Master Merchandising and ^e Dominaiit Idea MCJUNKIN ADVERTISING COMPANY CHICAGO NBW YORK CLBVBLAND TPviTttus HROUGH the merger of the Nichols-Finn personnel with the Mcjunkin Advertising Company, a combination of methods has been effected between two vital and constructive factors in advertising. The Mcjunkin idea always has emphasized sound and sane merchandising, with the ele- ments of distribution and dealer help ever paramount. The Finn method has called for the crystal- lization of a dominant selling idea, so that the consumer would be impressed with an indelible master thought, as a sure means of purchasing identified merchandise. With the union of these two functions in the enlarged Mcjunkin Advertising Company, the manufacturer of a trade-marked article is assured a responsive market along lines of wise merchandising, backed by a method of appeal that will have a compelling and lasting effect upon the minds of both consumer and dealer. (3) RDilliamD.^Uttnkin ^~/f GGRESSIVE merchandising and vigor- Qyi, ous advertising are the best proof thai a manufacturer believes in his goods. They are the best guarantee a consumer can have that the manufacturer will keep up the quality. Nowhere is this better proved than through the success of trade-marked articles. Where quality sustained the advertising — where performance fulfilled the promise — fortune followed freely." — From "Master Mer- chandising." (4) Master Merchandising^ ByWjn!J)3IfJunMii, 'jPrestdent, M?Junkin 2ldver Using Company HE vital spark of an advertising campaign is the merchandising plan behind it. Though a commodity have great merit — though advertising copy be forceful — though the media of publicity be wisely chosen — yet, if the merchandising plan be weak, the entire advertising structure will fall. Master merchandising takes up an article at its source, builds up enthusiastic promotion for its sale in the producer's own organization, makes sure of the necessary assistance from distributor and retailer, and oils the mechan- ism that will move the merchandise from the producer to the consumer in repeated sales. There used to be a theory that when adver- tising started, other factors could go on a vacation. Modern merchandising has proved that when advertising starts, it is merely ready to reap what the merchandising plan has prepared, if advertising and merchandising are to be interlocked properly. Frolic S'l'jc Master Merchandising Good publicity is essential. It is a part of the plan. The Dominant Idea, which every campaign should have, also is vital. I shall comment but briefly on the Dominant Idea, because Mr. Finn goes into the subject thoroughly in other pages of this book. What I shall say bears heavily on the underlying foundation that makes the advertising struc- ture secure. Advertising, after all, is in the main the out- v^^ard expression of a business plan of action. If you v^ere w^rong at the start, you will not be right at the finish. Hence, the greater work — the more intensive application — should be conceived behind the publicity. Proper planning calls for the use of skill and experience, wisdom and foresight, aggress- iveness with judgment — the co-ordination of workmanlike effort that makes a right start and therefore a right finish. The world war gave us a mammoth example of the power of co-ordination — of co-operation by all factors to obtain masterly results. The Department Store Preceding my entrance in the general The Dominant Idea. Folio S'c-Ven advertising business, I was fortunate in an experience which I believe was as unique as it has proved useful to me and the clients of this company. I was associated for many years as advertising manager with three of the most successful general merchandise stores in the United States. I had the bene- fit of close-up contact with three men who have written their names indelibly on the department store business of this country. The modern department store after all is an American idea — a Chicago conception. It is founded on the theory of big purchasing power, small profit per article, distribution of overhead among many activities under one roof, the saving of time for the purchaser and the centralization of sales and merchan- dising effort. In the department store, modern merchan- dising has attained its utmost scientific achievement. Its influence has been felt throughout the business world ; it has been an important step in social progress. The properly conducted general merchan- dise store is not a menace to retail business. Folio E,ight Master MerchandUing Rather is it a stimulant. It brings better methods, develops better business men. Re- tailers, large and small, whether in general lines or in specialties, have learned much from the modern department store. 'Public Ser'Vice an A^^et The retail merchant, whether large or small, must recognize his responsibility to the public. The public demands service, and service means quality — both in merchandise and in con- duct. Intelligent advertising, to be effective and lasting, must be backed by service. Indeed, advertising performs the double function of leading the public to adopt a manufacturer's high standard of merchandise, and then com- pels him to maintain it or improve it. Success emphasizes the manufacturer's responsibilty. Aggressive merchandising and vigorous ad- vertising are the best proofs that a manufac- turer believes in his goods. They are the best guarantee a consumer can have that the manu- facturer will keep up the quality. Nowhere is this better proved than through the success of trade-marked articles. Where quality sus- The "Dominant Idea Folio J^ine tains the advertising — where performance ful- fills the promise — fortune follows freely. Modern merchandising, whether from a dis- tributor's or dealer's standpoint, recognizes the stability of trade-marked goods. There yet remain a few retailers — particularly some large ones — who for questionable reasons oppose certain trade-marked articles; but the hostility is ever diminishing. 'Putting your Hou^e in Order Because our work is mainly identified with it, I lay particular stress on the vigorous mer- chandising of advertising. This means the process that ''sells" your own advertising to your own organization — your own distrib- utors — your own retailers. When you come to analyze advertising and its influence, three main factors are involved. The first is your own organization, the second the distributors and dealers, and the third is the consumer. I have contended that the most important of this trio is your own organization. I speak advisedly when I say that there have been manufacturers in the past who projected Folio Ten Master Merchandising their advertising to the consumer after de- signedly hiding from their own organization their effort in print. They figured, probably, that by a surprise they would get co-operation from their own employes. What an utter fallacy ! Get WorKers' Enthu^ia^m The right way, the sane way, the effective way is to convince and arouse the entire organization — manufacturing division as well as the salesmen — on your complete campaign, including consumer and dealer efforts. You may ask: Why the manufacturing division? Is there any easier way to inspire team-work in your own manufacturing organization than by taking the makers of your products into your confidence? What finer way to insure uniform quality than by making your manufacturing division understand that it must live up to the spirit and letter — the responsibility — of your ad- vertising? I know of one national success that at- tributed a 25 per cent increase in the quality of its merchandise over a period of a year, to The "Dommanf Idea Folio Ele-Ven the manner in which it took the actual makers of this merchandise into executive confidence on the proposed advertising activity. Sell your Otn^n Teople Your sales organization, to be sure, must be won. Your complete objective in the con- templated advertising campaign, the whole plan of procedure, including both dealer and consumer, must be laid before these sales apostles, who travel around the country, con- tinuously preaching to dealers the money- making, service-giving quality of your product. The big central point to instill in your salesmen is their appreciation of the Dominant Idea which every campaign, whether national or territorial, should have. Your sales force should become acquainted with this Dominant Idea, in order that they may gather enthusiasm and inspiration from your own belief in a great single master selling thought. When your men are thoroughly saturated with this Dominant Idea, they will have little difficulty in convincing distributors and dealers that your product has an identity which the Folio Ttuet-de Master Merchandising consumer soon will recognize by insistent demand for your article. It is a fundamental fact that the distributor and dealer must be won over to the value of your product before they will stock up the merchandise. This is only natural, because distributor and dealer must be approached, in the first place, from a human angle. They must analyze from their own viewpoint, based on their own experience and needs. Hoto to Get Co-Operation So much for the producing division. The second division — which must be reached through your merchandising of the advertis- ing — is obviously the trade — distributor and dealer. This approach must be accomplished vigorously through the two forms — personal contact and literature. In some cases the bulk of this effort, par- ticularly in the less populated sections of the country, may be accomplished with the help of Uncle Sam's mail. Your message, how- ever, either orally or in printed form, or in both ways, must travel this necessary road to trade appreciation and action. The "Dominani Idea ratio Thirteen How much more economical your consumer effort will be if the trade is thoroughly in- formed in advance of your sales drive! Not only may distributor and dealer be informed of the compelling features of your product, but, what is more important, be wisely stocked up in advance of the creation of the consumer demand. If your business is of a nature that requires the maintenance of branches, or if your sales- men cover the principal merchandising zones of the country, your literature to dealers will be strengthened by the help of personal con- tact. These preparations smooth the path for all factors — they make a commodity easy to sell, easy to buy. I am almost tempted to say that with the first two factors properly pre- pared, the results of your consumer effort should be almost automatic. MerchandUing ^echrUlened Linked with the history of the successful merchandising of an advertiser's campaign is the history of improved merchandise. Most of us do not need to strain our memories to recall the time when men's ready-to-wear Folio Fourteen Master Merchandising clothing was mostly of a comic valentine variety — when to wear "hand-me-downs" was a mark not only of depleted purse, but also of willingness to bear the jests of men who wore custom-made garments. Ready-to-wear clothes were then on a par with imitation diamonds. They were apparel proclaiming a man to his disparagement. Then came a revolutionary campaign of clothing merchandising and publicity, and in the same step came quality clothes. Today, bankers— high-salaried men, professional men — do not blush to wear well known brands of ready-tailored clothes. Take food products. When food publicity was in its infancy, adulteration ran riot. Then the housewife was not to be blamed for making her own bread, putting up her own preserves, for cooking on Saturday the family supply of baked beans. Pure food advertising came, and along with it came pure food manufacture — the sanitary package, sustained quality. Canners and preservers adopted the most rigorous standards. They insisted on materials that were above suspicion. Their processes The Dominant Idea Koh'o IFifieen were right, their products cleanly made. And American women responded gladly. Food advertising that invited inspection to prove purity, made all this possible. One *R,ound of Ad*derii^ing Go through the whole list of every-day household, personal and business necessities or luxuries. You will find that in every hour of your daily life, and in almost every human action, you make use of advertised things. You prove that your life is guided by merchan- dising and advertising, whether or not you have ever realized it before. You buy crackers in packages, or wear rubber heels, or shave with a safety razor, or use certain advertised toilet accessories. You probably eat an advertised cereal for breakfast; drop advertised sugar in your adver- tised coffee; spread, with advertised butter, toast made of advertised bread. Your home is decorated with advertised paint products. Advertised books are in your advertised bookcase. You hunt with advertised guns and fire advertised shells; fish with advertised rods and reels. From cellar to garret your Folio ^i^ieen Master Merchandising house is supplied with advertised, labor-saving, comfort-bringing appliances. You smoke ad- vertised tobacco, chew^ advertised gum. You w^itness advertised amusements at advertised theaters. It's one round of advertised articles, from the cradle on. Advertising permeates and delightfully flavors your whole life. Territorial Merchandising After all, human nature is pretty much the same regardless of latitude and longitude. The Icelander and the Patagonian have much in common. And anything that is really worth selling has sales opportunities almost every- where. True, the pink sporting sheets at Gus the Barber's have been declared poor media for the sale of religious literature, and palm beach suits will merchandise but slowly in Alaska. Which is all by way of saying that Reggie VanAlstyne of Broadway and Timothy Tassel of Winnemac, Indiana, are brothers beneath the skin, and that Palmyra Prim of Boston and Gertie Orangeblossom of Southern Cali- fornia, have tastes and ambitions more alike than you might surmise. The Dominant Idea F^oUo Seventeen So the merchandiser of a new product, at the inception of a new selling campaign, can secure pretty convincing testimony as to how a proposition is going to take hold in other places when he tries it out in his own. Of course, there are exceptions. There are in- stances where the verdict of one section of the country reverses the judgment of another section. But they are rare. Given a fair measure of average national prosperity, and a staple, or even a novelty, that sells in one part of the country can be made to sell with equal success in the extreme opposite corner. So, new merchandising — the modern way of minimizing all risk of loss, of providing in ad- vance for every difficulty — is most scientific in according with unquestioned experience. It is territorial merchandising. Territorial merchandising — by which is meant covering the country from a compara- tively small beginning, increasing the expendi- ture and dimensions as methods are proved right and experience guides the way — is the wisest way to build success. Kotio E^ighteen Master Merchandising The JLone Method Many a potential captain of industry, leading a concern which has in it every proved quality of success, hesitates because he is not in a posi- tion to go aggressively after the national mar- ket. He stands still, feeling incapable or un- able to go forward, simply because he has not the financial strength and confidence of his longer established and more heavily financed competitors. Perhaps he contemplates spread- ing merchandising effort thinly over all the country, when he might make a worth-while showing in certain groups, such as Illinois, Indiana, and Wisconsin, New York and New England, Ohio and Pennsylvania. This centralization of effort, in one part of the country at a time, permits mobilizing your sales force, concentrating the best fighting men, centering the advertising fire in a single spot where you may accurately gauge results. It means dominating the situation — estab- lishing a permanent advantage where it will do the most good. It means gaining a wonder- fully valuable, first-hand idea of the market — an intimate study of distribution channels. It The 'Dommant Idea F^otio /Nineteen means opportunity to correct mistakes before they become insurmountable or costly. It means normal growth — symmetrical develop- ment. It means rapid progress by going at a reasonable and sure gait in the right direction. It does not require a fortune to launch a Territorial Advertising-Merchandising Cam- paign. In large part, a campaign of this kind can be made to finance itself. It is the best way I know of to start the conquest of the American market on limited capital. Te rrito rial 'Bu tiding Modern Merchandising is business building. This being true, there is a valuable lesson in studying the way houses, bridges, walls and sky-scrapers are built — stone upon stone, piece upon piece, beam upon beam. No sane builder would try to cast the framework of the Wool- worth Building in a single mould. It would make for neither economy in production nor efficiency in structure. In just the same way the most scientific — the safest — method of covering America with your merchandising propaganda is to take the country section by section, broadening as dis- Folio Tt£fenty Mazier Merchandising tribution broadens — focusing the efforts of your business on each restricted area you are working, getting on the firing line yourself, ad- vertising with sufficient force and concentra- tion to dominate each local situation — to raise your product to a place of eminence — to hold it there in the public eye for a sufficient length of time to create a lasting impression — in brief, to conquer a territory and conquer it right — to intrench your name and your brand unfor- gettably with the trade as well as with the customer. That is the kind of merchandising which means lasting, profitable trade — the kind of merchandising that any healthful business can do. If the methods be correct — the work thor- oughly done — you can thus build up a system of profitable trade units that in time will cover the country. The Mcjunkin Advertising Company strongly supports national merchandising and publicity when they are the result of logical, complete territorial development. This is frequently not as spectacular a cam- paign as a vivid advertising flash across the The "Dominant Idea Wotio Ttueniy-one horizon — but flashes carry little heat, are not sustained in warming good will toward prestige, quality, service and satisfaction. Our United States is a co-ordination of many states, each prosperous and self-governing. A great national business — the outgrowth of many years' service, or of a much shorter period of properly conducted Dominant Ter- ritorial Merchandising — invariably represents the welding together of territorial units. We have formulated a plan of Territorial Merchandising for our present and prospective advertising clients on a zone basis which recommends itself because of its very practical utility, sanity and economy. Our Iri'Vitation Without obligation to you, we shall be glad to go into this suggestion in detail, either in your offices or at ours. As Mr. Finn aptly says on Page Thirty — "Let us give your proposition an honest analysis — uncolored by hope — unflavored by ambition." Joseph'^ffnnn \ / paign ^- — ^ estint BELIEVE that the advertisement which does not contain a sane and substantial reason for purchase is a waste of space, money and effort. I believe the cam- which is not based upon a distinct, inter- g central idea, falls short of its possi- bilities, I believe that every sales effort — every bit of constructive energy — should be built consistently around this one Dominant Idea — this one selling feature that overtops all the rest." — From "The Dominant Idea." (22) The Dominant Idea By Joseph H. Finn Vice -l?resident,M9Junkin Advertising Cotnpaziy ^^^^»^0 begin with, a good way of pre- a senting a subject is through a simile *^ or definition. It is like "playing up the news" in a big event of interest to news- paper readers. The parallel is permissible be- cause, after all, advertising, in a broad sense, is the impelling news about merchandise. The Dominant Idea in advertising and merchandising, therefore, is the one distinctive major selling feature of a business, as free as possible of confusing minors. The reader's mind instinctively accepts the element of appeal or rejects the dull and dis- tracting, and does it in a flash. But it is the responsibility of the advertiser, through the right presentation of the printed word, to make it easy to eliminate non-essentials so that the prospective purchaser may get the message in- stantly in headline and illustration. Of course, arousing interest in this way is an incentive for the reader to proceed in the consideration of the advertiser's complete mes- (23) Folio Ttifeniy-_four Master Merchandising sage, which should be an amplification or extended proof of the one distinctive selling feature. The most indifferent reader has a feeling not far removed from gratitude when a proposition is offered so simply that it may be grasped in a moment — with its major selling point stand- ing out "as big as a courthouse." Dominant Idea campaigns travel the line of least resistance. The Dominant Idea is in effect therefore thes traigh t lin ebe tween twopoin ts — the one the manufacturer, and the other the consumer. Dominance /V 'Public Ser'Vice Dominance is not a term of reproach ; rather it breathes of the spirit of public service. America is Dominant today in the world's affairs because of her extraordinary altruism — her spirit of justice for nations large and small and her appreciation of the responsibility in which she stands for the good of the entire world. Her Dominance is accepted by all up- right nations, because it means a new light to them — the light of liberty shining all over the world. The Dominant Idea Folio Tti}enty-_fi'de The thought of Dominance in advertising is not new. It is as old as the impulse that prompts publicity. Its adaptation, however, is of recent evolution. The Dominant spirit in business is the elixir of success. Dominance is the difference be- tween the minnows and whales of Commerce. It is the difference between diminishing fore- sight and expanding vision. To Dominate — to be the representative leader in your field — to hold first place on quality and superior gen- eralship — that is a winning which is real. That all cannot Dominate is as needless a counterthought as that universal piety would crowd celestial streets. All cannot Dominate — no fear, all will not. This message, then, is written to those who, forsaking all compro- mise, are frankly out to Dominate — who hold the highest individual success, not merely as a profit goal — but who feel the reward in genu- ine accomplishment — in earned supremacy. I would dedicate this message to those typi- cal American executives whose open minds, broad vision, tireless initiative and commercial courage make their Dominance deserved. I Folio Ttejeniy-^ijc Master MerchandUing believe there are times when over-caution and ultra-conservatism are just as surely enemies of real progress as are plunging v^aste and reckless bravado. This message is particularly for the man or executive who does not scorn those Seven League Boots of business — live advertising, vigorous merchandising. The ^eal 'Bi^ Audience Most minds are single track. This is not said in disparagement of that mental type. A single track mind may stand for a certain straightaway sureness that is most commend- able. Single track minds — and the Lord, as Lincoln said, shows his love for them in quantity production — do not take kindly to complex presentation. And even with multiple- track minds, it is mighty hard nowadays to get the right-of-way for an extended train of arguments. The world has accelerated a thousand per cent in the last five years. The automobile, the airplane, wireless telegraphy, are typical of the speeding-up process. Modern living, modern thinking, modern buying are all on The -Pominanl Idea Folio Tbuentv-se-Ven accelerated schedules. It is the winning sales method that keeps pace. This brings us up to the Mcjunkin declara- tion of faith— that there is one quality in ad- vertising and merchandising more important than any other. In golf, some call it "direc- tion"; in baseball, it is hitting the sphere to a place where nobody can stop it; in rifle prac- tice, it is forgetting every ring but the bull's eye; in business-getting, it is having one definite central objective and devoting every ounce of power, every grain of skill, every particle of patience and persistence to reaching this one goal. That, in the Mcjunkin belief, points the way to one hundred per cent sales results. And it explains why, in our organiza- tion, unusual stress is laid upon the Dominant Idea. Half of the unsuccessful sales and advertis- mg campaigns have, in our opinion, a common cause for failure— lack of direction, scattered hitting, shooting around the mark. Half of the sales efforts that finish lamely, do so be- cause they "get off on the wrong foot" at the start. rdio Twenty-eight Master Merchandising Eiffeci of 'Poor Copy How many salesmen do you know who have gone to the well of inspiration and come away thirsty? They merely talk — and get nowhere. Just as many salesmen have talked themselves out of orders as have talked themselves into them. Just as many advertisements have argued themselves out of definite results as have put selling success "over the plate." I believe that the advertisement which does not contain a sane and substantial reason for purchase is a waste of space, money and effort. I believe the campaign which is not based upon a distinct, interesting central idea, falls short of its possibilities. I believe that every sales effort, every bit of constructive energy, should be built consistently around this one Dominant Idea — this one selling feature that overtops all the rest. I believe, of course, in presenting a complete case — -but every statement and argu- ment should be in support of the master thought — should give its meaning still more weight. Mcjunkin is the advertising agency of the Dominant Idea. The Dominant Idea Folio Tti/enfy-nine With us this thought is not a mere "selHng point" for the marketing of our own service. It is one of the two caisons on which our whole organization is founded. The other is Master Merchandising. We know the value of a single great appeal— not theoretically, but practically. We have proved it for client after client. Identifytn^ the 'Dominant Idea Our first thoughts in connection with any campaign are: Wherein lies the Dominant selling argument? What quality belongs to the product or proposition that differentiates it from every other? And upon the correct answers to these questions are built a cam- paign which has the greatest acceleration— the least resistance from the start. The old query, "Does advertising pay?" is just about as reasonable as would be the ques- tion, "Does salesmanship sell?" All turns on what is back of the advertising and salesmanship: whether the sales truth is big enough — whether it is presented clearly, forcefully and free from distracting minors. And please remember this fundamental ^olio Thirty Master Merchandising fact — that advertising will never take the place of uniformly good merchandise; advertising may make the first sale, but never the second. The product must do that. And Dominant Idea advertising and mer- chandising do pay — because there is no division of effort — no scattering of shot. There /V a ^eal Te^i The surest test of the possibilities for de- velopment in a commercial undertaking, is this Dominant Idea test. Conducted in conference and co-operation with the client and his sell- ing organization, it is one of the most interest- ing phases in the development of a campaign. Such a test gives your proposition an honest analysis — uncolored by hope — unflavored by ambition. We enumerate the qualities of your propo- sition point by point. Judge it for utility, for novelty, for labor-saving value, for economy in use, for comfort, for luxury, for efficiency, for public service — as the case may be. We study the market — every channel of distribution. We get a composite photograph of the audience. We weigh up the strength of your competi- The -Dominant Idea Fotio Thirty-one tion — giving your competitors full credit for quality merchandise, brains and initiative. Thus the Mcjunkin approach in an advertis- ing-merchandising campaign means getting truly into the very heart of the business reasons for existence — the human-nature reaching power of its most irresistible appeal. Whether you make a food, a garment, a tractor, a motor car, a cream separator or a shoe, whether you sell the joys of transportation or the satisfac- tion of wearing beautiful clothes, your initial problem is the same. That time-honored counter-remark, "But my business is different" with which advertisers have been answering advertising salesmen from the year one, is a clue to your own best opportunity. It is because your business is different that you will be able to differentiate it in the public mind by reason of a Dominant Idea campaign. The business which was originated solely to imitate some other business — which follows slavishly in some leader's steps — which has no personality of its own — cannot use Dominant Folio Thirty-ttuo Master Merchandising Idea plans with profit. A business without individuality gets nowhere nowadays. F^ij>cing the 'Dominant Idea The Dominant Idea in any business is quite as likely to be below the surface as above it. It is quite as likely to be linked up with an after-development in a business as to be born with the proposition. It may be a totally ''out- side" thought, which has a new application to an old business. The important considerations are that it has news value; it must be a dis- tinguishing thought — but it must fall in with the natural thought habits of humanity in such a way as to become inseparably associated with this individual proposition. And most of all, this Dominant Idea must furnish a real identity that will lift such a busi- ness or product out of the commonplace so that either or both will be recognized because of the presentation of and adherence to the Dominant Idea. Hectic stories have been written playing up advertising as a sort of a magic "wishing ring," the mere existence of which in connection with a business proposition insures success. Be- The Dominant Idea rdio Thirty-three cause there is so much romance and imagina- tion in connection with the advertising subject, there has been much misunderstanding and misinterpretation of its power. This sort of nonsense comprehended in the term "wizard- ry," has been a boomerang which has worked a positive injury to legitimate advertising. Dominant Advertising is simplicity itself. Its obvious truthfulness is one of the biggest assurances possible to the interest of the con- sumer. Do not confuse the Dominant Idea with another kind of Dominance — a dominance of bulk alone. Its cost is terrific compared to results won. It is not comparable in perma- nent value to the adequate, determined and consistent presentation of the Dominant Idea. Dominant Idea campaigns are essentially founded on a basis of sane investment — no gambling, no wading out beyond your depth, no long "wait to see if the results come in." Hot&} the Tlan Applies The campaign of the Ajax Rubber Company has attracted wide-spread attention because of the forceful presentation of the Dominant Idea. An investigation into the method of manu- Folio Thirty-J^our Mazier Merchandising facture of Ajax automobile tires and the prod- uct itself revealed a distinctive mechanical feature not to be found in any other tire. Be- neath the tread of the tire, on either side, is a corrugation of rubber, supporting and rein- forcing the tread. Investigation proved that this essential — an exclusive Ajax feature — gave the Ajax tire more tread on the road, and likev^ise supplied more rubber where it should be. Co-operating with the Ajax organization, we originated the term "Ajax Shoulders of Strength," which has served as a mark of identity for this popular product. "Potifer of Reiteration The public has become convinced that the remarkably long life of Ajax tires may be at- tributed not only to the excellent raw product used, the skill of select workmen, the ad- vantage of design, but also in this structural betterment obvious to the eye, which we christened "Ajax Shoulders of Strength." By continuously calling attention through illustration, headline and copy, to this identi- fying characteristic, the term "Shoulders of The Domfnani Idea F^olio Thiriy-fi-Ve Strength'' has been written into the automo- bile tire industry. Thousands of people have been protected from the evils of substitution by insisting upon a tire built in with "Shoulders of Strength," and because they refused to be im.posed upon, they secured what they were after from an Ajax dealer. Due to a false interpretation of the conserva- tion movement, the dairy interests of the coun- try suffered keenly. The Food Administration saw the wisdom of encouraging a generous consumption of milk products from the vital standpoint of the nation's health, both today and tomorrow. The Mcjunkin Advertising Company, after an exhaustive analysis, found that the Dom- inant Idea was embodied in the recommenda- tions of the distinguished authority on nutri- tion, Prof. McCuUom of John Hopkins Uni- versity, and the watchword "at least a quart of milk per day per person" has become the Dominant appeal in behalf of America's great- est industry. Changing Trend of Tra-Vel Prior to the entry of America into the Fotio Thirty-^ijc Mailer Merchandising world's war, a great western railroad — the most powerful transportation and colonization factor in the west and northwest — sought more business from residents of the east, who took greater interest in foreign sight-seeing than the attractions of their own country. At the time of the origin of this Dominant Idea, all Europe was beckoning to American tourists. Then "See America First" — a preg- nant three word message — was written into the language of the country. This railroad's copy coupled patriotism with the lure of scenic supremacy. Certain Ideniiiy of 'Product Food is food and there seems little romance in the meat line. One of the leading Chicago packing houses has built up a reputation for unusual quality and unvarying uniformity. In an analysis to discover why this was true, it developed that the products are given a master test once every week in each of the company's plants, where they must prove their quality in comparison with the best competing products. With this nucleus, an advertising sales cam- paign was built with "The Supreme Test" as The Dominant Idea Fotio Thirl y-^se-Ven the Dominant Idea. And it has been remark- ably successful — largely through the loyal co- operation of the entire selling organization of this company, which leaped into action with the announcement of the new campaign. A certain tooth brush manufacturer adver- tises his product with the slogan "A Clean Tooth Never Decays." This expounds a Domi- nant Idea which applies equally to every mod- ern movement of oral hygiene. Yet because this manufacturer first gave advertising ex- pression to a big truth, he linked it with his own proposition and made it a valuable asset. The foregoing are merely instances — all but one from our own experience — which demon- strate the application of the Dominant Idea and its actual common-sense commercial value. Troof of Our K^e^utt Record The Mcjunkin Advertising Company stands squarely on what it is able to do in determining, in collaboration with its clients. Dominant Sales Ideas, trenchant with human appeal. We have built an organization of trained ad- Folio Thiriy-eight Master Merchandising vertisers and merchandisers, chosen because they possess the Mcjunkin spirit — because they are big enough to recognize idea bigness. The expression of the Dominant Idea is not just a matter of word or illustration. It com- prehends Dominant Thought, and whether it takes the form of a single dynamic phrase, a sledge hammer preachment with one big text, a wonderful pictorial message, or a subtle sug- gestion in salesmanship — its force is no less the determining factor in removing resist- ance — facilitating sales results. Examples of Dominant Idea successes are reproduced else- where in this book. They specifically demon- strate the power of the master selling thought. ThU ^ea^on, your ^ea^on The head of a certain well known manufact- uring institution once told his salesmen that no matter what objection "the prospect" in- terposed, the best answer was, "That is just the reason why you should use our product." In that case this blanket answer proved most effectual. What better psychology, after all, than taking advantage of seeming disad- vantages? The T>ommant Idea Fotio Thirty-nine It seems equally true that whether times are good or bad — whether war clouds overhang or peace spreads a benediction — whatever turn of fate may come — there is provided a logical reason for good, aggressive advertising. And just remember, too, what a successful American once said, that "no one will ever go broke being a *buir on the United States." Ad- vertising has been injured by the attempt to confine its mission to a restricted horizon. Advertising is the greatest modern factor in the upbuilding of a business through the creation of good will and the establishment of identity for the protection of manufacturer and consumer alike. Advertising is a business stimulant — the most certain form of business insurance — an essential business economy. Frequently advertising is misunderstood. Those who would "reform" modern business occasionally refer to advertising as a waste and complain that its cost is tacked onto that of the merchandise. These misguided folk have not yet gained a realization of what ad- vertising means as an economic factor. Kolio Forty Mailer Merchandising Why Some Ad-VeriUing Ha^ K ailed The trouble is that there have been too many examples of advertising methods which are wasteful — too many obvious-as-daylight dis- plays of campaigns which are plainly a sop to someone's vanity — mere self-glorification with- out attention to fundamentals. The Mcjunkin Dominant Idea advertising and selling plans are simple salesmanship, first and last. They are economic factors not only in minimizing sales expense, but also in facilitating distribution, eliminating resistance, and adding power to every sales effort. The Mcjunkin way means organized econ- omy, because it centralizes effort and rejects trivial minor claims for the titanic wallop of the master selling point — the Dominant Idea. Every MUunkin Man a Service Man C^jl ^'cJUNKIN men are merchandisers f^ /^l ^11- Whether they are advertisers' ^^ representatives, plan men, writers, artists — they are merchandisers first. Mcjunkin writers have had broad, practical experience — every one of them — in putting over notable national successes. They plan, work or write from a sales angle always. Their advertisements are cablegrams in print — condensed big messages. The Mcjunkin Art Department includes associated illustrators of recognized worth — men whose work in oil and crayon, wash and ink, have attracted national attention. Mc- junkin artists are not artists alone — they are salesmen with the brush and pen. They, too, realize what the Dominant Idea means — that art plays a most important part in its emphasis. WorKerj^ A^tl^in ''Shirt Slee-Vey There are no frills about the Mcjunkin or- Folio Korfy-fti/o Master Merc hem dismg ganization. It has been aptly termed "An ad- vertising company in its shirt sleeves." From president to file boy, the Mcjunkin personnel is made up of workers, seeking the shortest cut to efficiency. With the Mcjunkin Advertising Company the first consideration is not the active solicita- tion of accounts, but rather to render solid service to the clients we already have. In this way our business has grown steadily and normally. However, we are always ready to serve an advertiser with a quality product or proposi- tion, who, believes as we do in the Domi- nant Idea, in the power of hard hitting, per- sistent, enthusiastic salesmanship — merchan- dising and marketing. Please remember with headquarters in Chi- cago, New York and Cleveland we are as close to you as the telephone or telegraph, or, if you prefer. Uncle Sam's good old reliable mail route. Address any one of the three offices, and a service official of this Company will respond. That 60% Plus What the Advertisers ShouldGetBesides Mere Preparation andPlacing ofCopij y^^ OPY is regarded by some as the one a most important detail in advertising ^^"^^ agency service. Some advertising companies regard this feature as so important that really nothing else in the v^ay of service is rendered to the advertiser. We lay great stress on the value of copy — Dominant Idea copy — copy that identifies advertiser and product — copy that helps make the first sale and thereafter fortifies the quality back of the merchandise. Copy, hov^^ever, v^ith us approximates 40 per cent of our service. It is undoubtedly the biggest single item in service between adver- tising agency and advertiser. The remaining 60 per cent service rendered by the Mcjunkin Advertising Company may be briefly summar- ized as follows: (a) Analyzing the market, sales conditions, trade conditions. (43) Folio F^ortyzfour Mailer Merchandising (b) Analyzing competition — its scope, power, superiority or inferiority. Determining with the advertiser and his organization an appropriation over a time, preferably a year or more. This appropriation should be logic- ally determined on a percentage basis of the gross business done during the current year, together with such objectives in the way of in- creased business that the advertiser may have formulated. (c) Division of appropriation ; national and territorial advertising ; magazines, newspapers, trade press, outdoor display if warranted, direct literature, jobbers' and dealers' helps, local advertising service for dealers. Analy^U the Mainspring of Ser^dice (d) Analysis of media to conform with analysis of market in order that publication space may be used that will furnish the most direct possible connection between manufact- urer and consumer, with an eye particularly to a specific plan of helping the dealer so that goods may move from his shelves and repeat orders may be secured. (e) Determination, with the help of the ad- The Dominont Idea Kolio Forty-yi-Ve vertiser and his organization, of the "Dominant Idea" to be used in the proposed advertising campaign and sales drive, in order that all phases of the manufacturer's organization may be vitalized v^ith this identifying sales thought. (f) Applying "Dominant Idea" and master merchandising plans to manufacturer's own organization, distributors and dealers, thor- oughly imbuing all with the right methods of consumer appeal. (g) Assisting the manufacturer's organ- ization by regular conferences with his selling organization, so that no important phase of the work in hand may be overlooked. On the Spot Co-Operatton (h) Attendance by a service official of the Mcjunkin Advertising Company at territorial meetings of salesmen or distributors or dealers, helping to engender "pep" among those in the trade handling the advertised products. (i) Preparation of dealers' sales-helps from originating designs to final execution; handling the details of illustration; plate making and printing on a competitive basis so that the ad- FoUo Foriy-sijc Master Merchandising vertiser may be insured quality at a fair price. (j) A close check-up on results in order that only those publications and methods may be used that have proved efficient in the actual cam.paign, so that from season to season the list of media used may be perfected, based as far as possible upon actual returns. Of course, in mail order advertising v^here copy is defi- nitely keyed, this is accomplished through an accurate record of results, on a basis of cost of inquiries and cost of sales. In General Pub- licity advertising where the public service factor is the big consideration, it is only pos- sible to check up definite results by an analysis of the effect of the advertising in the different publications on both the consumer and dealer. This we are able to do through our proved methods of analysis and investigation. It is impracticable to set forth, however, all of the minor details in our advertising service, but suffice it to say that we endeavor by con- structive initiative to keep ahead of what our clients rightly expect and should demand. EXAMPLES of DOMINANT IDEA cylDVERTISING TN the following pages we present ex- ■^ amples of Dominant Idea Advertising, planned, prepared and placed by the Mc- Junkin Advertising Company. These re- productions in miniature are parts of typical campaigns and merely give an index to the method of appeal in illustra- tions and main headlines. (Obviously in such small space it is impossible to repro- duce complete text in readable form.) (47) DOMINANT IDEA: "Shoulders of Strength" Nothinj; is moit- in tune with tin- Ani.'rinin spirit nf < oiist-rvat ion tliiin the dominant idea f«»r A.jax lirrs — Shoulders of strenutli. It means more tread «»n the roa«l. more rnhher where needed, hen:e-( rush is somi'thinK more than a drink — tliat is tlie spirit of the initial national campaign for this new advertiser. The advertisin); so assoeiates the liquid with the fruit that the new prodiut iMManie s.\ noninioiis f(»r oranges. (so) DOMINANT IDEA: "112% Reserve Strength" ^/AeHUST TRUCK WE BUIU fri jear- lOaOOO MUcs -Working EveiyD^ LOKl^'>Ht,^^^>•.o.ff/•' 1^ IiKlianii Trnrks ar«- Hi', re^erv*- streiintli. ilii*« i» .-slahlisli.-,! I>y eii^jmeer- iiiK investiKation. The liiills eve therefore of this eampaiun i" tins more than ample al»ilit> to take rare of normal transportation nee«ls. (51) DOMINANT IDEA: *'Do It Electrically" I tilit.v and «M"onom.v, tli»* two m«)sl «les«'rviii«: Iniiiseholti <-omnieri-ial virtues, are the mainHprinK of Cominoiiwealth-Kdisiin ef1«»rt. The company not only popularised its service but inaiie it easy to procure lalxtr-savin^ merchandise. (52) DOMINANT IDEA: "The Supreme Test" jiiiii ii Morris and ( ompany liav.- made the Supreme Test, the iiisiirame within [heir own organization, of quality f .roduets. }^|"K /""^ «l»l\''«' J;'';.^^""- ,umer influence meant at onee enthusiasm throughout the Morns sales forte. (53) DOMINANT IDEA: "For the Man Who Cares" Florsheim's ^.. „ , . t«»n**«stent institutional advertisinff riinnin«: oontinuoiislV national maKaxines has proven no small f a< t - - - Shoe Co. has aime fitiit'ss than that of "SEE AMEKICA TIKST" for the threat Northern Kail\va>. leeanie tlie shi»;an of American travel. (55) DOMINANT IDEA: "The Most Valuable Piano in the World' The Stem in the world • To . .^1..^ [ • ' '" '^'*'" "T ^'*"'"**' "'♦- •"•»'^* valuable piano locical ami fVuin,! i\ .* * "* '*'"^"" "^ *''*■ »«»'"! "ant Idea for Ste^er xvas logual and tilti„«:. Dealers eo-oi.erated with newspaper advertising. (56) DOMINANT IDEA: '*At Least a Quart of Milk per Day" \\ h «listint;iiiNlieri(.\ on nutrition, said freryone .voung: or «>l(l should <-onsume at least a «i''t of milk per day, he turned the spot lijijriit on the dominant idea for tlie nation s dairy activities. (57) DOMINANT IDEA: ''Americans Physic" PL.UTO WATER now enjoys a nutioiial ilistrihiitioii and sale «lne to a sane method of merchandisin)!;, backed by advertisinKr that never departed from rules of foree an«l simplieity. Pluto is jjiven a settinn of optimism. (58) DOMINANT IDEA: 'The Cow's Adopted Child" A very tVw examples of a onmplete rampai^n — in . (59) DOMINANT IDEA: "America's Smartest Car" It was only natural tliat the Koamer automobile slioiiM he (alle«l "America's Smartest Car" in the advertising lampai^rn that int ro«liice«l so sueeessfully what «riti<'s liave ealle «e." (60) DOMINANT IDEA: "The Diamond Point Shingle" ^f^^H^ • ■ :-a Homes ASPHALT SHINGLES A or „ , f f ^""^ concedea to be the T« "n!, "i;.^, *,J?'J";^,^';,f ^"'». <^"nomy and safety FLEX-A-TILE Diamond Point Asphalt Slab Shingles ^"^. "^''r^^iSPJl. ^?22ri« COMPANY LFLEX-A-mi. •KwBwt FLBl- l~•^^!„'i?.'* "ooti^'tu IXJ^-TILE One of the most siHressfiil pio.liuls of the Heppen-Nelson Hoofinj; Co. Ih the Fle\-a-Tile Diamond I'oint Asphalt Shib Shinjjle. This identity expressed in the advertisini; had a heneHeial eflle«t on the <» unu- lli«> Dominant Idea for t\n- liiiilinfiton Koiite l»et were available ov«'r this railr«»a»l. Tin- Uurlinuton is 1 he r«M oyni/ed road to Natation Land. (62) DOMINANT IDEA: *The Extra Tested Tire" Kacine Tire advertiMini^ ha?< carried with it the identity of Kxtra Tented. This is essentially a eonsiimer service appeal, breathing the spirit of quality merchandise. It applies with equal force to fabric and cord tires. (63) DOMINANT IDEA The Three Staffs of Life' There is no lietter test <»f food advert isin«: than the palate's an>\ver. The ^ irginia Sweet eampaign even in miniature arouses instant anticipation of a complete breakfast. Identity of produ<'t is the first jfoal «>f tliis campaign. (64) DOMINANT IDEA: "The Truck of Proved Units'* AC.MK — the (riuk of proved units, «lemonNtrates that A( MK aiitiripated th« rrying iummI for staiulardiy.ation hni«: liefore it lnN-ame a national necessity. ACME has set its own e\|>erienied standard for proved units. (6») DOMINANT IDEA: "The Coat with Lungs" CLOTHINa / SeCQIALTIES KilifiG BI*os: S Co. Inc. Chicaoo We have all wanted an overroat "with liinns" Ixit sucli an arth-le of wear and cnnvenlenre never was presented until Klin^ Itrothers developeil it. The name AlK-IN was a loKical ehoiee, with an immediate consumer appeal. (66) McJUNKIN ADVERTISING COMPANY CHICAGO 5 South Wabash Avenue telephone AT MADISON Street Randolph iio NEW YORK 501 Fifth Avenue telephone at 42ND STREET MURRAY HiLL 1725 CLEVELAND 715 Prospect Avenue telephone NEAR East Eighth St, Main 6222