HIN | | l hn | NO Oo 850 win J 062 4736 \) I LIBRARY | Michigan State University MSU LIBRARIES RETURNING MATERIALS: Place in book drop to remove this checkout from your record. FINES wil] be charged if book is returned after the date stamped below. OALESHMANSEIP ALD ADVERTISING AS APPLIED TO Tin SALE OF ELECTRIC CURRINT AND ELECTRICAL AP-ARATUS A Tnesis subnittsed to T:@ Faculty of wLCHIIGAN AGRICULTURAL COLLEGE By Gcocles H. Rouse, eee, Cundicete for the Derree of B-chelor of Science June, 1517 Hs 9 ' ay Tei &y noiteration by J. "Tdl-lLie-v-s-c-e." 1 On re) mnotiiyinus vor dutiful sen, wed nn vA vim to .sot us AGO t. wk ov cit. it's fettin: lite." Not a wilde evicche. G2t ri ae t un this ~- uw. @ stcirs. 'VALI 1s "3 wre ¢ . tees mally down is reduy!" "All rigit, ma.® to er cleucinss. Eut it is ca tie fcot of t 32 stairs ond crie dovn in cne rinut: I'll wd - COTE 3 teat Wil fe fCinelly ets «a cust tid boreal fo. t table. Ure xoanot und conse tugntly B.cu wOWaver, @x,srlence Tun tur t onother "forty wins" and tere “4m a>en va care dosn stairs. ‘ea a7~f en, being but o:ildren them into tisir miters yeurs, 8 erly yeurs. The-s Nuve ts be Will rove. even wisn they «ant “Orta walle, they rarely jump 7 Anct:.er @ull. sound <= _f minut2!* it is svicsnt ti-t Willie, beinz t 7 Cc’. eich Voolson: anc3. "Wil-lie-s-e-et It's eilsnt irs -sttiog brevisast roudy, is teat it is ti-e for fourtuen, 22 ws FWillie! Come on now, "wil is? I knew you -re A srcun echoes cdis- b ° ! Coma right down, brenkfas Thst dis 1 ohn t unti Nilson ecre to 8s: "Viliie Vilson, if you «in't t 1a Le teeve roved first cull. sim trot ea could indul,:e in Woeold still bo bDreangvest for > of &@ Loreser i rowtn, carry with 8 teazits tesy cevelowed in lied rouwsutedly before they sonething, sometning really or it :t toe iirst Word. erehandlging mroesents inany of the sroblers faced py ire. Wilson. Though ee .2c the oest cock in Uonry | county; though Willie was os hollow os 2 fas fine; though nea had feasteld ainsalf on het deu nuts ond covres und new just how delicious they vere, yet he «as aesf to her first calls and slow to -.ct. Direct Advertising tics tha fores of uw ecxll to break fast; but the exl: of direct vavertising rust be patiently, wisaly end unresdittincly rocuntes to obtain all the protite able busines Freonectly ons slece wilt brine back unex- weeted returns, but, bucked by rarsistent revvetition, ci- reot sdvertising eccomrlis-as ne. vonders. It is then applisd slong tre linea as tis. Wilson's compadn to @st Willie downe stuaira in time for sciocl. It »ust xttract te attention — ond nold 4t -— 4% must «ersusdea und con;since. It must be believ:ble, unierstendable ani told in sim,le words. It is purticularly noticesols to t13 average nun tat electrical sdvertisins ig of 2 rather Gense nuture. It seems to be full of “ldeon moaning Tris is 2 natural result of technical education. It is 2 gcract te: tation to the ivarage électric:l min te disslay bis knowled: v“g in writings on eny such subject, and to fill “is docklets ond advertise::ente with * "syohronoua" and similar bsfuicling words, “iieh help to pure tre resser feel that electricity is « mystaricus asant ond therercrs not trustvortcy. Tali in: over a@3u.n'se necd in this «uy never won «a vb Cudctensr. [138 must be Uurproucned with direct courtesy. i's rust bave tuines precented to sim in « “ay trh.uit will be clean und interessting to him. cGlectric.l reo ls ure, 2s yat, not very strong on :ethods of cirect advertising. I nots that the Western Llectric Comsany is civin;; t-is subjact sore at- tention oni tietir f"farrer's Electric:l iend Book” is one of the bast types of direct aivertising v2 ® The wlility to e2ll on idea 13 the principal re-uisite of = 6ilesman. The tcanhk necrle do not s211l ciara =~ they sell "The Witchery of SOGckry," toat is, the igen of picture- mow dng. Tis autorobdile reople do uct sell a Gosoline en:-ine on ‘heels - they cell thie Jd@ga of luxurious rotion. Tae phonorraph psc: le do not sell 2 sering -‘otor and an intricute :ecanisn for re sroducing vibration = thay sell the joes of reicyenida music. The manufacturer selling s "Hoosier® kitchen cubinet for $56 46 sellinz t»e idan of convenience, for cne con buy & sitchen teble for .5.<5 = or could before te wor - and it Wil] do elmost the a:me work. 50 it follows in tre electric:1 business: ws cunnot bell s est iron, castines end satin = elemente rade uo in tise form of electtic ctoves - 3.83 rust sell tie dese of sloectric cocking, fee oevmnmsot gall un Jay an iv2 electric zutnonmobile thet wilt net run over tventy-five miles on hour =- «3 must sall the Jugn of luxury, conveniencs, oclo.nlines3, sinolicity ond rica of on Ths question ig) - LOW? In this first plece, there cre to tyres of : on obteining the business of to-duy: One, the Order To:gr cna te other, hs Creative Business lan. Ths former, it would be s-fa to say, baccusa of exiatin« derrcnd, to-ceay ~sts about co) of all tre business tronasetsd. The latter, as tis resalt of olever salesmunsiip, -2ta O37 ond it ie tig O00) that nukes possible ti:@ .-rovit on thes snole volume which t:3 ieronunt or cealer realizes. Consider tha sutonobile iniustry. This incustry, wiile the toird lorvsst in the vorld, is comouretively new as fur .8 evan ap roaching ths auturation z:oint, end the edontion of ngorestive cre:tive selling nethods. Seuarly everybody vwanta En autonodvdle, conse yuantly tre natursl demand or "Order Tak- ing" class of business as beon sufficient to satisfy the uvora:e dealer. Mr. D. E. Weipple of te Anderson Electric Car Cornsany ssye: "With ore then ons million zutovobilesa sold int iis country tris your I bolisve it would be = conservative estincstsa trut 85 par cent cf t:e cutomobiles are sold on the "order Takinz" plan, or, in ct:ier words, tne dasirsa for an autozobile ulready existed in tha rinds of G2 per cent of these autonzocile surchasors." rg believes toat, bad the creative plan Of sulscerang).dip been used by the cutomobile deolers as it has C3 p been used by cluer lines cf industry, sue: as Insurance Com- ivMies, C ah Rovjister Como nies, Typearvriter Companies, etca., it is probaole that two rillion sutomobdiles sould *ave been sola. tng sone ray be aaid of muca electriciul aplar: tus now on Heo. peet. Uerslera hold teir epouratus in stook and «it 2 ~~ for $2 cure .cser to locuire svout a niece and to ecguaint 3 Viag@lf fite it and actusliy csk to have r¢me sont us to the In our efiort to "Sell an Tces"® let us consicer some glectricsl apcar:tus that is u ccrd esller end atte: pt to siow exaotly how that urticle may be sold to the adventa a of all concerned, “Ys muy consider tis electric satova cr reins. In the first rlace, tis cutst niin: fsnture of =n elactric rans is tse price. A gocd rancs «111 cost sementy-five doliars. Bhat is :cre, th cost of sc ernition is tvo or tires ties that of any other fuel, That is wat ons s3sa voen ha tinks of a trins of tren and hootin: slemsnts. BUT w> era selling the idea of cocking by eloctricity. The ciatory of civilisution is seuted in the fact that surmn beints ere not autisfied with ecesemesa, vie2ceslore, if ren “3re willin: to utilize tvs cles: est article thet .culd serve 8s civen purpose, “a vould toelny be cookin: ever wood fires; we would toelcy be ralkin: ingtscd of burine up tionty- Bix cent -usoline; we wovld te sy be entins rice und lentils =v instesd of seuub ani elli,utor peurg. Veonle want speed, com- fort .ni luxury, andi they are willin. to nxy for them. Tis 4s tie big ,olnt in tiis instance for 1t is the basis cf *7lle ing gleetric ranges. 2 ~ The woman's first objection to cooking is the heat in the roession of the irl wiose face draws t:e attention of tue crowd. Trsurgin Lays the ssevst of sunny bint ads. The restl thins in sucogsscul i vertisin: is vo putting of lige into inani: utes tines. Tos fo tis ons muy safely co the S6xtc2res without fear of ridicule. Pls wctiod 13 mov used by necesly oll the mute olila flrpa in whe cou try - one of the erectest incustrics in to world, 4 S Logan ow . , ea ~ we aa | .- :* ros Tay. ‘ Me, 2 ODS t wo Y.G23% OVOP. OP ou wO ie Ci % "SS Bn Lich obs * taba, Uae” °e H ig coo-vration, but it mey be ao lied to electricity with all feeling of intensonass and wit. ita full meuning in the electri- cil businsss world. “ere I refsr definitely to tie central stations cnd the contractors. wut cun tha central station do ard «iat coun t.e contractor do to securs :ore business? They can Go sonetaing incvlivicually. In cact, that is what they have been doing Tor runny yoers, and ti.at is way mmy of trem are to-day -akins a poor living. They can do much conjointly. That is wat Louisville is doing -- wiring teslve thousand :ouses in less than three years. Thst is wiat Cleveland is doing <= contricts a. eracating =50,000 for house wiring ars now bein: carrted bg the tanks. Icon show you an endless number of cities wWiers the centr:.l station and t.¢ contractor sre working tovetier and re- porting bie results. Tiere ore rany clans that huve worked out en. ars working cut 6 t:e udvantevs of 211 concerned. Among t:esa, six or Seven ara conseicuous. They ara used in many lurces cities and, on escount of tis success t.ey atisined, I f:31 it not of place sent them in detadl. to «mr b> ‘ Ce THi FLAT RATE PLAN Thia is 2 plan by wiich a cefinitse supoly of fixtures, lermos ond inetallation equiprent are srouned und a flat figure is put on them with a s;ecial reducticn for campalpn <-urnoses. One central st.tion cuts up thr:e distkihct plans as follows: (a) Wiring for six lisnt outlets, one in each of aix rooms, to be e ul ped sith drop light srauces and lumps, "15.00. (o) Wiring for six light cutlets, cone in e4c: of six roomn, }.* we to be e@2ulipsed with fixtures, glassware and lomss. Iwo teoelignt £ixtures, one onemlisht fixture, thres dreo lishts. Fixtures equipved with »ull chain sockets, YO1. 50. (c) Viring for esix-lichnt outlets, one in esac’: of six rooms, to be eq-ipped with fixtures, clessvore i.nd lumps. Two two-light “quar brass fixtures, ons ons-lignt c:ain pandent fixture, thres drip lignts - fixtures ecutcped with pull chain sooketa,..7. 50, fhe pecole wio rut out tis -roposition guy tiat they fave but few eersons wno taxe this distinct srvrosition 43 they cut- lins it but that it sives the prospect scme delinite fissures to think wbout until ha cc cost of curzent, Incidentally a sood muny appliances nave been sold in that way. TE DOLLAR PR OUTLET PLAN Another nlan which hie worked successfully in Hartford, Connecticut, and wnich =::es cooreration betwean the central at:tion and the contractor very gizele 1:3 beon the collar rer outlet plan. Uni:r t-is clan the central satction puys ye CO Lor every current-consuming outlet in the deducticn of the cost oc wir- ing old houses. Of ccurse, thie offer ia limited, ususlly ap lying to not less than five or more than ten outlets. The contractor falls in reedily snouch with this plan because Lt reduces tie zctuel expense of 2is bill to tre consumer. Taese plans core but tycical ong w.uld vary in each locslity to suit the purtiouler problems that confront the central st. tics and contractor in their efforts to enlorrs their business, Above ull, hovever, the reader will notice thet ecco and all of thease leans rean active coopseraticn be- twean the central station and tha contractor. One of tes createst >roblemsa conironting t.a central stution wanarc3r to-day is: "How s::all I obtain a uniform load trrougnout te entire twenty-four hours of tna day?* This, of courss, can not be done but may be acproached by resorting to cny of all of t:3 savoral methods now in common practice. Twenty years 270 fcinost the only use for vlectricity was for Lip itins. Toecuy ons can not dcgin to cnumerate ths vurlious usea Which uve beon mide of electric poxer. Lon; ge tie sentral stations becun t recognize the nscesaity for incraas- in: tre loud factor, and in order to icco.plisn this, stops vere taken to induce tne publio to usa elezotrio po.ar consuming devices by cucving that electric power methods could be used more cheaply cond conveniently t:an the mathods teey had teen using, Ons of tr:a rost importent exnedients resorted to for tiis rurrose is to s3ll factory or traction rotive rover. It would be dirficult to d:ronstrate in detail t-c eccnomy that cnn ba derived from @ ceroination ef rixcd power sarvice over @ plant serving only reilrozds cr industrials. To attemct such. & demonstration vould lead back to seneralitiss and amount to nethin= but sn anslysis of the schedule of costa and sefiio- dances of a £5,000 k.ew. rlunt, working ct a <5 per cent load tractor provine the broad cssertion tiat in >oxsr ceneraticn, Lureca etutions carrying rixed loads siford tre roxirum gvconomy. Ghe of tee > ore recent methods resorted to is that of se- curing electric furn:ce load. Tht it is 2 comin: and desirable lend is evidenced in the fact that alrea.y it is responsible for a 300,000,000 ku.nh. yoanrly desinded from fifty-one steel mills. 4 Tais roouons &@ revenue ef £5,000,C00 . 1th te cost of sover for thiia service .t ly per Fwen. Furt?.ar, tie growth of t:> electrid furnaces lozd is just Li oresent anormeously stirulsted by the abnorm.l cetivity of ~132 g3bell industry onl tio tre encous Js.and for "elsctcic steel." G Both tne load and powcr factors era uish, and in the mojority 4 its oO,grotion offers a balanced solyshsoss load st the GC. Cuga: ti vas Bblin> frosucncy. For sinzloe pouse cosration w moter ~snerator Satocom be use or, Af ts nuvocr rer: its, eo071 rurnice coun be Cpeorat]ed on se@curste phises of toe ; cleo. t.ga suc ly lines. * eurces in pever, wile. ot first ocoured in t.e churying and early wel .@lding cesn in tha furniuca hive been erevtly reducel by meuns ry, te Cw j-<« Of resuluting coviees, 80 that today the furnuce offers a 1..rce ag well as attrectivea loud. Tig fact trat t.s ec ectric furnic3a non 2 usei un of “k antering -e.i¢ te un full unt es tobe siaetrivieutica of Leres .lents arenli also nehe it s ‘cures of intbersst to tre central stitton wonucerent. Acauin, in founclry oparaticn it 13 sood ;ractics to melt tni tour at nicht. Tris cl'lovgs ~ tea consuver to teva cl antes of tha low rate unl} 38111 -rovidce « lurve lous for tie stutlen “Mian it d3 :o36 neaded. > fd a , To simu, the gleetric furnace not only olfurs an Vtroctive uni casirebls sures of ler -2 revenue, out slso, in sugolying it, an s-.cctive twang of bettering: and evuslize- ing t.3 night und .cy to: d factors ef ts central stcution. Tey ws oes 3 - oH &. To conclude, Io would siscly scy thict t.is urticte oein presursa wits the ansilatance of uwivertiaine: ven und eV iw yoy oe ane Voom eA . Ww yeaa, epee yp ee epeaph tye Oh OME Mees dh tia . 5 ‘VO ithout excestion BRUPBIBCG u ig coinion thot nony electricul firms urs feuturin: tis en.-lhasr t 2 » \. te. wnt . ey wpe pe et dees sn “ we 4 4 img spices of to pore to tre disudvants:ve cof mooi business rrinciples. “What G.e@° need is rractioni una trvined business ueecs to lead tiem on to nenisvements tout are, os yet, un- MICHIGAN STATE UNIV. LIBRARIES ULNA 312930 10624736