New-York tribune. [volume], November 08, 1920, Image 20

About New-York tribune. [volume] (New York [N.Y.]) 1866-1924

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When choosing your Advertising" Agency;
demand this proof of constructive ability
Be sure its record shows that it has created advertisers,
not just "secured accounts "
"Do you know the real reason that influenced us to select you as
our advertising agency two years ago," asked the advertising
manager of one o? our customers the other day m the course of a
discussion with several of us on the tests that a manufacturer ought
to apply in choosing the agency which is best fitted to serve him.
"It was your statement.'' he continued, "that from the first day
you started in business, you concentrated on developing non-adver?
tising manufacturers into successful advertisers. Some of your
esteemed competitors had an imposing list of customers to hold up
before us. But T did a little quiet delving into the history of those
?accesses and found that, in most cases, they had not been secured
by the agents in question until after the manufacturers had become
successful advertisers.
"On the other hand, our investigation confirmed your claim that
the majority of your customers
bad never advertised before they
started with you, that their sales
end advertising appropriations
bad ?steadily increased, and that
they had stuck with you. Our ex?
ecutives concluded that an agency
with such a record not only had the
ability to produce good copy aud
?art, but also had the merchandis?
ing experience, organization com?
pleteness and business judgment
which we were seeking. ' '
^ It is a fact that, since our bus?
iness birth eleven years ago, we
bave acquired a reputation for
developing large, successful adver?
tisers out of manufacturers who
previously had not utilized the
power of advertising and were
somewhat skeptical of its value.
It is also a fact that these are the
tnost difficult class of accounts for
1 an agency to make succeed. ?
It is proverbial that the first
frear is the crucial period for a now %
advertiser. To conduct success?
fully a campaign for a manufac
.jt?rer whose salesmen have had no
experience in co-operating with the advertising, whose dealers
bave not been accustomed to it, whose name and brand are un?
known to the consumer?that is a task which is in truth the real
test of an agency's worth.
J3o it means much when we are able to say that, expressed in
number of accounts, over two-thirds of our customers arc firms,
who had never advertised before starting with us. Expressed in
'dollars, exactly 64% of our business for the past twelve months
.game from these firms.
What is even more important, the advertising appropriations of
these customers have steadily grown year after year?which is
another way of saying that their business has grown in the same,
or usually greater, proportion.
- For instance, the 1920 appropriations of all those original non
advertising manufacturers average 324% larger than their first
year's appropriation with us.
Note that phrase "the appropriations of all those manufactur?
ers average" a 324% increase. We can, as can almost any adver^
ti?sing agency, point to some conspicuous successes?firms whose
sales and appropriations have increased tenfold to twentyfold in
a few years. But the vital thing is the average increase of all
accounts, because this proves the consistency and uniformity of the
agency's service. So we point to the average increase of all the
manufacturers who had never
advertised before starting with
us. This includes the customers
who have been with us only two
years as well as those who have
been with us ten years; it also in?
cludes manufacturers hampered
by re?strieted markets, by produc?
tion difficulties and other condi?
tions which made great expansion
impossible.
And on that basis, an average
increase of 324% for this year
over the initial appropriations is
eloquent evidence of what we
have been able to accomplish for
new advertisers.
Naturally, as our business grew,
the work that we did for new ad?
vertisers attracted the attention of
established advertisers who were
not getting the results they had a
right to expect. Their accounts
Were given to us, so that today 36%
of our business comes from firms
who had advertised before our re?
lations with them began.
That our methods are equally
effective when applied to their
marketing problems is shown by the fact that the 1920 appropria?
tions of all of these old advertisers average 304% increase over
their first year's appropriation with us?and the first year's
appropriations of a number of ?them were quite substantial sums.
The proof of these results which we have been able to produce,
is yours for the asking. Will you give one of us the opporhrnity
to tell you in detail about our methods?to explain what we mean
by Planned Advert hing, the foundation upon which the marketing
successes of our customers have been built?
Here <> the list of those whom we sewe. If you want to know whai some
of them, both old advertisers and new advertisers, say about m, write
for the booklet, ''Putting the Advertiser on the Witness Stand.9*
Art Metal Jamestown, N. T.
Ths nama at OSS tampany?net of an 4m?v*try
Beacon Falla Rubber Shoe Co.
Top Noiah Ruhhar Footwaar
Bello Mead Sweete Makers
Sweet* TTiat. SaUtfy
Trie Billings-Chapin Companv
D. S. V. Desk Paint
Joseph Burnett Company
Bwrn*tf? Vanilla and EvtraeU
Churchill <* Alden Co.
Ral*t<m and Trnpedia Shoe?
Compa??a Nacional de Perfumer?a
Tompama ?
Biel ie Vtum Soap and P&tcdar
C?rdley A. Haye?
Beacon Falla, Ct.
Trenton, N. J.
Cleveland, Ohio
Boston, Maas.
Brockton, Maas.
Havana, Cuba
New York City
XJCtk Century Wtttar Cosier* 6 FUrett* Ware.
Cutler Desk Company Buffalo, N. V.
"They K-tprea? Sue****"
Frank E. Davis Company Gloucester, Ma?i,
Mail Order Fit* "Direct fr<tm Fishirff Peat? to Ton"
t)entinol ?c. Pyorrhocide Co. New York City
PyyrrhooM? Tooth Potfder
The Drv Milk Companr New York City
Kryttaial* SiCU Flak**
f irnswo-rth, Hoyt Company Boston, Maas,
Snoa Le*4nf Hake* Shoe* Wear Longer
The ?. C. Gilbert Company New Haven, Ct.
C?bert Toy* and FoUr Cteb Fan
C.rei?t Mfg. Co. New Haven, Ct.
Mechanical Spccialtiet
The O. L. Hinds Company Burlington, Vt.
"Breadwinner" Children'? Play Cloth**
Hoffman Specialty Company New York City
Hoffman \'alx'rs?"Mor* Heat frnm Lt.'t CoaV
The Ives Manufacturing Corp. Bridgeport, Ct.
/re* Train*
Klinker Manufacturing Co. Cleveland, Ohio
Coco Bloom, Cocoa Butt*r Crmrn
Kryptok Co., Inc. Boston, Mass.
h'rypiok Intntibl* Bifoeal*
Daniel Low ? Company Salent, Mass.
.\?a? Order Jewelry and Gift?
Manhattan Soap Company New York City
Sicetthcart Scap
The Msnley-Johnson Corp. New York City
Fox's Improved Spiral Putt***
The Mechanics Bank - New Haven, Ct.
Better Banking Servie*
Mercantile Bank of ths Americas New York City
"An American Ba.?e for Fortign Trad*"
National American Bank New York City
* Wert 40th JStrtat?oppoait* tXt ?Aarara}
Ohio Confection Company
Cocoanut ?ittieo?Good?and G'ted for You
Fenn Tobacco Company
Smoking and Che.'dng Tobacco?
Phillips it Clark Stove Company
Andes System On*. Pip* Furrtac*
The. Piso Company
Piso'? for Cough* and Cold*
President Suspender Company
Preaident Suttpenders /or Comfort
Prank M. Prindle ft Company
Violet?the iwnw of a Perfumar, not? s. prrfurn*
Th? Printe-Biedcrman Company
Prtntfas??IHstinrtion in Ores*
Kuwia Cement Company
La Page'? Glue and'Signet Ink
Salmond, Scrimshaw L Co.
Industrial Construction
Toy Mfra. of the U. S. A., Inc.
A marica v-Made- Toy*
Urbana Furniture Company
?lappx-Tyma Nur ?try Furnitur*
E. S. Wells Estate
R ou ah -on- Rat*
Geo. B. Woolson <fc Company
WeoUon't, Economy Expon? Baal*
Cleveland, Oh?s?
W?kes-Barre, Pa.
Genera, N. Y.
Warren, Ps.
Shirley, Mass.
New York City
Cleveland, Ohio
Gloucester, Maes.
Arlington, N. J.
New York City
urbana, Ohio.
Jersey City, N. J.
New York City
c?Hbuts Service, Inc.
\
Planned Advertising
J16cmht 32nd Street, S^Sw %rk
, little Building, Boston, Mas?. Leader-Newt Building, Cleveland, Ohio Third National Bank Building, Springfield, Mmt,
MEMBERS ; Amanean Association of Advertising Agenoies?Audit Bureau o? Circulation?National Outdoor ?drerfe?t?nj Bufeaq,
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AS a concrete example of our statement that
the increase, in the advertising appropria?
tions of our customers indicates an even greater
proportionate increase of tbeir business, note the
figures of the yearly sales volume and adver?
tising expenditures of The A. C. Gilbert Com?
pany, with whom'wo have been associated from
the very beginning of their advertising history.
This record of growth?the detail? oi whi/'h
most firms hold'confidential but which Mr.
Gilbert gave to Printers' Ink in the intere?ts of
advertising?is typical of the majority of our
customers.,.
Total of 192a
appropriation?
Toral of original
appropriation?
The ?venge Increase of the appropriations
of all oar easterners has been 314%
The 1920 advertising appropriations of all of the customers of
HoytV Servie?, Inc.?including both nnnuiacturen? vho had not
advertised before ? starting with us and manufacturers who had
been established advertisers?average 314% larger than their fir?|
year's appropriation with us. See explanation aboYO,