, . ., EVENING- PUBLIC LEDGER PHILADELPHIA, MONDAY, JANUARY 20, 1919' NH
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I by name. You will not mention the character of the magazine that carries the message and the merchant who makes f mil
article; you will not examine it nor argue it. The the sale. S
TH
kODAY you will go into a store and purchase something
by name. You will not mention the character of the
article; you will not examine it nor argue it. The
name is its guarantee of quality and of price.
Your grandparents bartered raw product for raw product; your
parents bargained bulk gold against bulk .goods. Then a "fair
exchange" was an ideal hoped for but seldom obtained. Today
you buy without bargaining and without speculation.
0
How came this change? How are the forces of commerce and
industry combined, controlled and directed by one super-force
that such merchandising methods result to your benefit? What
is this super-force?
This change has come through advertising, which is the super
force. Advertising has combined and directed industry and
commerce because advertising has offered them the single certain
guarantee of stability and progress an unlimited market at an
economic cost.
Whatever you do, whatever you are, advertising means much
to you.
What Advertising, Means to
THE CONSUMER and we are all consumers. It tells the
truth about thousands of articles important to health, comfort and
economic living. It gives opportunity to compare competitive
goods and select the best for each purpose. It has brought these
goods within the price of your purse; through quantity production,
standardization of types and styles, reducing sales costs through
building demand, reducing distribution charges through providing
quantity shipments. Advertising gives the consumer protection
against misrepresentation, against inferior quality, against faulty
manufacture. For the branded, advertised article must always have
back of it the manufacturer who stamps his mark upon it, the
magazine that carries the message and the merchant who makes
the sale.
THE FACTORY EMPLOYEE Permanence of position, in
creased opportunity, improved working conditions, no slack
seasons; because advertising enlarges the market and builds a
permanent demand.
THE STORE CLERK Gives a knowledge of the goods
handled, reduces selling effort, increases sales record, removes
complaints; because advertised goods are half sold before shown,
and they are good goods.
THE MERCHANT Divides his selling costs, multiplies his
turnover, puts stock on a standardized, evenly moving basis, builds
confidence and position for his house, eliminates need for stocking
unknown, speculative goods; because advertised articles are known
and have a known sales activity.
THE BANKER Not only increases his business through the
prosperity of his merchant depositors but gives him an opportunity
to more accurately appraise the valuation of a store's stock or a
manufacturer's plant and makes it more simple and more safe for
him to handle their paper.
THE MANUFACTURER And now we come to the one who
does the advertising. So advertising means to him all that it means
to all the others; plus the security of owning his own market and
having a powerful agent in his control that is capable of giving the
answer to any important industrial problem. Here, at the birth
place of the super-force, there need be no end to the energy
advertising creates. When made the moving spirit of the industry,
so that it operates as one of the main departments, it proves itself
the pulse of the business the stabilizer of production the
guarantee of growth.
The Curtis Publishing Company
The Ladies' Home Journal . The Saturday Evening Post
The Country Gentleman
.
. The industrial reputation of PHILADELPHIA is the sum-total of the reputations of its individual manufacturers
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