Advertising manager

“ Indeed, advertising is one branch of the sales department and the success of one is so closely interwoven with the other that no important step should be taken by either independently.
In many large concerns, the sales manager is the real advertising manager, even though another may supervise the actual routine of preparing advertising matter. A competent advertising man makes a successful sales manager, and every sales manager should have advertising training, for the purpose of advertising is to create a demand and assist in making sales. ”

“ The advertising manager's duties are as manifold as those of his associate. He directs the advertising solicitors and advises prospective advertisers about the place, prices, space, and character of their advertisements. A chewing tobacco ad is worth little in the column bordering the society section; the back page is far more valuable for advertising than the inside; and the columns next to reading matter are worth more than those on a page filled only with advertisements. The advertising manager, too, has the power of accepting or rejecting advertisements. ”

“ Supposing the business to have been just started, or one that has done no advertising—and this is the most satisfactory premise from which to work, in laying out a general system for the department—among the first duties of the advertising manager will be to secure information about mediums, and the chief source of information will be the publications themselves, as they will respond promptly to requests for rate cards. ”

“ With the thousands of publications to select from, the advertising manager needs to know which ones will best reach the people he wants to reach; what papers have the largest circulations; which are most popular among a given class or in a certain territory. He must be posted on rates and discounts, that he may cover his territory economically. And added to this, he must have a perfect checking system, that he may know to a certainty what returns each and every publication is bringing him. ”

“ The selling division of some of the largest industrial establishments is in sole charge of a general sales manager, who has authority over the advertising as well as selling. In our chart we have divided responsibility for the conduct of this division between sales and advertising managers, placing the advertising manager on an equality with, rather than subordinate to, the sales manager. ”

“ Ellis turned to answer the buzzing telephone. "Get on your life preserver," he advised his principal. "Shearson's coming up to weep all over you."
The advertising manager entered, his plump cheeks sagging into lugubrious and reproachful lines, speaking witnesses to a sentiment not wholly unjustifiable in his case. To see circulation steadily going up and advertising as steadily going down, is an irritant experience to the official responsible for the main income of a daily paper, advertising revenue.
"Advertisers have some rights," he boomed, in his heavy voice. ”

“ In addition to the technical knowledge of the printing art—type, engraving, and paper—and of advertising media, which the successful advertising manager requires, he should have the faculty of applying common-sense system in the handling of his work. An elaborate system, which oversteps legitimate bounds and enters the realm of red tape, is to be deplored, but the advertising man must have a system of records which will show at all times what he is doing, what results he is getting, exactly where he stands. ”

“ The advertising managers started scabbing on the unorganized and individualistic poets and actually drove them off the job. Now, when a cough drop is to be made the subject of a sonnet-sequence what happens? Does a regular professional poet get a dollar a line for the work? He does not. The advertising manager sends the office boy out for a rhyming dictionary and writes the verses himself. ”

“ Many such celebrities will stand for any kind of interview, so that the reporter need only determine in advance what he would have them say to make a good story. With them advertisement is so much personal gain; they are glad to accede to any sort of odd statement for the sake of possible public notice. Such persons are to be avoided; advertisements are written by the advertising manager or his helpers and fixed prices are charged. ”

“ The work is as often as not now carried on by a highly-trained staff including writers, artists and canvassers, so that the manager himself has nothing more than a general supervision and direction of policy. It is especially his province rightly to appraise the class of readers, whose patronage he has, so to speak, to sell to advertisers, to advise as to the best methods of approaching them and to lay down general rules and a scale of prices regulating the advertising, which his paper is prepared to take. ”

“ With the increasing expenses of modern newspapers under the stress of competition the necessity of swelling the advertising revenue of a paper becomes of paramount importance. So the courting of prominent advertisers is every day more and more the preoccupation of a newspaper manager and he is apt to listen too favourably to any representations made by strong monied interests and himself to exercise a corresponding pressure on the editorial side of the enterprise. ”

“ Our ads. done the work. "Country weeklies and Washington hand-press dailies, of course," says I when we was ready to make contracts.
"Man," says Atterbury, "as its advertising manager you would cause a Limburger cheese factory to remain undiscovered during a hot summer. The game we're after is right here in New York and Brooklyn and the Harlem reading-rooms. They're the people that the street-car fenders and the Answers to Correspondents columns and the pickpocket notices are made for. We want our ads. ”

“ Joseph H. Appel, general manager of Wananiaker's Philadelphia store, says about advertising:
"Advertising is both production and distribution. It distributes the merchandise of the world and then produces demand for still more. It both creates wants and supplies them.
".Advertising is the great builder. It builds businesses; it builds fortunes;'it builds homes and communities and cities and nations. But its highest work is in upbuilding humanity. The constitution and the church follow the flag, but both the flag and the missionaries follow business created through advertising. ”

“ It may be so, but my informants have always been the owners or agents of advertising mediums. The traders who have been most fortunate as advertisers, cannot tell themselves to what their success is due. All they know is, that if they leave off thrusting their goods under the eyes, and up to the mouths, and into the pockets of the public, their sales fall off at once. But whether one form of advertisement attracts more than another, they cannot discover. ”

“ Back of Department Store success, are earnestness, persistence, concentration, energy; but between these and achievement stands advertising. "As the business grows and is prosperous, it is due to the controlling factors of system, merchandise and advertising, but advertising is the dynamic force which vitalizes all the rest." ”

“ Don’t think that your obligation is fulfilled when the paper is placed. Try to work with the advertiser and encourage him to greater use of your medium by giving him information as to local conditions regarding the sale of his product, post the local dealers who would naturally be interested just when a certain product is being advertised, and endeavor to secure their co-operation in the way of window displays, etc., to connect the advertising with their stores. ”

“ Should you have a product that you intend to give wide publicity to, whether it is your intention to sell to the consumer direct or to sell to him through the retail trade, it is a good plan to engage the services of an advertising firm to conduct the campaign for you. ”

“ Checking your local posting by salesmen is of two-fold value. Where the work is honestly and intelligently handled, you not only get an above-the-ordinary checking report, but you impress the salesman, especially if he seeks out each individual location, and spur him on to more active sales work.
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The live-wire salesman realizes that in these modern days of fierce competition the aid of advertising is of vital importance and that without it his work would be anything but easy sledding. ”

“ It would seem, however, that the largest class of advertisers, the general public, who employ no agents, and who consider a large sale everything that is necessary, ignore the argument of the true expert, and lose sight of the fact that, no matter how extensive a circulation may be, it is intrinsically useless unless flowing through the channel which is fairly likely to effect the purpose for which the advertisement is inserted. ”

“ In the main, however, it is the advertiser who seeks the reader, not the reader who seeks the advertiser, and the care with which advertisements are prepared, and the certainty with which the success or failure of a trader may be traced to his skill or want of skill as an advertiser, show that the proper use of advertising is one of the most indispensable branches of commercial training. ”

“ Oftentimes only the most drastic and unusual service on the part of the manufacturer will take away the sting that was left in her mind by the original transaction. In club, church, or in confidential chat at home, somewhere she leaves the impression that there is still something the matter or she would not have gotten a poor machine. The advertising value, therefore, of a uniformity of product cannot be overestimated. ”

“ If sales are made by mail, the salesman supplements his salesmanship with catalogs, booklets, circulars, letters—all as surely advertising as salesmanship; in the store, he displays his goods attractively, which is a most effective form of advertising. And so, in the battle for business, victories are won by supplementing advertising with salesmanship, and salesmanship with advertising—combining the two for results. ”

“ Every advertiser will naturally prefer a right-hand page to a left-hand page, and the right side of the page to the left side of the page; while the advertiser who most indefatigably urges his claims upon the agent will, in the long run, obtain the largest share of the favours to be distributed. To the merchant who inclines to consider advertising in connexion with the broader aspects of his calling, it may be suggested that a new channel of trade demands very serious attention. ”

“ I have found in a long experience with advertising and salesmen that a good live traveller is always awake to the benefits of advertising, and that nine times out of ten it is the result-producing salesman who uses your advertising matter intelligently rather than wastefully and who takes advantage of all your local advertising to use as a lever on the merchant for bigger business. ”

“ As competition becomes stronger and net profits smaller, the problem of marketing the product becomes more and more important; greater and more complex selling organizations are necessary; and the expense of selling increases. The advertising organization, or what has come to be known as the Publicity Department, is a most important adjunct to the modern manufacturing business ”

“ I do not count the people who read and answer the advertisements; I count only those who write them and sell them, those who set the type and manufacture the paper, those who distribute the publications and keep the accounts of the complicated operations. There cannot be less than a million people thus occupied with the advertising business in America ”

“ For, under the conditions which have been portrayed in previous articles, good products stood no fair chance of being presented by dealers in some quarters. Time after time a superior product could not get on the dealer's shelves, for while it was better for people to eat, or wear, or use, it was not better for the dealer to make profits on in selling it to customers.
By advertising, the manufacturer of quality product can place his merits before the people. He gets enough people to ask for his product to force the dealers to put it on their shelves. ”

“ Always keep your paper before the live agent. Send sample copies to the advertiser direct, telling him what he is missing by not using your paper and asking him to call his advertising department ’s attention to the value of your publication. The Tidings has secured many valuable contracts through the insistance of the advertiser with the agent that this field be covered. ”

“ For when advertisers spend millions to change people's habits, raise their standards and create in them a sentiment for new and better things, the only part of that advertising which pays the advertiser is the part which makes the people adopt the brand or make of the article specifically advertised, not a copy or an imitation of it. ”

“ There were a few penny-mining-stock brokerage firms doing business with the outside world, and the idea of starting an advertising agency appealed to me strongly. Here was an opportunity for the great American speculating public to take "a flyer" on something much more tangible and lasting than a horse-race, I determined.
Failing to locate a furniture store I ordered a long, rough, pine board table made by a carpenter, rented desk-room from the Goldfield Bank and Trust Company right in front of the cashier's counter, and secured the services of an expert male stenographer from Cripple Creek. ”

“ The man behind the counter is another important factor. The retail dealer, when he finds the publisher supporting him with advertising, can do much to prolong a sale. A publisher of long experience in promoting large sales has told me that advertising is valuable chiefly for its moral effect on the retailer, who, feeling that the publisher is strongly backing a book, bends his own energies toward keeping it alive. ”