Document aBGZeg2Qqmy5LyvydaQjxQx69

NO. SUBJECT: SALES DEVELOPMENT DEPT. INFORMATION 1. (Advertising Department) 1925-1926 Advertising CLEVELAND. OHIO September 13, 1925. AKKOUFOIEC THB 1925-26 ADVZRTISIPG GCKEKJIB IN MAOAZI?TBS A3S> FARM rAFaP.S. Attached is a hook giving our ooraplote magazine and farm paper advertising schedule for 1925-26. In this letter we cannot of necessity give yon full de tails of the campaign. Yon will find them in the Schedule Book. It suffices to say hero that the coming oanrpaign is hy far our largest - the largest ever undertaken in the paint and var nish field. To thoroughly appreciate its significance to you, you must be thoroughly familiar with tho advertising. Only whon you have this knowledge and appreciation can you in turn translate this to your agonts in terms of local assistance to them.. To enable you to become thoroughly familiar with this ad vertising, we have placed in the fore part of the hook a number of important questions - all of which arc answered in complote fashion. If you will read and study these, you cannot help but get a real ap preciation of the advertising. Vo are now preparing a section for your outfit which will show proofs of many of the advertisements for the coming year. This will bo ready in two or thrao weeks. In tho moantimo, get copies of current magazines in which onr advertisements are appearing and carry these. Even after you have tho portfolios continue to do this, because actual advertisements are much more impressive than proofs. Furthermore, they tend to keep tho advertising a live issue all thru the year. A copy of this schedule book, wi 11 be sent to all agents from Cleveland in a few days, so that they may be in on the advertis ing from tho start. Furthermore, this is in keeping with our policy of being in closer contact with our agents this yoar both from District points and Headquarters with tho establishment of our Sales Dovolopmont Departments 0007-SKp-c>38998 N29075 -2- We are not going to lot our agents forgot about this advertis ing during tho year. At regular intervals mailings featuring current advertising aro going to all agents from Cleveland, ivith copies for you which will be sent a few days in advance of agents' copios so that you caui familiarize yourself with these features. There will also bo B P A quantities, to be sent out from District Sales Dovolopmont De partments, The first of these mailings leaves hero September 20. It contains a jumbo enlargement of tho two page two color Saturday Even ing Post advertisement of October 3, a proof of the beautiful four color advertisement in October Good Housekeeping, window strips - a suggested window idea using tho material wo furnish, paint selling ideas that have proved profitable for Paint Koadquarters merchants and a lettor from Sales Development Headquarters. In other words a complete local tie up for our agents. Even though wo are having this contact with tho agents, you have to keep talking up the value of the advertising from tho local standpoint of the agent and stress the additional value of tie-up work on his part, end explain our two local 50-50 deals -- CC 229 and now farm folder S 463, which will be announced within two weeks both "knockouts." Remember this year, wo not only have our greatest campaign, but everybody interested is going to be kept familiar with it -all tho time. The advertising doesn't slow down during the year. Our en thusiasm must not either. Tou do your part and wo'll do ours but remember first of all you must know what it's all about - so study the oucstions and answers - then keep up on this throughout tho year follow tho schedule. Remember - the advertising can do a big job by itself but it cannot do it all. you can do a big job - but you cannot do it all. the agents can do a big selling job but thc-y cannot de it all alone. but all throe pulling together will give as the biggest and best sales job ovor. Yours vory truly, HAS: CCP Advertising Manager. 0007-SWP-038999 0007-SWP-000122377