Outside Staff Assistance

* Since advertising one of the most highest developed fields of business, these are specialists in every division in the world. Many sources of assistance are available even to the very small business. These services are referred to in this text as the outside staff. An understanding of the fields organization is necessary to make the most effective use of modern advertising.

Free lance specialists or independent small businessmen specializing in copywriting, layout, commercial art of illustration, photography, research, and display work will be found in many cities. Their services may be secured for a fee as needed. This groups form important segment of the outside staff for the small businessmen, providing services similar to those of public accountants, bookkeeping firms, etc. For certain types of advertising such a signs, handbills, and circulars and other direct mail pieces, additional agencies stand ready to help the advertiser.

One of the valuable aids in may cases consists of the various mat services. A mat is a heavy-paper impression of an advertisement or of some such element as illustration, headline, or copy from which the local printer can make the stereo type or metal plate from which the advertisement is printed.

Mats are prepared by two types of concerns, manufactures and commercial mat services. Producers often help dealers who handle their products by furnishing them with mats to use in local advertising. These are may be distributed direct to the retailer or through the wholesalers, trade association, or resident buying office. Usually they valuable to the local merchant free of charge. Since they prepared centrally for nation-wide distribution, advertising specialists may be employed and information about the products and its selling features incorporated in the advertisement much more effectively than the local advertiser could do it. Mats are flexible, permitting the local advertiser to make such changes as he needs or desires. Even when the little or none of the actual mat is used, valuable suggestions for advertising themes, copy, illustrations, and layout may be obtained from it. Trade journal and the publications of merchants service bureaus often present suggested advertisements based on centrally prepared mats that may be obtained by the retailer on request.