SILENT MAJORITY.

Franklin Times, Volume 14, Issue 193, 19 October 1925, Page 3

SILENT MAJORITY.

AND THE ARTICULATE l MINORITY. BOTH APPRECIATE - ADVERTISING. When all is said, the advertisement ' is simply a news carrier developed to j its highest degree, and designed to do in general four things, namely:. I (1) to attract attention; (2) to arouse sufficient interest to induce investig- j ation: (3) to create desire for the goods or services advertised: (4) to , stimulate the will to favourable action, i A noted school of business training states in one of its text books: “The daily mails are overloaded with advertising literature of every size, form, colour and quality, of which it is estimated, a large majority is absolute waste.” '

The above quoted paragraph refers , to circulars, leaflets, folders, etc. j People often get a mental shock when the numbers go up after an election or loan poll has been taken. • It is then found that those who count most are what are called the “silent majority.” Likewise, advertising campaigns. The greater number of people influenced by advertising are never known to have been reached. They i belong to the silent majority who buy advertised articles, but never write to the advertiser. | In addition to this trade from the j “silent majority,” our journal has for a long time past received proofs of the efficacy of its advertising columns from the equally appreciative, and ar- , ticulate minority. ! And if you think advertising ex- ; penditure is a pure gamble, then keep : that idea to yourself if you want to j retain your self respect among men j who know different and better. To j those who are business men—and not merely men in business —advertising ( is not" a gamble, but a science, worked out on definite principles. Allocate expenditure for advertising to the extent of from 2 per cent to 4 per cent, according to the nature of your bus- i iness—of the amount of the previous year’s turnover; it is persistence that counts with the public mind in the . end, rather than periodical “splashes ’ - that have not the irrestible force of repetition, or constant dropping that . wears away the hardest stone. Give ; good goods for the money; make j your service effective in every way, advertise, neither timidly nor rashly, j but judiciously, and by natural laws .