13. What kind of articles would you advertise in:
1. The newspaper rather than the magazine?
2. The magazine rather than the newspaper?
3. The street car rather than on the billboard?
4. The trade papers rather than the newspapers?
14. Suppose you were bringing out a new soap and you could use only one of the following mediums: (1) newspapers; (2) local and trade magazines; (3) street cars; (4) billboards and posters. Which would you choose and why? Would your answer be the same if you had real estate to sell? A new machine? If you were producing a new play?
15. News Item.—The University of Wisconsin has issued a bulletin, stating that of all the money spent for food, shelter, and clothing 90% is spent by women. Would the following be good advertising for a magazine: "The women of the country read this paper"? Give reasons for your answer.
16. Do handbills suggest cheapness to you?
Exercise 280
Oral
Discuss the value of each of the following as forms of advertising:
1. Location.
2. Furnishings of the office or the store.
3. Letter headings.
4. Window displays.
5. Electric (or other) signs.
6. Moving electric signs.
7. Colors (especially reds, greens, and yellows) as against black and white.
8. White lettering on a black background.
Exercise 281
Fundamentally, the same principles apply to the advertisement as apply to the sales letter (See [page 230]). First of all, you must look at your goods from the standpoint of the user; see his gain in buying rather than your profit in selling. Your products, then, will probably fall into one of the following general classes: