Page 3 Advertisements Column 2

Matamata Record, Volume VII, Issue 586, 1 December 1924, Page 3

THE SILENT MAJORITY AND THE ARTICULATE MINORITY. BOTH APPRECIATE ADVERTISING. ■ ■ ■ —■* ■ 1 ■—— When all is said, the advertisement is simply a news earner developed to its highest degree, and designed to do in general four things, namely: (1) to attract attention; (2) to arouse sufficient interest to induce investigation; (3) to create desire for the goods or services advertised; (4) to stimulate the will to favourable action. 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. People often get a mental shock when the numbers go up after an election or a 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 belong to the silent majority who buy advertised articles, but never write to the advertiser. In addition to this trade from the “ silent majority,” our journal has for a long time past received proofs of the efficacy of its advertising columns from the equally appreciative, and articulate, minority. And if you think advertising expenditure is a pure gamble, then keep that idea to yourself if you want to retain your self respect among men who know different and bettex*. To those who are business men—and not merely men in business —advertising is not a gamble, but a science, worked out on definite pi-inciples. Allocate expenditure for advertising to the extent of from 2 per cent to 4 per cent, according to the nature of your business—of the amount of the previous year’s tumovei'. Make this a permanent practice; it is persistence that counts with the public mind in the end, rather than periodical “ splashes ” that have not the irresistible force of repetition, or constant dropping that wears away the hai’dest stone. Give good goods for the money; make your service _effective in every way; advertise, neither timidly nor rashly, but judiciously, and by natural laws and principles success is assured.

The low price ana easy terms on a Wallace milking machine enable it to pay itself off. You pay for it with what it saves you. D. McL. Wallace. Ltd., Matamata.*