Sinopsis
This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1919 Excerpt: ...3. Why inquiries are solicited.--The purpose in seeking inquiries is to locate possible customers. Most people hesitate to part with their money on the first appeal. On the other hand, they are willing to investigate if the process is made easy and the risk reduced to the mere sending in of their names and addresses. Even very weak interest in a product may thus induce a reader to send in an inquiry. Curiosity alone may be enough; but most advertisements of this nature do not rely solely upon curiosity to supply the necessary motive for action; they include a "free offer" of some sort. Inquiry copy, therefore, is usually enhanced with a strong appeal to those motives in human nature which make one dislike to lose a chance to get something for nothing, or to discard a coupon or other evidence of value. Having located prospective customers, the company seeks to make them actual customers. The simplest way of doing this is by the use of the direct order appeal. The advertiser asks a reader to send for information and with the prospect's name and address as a basis seeks to persuade him thru direct mail solicitation or by a visit from a salesman. Another method is closely associated with the copy designed to direct the reader. A manufacturer may wish to show the dealers in a particular community that there is a demand for his product. The list of inquiries would be used as evidence of this demand and hence would influence the dealer to handle his goods. It is important to keep the motives distinct, for upon the motive depends the selection of the point of appeal and degree of emphasis to be put upon the selling qualities in the advertisement. 4. Inducement to respond.--The gradual change in the point of view in all parts of the advertising field is re...
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Reseña del editor
This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1919 Excerpt: ...3. Why inquiries are solicited.--The purpose in seeking inquiries is to locate possible customers. Most people hesitate to part with their money on the first appeal. On the other hand, they are willing to investigate if the process is made easy and the risk reduced to the mere sending in of their names and addresses. Even very weak interest in a product may thus induce a reader to send in an inquiry. Curiosity alone may be enough; but most advertisements of this nature do not rely solely upon curiosity to supply the necessary motive for action; they include a "free offer" of some sort. Inquiry copy, therefore, is usually enhanced with a strong appeal to those motives in human nature which make one dislike to lose a chance to get something for nothing, or to discard a coupon or other evidence of value. Having located prospective customers, the company seeks to make them actual customers. The simplest way of doing this is by the use of the direct order appeal. The advertiser asks a reader to send for information and with the prospect's name and address as a basis seeks to persuade him thru direct mail solicitation or by a visit from a salesman. Another method is closely associated with the copy designed to direct the reader. A manufacturer may wish to show the dealers in a particular community that there is a demand for his product. The list of inquiries would be used as evidence of this demand and hence would influence the dealer to handle his goods. It is important to keep the motives distinct, for upon the motive depends the selection of the point of appeal and degree of emphasis to be put upon the selling qualities in the advertisement. 4. Inducement to respond.--The gradual change in the point of view in all parts of the advertising field is re...
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