Value Of Advertising Novelties
( Originally Published 1902 )
Every advertiser must at some time or another appreciate the fact that advertising novelties possess marked advertising (and consequently commercial) value.
While this form of advertising by no means compares with substantial advertising like newspaper and magazine publicity, yet it is distinctly valuable.
The presentation of advertising novelties can, from time to time, be well considered by every advertiser—big or little local, retail, mail-order, or general. To detail this more closely, it may be said:
The retailer opening a new store can give out advertising novelties as souvenirs of the occasion, and by doing so achieve a distinct hit.
The retailer with each anniversary of his business can give out advertising novelties that are appropriate to each occasion, and each occasion will be heightened by so doing.
The retailer, during openings of millinery, feminine garments, dress stuffs, etc., can add to the impression made by each opening by a judicious distribution of advertising novelties.
The retailer, during the warm summer months, can present his patrons with fans, thermometers, umbrellas, etc.—each article bearing his advertising, and of such timely value that it will be kept by recipients. At other seasons of the year he can also make good business hits by distributing seasonable advertising novelties.
The retailer, during the progress of an important sale, can add to its effectiveness by giving out some desirable advertising novelty.
Other local advertisers, like the printer, hotel and restaurant man, butcher, baker, stationer, etc., can give out advertising blotters, calendars, stationery, pens, small order books, memorandum books, and other little knick-hacks that are not so very expensive, but which are frequently exceedingly beneficial, in. creating pleasant feelings in the minds of patrons.
The mail-order advertiser can better attract attention and hold trade by occasionally sending out advertising novelties in the shape of coin-holders, return-postal cards, return-order blanks, match-boxes, lead-pencils and other articles, which may appear trifling to some minds, yet which exert a general beneficient influence in increasing trade.
Newspapers continually add subscription and advertising patronage by a systematic sending out of advertising novelties which, in conjunction with other advertising and business methods, " do the business."
The general advertiser—such as the national or international advertiser of foods, soaps, perfumes or patent medicines—finds it good business policy to give out, from time to time, advertising novelties in order to assist the execution of his general advertising scheme.
The man who attempts to build up a business by the distribution of advertising novelties alone, stands a poor show of succeeding. But he who assists his newspaper, magazine and stronger forms of advertising with the timely and appropriate distribution of advertising novelties, can well deserve being called a good advertiser.