HOW THE ADVERTISING AGENCY SERVES ITS CUSTOMERS
SEVEN primary services of the advertising agency were outlined by M. W . Manly of the Botsford-Constantine Co. , in an informal address to editors of trade and class publications in the Portland Chamber of Commerce, November 10. The time of meeting of the trade journalists was recently changed to the second Saturday of each month, and this was the first gathering on the new schedule. The agency first makes a study of the product or service to be advertised, Mr. Manly said. making a research of the ad vantages of the product or service and the competition it is likely to encounter. Next a study of the market—present and p0tential—is made with relation to its size, location, and other factors, including again the competition that may be ex pected. The agency studies the factors of dis tribution. The product may be sold through jobbers or by salesmen respon sible directly to the manufacturing es tablishment. A knowledge of advertising media is necessary to determine whether to use newspapers, general magazines, trade publications, billboards, or other media, or several of these. The fifth service is the formation of an advertising plan. Too many adver tisers, Mr. Manly said, advertised with out any definite plan. The sixth service was the execution of the plan. The preparation of copy and of cuts or elec- _ trotypes; the checking of insertions, and other details came under this head. The last, but not the least, factor in Mr. Manly’s opinion was the coordination of advertising with sales. One manufac turing organization, the speaker said, pro vides salesmen with copies of ads before they were run. Another sends out a merchandising letter with copies of national advertising. The jobber or re tailer is thus assured of the effectiveness o‘.' the advertising campaign. In the informal discussion that fol lowed Mr. Manly's address, the trade pub lishers pointed out the service given by the trade paper. An important part of this service is not based on circulation. Mr. Manly urged that trade publishers standardize the size of their publications. At the present time, he said, there were many sizes of papers. Standardization makes it easier for an advertiser who plans a campaign. as he can furnish one size of electrotype or cut to a paper, or plan his ad to meet a standardized size of publication. Garibaldi -lnvites All Qregon Editors ARIBALDI, OR. — As Tillamook City has been designated as the 1924 meeting place of the Oregon State Editorial association, and as Garibaldi is but a short distance from there and is situated at the mouth of the channel con necting Tillamook bay with the Pacific ocean, the thought has come to the edi tor of the Garibaldi News that the time is opportune to extend to the members of the Association through the Oaaoon Ex CHANGES an invitation to make a visit here when they come for their meeting next July. Acceptance of this invitation will as sure the editors, their wives and friends, a sightseeing tour through the Whitney company sawmill, which is one of the largest in Oregon, by courtesy of its president, Russell Hawkins; a trip by boat to points of interest on the bay, and a ride over the Roosevelt highway from here to the famous Rockaway beach sum mer resort. [5]
