Shih Tzu Training

In a great many instances house-organs have proved The Use most valuable in backing up the national adverof House- tising campaigns. One manufacturer publishing Organs a house-organ had on his mailing list over 16,000 Retail merchants. Hardly an issue of the paper went out that it did not contain some reference to the advertising campaign. This firm did not take for granted that because they were doing a considerable amount of advertising all their customers knew about it. The house-organ edited along the right lines can be made a great ally for the advertising department. It can educate retailers to the importance of selling advertised goods and show them why it will prove most profitable for them. It can offer suggestions for local advertising and above all instil enthusiasm for the line and confidence in the manufacturer and the goods he advertises. The plan of selecting special weeks and devoting them to the exclusive advertising of a certain brand of paints or shoes has been successfully worked out by several manufacturers. One large paint manufacturer arranged for space in a number of prominent magazines during certain weeks in the spring. He desired this advertising to do full duty for both the factory and the dealers. He realized that concentrated effort on the part of both was necessary to secure the greatest value. Every dealer selling the line was advised that a certain week, the dates of which were given, would be known as "Blank Paint Week." During that week their advertising would appear in full force in a large list of magazines. Dealers were offered special window trims for paint week displays, paint car and window cards, special electros for newspaper advertising, etc. This advertising, used during the entire week....