertise. The most progressive of them advertise the most. The most successful advertise not only widely but wisely. They have learned the great power of education, suggestion, and art. In other words they have learned the incalculable value of good will. Now-a-days there is nothing quite so vitaliz¬ ing to any institution or corporation as the personal, the human, touch. The advertising department is or should be the personal side of every corporation. It is there that those subtle forces are generated which create good will. In the form of courtesy, personal interest, mutual help, and eagerness to supply just what is wanted, these forces go out over the country and work without ceasing night and day. The results that they bring are con¬ stant and cumulative. If people know just what you have, if you have convinced them that it is good and if they are personally friendly they will buy from you. Judicious advertising makes every customer an agent. But even where agents do not go, advertising goes noiselessly and effectively. The months when the weather prevents traveling, when activity is slack with the salesman, advertising goes to prepare the way. In the quiet of these indoor months, it shapes habits of thought. The action born of these thoughts will natur¬ ally follow the trails blazed by advertising. Where will these trails lead? Money spent in advertising is bread cast upon the waters. It often may seem like the voice in a wilderness but in the distance of time its echoes are redoubled and become far- reaching. No one ever questions the value of good music. Although its effects cannot be measured we know that it elevates and refines through the emotions. Advertising is the emotional side of business. It not only makes business more successful but it lifts it out of the ordinary into the unusual, out of the common-place into the interesting, extraordinary and attractive. l^. |
Format | TIF |
Full resolution | Volume578\IH180110.tif |
CONTENTdm file name | 8391.jpg |
Date created | 2008-12-02 |
Date modified | 2008-12-02 |