The question, what is a good advertising idea, might seem ridiculously simple. A good advertising idea is one that brings results, right?
True. But what KIND of results.
MANY years ago, Elmer Wheeler sold advertising for the Los Angeles Herald, and then on the Rochester Journal, the Albany Times-Union, and the Baltimore News-Post. And he had what to him was a fine sales presentation for retail merchants.
He would state with great sincerity, and volumes of figures under his arm, that his newspaper had the largest circulation in town. Therefore more people who needed shirts, hosiery, umbrellas, needles, thread, pots and pans would read the merchants advertisements in his paper and be down to their places of business the next day to buy.
So what?”
This sales obstacle had Mr. Wheeler perplexed for many years, because as a newspaper representative his only job was to get the people into the stores. Then one day it occurred to him that maybe this wasn’t the end of his job – but really the beginning.
Therefore he set about making a careful analysis of the merchandise sold to the stores by the manufacturers. It was the right merchandise, sold at the right price and at the right season.
On going over the stores advertisements, he found that they were usually pretty effective. He then narrowed down the problem of why people came to the stores and purchased so little to the salespeople themselves behind their counters.
Here was the weak link in the setup of the retailer, the manufacturer, and the newspaper.
And so, to return to our original question. The best advertising ideas are those that result in sales!
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