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REACHING THE MAN BEHIND
THE SCENES
A frequent and important effect of advertising
is in reaching the man higher up or the man behind
the scenes.
To sell a fleet of motor trucks, for example, it is
important that the truck should be known favora
bly not only by the purchasing agent, but by the
board of directors above him, and by the shipping
office employes and even the chauffeurs below
him.
Advertising reaches many of these influential
factors.
Huge orders for typewriters, adding machines,
filing cases or other office equipment, or for factory
equipment, such as belting and lubricating oil, often
depend equally upon the O. K. of the president and
the O. K. of the office help, the shop foreman or
engineer.
Advertising goes where the salesman cannot go.
The man's selection of a suit may depend upon
a word dropped by his wife a city board may de
cide upon a certain material for road making be
cause it is well and favorably known to the public,
and automobile manufacturers are quite likely to
give preference in building their cars to those parts
and accessories which have been made familiar to
car owners generally.
In many such indirect ways is the power of
advertising manifested.
We were given an illustration of this recently
as the result of one of our advertisements in the
Public Ledger.
The day after one of these advertisements
appeared a prominent brokerage house sent for us.
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The Ladies? Home Journal The Saturday Evening Post The Country Gentleman
When our representative arrived he found several
members of the firm gathered together eager to talk
about advertising. One of them boasted that he had
not missed one of the advertisements in this series.
It developed that one of the firm was a stock
holder in a very large Philadelphia manufacturing
company. This company, he believed, had been
losing ground in the trade, and while it was doing
good business and growing gradually, he said, it
certainly was not measuring up to its opportunity.
As the result of our advertising he and several
other stockholders, who had also read the Ledger
advertising, had come together and decided to use
their influence upon the company in question to
induce it to adopt more modern methods of selling.
Heretofore the only method by which the subject
of advertising could have been presented to that
firm was by personal call upon the officers. Now,
quite unexpectedly, as a result of these advertise
ments, the larger influence of many stockholders
and other interested persons has been brought to
bear upon that firm to consider the possibilities of
national advertising.
cSl.
There are many Philadelphia products which
depend for their sale not solely upon the approval
of an individual consumer, but also upon the support
and enthusiasm of other important factors the
presidents, directors and stockholders of great
corporations clerks and office employes and many
others whose influence is strong but is exerted indi
rectly, and who are often difficult to reach.
Advertising in high-grade publications of wide
circulation reaches the man behind the scenes.
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