Documente Academic
Documente Profesional
Documente Cultură
ifornia
HARRY H. CULVER
The Raalt! BIua Iiook ol Calilonia 747
. MASS SELLINC
Advertising has been defined as 'Mass Selling," and as such
covers the largest percentage of general advertising. I'he inain
functionof advertisingis to sell merchandise, prolerty, or simply an
idea; but its function is ess€ntiallywhat may be ter'med "printed
salesmanship."Good advertising sells the greatest amount of mer-
.chandise, or property, or converis the largest number of peopleto a
givenidea. In actual practiceit is almost impossibleto trace directly
the results of any given, or individual advertisement,although in
duny casesa large numberof salesare madein this way. Sometimes
ttre advertisementactually makes the sale,so that a.ll the salesman
has to do is to take the money, issuea receipt, or contract, or ev€n
deliver tle geods.
IMPO&TANCEOF ADEQUATEADVERTISING
When a proposition is well advertisedit creates a background
to the salesman's great advantage, rendering it unnecessaryfor him
to go into full details with each individual customer. Under such
conihtionsa salesmancan cover a great deal more ground, mal{e more
salesin lesstime and at lesscost.
ADI'ERTISED AR,TICIE MUST HAI'E M'RIT
It is more important to create satisfied custome$ than simply to
mskdsales,particularly in real estate advedising. When a real estate
148 The Realfu BIrLeBaolt ol C|rliforntar
,{P|ORTIONMENT
'fhe:rDDroDri:rtion should be distlibuted jD such a $'ay that 'r
.ou"ia.,:,rr,i"n.n :o i. ").1. d' J t h. fir''l 1nr'r 'r of I v o. $ itlr gr'|rdrral
;:J;'.;;;; i, ',',oui.ts,o$a,J'\. -'d oi1'. 'ir'r'air o' rh''r'e.orv
lhrr :, lahps
it gets under' \\.l|Y.
S]'I,I]CTION OF I{I]DIA
which
Thc losical procedur€ is to adveltisc in those publications
t"od friitft" pinrtf" to Nhom vou e\pect to sell The \\'r'ite'" believes
"t"
ihn 1i r j r r l \ ' r t i " ; n g" P a l
i o t . t r " n o s r i n t \ ^ - r r r r n . d r l "r"
" e wb;i;'"l;,""'
soar,cl i "r,y i,, so. r l"d -r'".i: r,"L,lirni^nq. $r i"h
"j,;i".
may be enl oyed to good eilect
]NTDLLICIINCETN ]]FET'.{RATrcN
DIRIICI'-BY-}'IAILADVDBTISTNG
j'.1\erlsi e r'' r'r'ush lh'
On. ot rr' Irusr Ftl'.ii., n.rnw.l oi
l.e ol ' l r . I n i r i l c ,b f n ' r . r . . . 1 " s . c i n r ll'ls Lo'\ P'' L'loadslopc
"r sent dileci' to a selectedlist
lilelatule
"ir*t:.r".".'"ivi,",i
"iii r."""""i".-
.? a nlaitil; list c^n be conDiled (ontainins onlv
"i'^avcltising
the'naniesof pelsonsknown lo be irl the nar'liet flD the ploDelty oDe
is seliing,thii metnorlis especialivstrccess{ul Excellerrtresults may
Tke Real,tuBl,ueBoolcol C&l,ifornia. 149
PNOFITABLEPUBI,ICIIY
A by-product ol advertising, \i'rhich with proper direction can be
e very productive of results, particularly in adve*ising real
llrc RulLt!/RllL Boak af Colilo ix